Privacy Policy
Waterclouds Privacy Policy
Waterclouds is operated by Valley Beauty Brands AB and is part of an international chain of hair care and beauty specialists with a passion for beauty. We understand that you care about your privacy. This Privacy Policy describes our policies and practices regarding the collection and use of your personal information and establishes your rights to privacy. We take your privacy seriously and will update this Privacy Policy from time to time as we implement new personal information practices or adopt new privacy guidelines.
Summary
This website is operated by Valley Beauty Brands AB, reg. no. 556933-4849, a company registered under Swedish law with its head office at Sveavägen 53, 6th floor, SE-113 59 Stockholm, Sweden.
Through this website you can learn more about our products and services.
You will be able to access most of the website without registering your personal information with us. However, we do use cookies, which provide us with personal information about you. You can read more about our cookies in our cookie policy.
We are part of an international group and share administrative systems. Therefore, we may share some or all of your personal data with subsidiaries for administrative purposes or the legitimate business purposes described below.
If you have any questions or concerns, please contact us at info@waterclouds.com, or dpo@waterclouds.com.
Last revised: 2025-03-18
Privacy Policy Full Text
Table of contents
Introduction
Our principles
Personal data that we collect
How and why we use your personal data
When and how we share information with others
Rights of data subjects
Security of your information
Data storage and retention
Data transfer to third countries
Exception
Additional services
Changes and updates to the privacy policy
Questions, concerns or complaints
Privacy Policy
1. Introduction
Welcome to waterclouds.com! This website is operated by Valley Beauty Brands AB, org. no. 556933-4849, a company registered under Swedish law with its head office at Sveavägen 53, 6 tr, SE-113 59 Stockholm, Sweden. This privacy policy applies to waterclouds.com and services provided by Valley Beauty Brands AB, org. no. 556933-4849 and its subsidiaries. Through this website you can learn more about our products and services. This privacy policy describes our policies and practices regarding our collection and use of your personal information. It sets out your rights to privacy when you browse our website or use certain features of the website. Please note that some of our websites contain links to third-party products whose privacy policies may differ from ours. If you provide personal information in any of these products, your information will be processed in accordance with their respective privacy policies. Please note: We understand and acknowledge that privacy is an ongoing responsibility. We will therefore update this Privacy Policy from time to time as we implement new personal data practices or adopt new privacy guidelines. Summary: This Privacy Policy applies when you browse waterclouds.com.
2. Our principles
2.1 We do our best to protect your privacy by using appropriate security technology. This means that:
We ensure that we have security measures in place to protect your information that are appropriate for the purpose for which your information is processed.
We ensure that when we ask another company to provide a service for us, they have appropriate security measures in place.
We will respect your privacy. You should only receive marketing (by email, post, SMS or telephone) from us and, if you consent, from other organisations that we have carefully selected.
We will only collect and use your information if we have your permission or if we have reasonable business reasons to do so.
We will be clear and transparent about what personal data we collect and how we will use it.
We will only use personal data for the purposes for which it was originally collected, and we will ensure that we delete it securely.
2.2 If we or our service providers transfer any information outside the European Union and the European Economic Area (EEA), this will only be done by having appropriate safeguards (as set out in applicable data protection legislation) in place. This includes, for example, that we will use the Standard Contractual Clauses approved by the European Commission for data transfers to third countries (the so-called "SCCs") in our agreements with our data processors. Summary: We respect your privacy and your personal data is safe with us.
