Privacy Policy.
This Privacy Policy describes how FOAMY WHITES ApS ("FOAMY WHITES", "we", "us" or "our") collects, uses and discloses your personal information when you visit, use or make a purchase from foamywhites.com (the "Site"), contact us, subscribe to our newsletter, request a sample or submit a wholesale enquiry, and otherwise communicates with you (collectively, the "Services").
Last updated — 24 September 2026
Personal information we collect
The personal information we collect depends on how you interact with us, the Services you use and the choices you make. We collect the following categories of personal information about you.
Information you provide directly
We collect personal information you submit to us through the Services, including when you contact us, subscribe to our newsletter, request a product sample, submit a wholesale enquiry or place an order. This information may include your name, email address, phone number, shipping and billing address, company or venue name, role, country, VAT number, expected order volumes and any other information you choose to include in your message.
Information from lead forms on Facebook and Instagram
We run lead forms — FOAMY WHITES Instant Forms — on Facebook and Instagram. When you submit one of these forms, we receive the contact details you provide, such as your name, email address, phone number and any information you enter about your venue or enquiry. We transfer these details to our internal enquiry database, where they are handled in the same way as enquiries submitted directly through this Site: we review the enquiry, assign it internally and follow up with you by email or phone. Submitting a lead form does not subscribe you to our newsletter or to unrelated marketing — we use your details only to review, assign and follow up on that enquiry. Like our other enquiry records, lead-form enquiries are retained for up to 24 months of correspondence (see "Security and retention" below).
Information collected automatically
When you visit the Services, we automatically collect certain information about your device and interaction with the Site, including device identifiers, browser type, IP address, referring pages, pages viewed and information about how you use the Site. We collect this information using cookies and similar technologies (see "Cookies" below).
Information from third parties
We receive personal information about you from third parties that help us operate the Services, including our e-commerce platform (Shopify), payment processors that handle checkout on our behalf, shipping carriers that deliver your orders and email delivery providers that send our transactional emails and newsletter. Any information we receive from third parties is handled in accordance with this Privacy Policy.
How we use your personal information
We use your personal information to provide, improve and administer the Services, including to:
Provide the Site and our shop
Operate, maintain and secure the Site and the underlying cart and checkout functionality provided through Shopify.
Process orders and payments
Fulfil orders you place through Shopify checkout, including processing payments, arranging shipping, sending order confirmations and other transactional communications, and handling returns, refunds and customer service enquiries relating to your order.
Respond to enquiries
Respond to contact enquiries, fulfil trade sample requests, evaluate and respond to wholesale enquiries and enquiries submitted through our lead forms on Facebook and Instagram, including preparing quotes and, where appropriate, opening a trade account.
Newsletter and marketing
Send our newsletter and other editorial and product updates to subscribers, in each case based on your consent, which you can withdraw at any time by using the unsubscribe link in any newsletter email.
Security, fraud prevention and legal compliance
Detect, investigate and prevent fraudulent, unauthorised or illegal activity, protect the rights, property and safety of FOAMY WHITES, our customers and third parties, and comply with our legal, tax, accounting and regulatory obligations.
Cookies and measurement
Our Site and shop rely on a small number of strictly necessary cookies set by Shopify to operate the cart, checkout and session. These are always active. Blocking them in your browser may prevent parts of the Site, including checkout, from functioning correctly.
Measurement and advertising (with your consent)
With your consent we use measurement tools from Meta (Meta Pixel), Google (Google Analytics 4 and the linked Google Ads tag) and OpenAI (the ChatGPT Ads Measurement Pixel) to count visits and to measure whether our advertising leads to enquiries and purchases. These tools set their own cookies, for example _fbp (Meta), _ga and _gcl_au (Google), and __oppref and __obref (OpenAI). If you arrive from an advertisement in ChatGPT, OpenAI's pixel stores the advertising reference in __oppref for 30 days; __obref is a random browser reference kept for up to 365 days.
What we share with OpenAI
When you have consented and you submit a trade enquiry (For Professionals, a sample request or a commercial contact message) or complete a purchase, our server also reports that event directly to OpenAI. The report contains the type of event, a reference number, the time, the OpenAI references described above and — for purchases — the order value, currency and products. To help OpenAI match the event, we may include your email address and phone number in hashed (SHA-256) form, never in plain text, together with your IP address, browser type and billing country, city and postcode. For purchases, the consent choice and OpenAI references are stored with the order in Shopify. We keep these delivery records only until they have been transferred, and no longer than 30 days if a transfer fails. OpenAI receives the data as an independent recipient under its own advertiser terms and privacy policy.
Your choice
Visitors in the EU/EEA, the United Kingdom and Switzerland are asked first: none of these measurement tools loads until you select Accept, and Reject is equally available. In other countries they are active by default. You can change or withdraw your choice at any time via "Cookie settings" in the footer; withdrawing stops the tools and deletes their cookies from this Site. We record your choice, its time and the version of the notice in your browser. The legal basis for measurement is your consent (Article 6(1)(a) GDPR).
How we disclose personal information
We disclose personal information to service providers and other third parties in the following circumstances:
Service providers and processors
We share personal information with vendors that perform services on our behalf, including our e-commerce and checkout provider (Shopify), payment processors used at checkout, shipping carriers, email delivery and hosting providers. Each acts as a processor under an appropriate data processing agreement and processes personal information only on our instructions.
Legal and compliance
We may disclose personal information to comply with applicable law, lawful requests from public authorities, or to protect our rights, property or safety, or those of our customers or third parties.
Business transfers
In connection with any merger, sale of company assets, financing or acquisition of all or a portion of our business, personal information may be transferred as part of that transaction.
Third-party websites and links
The Site may contain links to websites operated by third parties that we do not own or control. We are not responsible for the privacy practices of those websites, and we encourage you to review their privacy policies before providing them with any personal information.
Children's data
The Services are not directed to children, and we do not knowingly collect personal information from children under the age of 16. If you believe that a child has provided us with personal information, please contact us and we will take steps to delete such information.
Security and retention
We use reasonable technical and organisational measures to protect personal information against loss, misuse and unauthorised access, disclosure, alteration and destruction. No method of transmission over the Internet or electronic storage is fully secure, and we cannot guarantee absolute security.
We retain personal information only for as long as necessary for the purposes set out in this Privacy Policy. Newsletter data is retained until you unsubscribe; contact, sample and wholesale enquiry records are retained for up to 24 months of correspondence; and order and invoice records are retained for the period required by Danish accounting and tax law (currently five years).
International data transfers
Personal information we collect may be transferred to, stored and processed in countries outside the European Economic Area, including by our service providers such as Shopify. Where such transfers take place, we rely on appropriate safeguards, including the European Commission's Standard Contractual Clauses, to protect your personal information.
Your rights
Depending on where you live, you may have the right to access, correct, update or request deletion of your personal information, to restrict or object to our processing, to request portability of your personal information and to withdraw any consent you have provided at any time. To exercise any of these rights, contact us at sales@foamywhites.com. You also have the right to lodge a complaint with your local data protection supervisory authority — in Denmark, Datatilsynet (datatilsynet.dk).
Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our practices or for other operational, legal or regulatory reasons. When we do, we will update the "Last updated" date at the top of this page.
Contact
For questions about this Privacy Policy, our privacy practices, or to exercise your rights, contact the data controller:
Data controller
FOAMY WHITES ApS
Danmarksgade 27C, 2. mf
DK-9000 Aalborg, Denmark
CVR / VAT: DK42905720
Contact details
Email: sales@foamywhites.com
Phone: +45 41 66 45 64