Privacy Policy

Last updated: 20 July 2026

At YU SEI (“we”, “our”, or “us”), we respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, store and protect your personal data when you visit our website, purchase our products, subscribe to our communications or otherwise interact with us.

This Privacy Policy applies to the website operated by YU SEI.

1. Who We Are

YU SEI is a UK-based retailer of ceremonial matcha.

For the purposes of UK data protection law, YU SEI is the data controller responsible for your personal information.

Contact us

Email: [Insert contact email]

Business address: [Insert registered business address]

2. Information We Collect

Depending on how you interact with our website, we may collect the following information.

Information you provide

This may include:

Name
Billing address
Delivery address
Email address
Telephone number
Account login details (if applicable)
Information you provide when contacting us
Marketing preferences
Order history

Payment information

Payments are processed securely through trusted third-party payment providers.

YU SEI does not store or have access to your full payment card details.

Information collected automatically

When you visit our website, certain technical information may be collected automatically, including:

IP address
Browser type
Device information
Operating system
Pages viewed
Time spent on pages
Referring website
Website interactions
Cookie identifiers

3. How We Use Your Information

We use your personal information to:

Process and fulfil orders
Deliver purchases
Process payments
Provide customer support
Communicate about your orders
Respond to enquiries
Manage your account (where applicable)
Improve our website and customer experience
Detect fraud and maintain website security
Comply with legal obligations
Send marketing communications where you have chosen to receive them

4. Lawful Basis for Processing

Under UK GDPR, we process your personal information where one or more of the following lawful bases apply:

Performance of a contract
Compliance with legal obligations
Our legitimate business interests
Your consent, where required

Where we rely on your consent, you may withdraw it at any time.

5. Marketing Communications

If you subscribe to our mailing list, we may send you updates about:

Product availability
New collections
Restocks
Editorial content
Brand news

You may unsubscribe at any time by using the unsubscribe link included in our emails or by contacting us directly.

We do not send marketing communications unless permitted under applicable law.

6. Sharing Your Information

We only share your information where necessary to operate our business.

This may include trusted service providers such as:

Shopify (our ecommerce platform)
Payment processors
Delivery and courier companies
Website hosting providers
Marketing platforms
Analytics providers
Fraud prevention services
Professional advisers where legally required

These providers only receive the information necessary to perform their services and are required to protect your information.

We do not sell your personal information.

7. International Transfers

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

Where personal information is transferred internationally, we ensure appropriate safeguards are in place as required by UK data protection law.

8. Data Retention

We retain personal information only for as long as necessary to:

Provide our services
Maintain business records
Comply with legal obligations
Resolve disputes
Enforce our agreements

Retention periods may vary depending on the nature of the information and applicable legal requirements.

9. Your Rights

Subject to applicable law, you may have the right to:

Access your personal information
Correct inaccurate information
Request deletion of your information
Restrict processing
Object to certain processing
Request transfer of your information to another provider
Withdraw consent where processing relies on consent
Lodge a complaint with the UK Information Commissioner’s Office (ICO)

To exercise any of these rights, please contact us using the details provided in this Privacy Policy.

10. Cookies

Our website uses cookies and similar technologies to:

Operate essential website functions
Remember your preferences
Improve website performance
Understand how visitors use our website
Measure the effectiveness of marketing activities

You can manage or disable cookies through your browser settings.

Where required by law, we will ask for your consent before placing non-essential cookies on your device.

Please see our Cookie Policy for further information.

11. Website Analytics

We may use analytics services to better understand how visitors use our website.

These services may collect information such as:

Pages visited
Device information
Browser information
Approximate location
Time spent on the website
Navigation patterns

This information helps us improve the website and customer experience.

12. Security

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

While no online service can guarantee absolute security, we continually work to safeguard the information entrusted to us.

13. Children’s Privacy

Our website is not intended for children under the age of 13.

We do not knowingly collect personal information from children.

If you believe a child has provided personal information to us, please contact us so that we can take appropriate action.

14. Third-Party Links

Our website may contain links to third-party websites.

We are not responsible for the privacy practices or content of those websites. We encourage you to read their privacy policies before providing any personal information.

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business, legal obligations or the services we use.

Any updates will be published on this page together with the revised “Last updated” date.

16. Contact

If you have any questions regarding this Privacy Policy or the way we process your personal information, please contact us.