3. Personal data we collect
3.1 Collection of Personal Data We collect personal data about our website visitors. We do not sell personal data to anyone and only share it with third parties who facilitate the delivery of our services. For more information on this, see section 5. 3.2 Personal data you provide to us When you use certain features of the website, you provide us with personal data directly, for example, if you correspond with us by email or any other form of communication, we may retain such correspondence and the information therein (such as name, request, location and any personally identifiable information you provide in free text form). We will use it to respond to your inquiry; to notify you about publications or other services; or to keep records of your complaint, question, request and the like. If you would like us to "delete" your personal data or otherwise refrain from communicating with you, you are always welcome to contact us at info@waterclouds.com, or dpo@waterclouds.com. Note: If you ask us not to contact you by email at a particular email address, we will keep a copy of that email address on our “master do not send” list specifically to comply with your no-contact request. 3.3 Personal information we collect when you visit our website – use of cookies When you visit our website, we collect certain information about you, for the purposes described in Section 4. Like many other websites, waterclouds.com collects certain information automatically and stores it in log files, to generate statistics and measure website activity. This information may include IP addresses, web beacons, the region or general location of your computer or device, browser type, operating system and other usage information about your use of our website, including a history of the pages you view. Read more about the use of cookies in our cookie policy. 3.4 What happens if you do not provide us with your information You can use our website without providing us with your personal information. Summary: You do not need to provide us with your information to browse waterclouds.com.
4. How and why we use your personal data
4.1 We use your personal data for the purposes described below. 4.2 Statistics, analysis and service improvement: We collect and store IP addresses, device location, browser type, operating system and other usage information about the use of our website, to help us design our website to better suit your needs. We may also use your IP address to diagnose problems with our server and to administer our website, analyze trends, track visitor movements and gather demographic information that helps us identify visitor preferences. For statistical purposes, we store information about how many individual website visitors we have and how often these individual users visit our website. We collect and store this information to better understand our customers’ needs and interests, so that we can develop and improve our services. For more information about the use of cookies, please read our cookie policy. Legal basis: We carry out this processing because it is necessary for our legitimate interest to improve our services and develop our business. Where applicable, we also rely on your consent to our use of cookies under the e-privacy legislation. 4.3 Direct marketing; If you have consented and signed up to receive newsletters, we process your shared personal data. You can withdraw your consent at any time by contacting us. Legal basis: If you have signed up for our newsletter, our legal basis is your consent, Art. 6.1.(a) GDPR. 4.4 Show you relevant marketing when you visit our website: When you browse our websites, we may store certain cookies to analyse your browsing preferences, so that we can show you relevant marketing when you return to our website. This means that we store information about what we think you are interested in and tailor the marketing you see when you visit our website accordingly. For more information about exactly what type of cookies we use, what type of information they collect, why they collect this information and how you can manage, disable or delete cookies, please visit our Cookie Policy. Legal basis: We only use marketing cookies if you have consented to this, which is required by e-privacy legislation and is a legal basis under Art. 6.1(a) GDPR. 4.5 Providing you with relevant marketing from our subsidiaries and business partners: We work with our subsidiaries and several other companies that we have carefully selected. When you provide us with your email address, you may receive marketing from our subsidiaries and other companies that you may be interested in. You can always opt out of such messages or emails, if you do not want to receive these marketing communications. When you opt out, you must contact the sender in question to opt out of marketing communications. Legal basis: We only send you our newsletter and marketing from our subsidiaries and other companies if you have consented to this (Art. 6.1.(a) GDPR). 4.6 Security: We use visitor data to protect the security of our products, services and customers, to detect and prevent fraud and to resolve disputes and to enforce our agreements. Legal basis: We carry out this processing because it is necessary for our legitimate interest to protect our systems and services (Art. 6.1(f) GDPR). 4.7 Customer support/Communication with you: As mentioned above in Section 3, certain information that you provide to us when you contact us is stored and processed in order to best handle your enquiry with us and deal with any customer complaints. Legal basis: This processing is carried out to respond to your enquiries and to comply with our contractual and legal obligations (Art. 6.1(b) GDPR). 4.8 Other purposes: If we intend to use personal data in a manner that is not consistent with this Privacy Policy, you will be informed of such intended use before or at the time the personal data is collected, or we will obtain your consent after such collection but before such use. Summary: We only process your data for specific purposes, and we have at least one legal basis for each processing.
