Conditions Of Sale 

Last updated 05.05.2023

1.     Overview

1.1.      This website is operated by He Fe Ltd. Throughout the site, the terms “we”, “us”, “our” and “He Fe” refer to He Fe Ltd.  He Fe Ltd offers this website, including all information, tools and services available from this site to you, the user, conditioned upon your acceptance of all terms, conditions, policies and notices stated here. 

1.2.      This page (together with our Privacy Policy) tells you information about us and the legal terms and conditions (the “Terms” or “General Conditions of Sale”) on which we sell any of the personal care and cosmetics products from the United Kingdom (“Products”) listed on our HE FE Ltd website (the Website”) to you.

1.2.      These Terms will apply to any contract between us for the sale of Products to you on our Website (“Contract”) to the exclusion of all other documents. Please read these Terms carefully and make sure that you understand them, before ordering any Products from our Website. Please note that before placing an order you will be asked to agree to these Terms. If you refuse to accept these Terms, you will not be able to order any Products from our Website. 

1.3.      We amend these General Conditions of Sale from time to time as set out in Clause 8. Every time you wish to order Products from He Fe Ltd, please check these Terms to ensure you understand the terms which will apply at that time.

1.4.      The purpose of the Website is for He Fe Ltd to offer Products for sale to visitors of the Website (hereinafter “you” or “your”).

1.5.      Products are intended for your personal use, in no direct relation to your professional activity.  The Products are intended for adult use only and are not suitable for use by anybody under the age of 16 years old. 

2.     Information about us

2.1.      The Website is an e-commerce website that is accessible via the internet at www.he-fe.com.  It is produced by He Fe Ltd (“HE FE”, “we”, “us” or “our”), a company incorporated in England and Wales with registered company number 09956366 whose registered office is at Irish Square, Upper Denbigh Road, St Asaph, Denbighshire, LL17 0RN, UK.  Our VAT number is 267844166.

2.2.      Contacting us:

(a)        If you wish to contact us for queries relating to placing an order, making purchases through our Website or deliveries, or because you have any feedback of complaints, please contact us by email at hello@he-fe.com or by post at He Fe Ltd, 27 Old Gloucester, London, WC1N 3AX, UK.  

(b)        If you are emailing us or writing to us please quote your order number (if applicable) to help us identify your order. 

(c)        If we have to contact you or give you notice in writing, we will do so by email or pre-paid post to the email/postal address you provide to us at the time of placing your order. 

3.     use of our website

3.1.      He Fe does not sell Products to children under the age of 16 on this Website although it may sell Products suitable for children to adults.  If you are under 16, you may use the non-transactional parts of the Website but you may not purchase Products from the Website.   By ordering Products you represent that you are 16 years of age or older.   

4.     our products

4.1.      The Products He Fe offers for sale are those listed on the Website, on the date you consult the Website, within the limit of available stock and subject to these Terms. 

4.2.      The images of the Products on our Website are for illustrative purposes only.  The images that illustrate the Products do not fall within the scope of the Contract and He Fe’s liability may not be incurred in connection with any such error.  Products purchased may vary slightly from images on our Website. 

4.3.      The packaging of the Products may vary form that shown on images on our Website.

4.4.      Product Availability:

            Products are offered subject to availability.  If a Product is not available, you shall be informed thereof as soon as possible.  Such information may be provided to you:

(a)        at the time of placing your order.  If a Product is unavailable it will state that the desired Product is out of stock; or

(b)        following the validation of your order.  If a Product becomes unavailable prior to delivery, you will be contacted via email.

4.5.      If we are unable to supply you with a Product, for example, because that Product is not in stock or no longer available or because of an error on our Website, we will inform you of this by email and you can decide how you wish to proceed with your order or let us know if you wish to cancel your order.

4.6.      If you have already paid for the Product(s), He Fe will take the necessary steps with Stripe and PayPal, He Fe’s designated payment partners, to deduct the price(s) of the Product(s) that is/are unavailable from the amount debited from your bank account as soon as possible.  If none of the items ordered are available we will also refund any delivery costs charged as soon as possible. 

4.7.      No substitute product will be sent to replace the unavailable Product. 

4.8.      He Fe may not be held liable if Product(s) are out of stock or unavailable. 

4.9.      Retention of title and risk:

(a)        Product(s) ordered shall remain the property of He Fe until full receipt of the purchase price and all applicable delivery charges by He Fe. If Products have been delivered to you and there is a payment incident or in the event of incomplete or partial payment, you undertake, at your cost, to return the Products to us at our first request.

