Privacy Policy

Last updated: August 14, 2026

1. General

Smilebutiken is operated by Smilea AB, corporate identity number 556823-7324. We care about your personal privacy and work to ensure that your personal data is processed in a safe, legal, and transparent manner.

This privacy policy describes how Smilea AB (“Smilea AB”, “Smilebutiken”, “we” or “us”) collects, uses, stores, and protects personal data when you visit www.smilebutiken.se, shop with us, create or use a customer account, contact our customer service, subscribe to marketing, or otherwise interact with us.

The policy also applies when you use features and services integrated with our online store, such as payment, customer account, social login, and customer reviews.

2. Who is responsible for your personal data?

Smilea AB is the data controller for the processing of personal data for which we determine the purposes and means.

Contact information:

Smilea AB
Corporate ID number 556823-7324
Sågvägen 2
184 40 Åkersberga
Sweden

Telephone: 08-540 221 40
Email: kundtjanst@smilebutiken.se

We process personal data in accordance with the EU General Data Protection Regulation, GDPR, and other applicable data protection legislation.

3. When do we process your personal data?

We may collect and process personal data about you when you:

  • visit Smilebutiken's website

  • make a purchase

  • create or use a customer account

  • log in to your customer account

  • use login via e.g., Google or Facebook

  • contact our customer service

  • make a return, exchange, or complaint

  • subscribe to newsletters, SMS, or other marketing

  • participate in a competition, campaign, or other activity

  • submit a customer review or use other functions connected to our online store

  • otherwise communicate or interact with us.

When you use the website, technical information may also be collected through cookies and similar technologies, such as IP address, device and browser information, and how the website is used.

4. What personal data do we process?

What data we process depends on how you use Smilebutiken.

We may process, among other things:

  • name

  • address, billing address, and delivery address

  • phone number

  • email address

  • customer and account details

  • order and purchase history

  • information about payment method and payment status

  • information about deliveries

  • information about returns, exchanges, and complaints

  • communication with customer service

  • IP address

  • browser, device, and technical usage information

  • information on how you use our website

  • products and offers you have shown interest in

  • information on how you interact with our newsletters and other marketing

  • data required to prevent fraud and abuse.

When you make a payment, payment details are processed by Shopify Payments and/or the payment provider associated with the payment method you choose, e.g., Klarna. The payment provider may need to collect additional information to complete the payment, credit assessment, or other checks.

Smilea AB does not store full card details.

If you choose to use social login via e.g., Google or Facebook, the data required to identify you and complete the login will be processed.

5. Why do we process your personal data?

We process personal data to be able to:

  • receive and administer orders

  • process payments and refunds

  • deliver ordered goods

  • administer customer accounts and login

  • handle returns, exchanges, and complaints

  • provide customer service

  • communicate with you about orders, deliveries, and customer matters

  • fulfill our contractual, warranty, and consumer rights obligations

  • prevent and detect fraud, abuse, and security issues

  • comply with legal obligations, e.g., under accounting and tax legislation

  • improve and develop our website, services, and product range

  • perform statistics, analysis, and business follow-up

  • administer competitions, campaigns, and other activities

  • send newsletters, SMS, and other marketing

  • customize content, offers, and marketing according to your interests when permitted by law and your choices regarding cookies and marketing.

6. Profiling and tailored marketing

We may use information such as your previous purchases, products you have shown interest in, how you use the website, and how you interact with our mailings to customize content and offers.

This may involve profiling, i.e., using information to assess which products, messages, or offers may be relevant to you.

You always have the right to object to the processing of your personal data for direct marketing.

When the processing is based on your consent, you have the right to withdraw your consent at any time.

Payment providers and other external service providers may carry out their own automated checks, such as credit or fraud assessments. Such processing takes place according to the terms and privacy policy of each provider.

7. What legal bases do we use?

We only process personal data when there is a legal basis.

Fulfillment of contract

We process personal data when it is necessary to enter into or fulfill a contract with you. This applies, for example, to:

  • making a purchase

  • administering an order

  • receiving and registering payment

  • delivering products

  • administering customer accounts

  • handling returns and complaints.

Legal obligation

We process certain personal data when required by law, for example, to comply with requirements under accounting, tax, and consumer legislation.

Legitimate interest

We may process personal data when we or a third party has a legitimate interest, and this interest outweighs your interest in protecting your personal data.

This may, for example, concern:

  • customer service

  • security

  • fraud prevention

  • business follow-up

  • statistics and analysis

  • development of our services

  • certain customer communication and marketing.

Consent

When required, we process personal data based on your consent, for example, for certain types of electronic marketing and certain cookies and similar tracking technologies.

Consent is voluntary and can be withdrawn at any time.

8. How long do we store your personal data?

We store personal data only for as long as it is necessary for the purpose for which the data was collected or for as long as we are required to store it by law.

Data needed to administer a purchase is stored for as long as required to fulfill the agreement and handle, for example, returns, complaints, warranties, or legal claims.

Accounting information is stored for the period required by accounting legislation.

Data used for marketing is stored as long as there is a legal basis for the processing or until you unsubscribe, withdraw your consent, or object to the processing.

