Privacy Notice

Birth Beautiful | Last updated: 4th May 2026

1. Introduction

This privacy notice provides you with details of how we collect and process your personal data through your use of our website at www.birth-beautiful.co.uk, and engaging with our services.

By providing us with your data, you warrant to us that you are over 18 years of age. Our services are provided to adults only, although we may process limited information about babies or children where this is relevant to providing our services to you.

Our website and online services are not directed at children. Any information we process about babies or children is normally provided by an adult client and used only where relevant to the services we provide.

Birth Beautiful is the data controller and is responsible for your personal data, referred to in this privacy notice as “we”, “us” or “our”.

Contact Details

Trading name: Birth Beautiful
Website: www.birth-beautiful.co.uk
Email address: info@birth-beautiful.co.uk

It is very important that the information we hold about you is accurate and up to date. Please let us know if at any time your personal information changes by emailing us at info@birth-beautiful.co.uk.

2. What Data Do We Collect About You, For What Purpose and On What Ground We Process It

Personal data means any information capable of identifying an individual. It does not include anonymised data.

We may process the following categories of personal data about you:

Communication Data

This includes any communication that you send to us, whether through the contact form on our website, through email, text, social media, or any other communication that you send us. We process this data for the purposes of communicating with you, responding to your enquiries, record keeping, and for the establishment, pursuance or defence of legal claims. Our lawful ground for this processing is our legitimate interests.

Customer Data

This includes data relating to the services you enquire about or purchase, such as your name, email address, phone number, contact details and booking details. We process this data to supply the services you have requested, manage our relationship with you and to keep records of such transactions. Our lawful ground for this processing is the performance of a contract between you and us and/or taking steps at your request to enter into such a contract.

Payment and Transaction Data

This includes details of payments to and from you, invoices, booking records, purchased services and limited payment-related information.

We process this data to manage bookings, payments, accounting records and our legal and tax obligations.

Our lawful ground for this processing is the performance of a contract between you and us, compliance with legal obligations, and/or our legitimate interests in managing our business records.

Where payments are processed by a third-party payment provider, that provider may process payment information in accordance with its own terms and privacy notice. We do not store full card details unless explicitly stated.

Child and Baby Data

Where relevant to the services we provide, we may process limited personal data about your baby or child. This may include their name, date of birth, birth information, feeding or postnatal information, health or care-related information, and other family circumstances that you choose to share with us.

We process this data only where it is relevant and necessary to provide our services to you, support you and your family, keep appropriate records, comply with legal obligations, protect vital interests, or deal with legal claims.

Where this includes health information about a baby or child, this may be special category data. Our Article 6 lawful basis is usually the performance of our contract with you, or taking steps at your request before entering into a contract. Our Article 9 condition is usually your explicit consent, unless another condition applies, such as vital interests or legal claims.

Third-Party and Family Data

You may need to provide us with information about other people involved in your care or support in order for us to provide our service to you. This may include information about your birth partner, family members, emergency contacts, healthcare professionals, or other members of your household.

We process this information only where relevant to providing our services to you, communicating with you, supporting your birth or postnatal preferences, protecting vital interests, dealing with safeguarding or welfare concerns, or keeping appropriate records.

Our lawful ground for this processing is usually the performance of our contract with you, our legitimate interests in providing appropriate care and support, compliance with legal obligations, or vital interests where necessary.

User Data

This includes data about how you use our website together with any data that you submit through our website. We process this data to operate our website, ensure relevant content is provided to you, ensure the security of our website, maintain back-ups of our website and databases, and to enable publication and administration of our website and business. Our lawful ground for this processing is our legitimate interests, which in this case are to enable us to properly administer our website and our business.

