Privacy policy

At Masai (”Masai”, ”us” or ”we”) we prioritise data security and confidentiality very highly. This privacy policy therefore sets out the guidelines for Masai's way of processing your personal information.

The following outlines how we use the personal information you leave and/or provide when you visit our website, as well as when you use the various services offered by our web shop.

Privacy policy information
1. Data manager and contact information

This web shop is run and owned by:


823 Salisbury House

29 Finsbury Circus

London EC2M 5QQ

Company No. 0512176

VAT No. GB 898 7654 34

Web shop Customer Service:

HQ Customer Service:

The personal data policy applies to personal information that you provide us with or which we collect via the web shop.

2. Collection and use of personal data

For example, the personal information we collect may include your name, email address, home address, phone number, and similar identification information, information about an online purchase, and your navigation on the web shop.

When submitting your information, it will always be stated whether the submission is voluntary or necessary for the execution of the desired action, such as the completion of a purchase in our web shop.

Collection of your personal information is conducted in one or more of the following situations and for the following purposes:

Creation and administration:

Creation, administration and deletion of a Masai account

Statistics and history of use on the web shop

Overview of purchase history

Processing orders in our web shop:

Sending order confirmation

Shipping orders



Handling orders placed in our web shop:

Payment details in connection with verification and processing of payment

Handling, shipping, etc. of an order

Returning an order as well as refunding an amount

Customer satisfaction and Marketing:

Subscribing, sending and unsubscribing from newsletters

Marketing our products

Special offers

Sending other marketing material, including discount and value codes

Other marketing initiatives, including customer satisfaction surveys

Communication via social media and responses to enquiries, comments etc.

Friends of Masai:

Registration, submission and unsubscribing from newsletter

Marketing of our products

Special offers

Invitations, information, etc. for events, pre-sales, etc.

Sending other marketing material, including allocating discount and value codes

Other marketing initiatives

Communication via social media and replying to messages, comments, etc.

Even though you use your email address in more than one of the above cases, your information will only be collected and registered in one place. This means, for example, your information can be reused when you shop with us, so you will avoid receiving the same marketing material multiple times.

Please note that the use of your personal information for sending marketing material will only take place if you have previously given your explicit consent, unless the law allows us to contact you without you providing your consent first.

Masai keeps statistics on which areas of the web shop our users visit and which items are the users' favourites. This data does not contain personal information. The collected data helps provide knowledge of the users' use of the web shop. This information is used to improve the website. However, we use data on all of our users' navigation to understand how our users use our web shop as a whole group, and use this information to try to improve the web shop. We also collect information about which products our users, as a whole group, prefer. This information is also used to improve the website. We do not sell or otherwise disclose information about our users' use and navigation in our web shop. And we never sell or disclose your purchasing information to third parties.

Therefore, any information about you is collected either:

- With your explicit consent

- In order for us to meet an agreement with you

- To fulfil a legal obligation

- To pursue our legitimate interests

3. Recipients of personal information

Your personal information is not disclosed to a third party without your consent. However, under certain circumstances and in accordance with the law, it may be necessary to disclose information to public authorities or the police. For example, information may be disclosed to the police in case of suspicion of credit card fraud.

In addition, it will be necessary from time to time to allow data processers to process your data. Information used for order delivery is needed for e.g. packing and shipping companies. Likewise, your personal information is passed on to some of our collaborators who provide certain services on behalf of Masai, for example, in connection with sending the newsletters. These partners handle your personal information on our behalf and in accordance with our instructions.

We also use external partners for e.g. technical operations and improvements to the web shop, as well as targeted marketing, including retargeting. External data processors and partners may not use the information for any purpose other than fulfilling their agreement with us and are committed to confidentiality about this. We have entered into written data processing agreements with all data processing companies handling personal information on our behalf.

4. Transfer to third countries

In general, Masai does not transfer your personal data outside of the EU / EEA. Should it be necessary, Masai will ensure that such transfer is carried out in accordance with applicable legislation. This means that any non-EU/EEA party who comes into possession of your personal data must ensure an appropriate level of protection, for example, by entering into EU standard contract clauses.

5. Cookies

We use cookies on our web shop. You can read more about the use of cookies in our Cookie Policy, which you can find here.