(b)        On the date of delivery, the risks (in particular of theft and damage) concerning the Product(s) are transferred to you. 

4.10.     Samples:

Any samples offered are subject to availability.  Any samples provided by He Fe for you to try are for your personal use only. 

5.     your rights to make changes

If you wish to make a change to the product you have ordered please contact us.  We will let you know if that change is possible.  If it is possible we will let you know about any changes to the price of the product, the timing of supply or anything else which would necessary as a result of your requested change and ask you to confirm whether you wish to go ahead with the change.  If we cannot make the change or the consequences of making the change are unacceptable to you, you may want to end the contract (see Clause 10 – your rights to end the contract). 

6.     prices and payment

6.1.      The prices of the Products are given in pounds sterling.  We use our best efforts to ensure that the prices of Products are correct at the time of completing an order. However, please see Clause 6.7 for what happens if we discover an error in the price of the Products you have ordered.

6.2.      The price of a Product includes VAT at the applicable rate chargeable in the UK on the date of the order. However, if the rate of VAT changes between the date of your order and the date of delivery, we will adjust the VAT you pay, unless you have already paid for the Products in full before the change in VAT takes effect.   

6.3.      The price invoiced to you is the price stated on the Dispatch Confirmation (as defined below) sent via email by He Fe.

6.4.      The prices given do not include the delivery costs, which will be invoiced in addition and specified to you before the order is confirmed and when the order is definitively validated.

6.5       You accept He Fe’s right to modify its prices at any time, however the Products will be invoiced on the basis of the tariffs in force when the order is recorded, subject to the availability of such Products. The tariff in force is that stated on the Website, unless there is a typographical error.

6.6.      It is always possible that, despite our reasonable efforts, some of the Products on our Website may be incorrectly priced. If we discover an error in the price of the Products you have ordered we will contact you to inform you of this error and we will give you the option of continuing to purchase the Product at the correct price or cancelling your order. We will not process your order until we have your instructions. If we are unable to contact you using the contact details you provided during the order process, we will treat the order as cancelled and notify you in writing at the postal address or email address provided during the order process.

            Please note that if the pricing error is obvious and unmistakeable and could have reasonably been recognised by you as a mispricing, we do not have to provide the Products to you at the incorrect price.

6.7.      Payment:

            6.7.1     UK Customers

All payments must be made immediately over the internet.  Visa, Master Card, Amex, Apple Pay and PayPal are all accepted. 

            Banking transactions will be carried out in a secure manner by Stripe and PayPal. 

            He Fe reserves the right to refuse all orders or deliveries if there is an existing dispute with you, in the event of total or partial failure by you to pay for that order or a previous order or if credit/debit card payment authorisation is refused by the banking organisations.        

            6.7.2     International Customers

            Customers from outside of the UK can only pay by one of the applicable payment methods available at checkout and must pay in GB Pound Sterling unless otherwise specified.  Although the Website may show the value of the Products in your local currency, the exchange rate at the date of purchase may apply such that payment is received by He Fe in GB Pound Sterling.  All other terms and conditions apply. 

7.     how the contract is formed between you and us

7.1.      Our shopping pages will guide you through the steps you need to take to place an order. Our order process allows you to check and amend any errors before submitting your order to us. Please take the time to read and check your order at each stage of the order process.

7.2.      Once you have entered your details for payment and validated your order, an order acknowledgement page is displayed bearing an order number. This is also sent to you as an order acknowledgement email that summarises: the names, quantities and prices of the Products selected by you, the applicable delivery costs, the order total, your details, the delivery address for the Products, the billing address, contact details of He Fe and information about your consumer rights to cancel and return your order at any stage (“Order Acknowledgement”). Please note that this does not mean the order has been accepted. He Fe’s acceptance of your order will take place as described below.

7.3.      We will confirm our acceptance to you of your order, and the Contract is formed between us, by sending you an email that confirms that the Products have been shipped (“Dispatch Confirmation”). The Contract between us is formed on the date of the Dispatch Confirmation email. The Dispatch Confirmation sets out all the components of the Contract formed between us, including the names, quantities and prices of the Products selected by you, the applicable delivery costs, the order total, your details, the delivery address for the Products, the billing address, contact details of our Customer Care Department, information about your consumer rights to cancel and return your order at any stage, a link to these General Conditions of Sale. You are advised also to keep a copy (electronic or printed) of the information concerning your order.

