Privacy Policy

Last updated: 30/09/2026

This Privacy Policy explains how Yotsuba JAPAN, operated by BW ALLIANCE LIMITED, collects, uses, stores and protects your personal information when you visit our website, place an order, contact us, subscribe to our communications, or otherwise interact with us.

BW ALLIANCE LIMITED is a company registered in England and Wales under company number 14824039.

Registered office:
C/O FDCA Office 2, Bennet's House
21 Leyton Road
Harpenden
United Kingdom
AL5 2HU

For data protection purposes, BW ALLIANCE LIMITED is the data controller of your personal information.

If you have any questions about this Privacy Policy or how we use your personal data, you can contact us at:
Email: info@yotsubajapan.co.uk

1. Summary of how we use your information

We use your personal information to:

process and deliver your orders;
manage payments and refunds;
respond to your enquiries;
provide customer support;
manage your customer account or client profile;
send you marketing communications where permitted by law;
personalise your experience where you have provided the relevant information or consent;
analyse and improve our website;
prevent fraud and protect the security of our website and business;
comply with legal, tax, accounting and regulatory obligations.

We only use your personal information where we have a lawful basis to do so under UK data protection law.

2. Personal information we collect

We may collect and process the following types of personal information:

Contact information

This may include your name, email address, telephone number, billing address and delivery address.

Order and purchase information

This may include details of products you purchase, order history, delivery details, payment status, invoices, refunds and customer service records.

Payment information

Payments are processed securely by our payment service providers. We do not store your full payment card details or card security code. We may receive limited payment information, such as payment confirmation, transaction ID, payment method, payment status, card type and the last four digits of your card.

Account or client profile information

If you create an account or client profile, we may collect information such as your delivery preferences, country of residence, preferred currency, purchase history and communication preferences.

Communication information

If you contact us by email, phone, form, social media, WhatsApp or other communication channels, we may keep a record of that communication and any information you choose to provide.

Marketing preferences

We may collect information about whether you have agreed to receive marketing communications from us, your preferred communication channels, and your unsubscribe or opt-out preferences.

Website and technical information

When you use our website, we may collect information such as your IP address, browser type, device type, operating system, pages visited, referral source, date and time of visit, and information collected through cookies or similar technologies.

Health, beauty or wellbeing preferences

You may choose to provide information about your beauty, wellness or product interests, for example skin, beauty, wellbeing or performance-related preferences. We do not require you to provide health information to purchase our products. If you voluntarily provide health-related information, we will only use it for the purpose explained at the time and, where required, with your explicit consent.

3. How we use your personal information and our lawful basis

We use your personal information for the purposes set out below.

To process and deliver your order — Contact details, delivery details, order details, payment status. Lawful basis: performance of a contract.
To manage payments, refunds and invoices — Order details, payment confirmation, billing details. Lawful basis: performance of a contract; legal obligation.
To respond to enquiries and customer service requests — Contact details, communication records, order details. Lawful basis: legitimate interests; performance of a contract where related to an order.
To manage your account or client profile — Contact details, account details, order history, preferences. Lawful basis: performance of a contract; legitimate interests.
To send service messages about your order — Contact details, order details. Lawful basis: performance of a contract.
To send marketing communications — Contact details, marketing preferences, purchase history. Lawful basis: consent or legitimate interests where permitted by law.
To personalise your website or customer experience — Preferences, purchase history, website usage. Lawful basis: consent where required; legitimate interests.
To use cookies and similar technologies — Website and technical information. Lawful basis: consent for non-essential cookies; legitimate interests for strictly necessary cookies.
To analyse and improve our website and services — Website usage, technical information, customer feedback. Lawful basis: legitimate interests; consent where required for cookies.
To prevent fraud and protect security — Technical information, payment confirmation, order details. Lawful basis: legitimate interests; legal obligation.
To comply with tax, accounting and legal obligations — Order records, invoices, payment records, communication records. Lawful basis: legal obligation.
To establish, exercise or defend legal claims — Relevant account, order, payment and communication records. Lawful basis: legitimate interests; legal obligation.

4. Marketing communications

We may send you marketing communications about our products, services, promotions, events, offers or brand updates where you have agreed to receive them or where we are otherwise permitted by law to do so.

Marketing communications may be sent by email, SMS, WhatsApp or other electronic communication channels, depending on the preferences you have selected.

You can unsubscribe or opt out of marketing at any time by:

clicking the unsubscribe link in our emails, where available;
replying "STOP" or following the opt-out instructions in SMS or WhatsApp messages, where available;
contacting us at info@yotsubajapan.co.uk.

We will not sell your personal information to third parties for their marketing purposes.

No mobile information, text messaging opt-in data or SMS consent data will be shared with third parties or affiliates for their own marketing or promotional purposes.

5. Cookies and similar technologies

Our website uses cookies and similar technologies, such as pixels, tags and web beacons.

A cookie is a small file placed on your device when you visit a website. Cookies help websites work properly, remember your preferences, understand how visitors use the website, and support marketing or advertising activities.

