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Privacy Policy
Last updated: August, 2026
Pure Mama Australia Pty Limited (ABN 35 690 712 433) (“we”, “us” or “our”) takes our privacy obligations seriously. In this Privacy Policy, “you” and “your” refers to the individual providing Personal Information to us.Personal Information has the meaning given in the Privacy Act 1988 (Cth) and includes information or an opinion about an identified individual, or an individual who is reasonably identifiable.
This Privacy Policy explains how we collect, hold, use and disclose your Personal Information. By using our website au.puremama.com (“this website”) you agree to the terms of this Privacy Policy.
We are committed to complying with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs) contained in that Act. This website is directed at customers in Australia.
SECTION 1 - WHAT INFORMATION DO WE COLLECTION FROM YOU?
When you purchase something from our store, as part of the buying and selling process, we collect the following Personal Information from you:
+ Your name, date of birth, email address, delivery address, and phone number.
+ Billing information, credit card number and whether you are a participant in our Rewards Programme.
+ Products purchased.
When you create an account we collect your name, email address, delivery address and phone number. If you sign up to our Rewards Programme we collect your name, email address, phone number, and date of birth. In each case you must also set a password.
There may also be other voluntary information that we ask for when completing forms to create an account, place an order, sign up to be a product tester, or sign up to receive marketing materials.
When you browse our store, we also automatically receive certain information including cookies and your computer’s internet protocol (IP) address, to help us learn about your browser and operating system.
Sensitive information. Because our products relate to pregnancy and the postpartum period, some information you provide, or that may be inferred from your purchases, may indicate health-related characteristics. Under the Privacy Act 1988 (Cth), health information is “sensitive information” and generally requires your consent to collect. Where you provide such information or it can reasonably be inferred from your order, you consent to our collecting and using it only as reasonably necessary to fulfil your order and provide the products and services you request. We do not use sensitive information for marketing or profiling purposes.
SECTION 2 - HOW DO WE COLLECT YOUR PERSONAL INFORMATION?
We collect your Personal Information directly from you where reasonable and practicable, such as when you sign up for an account, the Rewards Programme or marketing communications, when you make an enquiry, when you add items to your online cart, and when you confirm a product order. We also collect information automatically through your use of our website.
We also use social media services such as Facebook, Instagram, Pinterest, TikTok, YouTube, and X (formerly Twitter). Your use of these third-party services is entirely optional. We may collect and use any information that you make public when using such services for the purposes of our business. All such third-party services are governed by the privacy policies of those service providers, for which we are not responsible.
Please do not provide us with Personal Information about other individuals unless you have obtained their consent. By providing Personal Information relating to a third party, you warrant that you are authorised to do so and that the individual is aware of this Privacy Policy.
SECTION 3 - HOW DO WE OBTAIN YOUR CONSENT?
When you provide us with Personal Information to complete a transaction, verify your credit card, place an order, arrange for a delivery or return a purchase, you are consenting to our collecting and using it for that reason.
If we ask for your Personal Information for a secondary reason, such as to send you marketing communications, we will either ask you directly for your express consent, or provide you with an opportunity to opt out, as required by the Privacy Act 1988 (Cth) and the Spam Act 2003 (Cth).
You may opt out of marketing emails by using the unsubscribe functionality within those emails.
SECTION 4 - HOW DO WE USE YOUR PERSONAL INFORMATION?
We collect, use and disclose your Personal Information for the primary purpose for which it was collected, and for related secondary purposes you would reasonably expect.
This includes:
+ Fulfilling your order, confirming your order, delivering products, and responding to returns or queries.
+ Sending you marketing material such as newsletters and promotions, or advertising our products to you on third-party platforms such as Instagram or Google, where you have consented or where permitted by law.
+ Administering your account and any participation in our Rewards Programme.
+ Communicating with you if you sign up to be a product tester.
+ Conducting our business, including managing and analysing customer data and improving your experience on our website.
+ Undertaking customer surveys.
We will also use and disclose your Personal Information where required to comply with our legal obligations or where you have violated our Terms of Service.
SECTION 5 - REWARDS PROGRAMME AND PROMOTIONAL INCENTIVES.
From time to time we offer incentives, such as a free gift, in exchange for you signing up to our marketing communications or Rewards Programme. Participation is entirely voluntary. If you sign up, we collect and use the Personal Information described above to administer the programme and send you communications. You may withdraw at any time by unsubscribing from our marketing emails or contacting us at hello@puremama.com.
SECTION 6 - SHOPIFY
Our store is hosted on Shopify, provided by Shopify Inc. They provide us with the online e-commerce platform that allows us to sell our products to you. Your Personal Information collected through this website is disclosed to Shopify and stored in Shopify’s data storage and databases in compliance with industry standards. You can review Shopify’s Privacy Statement at https://www.shopify.com/legal/privacy.
Shopify may share your Personal Information with third parties where necessary to prevent illegal activity, where you have violated Shopify’s Terms of Service, to comply with legal obligations, or where we have authorised the transfer.