7.4.      The data recorded by the Website constitutes proof of all the transactions concluded between He Fe and you. In the event of a dispute between He Fe and you on a transaction carried out on the Website, the data recorded by He Fe shall be deemed irrefutable proof of the contents of the transaction.

8.     our right to vary these terms

8.1.      We may update these General Conditions of Sale from time to time. Every time you wish to order products from us, please check these Terms to ensure you understand the terms which will apply at the time of your order and which will apply to the Contract between us.

8.2.      We may revise these Terms as they apply to your order from time to time to reflect the following circumstances:

                        (a)        changes in relevant laws and regulatory requirements; and/or

                        (b)        changes in our business practices. 

8.3.      If we have to revise these Terms as they apply to your order, we will contact you to give you reasonable advance notice of the changes and let you know how to cancel the Contract if you are not happy with the changes. You may cancel either in respect of all of the affected Products or just the Products you have yet to receive. If you opt to cancel, you will have to return any relevant Products you have already received and we will arrange a full refund of the price you paid for the relevant Products, the delivery charges and the cost of returning the Products to us subject to Clause 10.  

9.     delivery

9.1.      Orders are prepared in the UK and then dispatched by the carrier nominated by us (Royal Mail). The estimated delivery time will be included in the Order Acknowledgement and Dispatch Confirmation sent to you.  The estimated delivery times set out in the table below are from the date on which you place your order with us.  Please note that the delivery time quoted is an estimate only. 

            Estimated Delivery

            Delivery Option*** Estimated Delivery Time

            Standard Delivery 4 working days*

            International Delivery 14 working days* 

            *If order placed is placed before 11am on a working day.  If order is placed after 11am or on any non-working day then the estimated delivery will be on the second working day. 

            *** Delivery costs will be displayed on the checkout page of the Website. 

9.2.      We only deliver to the countries listed on the Website (“International Delivery Destinations”), subject to our absolute discretion to change these at any time.

9.3       If you order Products from the Website to one of the International Delivery Destinations, your order may be subject to import duties and taxes which are applied when the delivery reaches that destination or other restrictions as to the delivery to you of the Products.  Please note that we have no control over these fees or restrictions and we cannot predict their amount or effect. 

9.4       You will be responsible for payment of any such import duties and taxes.  Please contact your local customs office for further information before placing your order. 

9.5       You will be responsible for payment of any additional costs or surcharges that arise separately when the delivery reaches its final destination.   We will not be responsible for any non-delivery of the Products should you fail to pay such additional costs and surcharges or other restrictions apply so as to prevent delivery to you of the Products.

9.6       You must comply with all applicable laws and regulations for the country for which the Products are destined.  We will not be liable or responsible if you break any such law. 

9.7       The Products ordered by you will be delivered to the delivery address stated by you when completing your order on our Website (regardless of the Delivery Method selected). You undertake to supply the exact delivery address when placing your order for the Products which can be different to the billing address you provide. 

9.8.      Delivery of an order shall be completed when we deliver the Products to the address you give to us when completing your order on our Website and the Product will be your responsibility from that time.

9.9.      You own the Products once we have received payment in full, including all applicable delivery charges.

9.10.     Delivery problems:

            He Fe will not be liable or responsible if your delivery is affected by an Event Outside Our Control (see Clause 13) including in the event of overly long delivery time caused by the transportation services, and in the event of the loss of the Products ordered. If a delivery is late, you must inform our He Fe Customer Care Department as soon as possible, by email sent to hello@he-fe.com. He Fe shall then contact its chosen carrier in order to initiate an enquiry. Enquiries may take some time.

Orders should in any event be delivered at the latest thirty (30) days after the date on which you receive a Dispatch Confirmation email from us. 

9.11.     Upon receipt of the Products ordered, you must check that the Products are as per your order completed on our Website. Any delivery anomalies (missing or broken Products, parcel damaged, etc.) must be noted by you on the delivery note including the returns form presented to you when the parcel is delivered and must imperatively be notified to our He Fe Customer Care Department, by email sent to hello@he-fe.com specifying which product does not match the order.

9.12.     If we miss the Estimated Delivery Time for any Products then you may cancel your order immediately if any of the following apply:

                        (a)        we have refused to deliver the Products; or

(b)        delivery within the Estimated Delivery Time was essential (taking into account all the relevant circumstances) and you specifically communicated this to us before we accepted your order.