Technical Data

This includes data about your use of our website such as your IP address, details about your browser, length of visit to pages on our website, page views and navigation paths, time zone settings and other technology on the devices you use to access our website. The source of this data is from our analytics tracking system, cookies, and other similar technologies. We process this data to analyse your use of our website, to administer and protect our business and website, and to understand the effectiveness of our content. Our lawful ground for this processing is our legitimate interests, which in this case are to enable us to properly administer our website and our business. Where required by law, we will ask for your consent before setting non-essential cookies or similar technologies.

Marketing Data

This includes data about your preferences in receiving marketing from us and your communication preferences. We process this data to deliver relevant content to you and to understand the effectiveness of our communications. Our lawful ground for this processing is our legitimate interests, namely to grow our business and communicate with existing and prospective clients, or where required, your consent.

Sensitive and Special Category Data

Some of the information we process may be sensitive. Some of it may also be special category data under UK GDPR.

The nature of our services means that we need to collect and use certain sensitive personal data about you in order to deliver our contract with you. This may include:

Health and medical information
Pregnancy, birth and postnatal information
Information about your sexual and reproductive health
Information about your emotional wellbeing
Your racial or ethnic origin
Your religious or philosophical beliefs
Your social circumstances

We only collect special category data where it is relevant and necessary for the services you request from us. Our Article 6 lawful basis is usually that the processing is necessary for the performance of our contract with you, or to take steps at your request before entering into a contract. We may also rely on legitimate interests where necessary for record keeping, insurance, complaint handling, safeguarding, welfare concerns or legal claims. Our Article 9 condition is usually your explicit consent under Article 9(2)(a) UK GDPR. We will ask for your explicit consent before collecting special category data through our client onboarding process or client agreement. You may withdraw your consent at any time by contacting us at info@birth-beautiful.co.uk, but this may affect our ability to provide some or all of our services.

If you choose to send us sensitive information voluntarily before we ask for it, we will use it only to respond to your enquiry, assess whether we can provide the requested service, and manage any related records or legal obligations.

In limited circumstances, we may process special category data where this is necessary to protect vital interests, comply with legal obligations, deal with safeguarding or welfare concerns, or to establish, exercise or defend legal claims.

Criminal Offence Data

We do not intentionally collect criminal offence data. However, you may choose to share information with us, or we may receive information, that relates to criminal allegations, proceedings, convictions, safeguarding concerns, police involvement or similar matters. We will only process this information where it is relevant and necessary for providing our services, protecting vital interests, dealing with safeguarding or welfare concerns, complying with legal obligations, or establishing, exercising or defending legal claims.

Required Processing

Where we are required to collect personal data by law, or under the terms of the contract between us, and you do not provide us with that data when requested, we may not be able to perform the contract. If you do not provide the requested data, we may have to cancel a service you have ordered, but if we do, we will notify you at the time.

We may process your personal data without your knowledge or consent where this is required or permitted by law.

Purposes of Processing

We will only use your personal data for a purpose it was collected for or a reasonably compatible purpose if necessary. For more information on this please email us at info@birth-beautiful.co.uk. In cases where we need to use your details for an unrelated new purpose, we will let you know and explain the legal grounds for processing.

In limited circumstances, where permitted by UK GDPR, we may rely on recognised legitimate interests where processing is necessary for a recognised public-interest purpose, such as safeguarding, responding to an emergency, preventing or detecting crime, public security, or sharing information with an organisation that needs it for a public task or official function. Where this involves special category data or criminal offence data, we will also ensure that any additional conditions required by law are met.

Where permitted by law, we may also process personal data for compatible further purposes, including responding to emergencies, protecting vital interests, dealing with safeguarding or welfare concerns, complying with legal obligations, preventing or detecting crime, responding to lawful requests from public authorities, or establishing, exercising or defending legal claims.

Automated Decision-Making

We do not carry out automated decision-making or any type of automated profiling.