6. Security

We have implemented suitable technical and organisational safeguards against the personal or illegal destruction, loss, change or deterioration of personal data and against the unauthorised disclosure or misuse of such information. We have also implemented safeguards to ensure that our internal procedures live up to our high security policy standards.

Only employees who have a real need to access your personal information to perform their work have access to it.

The payment information is sent encrypted and in accordance with industry standards.

We try our utmost to protect the quality and integrity of your personal information.

7. Your rights

In order to provide transparency regarding the processing of your information, as data processors, we are obliged to inform you about your rights.

The right of access

You are at any time entitled to request information about, among other things, what information we have registered about you, the purpose of the registration, which categories of personal information and recipients of information might exist, as well as information about the origins of the information.

You are entitled to receive a copy of the personal information that we process about you. If you would like access to or a copy of your personal information, please send a written request to or by the above contact information. You may be asked to prove that you are the person you are claiming to be.

The right to rectify

You are entitled to have any incorrect personal information about yourself corrected by us. If you become aware that there are errors in the information we have registered about you, we ask you kindly to contact us in writing so the information can be corrected. The information we have collected in connection with your creation of a Masai account allows you to make corrections via login to your user profile.

The right to delete

In certain cases, you have the right to have all or some of your personal information deleted by us, for example, if you revoke your consent and we have no other legal basis to continue processing your information. In the event that continued processing of your information is necessary, for example, to comply with our legal obligations or to ensure legal requirements can be established, enforced or defended, we are not required to delete your personal information.

The right to limit processing for storage

In certain cases, you are entitled to limit the processing of your personal information so it only includes storage, for example, if you believe the information we are processing about you is incorrect.

The right to data portability

You are entitled, in certain cases, to obtain personal information that you have provided us with, in a structured, commonly used and machine-readable format and have the right to transfer this information to another data manager.

The right to object

You are entitled at any time to object to our processing of your personal information for direct marketing purposes, including profiling made to target our direct marketing.

In addition, you may at any time, for reasons relating to your personal situation, object to the processing of your personal information that we conduct based on our legitimate interests.

The right to revoke your consent

You have the right at any time to revoke a consent you have given us for a specific processing of personal information. If you wish to revoke your consent, please contact us at or by the above contact information.

Please note that exercising one or more of the above rights may be linked to different conditions depending on the particular situation.

8. Deletion of personal data

We will delete your personal information when we no longer need to process them for the fulfilment of one or more of the purposes set out in section 4. However, the information can be processed and stored for longer periods of time in an anonymous form.

Information collected about your use of the web shop will be deleted at the latest when you have not used the web shop for more than 2 years.

Information gathered in connection with signing up for our newsletter will be deleted when your consent for the newsletter is withdrawn, unless we have another reason for processing the information.

Information collected in connection with purchases that you have made on the website will as a rule be deleted 3 years after the end of the calendar year in which you made your purchase. However, information may be stored for a longer period of time if we have a legitimate need for longer storage, e.g. if it is necessary for legal requirements to be established, enforced or defended or if storage is necessary for us to comply with legal requirements, such as accounting material that has to be stored for 5 years until the end of a financial year in order to comply with the requirements of the Accounting Act.

We will automatically delete the information we have collected during your creation of a Masai account: if you have not logged in to your user profile for 3 years or request us to do so.

9. Withdrawal of consent

You may, at any time, revoke any consent you may have given. We will then delete your information, unless we can continue processing for another reason. If you wish to revoke your consent, please contact us at or by the above contact information.

10. Links to other websites etc.

Our web shop may contain links to other websites or integrated websites. We are not responsible for the content of other companies' websites or their practices relating to the collection of personal information. When you visit other websites, we suggest you read the owner’s privacy policy and other relevant policies.

11. Changing information and suchlike

If you would like us to update, amend or delete personal information we have on record about you, would like access to the personal information we are processing about you, or if you have questions about the above guidelines, you can contact us at or by the above contact information.

12. Complaints

If you wish to complain about the processing of your personal information, you can contact us at or by the above contact information. You can also contact The Danish Data Protection Agency, Borgergade 28, 5., 1300 Copenhagen K.

13. Versions

This is version 2.2 of our privacy policy dated the 27.01.2021.