5. When and how we share information with others
5.1 We share your personal information when it is necessary to perform a contract or when we have reasonable business reasons to do so. 5.2 For the purposes of managing your subscription or managing the functionality of our website, we may disclose your personal information to our affiliates and service partners (i.e. companies we have engaged to provide customer support, help protect and secure our systems or assist us with the administration of our newsletter or reports) who have been entrusted with processing your information on our behalf and in accordance with our instructions, this Privacy Policy and other appropriate privacy and security measures. 5.3 We may also disclose your personal information to third parties where we have good reason to believe that access, use, preservation or disclosure of such information is reasonably necessary to:
comply with a court order, government order or decision, or other legal obligation,
enforce or apply our agreements,
manage and maintain the security of our products, including preventing or stopping an attack on our computer system or network, and
protect the rights, property, or safety of Waterclouds, its customers, its franchisees, or others.
Please note that the terms and privacy policies of such third-party service providers apply to the use of your personal data to process your requests. Summary: We only share your information when necessary.
6. Rights of data subjects
General Information 6.1 Waterclouds complies with applicable data protection laws in the European Union, which, where applicable, include the following rights:
You are free to request access to a record of your processing (as defined in the law), and you have the right to information about the processing and access to a copy of your personal data, request a correction and, under certain circumstances, the erasure of your personal data.
You have the right to request restriction and object to the processing of your personal data that has our legitimate interest as a legal basis.
You have the right to request that we provide your personal data to another organization responsible for the processing of your personal data (data controller) in cases where our right to process your personal data is based either on your consent or the performance of a contract with you.
Right to object. In cases where we process your personal data with legitimate interest as a legal basis or for marketing purposes, you have the right to object to the processing at any time. If you object, we will no longer process your personal data for such purposes.
Profiling and automated decision-making: You have the right to object to decisions made through automated processing, including profiling.
You have the right to file a complaint with a data protection authority. The Swedish Data Protection Authority is the authority in Sweden that monitors how we as a company comply with relevant data protection legislation.
If the processing of personal data is based on your consent, you have the right to withdraw your consent for future processing of your personal data at any time.
6.2 To exercise your rights, you can contact us at info@waterclouds.com, or dpo@waterclouds.com. If we are unable to provide you with this within a reasonable timeframe, we will provide you with a date by which the information can be provided. If such access is denied, we will explain why. 6.3 Note: If you ask us not to contact you by email at a particular email address, we will keep a copy of that email address on our “master do not send list” specifically to comply with your no-contact request. Summary: We respect your rights regarding your personal data.
7. Security of your information
7.1 To protect the privacy of data and personally identifiable information that you transmit through the use of our website, we maintain physical, technical and administrative safeguards. We regularly update and test our security technology. 7.2 We limit access to your personal information to those employees who need to know this information to provide services to you or to administer our systems. We train our employees on the importance of confidentiality, integrity and security. 7.3 We are committed to taking appropriate steps to ensure that your personal information is processed securely. Summary: Your personal information is safe with us.
8. Data storage and retention
8.1 Waterclouds will only retain your personal data for as long as is necessary to fulfil the purpose for which it was collected. 8.2 We apply the following criteria to determine how long we store your personal data:
How long is the personal data needed to provide you with the functions on our website?
This includes, among other things, maintaining and improving the website, managing your subscriptions or other agreements we have with you, protecting our systems, and administering necessary business and accounting information. This is the general rule that underlies the calculation of most retention periods.
Is the personal data considered sensitive?
In these cases, the storage period is usually shorter.
As a data subject, have you consented to a longer storage period?
In these cases, we store the information longer, with your consent.
Do we have legal, contractual or other similar obligations to store the data?
Examples of this may include mandatory legislation on the retention of information, e.g. for accounting reasons, government decisions to store data relevant to investigations or data that must be retained to resolve a potential dispute.