3. How We Collect Your Personal Data

We may collect data about you in the following ways:

Directly from you when you contact us, book a discovery call, or engage our services, for example by filling in forms on our website or sending us emails
Automatically as you use our website, through cookies and similar technologies. Where required by law, non-essential cookies and similar technologies are managed through the cookie banner on our website. Please see our cookie policy for more details at www.birth-beautiful.co.uk/cookie
From third-party analytics providers such as Google, based outside the UK, who provide data about how our website is used
From third-parties where relevant to providing our services, such as family members, birth partners, healthcare professionals, payment providers, booking systems, or other service providers.

4. Marketing Communications

Our lawful ground for processing your personal data to send you marketing communications is either your consent or our legitimate interests, namely to grow our business and keep existing and prospective clients informed of our services.

Under the Privacy and Electronic Communications Regulations (PECR), we may send you marketing communications from us if you have specifically consented to receive them, or where the “soft opt-in” applies. This includes when you’ve made a purchase or asked for information from us about our services, or you have agreed to receive marketing communications, and in each case you have not opted out of receiving such communications since.

The soft opt-in may apply where you have bought, or negotiated to buy, similar services from us, and we gave you a clear opportunity to opt out when we collected your details and in every subsequent marketing message.

In each case, we will only send you marketing where you have not opted out.

We will never share your personal details with any third party for their own marketing purposes.

Where a client has consented to ongoing communications after the end of their service, we will retain their contact details for that purpose until consent is withdrawn, at which point those details are securely deleted unless we need to retain them for another lawful reason.

You can ask us to stop sending you marketing messages at any time by emailing us at info@birth-beautiful.co.uk. If you opt out of receiving marketing communications, this opt-out does not apply to personal data provided as a result of engaging our services. You can also opt out by using the unsubscribe or opt-out link in any marketing email we send you, where such a link is provided.

5. Disclosures of Your Personal Data

We may have to share your personal data with third parties where this is necessary for the purposes set out in this privacy notice. This may include, but is not limited to:

Service providers who support the operation of our business, website and services, including providers of website hosting, email, forms, booking systems, payment processing, accounting, analytics, IT support, document storage and security services.
Google LLC, for the purposes of email communication through Gmail and website analytics through Google Analytics 4. Google’s privacy practices are described at policies.google.com/privacy.
Our website hosting provider, who processes data on our behalf as part of the infrastructure that hosts our website. This is subject to appropriate data processing arrangements.
Professional advisers including lawyers, accountants, bookkeepers and insurers, where necessary.
Government bodies, public authorities, regulators, HMRC, safeguarding bodies, emergency services, healthcare providers or other authorities where we are legally required or permitted to do so, where this is necessary to protect someone’s vital interests, or where this is necessary in connection with safeguarding, welfare concerns, legal obligations, tax, accounting, insurance, complaints or legal claims.
Third parties to whom we may sell, transfer, or merge parts of our business or our assets in the future.

We require third parties who process personal data on our behalf to respect the security of your personal data and to treat it in accordance with the law.

Where a third party acts as our processor, we only allow them to process your personal data for specified purposes and in accordance with our instructions, unless they are required by law to do otherwise.

6. International Transfers

Some of our third-party service providers are based outside the UK, which means that when they process your personal data, there may be a transfer of data outside the UK.

We are subject to the provisions of the UK General Data Protection Regulation (UK GDPR) that protect your personal data. Where we transfer your data to third parties outside of the UK, we ensure that appropriate safeguards are in place. In particular:

