Privacy Policy

Who We Are

Defined by Alicia is a semi-permanent makeup studio operated by Rachel, a sole trader based in Rode Heath, Cheshire. We are the data controller for the personal information you provide to us.

If you have any questions about this policy or how we handle your data, please contact us via Instagram at @definedbyalicia or through our website at definedbyalicia.com.

What Information We Collect

We collect personal information when you book an appointment, complete a consultation form, or contact us. This may include:

• Your name, email address, and phone number
• Appointment and booking history
• Health and medical information relevant to your treatment — including skin conditions, allergies, medications, and pregnancy status
• Consultation forms completed before or during your appointment
• Before and after photographs taken as part of your treatment record
• Payment information (processed securely through our booking system — we do not store card details)
• Communications between us via Instagram DM, email, or other messaging

Why We Collect Your Information

We collect and use your personal information for the following purposes:

• To provide your treatment — booking appointments, carrying out patch tests and consultations, and delivering your semi-permanent makeup treatment safely
• To keep treatment records — maintaining a record of your consultation forms, health information, and treatment history, which is required for safe practice
• To contact you — sending appointment confirmations, reminders, and follow-up aftercare information
• To take payment and deposits — processing bookings and deposits securely through our booking system
• To meet our legal obligations — we are required to keep certain records relating to treatments and consent

Special Category Data

Before and after photographs are also personal data. We will only use your photographs for our own treatment records unless you give us separate, explicit permission to use them for marketing purposes (for example, posting on Instagram or Facebook). You may withdraw this permission at any time.

Legal Basis for Processing

Under UK GDPR, we rely on the following legal bases to process your personal data:

• Contract — to fulfil our booking and treatment agreement with you
• Legitimate interests — to manage our business, keep treatment records, and contact you about your appointments
• Legal obligation — to comply with applicable laws and regulations
• Explicit consent — for health and medical information, and for the use of photographs in marketing

Who We Share Your Information With

We do not sell your personal data to third parties. We may share your information with:

• Our booking system (Timely) — to manage appointments and send reminders. Timely processes data in accordance with their own privacy policy.
• Payment processors — to handle deposits and payments securely. We do not have access to your full card details.
• Professional bodies or insurers — if required for insurance, complaints, or regulatory purposes.
• Legal authorities — if required to do so by law.

All third parties we work with are required to handle your data securely and in accordance with data protection law.

How Long We Keep Your Information

We keep your personal data for as long as is necessary for the purposes set out in this policy:

• Treatment records and consultation forms — retained for a minimum of 7 years after your last appointment, in line with standard practice for aesthetic and cosmetic treatments
• Booking and contact information — retained for as long as you remain a client and for a reasonable period thereafter
• Photographs — retained as part of your treatment record unless you request removal

After the relevant retention period, your data will be securely deleted.

Your Rights

Under UK GDPR, you have the following rights regarding your personal data:

• Right of access — you can request a copy of the personal data we hold about you
• Right to rectification — you can ask us to correct inaccurate or incomplete data
• Right to erasure — you can ask us to delete your data, subject to our legal obligations to retain certain records
• Right to restrict processing — you can ask us to limit how we use your data in certain circumstances
• Right to withdraw consent — where we rely on your consent to process data (such as for photographs used in marketing), you can withdraw that consent at any time
• Right to complain — if you believe we have not handled your data correctly, you have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk

To exercise any of these rights, please contact us via Instagram at @definedbyalicia or through definedbyalicia.com.

Keeping Your Data Safe

We take reasonable steps to protect your personal information from loss, misuse, or unauthorised access. Your data is stored securely within our booking system, and we limit access to your information to only what is necessary to provide your treatment.

Please be aware that no method of transmission over the internet is completely secure. If you have concerns about the security of your data, please contact us directly.

Changes to This Policy

We may update this privacy policy from time to time. The current version will always be available on our website at definedbyalicia.com. We will notify you of any significant changes where possible.

Contact Us

If you have any questions about this privacy policy or how we handle your personal data, please get in touch:

• Instagram: @definedbyalicia
• Website: definedbyalicia.com
• Location: Rode Heath, Cheshire