8.3 For more information about where and for how long your personal data is stored, and for more information about your rights to erasure and portability, please contact our privacy team at info@waterclouds.com, or dpo@waterclouds.com. Summary: We only keep your data for as long as is necessary for the purposes for which it was collected.
9. Data transfer to third countries
9.1 We aim to store the personal data we process within the EU by ourselves or our subcontractors. If we were to transfer your personal data to a third country, i.e. countries outside the EU/EEA, we will enter into contracts and take other measures in accordance with applicable legal requirements and Article 46 GDPR, including the European Union's standard contractual clauses. We aim to follow the legal developments in the EU and the US following the judgment of the European Court of Justice in the Schrems II case and will take appropriate measures to implement the recommended security measures. We use subcontractors and have partners outside the EU/EEA for the following functions:
Analysis of customer behavior in our digital channels – Google Universal Analytics (USA), servers located in the EU.
9.2 To protect your personal data, we apply technical and organizational security measures, which we update and test regularly. 9.3 However, no information system can be completely secure and we cannot guarantee the absolute security of your information. Furthermore, we are not responsible for the security of the networks, such as the Internet and wireless networks, used when you transmit information to us.
10. Exceptions
10.1 Aggregated data Aggregated data is collected and processed to monitor and evaluate user trends on the website. This means that information about your actions on our website is collected and then anonymized in a way that means that we can no longer link the information back to you. We use this anonymous information about how our users use our website and our services for statistics, service improvement and product development. This data will be completely anonymous and does not constitute personal data. It may therefore be stored for a longer period of time than your personal data. Anonymization means that data that was once personal data is cleared of anything that can link it to an individual, and is separated from anything that could in the future make it possible to link this data back to an individual. This depersonalization processing of data is a step further than the process of pseudonymization, which means that certain information is kept separate, in order to make it more difficult to identify an individual using this data. 10.2 Third-party links: This privacy policy does not apply to personal data that you provide to another user via the website or otherwise. Any third-party links you click on through our website may be subject to those third-party privacy policies, terms and conditions or other rules. Please ensure that you read the respective privacy notice of each third party whose links you click on to stay informed about the processing of your personal data. 10.3 Children: Waterclouds does not knowingly collect personal data from children under the age of thirteen (13). If you are under the age of thirteen (13), please do not submit any personal data through our website. We encourage parents and guardians to supervise their children’s internet usage and to instruct their children never to provide personal data through the website without the permission of the parent/guardian. If you have reason to believe that a child under the age of 13 has provided us with personal data through the website, please email us at info@waterclouds.com, or dpo@waterclouds.com and we will endeavour to delete that information from our databases. Summary: This Privacy Policy does not apply to aggregated, anonymised data. It also does not apply to third-party links. Waterclouds tries not to process personal data of children.
11. Changes and updates to the privacy policy
11.1 To reflect customer feedback and changes to the Service, we may change this Privacy Policy from time to time. The last updated date is displayed at the top of the notice. If there are significant changes to the Privacy Policy or how Waterclouds uses your personal information, you will be notified via web or email before the changes take effect to the extent required by law. Please review this Privacy Policy from time to time to stay informed about how Waterclouds protects your personal information and your privacy. Summary: We will update this Privacy Policy when we update how we process your personal information.
12. Questions, concerns or complaints
Responsibility for customers and users lies with: Valley Beauty Brands AB org. no. 556933-4849 Sveavägen 53, 6 tr, 113 59 Stockholm, Sweden
To ask questions or comment on our privacy policy and practices, please contact our Group Privacy Team at: info@waterclouds.com, or dpo@waterclouds.com. You are also welcome to contact our Data Protection Officer at: Sharp Cookie Advisors AB with General Counsel Sofia Edvardsen Box 45411, SE-104 31 Stockholm Sweden dpo@waterclouds.com.