SECTION 7 - OTHER THIRD-PARTY SERVICES AND OVERSEAS DISCLOSURE.
We use other third-party service providers to facilitate payment for orders, deliver products, and send marketing communications. These providers will only collect, use and disclose your information to the extent necessary to perform their services.
Overseas disclosure. Some of our service providers, including Shopify, are located outside Australia (including in Canada and the United States) and your Personal Information may be stored or processed overseas. Before disclosing Personal Information to an overseas recipient, we take reasonable steps to ensure that the recipient handles it consistently with the Australian Privacy Principles, as required by Australian Privacy Principle 8. In general, we remain accountable under the Privacy Act 1988 (Cth) for how overseas recipients handle your Personal Information, except where a recognised exception under APP 8 applies. You acknowledge that overseas recipients may be subject to foreign laws that differ from Australian privacy laws.
If you choose a direct payment gateway to complete your purchase, your credit card data is stored only with that third-party payment gateway, encrypted in accordance with the Payment Card Industry Data Security Standard (PCI-DSS).
SECTION 8 - AUTOMATED CHAT ASSISTANT
We offer an automated chat assistant on our website to help answer your questions and provide customer support. When you interact with the chat assistant, you are communicating with an automated service rather than a human, although you may request to be connected with a member of our team. The chat assistant is provided by our customer-service platform, Gorgias, which processes the content of your chat messages and related information (such as your name and email address) as a service provider on our behalf, in order to operate the chat service and respond to your enquiry. We do not use the content of your chat messages to train third-party artificial intelligence models. Any Personal Information you provide through the chat assistant is handled in accordance with this Privacy Policy.
SECTION 9 - DISCLOSURE TO THIRD PARTIES.
In addition to disclosures made to third-party service providers in the course of our business, we may also disclose your Personal Information in the following circumstances:
+ To enforce our Terms of Service.
+ Where required or authorised by law, such as to comply with a subpoena or similar legal process.
+ Where we reasonably believe disclosure is necessary to protect our property, legal rights, your safety or the safety of others.
+ To detect, investigate, prevent or address fraud, security or technical issues.
+ To any third party with your prior consent.
SECTION 10 - HOW DO WE MANAGE AND SECURE YOUR PERSONAL INFORMATION?
Personal Information collected by us is held via Shopify, whose address is 150 Elgin St., 8th Floor, Ottawa, ON K2P 1L4, Canada. We take reasonable steps to protect your Personal Information from misuse, interference and loss, and from unauthorised access, modification or disclosure.
We will retain your Personal Information for as long as necessary to provide our products and services, or to meet our legal obligations. We will take reasonable steps to destroy or de-identify Personal Information when it is no longer needed for any purpose for which it may be used or disclosed and we are not required by law to retain it.
Notifiable Data Breaches. If we experience a data breach that is likely to result in serious harm to any individual whose Personal Information is involved, we will comply with our obligations under the Notifiable Data Breaches scheme in Part IIIC of the Privacy Act 1988 (Cth), including notifying affected individuals and the Office of the Australian Information Commissioner (OAIC) where required.
SECTION 11 - SECURITY AND COOKIES.
By browsing our store, you agree to the placement of cookies on your device. A cookie is a small data file stored on a device’s web browser containing information about your device, IP address, session, and online activity. Most browsers allow you to disable or reject cookies, though doing so may limit certain website functionality.
We use the following cookies and tracking tools:
+ Google Analytics – to help us analyse website usage.
+ Facebook/Meta – for advertising and analytics.
+ Shopify Cookies – to enable store functionality.
You can opt out of targeted advertising by visiting:
+ Facebook/Meta: https://www.facebook.com/settings/?tab=ads
+ Google: https://www.google.com/settings/ads/anonymous
+ You can also opt out of some services via the Digital Advertising Alliance of Australia at https://www.youronlinechoices.com.au/
SECTION 12 - AGE OF CONSENT.
By using this website, you represent that you are at least 18 years of age, or that you have the consent of a parent or guardian to use this website. We do not knowingly collect Personal Information from children.
SECTION 13 - CHANGES TO PRIVACY POLICY.
We reserve the right to modify this Privacy Policy at any time. Changes will take effect immediately upon posting to the website. If we make material changes, we will notify you on the website so that you are aware of what information we collect, how we use it, and under what circumstances it may be disclosed.
SECTION 14 - ACCESS, CORRECTION AND COMPLAINTS.
Under Australian Privacy Principles 12 and 13, you have the right to request access to the Personal Information we hold about you and to request that it be corrected if it is inaccurate, out of date, incomplete, irrelevant or misleading. To make such a request, or to request more information, please contact us at hello@puremama.com. We may ask you to verify your identity before processing your request, and will respond within a reasonable period.
If you wish to make a complaint about how we have handled your Personal Information, please contact us first at hello@puremama.com so we can attempt to resolve it. If you are not satisfied with our response, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC) at https://www.oaic.gov.au/privacy/privacy-complaints/.