We may use the following types of cookies:

Strictly necessary cookies

These cookies are required for the website to function properly. They may be used for security, checkout, basket functionality, account login, payment processing and fraud prevention. These cookies do not usually require consent.

Performance and analytics cookies

These cookies help us understand how visitors use our website, which pages are popular, and how we can improve the website. For example, we may use analytics tools such as Google Analytics, Hotjar or similar services.

Functionality cookies

These cookies allow the website to remember choices you make, such as language, region or display preferences.

Targeting and advertising cookies

These cookies may be used to deliver advertising that is more relevant to you and to measure the effectiveness of advertising campaigns. For example, we may use tools such as Meta/Facebook Pixel, Google advertising tools or similar advertising technologies.

Where required by law, we will ask for your consent before placing non-essential cookies on your device. You can manage or withdraw your cookie consent through our cookie banner or cookie settings tool.

You can also control cookies through your browser settings. Please note that disabling some cookies may affect how the website functions.

6. Sharing your personal information

We may share your personal information with trusted third parties where necessary for the purposes described in this Privacy Policy.

These may include:

payment service providers;
delivery and courier companies;
website hosting providers;
e-commerce platform providers;
customer relationship management systems;
email marketing and communication platforms;
analytics and advertising providers;
IT and security service providers;
professional advisers, such as accountants, lawyers and consultants;
regulators, tax authorities, law enforcement bodies or other public authorities where required by law;
potential buyers, investors or advisers if our business is sold, merged, reorganised or transferred.

We only share personal information where necessary and we require service providers to protect your personal information and use it only for the agreed purpose.

7. International transfers

Some of our service providers may process personal information outside the United Kingdom.

Where personal information is transferred outside the UK, we will take steps to ensure that it receives an appropriate level of protection. This may include relying on:

UK adequacy regulations;
the UK International Data Transfer Agreement;
the UK Addendum to the EU Standard Contractual Clauses;
other appropriate safeguards or legal transfer mechanisms permitted under UK data protection law.

8. How long we keep your personal information

We will keep your personal information only for as long as necessary for the purposes for which it was collected, including to meet legal, accounting, tax, reporting or regulatory requirements.

Our typical retention periods are:

Order, invoice and transaction records — Usually up to 6 years for tax and accounting purposes.
Customer account information — While your account remains active, then for a reasonable period afterwards.
Customer service enquiries — For as long as needed to respond and maintain business records.
Marketing contact details — Until you unsubscribe or withdraw consent.
Cookie consent records — For the period required to record and manage your cookie preferences.
Website analytics data — According to the retention settings of the analytics provider.
Legal, complaint or dispute records — For as long as necessary to handle the matter and protect our legal rights.

When we no longer need your personal information, we will delete it, anonymise it or securely archive it.

9. Security of your personal information

We take appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, misuse, alteration or disclosure.

These measures may include access controls, secure systems, encryption where appropriate, staff confidentiality obligations, and the use of trusted service providers.

However, no website, email system or online service is completely secure. You are responsible for keeping your account login details confidential and for notifying us if you suspect unauthorised access to your account.

10. Your rights

Under UK data protection law, you may have the following rights:

the right to access a copy of the personal information we hold about you;
the right to correct inaccurate or incomplete personal information;
the right to request deletion of your personal information;
the right to restrict how we use your personal information;
the right to object to certain processing, including direct marketing;
the right to withdraw consent where we rely on your consent;
the right to receive certain personal information in a structured, commonly used and machine-readable format;
the right to request that we transfer certain personal information to another organisation, where technically feasible;
the right to complain to the UK data protection regulator.

These rights may be subject to certain legal limitations. For example, we may need to keep some information to comply with legal, tax or accounting obligations, or to establish, exercise or defend legal claims.

To exercise your rights, please contact us at:
info@yotsubajapan.co.uk

We may need to verify your identity before responding to your request.

11. Complaints

If you have concerns about how we use your personal information, please contact us first so that we can try to resolve the issue.

You also have the right to complain to the Information Commissioner's Office, the UK supervisory authority for data protection.

12. Third-party websites

Our website may contain links to third-party websites, platforms or services. We are not responsible for the privacy practices, content or security of those third-party websites.

When you leave our website, we recommend that you read the privacy policy of any website you visit.

13. Changes to this Privacy Policy

We may update this Privacy Policy from time to time.

If we make changes, we will update this page and change the "Last updated" date at the top of the policy. Where required by law, we may also notify you of significant changes by email or by another appropriate method.

We recommend that you review this Privacy Policy periodically.

14. Contact us

If you have any questions about this Privacy Policy, how we use your personal information, or how to exercise your rights, please contact us at:
Email: info@yotsubajapan.co.uk

Postal address:
BW ALLIANCE LIMITED
C/O FDCA Office 2, Bennet's House
21 Leyton Road
Harpenden
United Kingdom
AL5 2HU