Privacy policy

Privacy Policy (POPIA)
Last updated: 17 October 2026

Your privacy matters to us. This policy explains how Prime Lux, trading as PrimeLux (the "responsible party" under the Protection of Personal Information Act 4 of 2013, "POPIA"), collects, uses, shares and protects your personal information when you visit primelux.co.za, buy from us, or contact us by email, phone or WhatsApp.

1. Who is responsible

Prime Lux, 14 Egret Street, Roodepoort, 1709, South Africa.
Information Officer: Lisa, Founder & CEO. Email Support@primelux.co.za (subject line "Privacy") · Phone/WhatsApp +27 65 942 8699.

2. What we collect

  • Contact and delivery details: name, email, mobile number, delivery and billing address.
  • Order details: products bought, order value, delivery and returns history.
  • Payment confirmation: payments are processed by our payment providers. We receive confirmation that you paid and limited details (such as card type and last four digits); we never see or store your full card number.
  • Messages: what you tell us by email, the contact form, phone or WhatsApp, including photos you send of an order.
  • Reviews and photos: reviews, ratings, photos or videos you choose to submit.
  • Skin and hair concerns (optional): answers you give in our ritual quiz or messages (for example, "dark marks" or "dry skin"). We use these only to recommend products. We do not ask for medical records.
  • Device and usage data: IP address, browser, device type, pages viewed and cookies (see section 7).

3. Why we use it (and the lawful basis)

  • To process, deliver and support your order, handle returns and warranty claims (to perform our contract with you).
  • To prevent fraud and keep the website secure (our legitimate interest).
  • To keep records required by tax and consumer law (legal obligation).
  • To send order updates by email, SMS or WhatsApp (to perform our contract with you).
  • To send marketing by email, SMS or WhatsApp only if you opted in, or, as an existing customer, about similar products, with an easy opt-out in every message (POPIA s69).
  • To show reviews and photos you submitted (your consent).
  • To understand how the website is used and improve it (our legitimate interest, or your consent for non-essential cookies).

4. Who we share it with

We never sell your personal information. We share only what is needed with operators who process it for us under agreements that require them to protect it:

  • Shopify (our online store platform, which hosts store data)
  • Our payment providers (such as Yoco) to process payments
  • Our courier partners to deliver your parcel, and our tracking app (ParcelPanel) to send tracking updates
  • Our reviews app (Judge.me) to request and publish reviews
  • Email/SMS tools (Shopify Messaging) and WhatsApp (Meta) when you message us or opt in to updates
  • Analytics and advertising partners (such as Google or Meta), only for non-essential cookies you allow
  • Professional advisers and authorities when the law requires it

5. Information sent outside South Africa

Some of these providers (for example Shopify, Judge.me, Google and Meta) store data outside South Africa. Under POPIA s72, we use only providers bound by laws, binding rules or agreements that give your information a level of protection substantially similar to POPIA.

6. How long we keep it

We keep order and invoice records for 5 years as required by law, and other information only for as long as we need it for the purposes above. Marketing data is deleted when you unsubscribe, apart from a record that you opted out, so we don't contact you again.

7. Cookies

Essential cookies keep your cart and checkout working. Analytics and marketing cookies are used only with your consent through our cookie banner, and you can change your choice at any time in your browser settings.

8. How we protect it

Our store runs on a secure, encrypted (HTTPS) platform. Access to customer information is limited to people who need it to serve you. If we ever have reason to believe your information has been compromised, we will notify you and the Information Regulator as POPIA s22 requires.

9. Your rights

You may ask us, free of charge, to:

  • confirm whether we hold your personal information and give you a copy;
  • correct or delete it;
  • stop or object to processing, including direct marketing at any time;
  • withdraw consent you gave (for example, for a review photo to be shown).

Email Support@primelux.co.za with the subject "Privacy". We may need to verify your identity, and we reply within 30 days.

10. Children

Our store is intended for adults. We do not knowingly collect information from children under 18 without a parent or guardian's consent.

11. Complaints

If you are unhappy with how we handled your information, please contact us first. You also have the right to complain to the Information Regulator (South Africa): inforegulator.org.za · POPIAComplaints@inforegulator.org.za · 010 023 5200.

12. Changes

We may update this policy. The latest version, with its date, is always on this page.