9.13.     If we miss the Estimated Delivery Time for any Products and you do not wish to cancel your order immediately, or do not have the right to do so under Clause 9.12, you can give us a new time for delivery, which must be reasonable, and you can cancel your order if we do not meet the new time.

9.14.     If you do choose to cancel your order for late delivery under Clause 9.12 or 9.13, you can do so for just some of the Products or all of them, unless splitting them up would significantly reduce their value. If the Products have been delivered to you, you will have to return them to us, and we will pay the reasonable costs of this subject to inclusion of an applicable returns delivery receipt. After you cancel your order we will refund any sums you have paid to us for the cancelled Products and their delivery. 

10.  your consumer right of cancellation, return and refund

10.1.     If you are a consumer, you have a legal right to:

(a)        withdraw from the Contract at any time before the Contract is entered into (i.e. the period from when an order is placed until the Dispatch Confirmation email is sent); or

(b)        cancel a Contract at any time from when the Contract is entered into (i.e. from the date the Dispatch Confirmation email is sent) until 14 days after the day on which you receive the Products.

10.2.     This means that during the relevant periods at 10.1 (a) or (b) above if you change your mind or decide for any other reason that you do not want to receive or keep a Product, you can notify us of your decision to cancel the Contract and receive a refund.  Advice about your legal right to cancel the Contract is available from your Citizen’s Advice Bureau or Trading Standards Office.

10.3.     However this cancellation right does not apply in the case of a Contract for the supply of sealed goods which are not suitable for return due to health protection and hygiene reasons, if they become unsealed after delivery. Certain Products are cellophane wrapped and/or contain a seal to be removed before use and fall within the category of ‘sealed goods’.

10.4.     To cancel a Contract, you need to let us know by writing to us via email to hello@he-fe.com or by post to He Fe Ltd, 27 Old Gloucester St, London, WC1N 3AX, UK to confirm that you have decided to cancel your order.  We will email you to confirm we have received your cancellation. 

If you contact us please quote your order number to help us identify your order. If you send us your cancellation request by email or post, then your cancellation request is effective from the date you send us the email or post the letter to us. For example, you will have given us notice in time as long as you get your cancellation request into the last post on the last date of the cancellation period or email us before midnight on that day.

10.5.     If you cancel your Contract you will need to pay the cost of returning the Products to us and do this as soon as possible and, in any event, no later than 14 days after the date you communicated the cancellation of the Contract. He Fe does not accept returns with delivery charges due.

(a)        You must send Product back to the address provided to you by the Customer Care Department once your return request has been processed.      

(b)        You shall assume all reasonable risks linked to the return of Products and take reasonable care thereof whilst in your possession. If you fail to return any Product the direct cost of recovery of that Product by He Fe shall be borne by you.

            10.6.     If you cancel your Contract we will:

(a)        refund you the price you paid for the Products. We will refund you using the same means of payment you used for the initial transaction (unless expressly agreed otherwise). Please note we are permitted by law to reduce your refund to reflect any reduction in the value of the goods, if this has been caused by your handling them in a way which would not be permitted in a shop;

(b)        refund, only where the full order is returned, any delivery costs you have paid to receive it, although as permitted by law the maximum refund will be the cost of delivery by the least expensive delivery method we offer. For example, if we offer standard delivery of a Product within a certain timeframe at one cost but you select express delivery of a product within a shorter timeframe at a higher cost, then we will only refund what you would have paid if you had selected the cheapest delivery method we offer. For the avoidance of doubt, if the standard delivery method we offer is free then you will not be refunded any delivery costs even if you opted for another delivery method which was not free;

(c)        make any refunds due to you no later than 14 days after the day on which we receive the Products back from you or, if earlier, the day on which you provide us with evidence (i.e. date stamped written statement from an established postal service provider listing the sender and the recipient) that you have sent the Products back to us;

(d)        not make any refund for any import duties or taxes which may have been paid by the Customer upon receipt of delivery of the Products. 

10.7     If you have returned a Product to us because it is faulty, damaged or you have not received the product you ordered, we will examine the product as quickly as possible. If the non-compliant nature of the product is confirmed by us, we will refund the price of the product in full. Where the full order is returned we will refund any delivery costs you have paid, although as permitted by law, the maximum refund will be the costs of delivery by the least expensive delivery method we offer (as set out in 10.6 b) above).

            We will pay the reasonable delivery costs you incur in returning the Products to us subject to the inclusion of a returns proof of postage receipt. We request that you return such Products to us via the Post Office ‘Royal Mail Signed For’ delivery method.

