Who we are
This website, novaoo.com, and the Novaoo brand are operated by ALFA Brands LLC, trading as Novaoo ("Novaoo", "we", "us", or "our"), a limited liability company registered in the Sharjah Media City Free Zone (Shams), United Arab Emirates, under license No. 2649348.01, with its registered address at Shams Business Center, Sharjah Media City Free Zone, Al Messaned, Sharjah, United Arab Emirates.
For the purposes of applicable data protection laws, we are the "data controller" responsible for your personal information.
If you have any questions about this policy or how we handle your data, contact us at hello@novaoo.com.
Information we collect
We collect the following categories of personal information.
a) Information you give us directly
- Contact & identity details: name, email address, phone number (if provided), shipping and billing address.
- Order information: the products you buy, order value, and order history.
- Account information: if you create an account, your login details and saved preferences.
- Communications: messages you send us (e.g. support emails), and product reviews you choose to submit.
- Marketing preferences: whether you've opted in to receive our emails.
Payment information. When you pay, your card details are entered into a secure form provided by our payment processors. We do not receive or store your full card number, CVV, or equivalent. We only receive confirmation of payment and limited details (e.g. card type, last 4 digits) needed to manage your order.
b) Information we collect automatically
When you use our website, we automatically collect certain technical and usage data, including:
- Device and browser type, operating system, and language.
- IP address and approximate location (country/region).
- Pages viewed, links clicked, time on site, and how you navigate the store.
- Referring website and the search terms or ads that brought you to us.
- Cookie identifiers and similar technologies (see Section 4).
c) Information we receive from third parties
- Payment and fraud-prevention providers, who confirm and verify transactions.
- Advertising and analytics platforms (e.g. Meta, TikTok, Google), which may share aggregated campaign data.
- Shipping and fulfillment partners, who update us on delivery status.
How and why we use your information
We use your personal information for the following purposes. Where the GDPR (UK/EU) applies, the relevant legal basis is shown alongside.
| What we do | Why | Legal basis (UK/EU GDPR) |
|---|---|---|
| Process and ship your orders | To fulfill our contract with you | Performance of a contract |
| Provide customer support | To answer your questions and resolve issues | Contract / Legitimate interests |
| Prevent fraud and secure the site | To protect you and us | Legal obligation / Legitimate interests |
| Improve our website and products | To understand how the store is used and make it better | Legitimate interests / Consent |
| Measure and target advertising | To show relevant ads and understand their performance | Consent |
| Send marketing emails (if you opt in) | To tell you about products and offers | Consent |
| Comply with legal and tax obligations | Because the law requires it | Legal obligation |
We will not use your personal information for purposes that are incompatible with those listed above without letting you know.
Cookies and tracking technologies
We use cookies, pixels, tags, and similar technologies to operate the store, remember your preferences, analyze traffic, and measure advertising. These include:
- Strictly necessary cookies — required for the site and checkout to function (e.g. your cart). These cannot be switched off.
- Analytics cookies — help us understand how visitors use the site so we can improve it (e.g. Google Analytics, and session-analysis tools that record anonymized site interactions).
- Marketing/advertising cookies — used to measure and personalize ads (e.g. Meta Pixel, TikTok Pixel).
You can manage non-essential cookies at any time through our cookie consent banner, and you can control cookies through your browser settings. Where required by law, we only set non-essential cookies after you consent.
Who we share your information with
We share personal information only with trusted service providers who help us run our business, and only as needed. These include:
- E-commerce platform & hosting: Shopify, which powers our online store, checkout, and order management.
- Payment processing: our payment providers (e.g. Shopify Payments, PayPal, and similar), which securely handle transactions.
- Shipping & fulfillment partners: the warehouses and carriers — including an international warehouse and couriers — that store and deliver your order.
- Email marketing: Klaviyo, which manages our email communications and related preferences.
- Analytics: Google Analytics and session-analysis tools, which help us understand and improve site performance.
- Advertising: Meta (Facebook/Instagram) and TikTok, which help us measure and deliver advertising.
- Customer reviews: Judge.me, which collects and displays product reviews.
- Professional advisors and authorities: where required by law, legal process, or to protect our rights.
We do not sell your personal information for money. Some sharing with advertising partners may be considered a "sale" or "sharing" under certain U.S. state laws — see Section 8 for how to opt out.
