Privacy policy
Genefluence Privacy Policy
Last updated: May 2026
Introduction
This Privacy Policy explains how Genefluence Limited (“Genefluence”, “we”, “us” or “our”) collects, uses, protects and manages personal information in connection with the Genefluence and DnaNudge services, websites, applications and related experiences (the “Services”).
Genefluence Limited is a company registered in England and Wales with company number 15385485 and registered office at Scale Space, Imperial College White City Campus, 58 Wood Lane, London W12 7RZ, United Kingdom.
Protecting personal information — including sensitive genetic and skincare trait information — is fundamental to how we design and operate our Services.
This Privacy Policy should be read together with our Terms of Service and any additional notices provided within the Services.
Scope
This Privacy Policy explains:
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what information we collect
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how we use it
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how we protect it
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how information may be shared
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your rights and choices
This Policy does not apply to information that has been irreversibly anonymised or aggregated such that it can no longer reasonably identify an individual.
Information we collect
Account information
We may collect:
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name or chosen display name
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email address
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telephone number
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billing and shipping address
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account login credentials
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preferences and settings
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subscription information
Transaction and order information
When you purchase products or services through the Services, we may collect information relating to:
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purchases
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subscriptions
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payment confirmations
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shipping and fulfilment
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returns and exchanges
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customer support interactions
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transaction history
Payment transactions may be processed securely by third-party payment providers. Genefluence does not directly store full payment card information.
Genetic and skincare trait information
To provide the Genefluence experience, users may provide a DNA sample using an authorised swab and cartridge system.
Genefluence is designed around selected skincare-related genetic markers relevant to the Services. We do not sequence or store your full genetic profile.
Once testing is completed, the physical DNA sample is destroyed.
The testing process generates encrypted marker measurements that are interpreted to produce skincare-related trait insights relevant to areas such as hydration, brightness, antioxidant support, barrier function and visible ageing.
The Services are designed so that interpreted skincare traits — rather than raw genetic code or full genomic data — support product guidance, personalisation and related app experiences.
Matching and profile information
Certain Services may include profile comparison, Matching or sharing features.
These features may allow users to:
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compare interpreted skincare traits
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receive similarity insights
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share selected profile information
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participate in discovery or community experiences
Participation in these features may be optional and subject to user controls and visibility settings.
Raw genetic data is not shared with other users.
Device, browsing and usage information
We may automatically collect information relating to:
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IP address
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browser type
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operating system
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device identifiers
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app usage
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interactions with the Services
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pages viewed
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browsing behaviour
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website analytics
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cookies and similar technologies
This information helps us improve, personalise and secure the Services.
Cookies and analytics
We use cookies and similar technologies to:
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keep the Services functioning properly
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remember user preferences
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understand website and app usage
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improve performance
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personalise experiences
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measure marketing effectiveness
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support security and fraud prevention
We may use analytics and advertising technologies provided by trusted third parties, including Shopify and related service providers.
Users may manage cookie preferences through browser settings or cookie controls where available.
How we use your information
We may use personal information to:
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provide and operate the Services
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personalise skincare recommendations and experiences
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support Matching and profile features
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manage accounts and subscriptions
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process purchases and payments
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arrange shipping and fulfilment
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provide customer support
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communicate with users
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send service notifications
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send marketing communications where permitted
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improve and develop the Services
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conduct analytics and research
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maintain security and prevent misuse
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comply with legal and regulatory obligations
We may also use anonymised or aggregated information for research, analytics and business improvement purposes.
AI and automated processing
Genefluence may use automated systems, algorithms and machine-learning technologies to help:
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interpret skincare-related traits
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personalise recommendations
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support Matching experiences
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improve app functionality
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analyse service performance
These systems are designed to support skincare personalisation and related experiences.
Genefluence does not use these systems to make medical, insurance, employment or financial decisions about users.
Marketing communications
We may send users marketing or promotional communications relating to products, services, updates or offers.
Users may unsubscribe from marketing communications at any time using the unsubscribe link included in communications or by contacting us directly.
Even where users opt out of marketing communications, we may still send important service-related communications relating to accounts, purchases or subscriptions.
Sharing information with third parties
We may share information with trusted service providers and partners who support the operation of the Services, including providers of:
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cloud hosting
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infrastructure
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analytics
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customer support
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payment processing
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fulfilment and shipping
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marketing services
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technical maintenance
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app functionality
The Services are hosted in part through Shopify and related infrastructure providers, which may process personal information in order to support and improve the Services.
We may also share information:
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where required by law
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to protect rights, safety or security
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in connection with a business transfer or acquisition
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with regulators or law enforcement where legally required
We do not sell identifiable genetic information.
International transfers
Some service providers or infrastructure providers may process information outside the United Kingdom or European Economic Area.
Where personal information is transferred internationally, we take steps designed to ensure appropriate safeguards are in place in accordance with applicable data protection laws, including recognised contractual transfer mechanisms where required.
Security and protection of information
Genefluence uses technical and organisational measures designed to protect personal information, including:
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encryption
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access controls
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authentication measures
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restricted staff access
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confidentiality obligations
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secure infrastructure providers
We are committed to minimising the amount of genetic information retained as part of the Services.
No digital system can be guaranteed to be completely secure, and users should take reasonable steps to protect their own account credentials.
Data retention
We retain personal information only for as long as reasonably necessary for the purposes described in this Policy, including to:
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provide the Services
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comply with legal obligations
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resolve disputes
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enforce agreements
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maintain legitimate business records
Account-related information may be deleted or anonymised following account closure, subject to legal and operational requirements.
Your rights
Depending on applicable law, users may have rights to:
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access personal information
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correct inaccurate information
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request deletion
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restrict processing
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object to certain processing
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withdraw consent
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request portability of certain information
Users in the UK and European Economic Area may also have rights relating to objection to processing and restriction of processing under applicable data protection laws.
Requests may be submitted using the contact details provided below.
Children’s privacy
Users under the age of 16 require consent from a parent or legal guardian to participate in DNA testing services.
The Services are not otherwise intended for children.
Third-party services and links
The Services may contain links to third-party websites, platforms or services.
Genefluence is not responsible for the privacy practices or content of third-party services, and users should review the privacy policies of any external services they access.
Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect operational, legal or regulatory changes.
Updated versions will be published through the Services together with the revised effective date.
Contact us
If you have questions about this Privacy Policy or our handling of personal information, please contact:
Genefluence Limited
Scale Space
Imperial College White City Campus
58 Wood Lane
London W12 7RZ
United Kingdom