10.8.     If you have returned a Product to us because you have changed your mind, you will be responsible for the cost of returning the Product back to us. 


10.9.     Because you are a consumer, we are under a legal duty to supply products that are in conformity with the Contract. As a consumer, you have legal rights in relation to products that are faulty or not as described. These legal rights are not affected by your right of return and refund in this clause or anything else in the General Conditions of Sale. Advice about your legal rights is available from your local Citizens’ Advice Bureau or Trading Standards office.

10.10.   The right of cancellation can only be exercised by you, the purchaser of the Product, and not by a third party.

11.  how we use your personal information

11.1.     We only use your personal information in accordance with our Privacy Policy. Please take the time to read our Privacy Policy, as it includes important terms which apply to you.

12.  our liability

12.1.     If we fail to comply with these Terms, we are responsible for loss or damage you suffer that is a foreseeable result of our breach of these Terms or our negligence, but we are not responsible for any loss or damage that is not foreseeable. Loss or damage is foreseeable if it is an obvious consequence of our breach or if it was contemplated by you and us at the time we entered into this contract.

12.2.     We will not be held liable for any harm which is caused by incorrect usage of the Product and do not warrant that the Product is authorised for supply and/or use in any country outside of the UK.  Proper usage instructions are available on the packaging of the Product.   These instructions must be read in full before use of the Product.  If you have any questions regarding proper or intended usage of any of the Products, please email hello@he-fe.com for additional advice.  

12.3.     We only supply the Products for domestic and private use. You agree not to use the Product for any commercial, business or resale purposes, and we have no liability to you for any loss of profit, loss of business, business interruption, or loss of business opportunity.

12.4.     Unless we agree otherwise in writing, our aggregate liability for breach of contract, negligence or otherwise shall not exceed the greater of the price paid for the Products and the amount of insurance cover actually available to meet the claim(s) in relation to such matters.  Our current sum insured is £AMOUNT, but we reserve the right to change this without notice

12.5.     We do not in any way exclude or limit our liability for:

            (a)        death or personal injury caused by our negligence;

            (b)        fraud or fraudulent misrepresentation;

(c)        any breach of the terms implied by section 12 of the Sale of Goods Act 1979 (title and quiet possession);

(d)        any breach of the terms implied by section 13 to 15 of the Sale of Goods Act 1979 (description, satisfactory quality, fitness for purpose and samples); and

(e)        defective products under the Consumer Protection Act 1987. 

13.  events outside our control

13.1.     We will not be liable or responsible for any failure to perform, or delay in performance of, any of our obligations under a contract that is caused by an Event Outside Our Control.  An Event Outside Our Control is defined below in Clause 13.2.

13.2.     An Event Outside Our Control means any act or event beyond our reasonable control, including without limitation strikes of all natures, lock-outs or other industrial action by third parties, civil commotion, riot, insurrection, invasion, terrorist attack or threat of terrorist attack, war (whether declared or not) or threat or preparation for war, fire, explosion, storm, flood, earthquake, subsidence, epidemic or other natural disaster, or failure of public or private telecommunications networks, severe disturbance in the security of the internet, technical failures, unauthorised access and/or intrusions into the Website’s servers, or impossibility of the use of railways, shipping, aircraft, motor transport or other means of public or private transport.

13.3.     If an Event Outside Our Control takes place that affects the performance of our obligations under a Contract:

            (a)        we will contact you as soon as reasonably possible to notify you; and

(b)        our obligations under a Contract will be suspended and the time for performance of our obligations will be extended for the duration of the Event Outside Our Control. Where the Event Outside Our Control affects our delivery of product(s) to you, we will arrange a new delivery date with you after the Event Outside Our Control is over.

13.4.     You may cancel a Contract affected by an Event Outside Our Control which has continued for more than 30 days. To cancel please contact us. If you opt to cancel, you will have to return (at your cost) any relevant Products you have already received and we will refund the price you have paid, including any delivery charges.


14.  other important terms

14.1.     We may transfer our rights and obligations under a Contract to another organisation, but this will not affect your rights or our obligations under these Terms.

14.2.     You may only transfer your rights or you obligations under these Terms to another person if we agree in writing.

14.3.     This Contract is between you and us. No other person shall have any rights to enforce any of its terms, whether under the Contracts (Rights of Third Parties) Act 1999 or otherwise. If one or more stipulations of these Terms is deemed invalid or declared invalid pursuant to a law, regulation or following a definitive decision by a court having jurisdiction, the other stipulations shall retain their full force and scope.