When personal data is no longer needed, it is deleted or anonymized, unless we have a legal obligation or other legitimate reason to retain it.

9. Who can access your personal data?

To operate Smilebutiken and provide our services, we use suppliers and partners.

Personal data is only disclosed when necessary and in accordance with applicable data protection legislation.

Recipients may include, but are not limited to:

  • Shopify, which provides the technical platform for our online store

  • Shopify Payments and other payment providers, e.g., Klarna when you choose such a payment method

  • transport and logistics companies

  • providers of email, SMS, and other customer communication

  • IT, operations, security, and support providers

  • providers of statistical and analytical services

  • Google and Meta, e.g., for social login, analysis, and marketing

  • Trustpilot, in connection with customer review services

  • marketing and advertising providers

  • authorities when we are legally obliged to disclose data.

Some providers process personal data as data processors on our behalf. Other providers are independently data controllers for all or part of their processing and are then responsible themselves for how personal data is processed within their services.

We do not sell your personal data to third parties.

10. Processing of personal data outside the EU/EEA

Some of our suppliers and their subcontractors are international companies. This means that personal data may in some cases be processed or made available outside the EU/EEA.

When personal data is transferred to a country outside the EU/EEA, the transfer must take place in accordance with GDPR and with the support of a valid transfer mechanism.

This can happen, for example, through:

  • decisions from the EU Commission on adequate level of protection

  • the EU Commission's standard contractual clauses

  • other lawful transfer mechanisms and appropriate safeguards.

We use established providers and strive to ensure that personal data is always covered by appropriate protection.

11. How do we protect your personal data?

We take appropriate technical and organizational security measures to protect personal data against, among other things:

  • unauthorized access

  • loss

  • alteration

  • disclosure

  • destruction.

Our online store is provided through Shopify, and payments are handled through Shopify Payments and/or other payment providers depending on the payment method you choose.

Communication and payment information are protected through technical security solutions such as encryption and, when applicable, 3D Secure or equivalent security checks.

Smilea AB does not store full card details.

If a personal data incident occurs, we assess the scope of the incident and the risk to affected individuals.

If the incident is subject to reporting obligations, it will be reported to the Swedish Authority for Privacy Protection (IMY) without undue delay and, when required, within 72 hours of us becoming aware of the incident.

If a personal data incident is likely to result in a high risk to your rights and freedoms, we will also inform you in accordance with applicable legislation.

12. What are your rights?

Under the GDPR, you have several rights regarding your personal data.

Right to information and access

You have the right to receive information about whether we process personal data about you and, if so, to access the personal data and information about the processing.

Right to rectification

You have the right to request that inaccurate personal data about you be corrected and that incomplete data be completed.

Right to erasure

Under certain circumstances, you have the right to request that your personal data be erased.

This right does not always apply, for example, when we must retain the data to fulfill a legal obligation or to establish, assert, or defend legal claims.

Right to restriction of processing

Under certain circumstances, you have the right to request that the processing of your personal data be restricted.

Right to data portability

When processing is based on consent or contract and is carried out by automated means, you may, under certain circumstances, have the right to receive personal data that you have provided to us in a structured, commonly used, and machine-readable format.

Right to object

When processing is based on our legitimate interest, you have the right to object to the processing.

You always have the right to object to the processing of personal data for direct marketing.

Right to withdraw consent

When processing is based on your consent, you can withdraw your consent at any time.

A withdrawal does not affect the legality of the processing carried out before the consent was withdrawn.

How to exercise your rights

Exercising your rights is generally free of charge.

We may need to request additional information to verify your identity before processing a request.

We respond to a request without undue delay and normally within one month of receiving it.

Contact us at:

kundtjanst@smilebutiken.se

or:

Smilea AB
Sågvägen 2
184 40 Åkersberga

If you believe that we process your personal data in violation of data protection legislation, you have the right to lodge a complaint with the Swedish Authority for Privacy Protection (IMY).

13. Cookies and other tracking technologies

Smilebutiken's website uses cookies and similar technologies.

Certain cookies are necessary for the website and online store to function, for example, for checkout, customer account, security, and other basic functions.

With your consent, we may also use cookies and similar technologies for purposes such as:

  • statistics and analysis

  • website improvement

  • personalization

  • advertising and marketing

  • measuring marketing results.

Such services may be provided by Shopify, Google, and Meta, among others.

You can make and change your choices regarding non-essential cookies through the website's cookie settings.

More information about the cookies and similar technologies used, their purposes, and storage periods can be found in our cookie policy.

14. Changes and contact information

We may update this privacy policy, for example, if our services change or if legislation or regulatory requirements change.

The latest version of the privacy policy is always published on Smilebutiken's website. The date of the last update is indicated at the top of the policy.

If you have any questions about this privacy policy, our processing of personal data, or wish to exercise any of your rights, please feel free to contact us.

Data controller:

Smilea AB
Corporate ID number 556823-7324
Sågvägen 2
184 40 Åkersberga
Sweden

Telephone: 08-540 221 40
Email: kundtjanst@smilebutiken.se