Google LLC (provider of Google Analytics, Google Tag Manager and Google Fonts used on our website) is based in the United States. Google participates in the UK-US Data Bridge (the UK Extension to the EU-US Data Privacy Framework), which provides equivalent safeguards for personal data transferred from the UK to the US. For more information see policies.google.com/privacy.
Vercel Inc. (our website hosting provider and provider of Vercel Analytics) is based in the United States. Vercel participates in the UK-US Data Bridge (the UK Extension to the EU-US Data Privacy Framework) and additionally enters into the International Data Transfer Agreement / UK Addendum to the EU Standard Contractual Clauses with us. For more information see vercel.com/legal/privacy-policy.
Fillout Inc. (provider of the contact form on our website) is based in the United States. Transfers to Fillout are protected by the UK Addendum to the EU Standard Contractual Clauses, which give your personal data the same protection it has in the UK. For more information see fillout.com/legal/privacy-policy.
Some of our service providers, including Cal.com (booking calendar, EU instance) and Storyblok GmbH (content delivery), are established in the European Economic Area (EEA). Transfers from the UK to the EEA are protected by the UK’s adequacy regulations for the EEA, which recognise that EEA countries provide an equivalent level of data protection.
Where we use any other service providers established outside of the UK, we use specific contracts approved by the ICO (the International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses), or rely on other approved transfer mechanisms, which give your personal data the same protection it has in the UK.
If none of the above safeguards are available for a particular transfer, we will request your explicit consent to that specific transfer. You will have the right to withdraw this consent at any time.

7. Data Security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used, altered, disclosed, or accessed without authorisation. We also limit access to your personal data to those who have a business need to know.

We have procedures in place to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

8. Data Retention

We will only retain your personal data for as long as necessary to fulfil the purposes for which we collected it, including for the purposes of satisfying any legal, accounting, tax, insurance, safeguarding, professional or reporting requirements.

When deciding what the correct retention period is, we consider the amount, nature and sensitivity of the data, the potential risk of harm from unauthorised use or disclosure, the purposes for which we process it, whether those purposes can be achieved by other means, and applicable legal, accounting, tax, insurance, safeguarding and professional requirements.

We retain accounting, invoice and transaction records for the period required by tax and accounting law. The exact period may depend on the type of record and the legal or accounting requirement that applies.

Client records containing sensitive personal information are retained in line with applicable legal, insurance, safeguarding, accounting and professional requirements. Where no specific period is prescribed by law, we apply a retention period appropriate to the nature and sensitivity of the information, the purpose for which it was collected, the type of service provided, the likelihood of follow-up queries, complaints or legal claims, and our need to keep appropriate records.

Enquiry and contact data from individuals who do not proceed to a client relationship is held for a reasonable period to respond to and follow up on the enquiry, after which it is securely deleted unless we need to retain it for another lawful reason.

In some circumstances we may anonymise your personal data for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

9. Your Legal Rights

Under data protection laws you have rights in relation to your personal data that include the right to request access, correction, erasure, restriction, transfer, to object to processing, to data portability and (where the lawful ground of processing is consent) to withdraw consent.

If you wish to exercise any of the rights set out above, please email us at info@birth-beautiful.co.uk.

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive, or we may refuse to comply with your request in these circumstances.

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it.

We may also ask you for additional information to help us understand the scope of your request, identify the personal data you are asking for, or locate relevant records. Where permitted by law, the time period for responding to your request may pause until we receive the information we reasonably need from you. When responding to a request, we will carry out reasonable and proportionate searches.

We aim to respond to all legitimate requests within one calendar month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated. All requests are dealt with according to UK GDPR.

10. How to Complain

If you have a complaint about how we handle your personal data, we ask that you contact us first so that we can try to resolve it for you.

You can submit a data protection complaint to us by:

Emailing us at info@birth-beautiful.co.uk
Filling in the contact form at https://www.birth-beautiful.co.uk/contact

We will acknowledge your complaint within 30 days of receiving it. We will investigate your complaint without undue delay, keep you informed of our progress, and communicate the outcome to you with sufficient detail for you to understand how we reached our conclusion.

If you are not satisfied with our response, you have the right to complain to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). You can contact the ICO at:

Website: www.ico.org.uk
Telephone: 0303 123 1113
Post: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

11. Third-Party Links

This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.

12. Cookies

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please see our Cookie Policy at www.birth-beautiful.co.uk/cookie.

Changes to this Privacy Notice

We may update this privacy notice from time to time. The date at the top of this notice indicates when it was last revised. We encourage you to review it periodically. Where changes are material, we will take reasonable steps to notify you.