14.4.     If we fail to insist that you perform any of your obligations under these Terms, or if we do not enforce our rights against you, or if we delay in doing so, that will not mean that we have waived our rights against you and will not mean that you do not have to comply with those obligations. If we do waive a default by you, we will only do so in writing, and that will not mean that we will automatically waive any later default by you. These Terms and the Dispatch Confirmation email sent to you together form a contractual whole and constitute the entirety of the contractual relations between us.

14.5.     In the event of a contradiction between these documents, these Terms shall prevail.

14.6.     These Terms and the contractual relations between He Fe and you shall be governed by the laws of England and Wales. This means a contract for the purchase of products through the Website and any dispute or claim arising out of or in connection with it will be governed by English law. The parties agree that the courts of England and Wales will have exclusive jurisdiction.


Privacy Policy

1.     Overview

Welcome to our privacy policy. We respect your privacy and are committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from) and tell you about your privacy rights and how the law protects you.

Important information and who we are

Purpose of this privacy policy 

This privacy policy aims to give you information on how we collect and process your personal data when you enter into a contract with us, including any data you may provide through our website when you purchase a product or service.

It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data.


We are the controller and responsible for your personal data.

We have appointed a data protection officer (DPO) who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact the DPO using the details set out below.

Contact details

If you have any questions about this privacy policy or our privacy practices, please contact our DPO in the following ways:

Full name of legal entity: He Fe Ltd 

Email address: hello@he-fe.com

Postal address: 27 Old Gloucester St, London, WC1N 3AX, UK

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

Changes to the privacy policy and your duty to inform us of changes

We keep our privacy policy under regular review. This version was last updated in March 2021.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Third-party links

Our website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, you can review the privacy policy of those websites you visit at your discretion.

The data we collect about you

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

·       Identity Data includes first name, last name, username or similar identifier, title, date of birth and gender.

·       Contact Data includes billing address, delivery address, email address and telephone numbers.

·      Financial Data includes all such data that may be provided to us when making payment such as bank account details. 

·      Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us such as previous orders.

·       Profile Data includes purchases or orders made by you, your preferences, feedback and survey responses.

·       Usage Data includes information about how you use our website, products and services.

·       Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.

We do not collect, use and share Aggregated Data such as statistical or demographic data for any purpose.

We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.

If you fail to provide personal data

Where we need to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services). In this case, we may have to cancel a product or service you have with us but we will notify you if this is the case at the time.

How is your personal data collected?

We use different methods to collect data from and about you including through:

·       Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, email or otherwise. This includes personal data you provide when you:

Ø  apply for our products or services;

Ø  create an account on our website;

Ø  subscribe to our service or publications;

Ø  request marketing to be sent to you;

Ø  enter a competition, promotion or survey; or

Ø  give us feedback or contact us.

How we use your personal data

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

·       Where we need to perform the contract we are about to enter into or have entered into with you.

·       Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.

·       Where we need to comply with a legal obligation.

Please have a look at our Glossary at the end of this privacy policy to find out more about the types of lawful basis that we will rely on to process your personal data.

Generally, we do not rely on consent as a legal basis for processing your personal data although we will get your consent before sending third party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us.

Purposes for which we will use your personal data

We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.


Type of data

Lawful basis for processing including basis of legitimate interest

To register you as a new customer

(a) Identity

(b) Contact

Performance of a contract with you

To process and deliver your order including:

(a) Manage payments, fees and charges

(b) Collect and recover money owed to us

(a) Identity

(b) Contact

(c) Financial

(d) Transaction

(a) Performance of a contract with you

(b) Necessary for our legitimate interests (to recover debts due to us)

To manage our relationship with you which will include notifying you about changes to our terms or privacy policy

(a) Identity

(b) Contact 

(a) Performance of a contract with you

(b) Necessary to comply with a legal obligation


You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website may become inaccessible or not function properly. For more information about the cookies we use, please see the link(s) provided when using our website. 

Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.

If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

Disclosures of your personal data

We may share your personal data with the parties set out below for the purposes set out in the table above.

·       External Third Parties as set out in the Glossary.

·       Specific third parties such as PayPal, Apple Pay, Stripe and SquareSpace.

·       Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

International transfers

Some of our external third parties are based outside the EEA so their processing of your personal data will involve a transfer of data outside the EEA but we will ensure that appropriate safeguards are in place for protecting that data.

Data security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

Data retention

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes. 

In some circumstances you can ask us to delete your data: see your legal rights below for further information.