Each provider is only permitted to use your data to perform services for us, under appropriate contractual safeguards.
International data transfers
We are based in the United Arab Emirates, and our service providers and partners may be located in other countries, including the United States, the United Kingdom, the European Union, China (for warehousing and fulfillment), and elsewhere.
This means your personal information may be transferred to, stored in, and processed in countries whose data protection laws differ from those in your country. Where we transfer personal information out of the UK, EU, or other regions with transfer restrictions, we rely on appropriate safeguards — such as the European Commission's Standard Contractual Clauses (or the UK equivalent) — to protect your information.
You may request more information about these safeguards by contacting hello@novaoo.com.
How long we keep your information
We keep your personal information only for as long as necessary for the purposes set out in this policy, including:
- Order and transaction records: retained for as long as required to fulfill the order and to meet our legal, accounting, and tax obligations (typically several years, depending on applicable law).
- Account information: retained while your account is active.
- Marketing data: retained until you unsubscribe or ask us to delete it.
- Website/analytics data: retained for a limited period in line with our analytics tools' standard retention settings.
When we no longer need your information, we securely delete or anonymize it.
Your privacy rights
Depending on where you live, you have rights over your personal information. We honor these rights regardless of where you are based, and we will not discriminate against you for exercising them. To make a request, email hello@novaoo.com. We may need to verify your identity before responding.
United Kingdom & European Union
UK GDPR / EU GDPR
You have the right to:
- Access the personal information we hold about you.
- Rectify inaccurate or incomplete information.
- Erase your information ("right to be forgotten").
- Restrict or object to processing in certain circumstances.
- Data portability — receive your data in a portable format.
- Withdraw consent at any time, where processing is based on consent.
- Lodge a complaint with your local data protection authority (in the UK, the Information Commissioner's Office; in the EU, your national supervisory authority).
United States
California (CCPA / CPRA) & other states
If you are a California resident, you have the right to:
- Know what personal information we collect, use, and disclose.
- Access and delete your personal information.
- Correct inaccurate personal information.
- Opt out of the "sale" or "sharing" of personal information (including targeted advertising). You can opt out by adjusting your cookie preferences in our banner or by emailing hello@novaoo.com.
- Limit the use of sensitive personal information.
- Non-discrimination for exercising your rights.
Residents of other U.S. states with similar laws (such as Virginia, Colorado, Connecticut, and others) have comparable rights, which we also honor.
Canada
PIPEDA
You have the right to access the personal information we hold about you, request corrections, and withdraw consent (subject to legal or contractual limits). If you have an unresolved concern, you may contact the Office of the Privacy Commissioner of Canada.
Australia
Privacy Act / Australian Privacy Principles
You have the right to access and correct your personal information, and to make a complaint if you believe we have breached the Australian Privacy Principles. We will respond within a reasonable time. Unresolved complaints may be referred to the Office of the Australian Information Commissioner (OAIC).
New Zealand
Privacy Act 2020
You have the right to access and request correction of your personal information. If you are not satisfied with our response, you may contact the Office of the Privacy Commissioner (New Zealand).
Marketing communications
If you opt in, we may send you emails about products, offers, and news. You can unsubscribe at any time by clicking the "unsubscribe" link in any marketing email, or by emailing hello@novaoo.com. Even if you opt out of marketing, we will still send you essential service messages related to your orders (e.g. order confirmations and shipping updates).
Children's privacy
Our website and products are intended for adults. We do not knowingly collect personal information from children under the age of 16 (or the minimum age required in your country). If you believe a child has provided us with personal information, contact us at hello@novaoo.com and we will delete it.
How we protect your information
We use appropriate technical and organizational measures to protect your personal information, including encryption of data in transit (SSL/TLS), secure payment processing through certified providers, and access controls limiting who can see your data. However, no method of transmission over the internet is 100% secure, and we cannot guarantee absolute security.
Changes to this policy
We may update this Privacy Policy from time to time to reflect changes in our practices or for legal reasons. When we make material changes, we will update the "Last updated" date at the top of this page and, where appropriate, notify you. We encourage you to review this page periodically.
How to contact us
If you have any questions, concerns, or requests regarding this Privacy Policy or your personal information, please contact us:
We will respond to your request as soon as we reasonably can, and within the timeframes required by applicable law.
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