In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

Your legal rights

Under certain circumstances, you have rights under data protection laws in relation to your personal data. 

You have the right to: 

Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.

Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.

Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.

Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.

Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:

·                   If you want us to establish the data's accuracy.

·                   Where our use of the data is unlawful but you do not want us to erase it.

·                   Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims.

·                   You have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.

Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.

Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

If you wish to exercise any of the rights set out above, please contact us.

No fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.


“Lawful Basis”

Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us.

Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

Comply with a legal obligation means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to.

“Third Parties”

External Third Parties

·       Service providers who provide IT and system administration or other services to us.

·       Suppliers who provide goods and services to us that we use in the provision of goods and services to you.

·       Professional advisers including lawyers, bankers, auditors and insurers.

·       HM Revenue & Customs, regulators and other authorities who require reporting of processing activities in certain circumstances.


Our objective is to use your personal data in a way that is clear, unambiguous and secures your personal data.  If you should have any questions or concerns please contact the DPO.


Cookie Policy

1.     Overview

Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site.

A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer if you agree. Cookies contain information that is transferred to your computer's hard drive.

We use the following cookies:

·      Strictly necessary cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.

·      Analytical or performance cookies. These allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.

·      Functionality cookies. These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences (for example, your choice of language or region).

·      Targeting cookies. These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose.

You can find more information about the individual cookies we use and the purposes for which we use them in the table below:

Cookie Title

Cookie Name



·       Stores state of checkout while the visitor is completing their order in PayPal

·       Sessionstorage

·       Expires: Session


·       Ensures that visitors on the Squarespace 5 platform remain authenticated during their sessions.

·       Cookie

·       Expires: Session


·       Investigates if the browser supports cookies and prevents errors.

·       Cookie

·       Expires: Session


·       Tells Squarespace that the visitor has a cart

·       Cookie

·       Expires: 2 Weeks


  • Shows when a visitor adds a product to their cart
  • Cookie
  • Expires: 2 Weeks


·       Prevents cross-site request forgery (CSRF)

·       Cookie

·       Expires: Session


We do not share the information collected by the cookies with any third parties.

You can block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our website.

Website Terms Of Use

1.     Overview

1.1              These are the terms and conditions of use for www.he-fe.com (Site). The Site is operated by or on behalf of He Fe Limited (He Fe, we, us and our). We are a limited company registered in England and Wales. Our registered company number is 09956366, and our registered office is at Irish Square, Upper Denbigh Road, St Asaph, Denbighshire, LL17 0RN, UK. Our VAT registration number is 267844166.

1.2              Your use of the Site will be subject to these terms and conditions and by using the Site you agree to be bound by them.  Any Products you order through the Site are supplied subject to our Online Terms of Supply. Use of your personal information submitted to or via the Site is governed by our Privacy Policy and Cookies Policy. 

1.3              We reserve the right to change these terms and conditions from time to time by changing them on the Site. These terms and conditions were last updated in April 2021. 

2.                 access to the site

2.1              The Site is intended for use only by persons who are at least 16 years of age. By using the Site, you confirm to us that you meet this requirement.

2.2              It is your responsibility to ensure your equipment (computer, laptop, netbook, tablet or other mobile device) meets all the necessary technical specifications to enable you to access and use the Site and is compatible with the Site.

2.3              We may, from time to time, restrict access to certain features, parts or content of the Site, or the entire Site, to users who have registered with us. You must ensure that any registration details you provide are accurate. If you choose, or you are provided with, a log-on ID (such as a username and password or other identifier) as part of our security procedures, you must treat such information as confidential and must not reveal it to anyone else. You are responsible for all activities that occur under your log-on ID and must notify us immediately of any unauthorised use or other security breach of which you become aware. We reserve the right to disable any log-on ID, at any time, if in our opinion you have failed to comply with any of the provisions of these terms and conditions or if any details you provide for the purposes of registering as a user prove to be false.

2.4              We cannot guarantee the continuous, uninterrupted or error-free operability of the Site. There may be times when certain features, parts or content of the Site, or the entire Site, become unavailable (whether on a scheduled or unscheduled basis) or are modified, suspended or withdrawn by us, in our sole discretion, without notice to you. You agree that we will not be liable to you or to any third party for any unavailability, modification, suspension or withdrawal of the Site, or any features, parts or content of the Site.

3.                 what you are allowed to do

3.1              You may only use the Site for non-commercial use and only in accordance with these terms and conditions. You may retrieve and display content from the Site on a computer screen, print and copy individual pages and, subject to the next section, store such pages in electronic form. Additional terms may also apply to certain features, parts or content of the Site and, where they apply, will be displayed on-screen or accessible via a link. 

4.                 what you are not allowed to do

4.1              Except to the extent expressly set out in these terms and conditions, you are not allowed to:

(i)     ‘scrape' content or store content of the Site on a server or other storage device connected to a network or create an electronic database by systematically downloading and storing all of the content of the Site;

(ii)    remove or change any content of the Site or attempt to circumvent security or interfere with the proper working of the Site or the servers on which it is hosted; or 

(iii)   create links to the Site from any other website, without our prior written consent.

4.2              You must only use the Site and anything available from the Site for lawful purposes (complying with all applicable laws and regulations), in a responsible manner, and not in a way that might damage our name or reputation or that of any of our affiliates.

4.3              All rights granted to you under these terms and conditions will terminate immediately in the event that you are in breach of any of them.

5.                 intellectual property rights

5.1              All intellectual property rights in any content of the Site (including text, graphics, software, photographs and other images, videos, sound, trade marks and logos) are owned by us or our licensors. Except as expressly set out here, nothing in these terms and conditions gives you any rights in respect of any intellectual property owned by us or our licensors and you acknowledge that you do not acquire any ownership rights by downloading content from the Site. In the event you print off pages from the Site (only as permitted by these terms and conditions), you must ensure that any copyright, trade mark or other intellectual property right notices contained in the original content are reproduced.

6.                 copyright and images

6.1              All images and photographs on the Site, including Product images, are owned by us and/or our licensors. You may not copy, reproduce or otherwise use any images on the Site for any purpose other than viewing pages on the Site. In particular, you may not use our images on any other website or application. We operate a zero tolerance policy to any reproductions of its images discovered in violation of the foregoing and will pursue all available legal actions and remedies against such infringements of its intellectual property rights.

7.                 content

7.1              We may change the format and content of the Site from time to time. You agree that your use of the Site is on an 'as is' and 'as available' basis and at your sole risk.

7.2              Whilst we try to make sure that all information contained on the Site (other than any user-generated content) is correct, it is not intended to amount to authority or advice on which reliance should be placed. You should check with us or the relevant information source before acting on any such information.

7.3              Except to the extent that our Online Terms of Supply apply, we make or give no representation or warranty as to the accuracy, completeness, currency, correctness, reliability, integrity, quality, fitness for purpose or originality of any content of the Site and, to the fullest extent permitted by law, all implied warranties, conditions or other terms of any kind are hereby excluded and we accept no liability for any loss or damage of any kind incurred as a result of you or anyone else using the Site, or relying on any of its content.

7.4              We cannot and do not guarantee that any content of the Site will be free from viruses and/or other code that may have contaminating or destructive elements. It is your responsibility to implement appropriate IT security safeguards (including anti-virus and other security checks) to satisfy your particular requirements as to the safety and reliability of content.

8.                 external links

8.1              The Site may, from time to time, include links to external sites, which may include links to third party offers and promotions. We include these to provide you with access to information, products or services that you may find useful or interesting. We are not responsible for the content of these sites or for anything provided by them and do not guarantee that they will be continuously available. The fact that we include links to such external sites does not imply any endorsement of or association with their operators or promoters.

9.                 general

9.1              Nothing in these terms and conditions shall limit or exclude our liability to you:

(i)      for death or personal injury caused by our negligence;

(ii)     for fraudulent misrepresentation; 

(iii)     or breach of any term implied by the Consumer Rights Act 2015 and which, by law, may not be limited or excluded; or

(iv)     for any other liability that, by law, may not be limited or excluded.

9.2              These terms and conditions shall be governed by English law, except that if you are a consumer and not a business user and if you live in a country (which, for these purposes, includes Scotland or Northern Ireland) of the European Union other than England and Wales, there may be certain mandatory applicable laws of your country which apply for your benefit and protection in addition to or instead of certain provisions of English law. 

9.3              You agree that any dispute between you and us regarding these terms and conditions or any Contract will only be dealt with by the English courts, except that if you live in a country (which, for these purposes, includes Scotland or Northern Ireland) of the European Union other than England, you can choose to bring legal proceedings either in your country or in England, but if we bring legal proceedings, we may only do so in your country.

10.               contacting us

10.1            Please submit any questions you have about these terms and conditions by email to hello@he-fe.com.

10.2            Link to GDPR document.