Privacy notice — Assort London

Assort Limited · Last updated: 29 September 2026

This notice explains what Assort Limited does with your personal information when you book with Assort London, visit the salon, contact us, or use uk.assort-hair.com.

1. Who we are and how to reach us

Assort Limited runs the Assort London salon at 81a Redchurch Street, London E2 7DJ. It is a company registered in England and Wales (company number 16044330), with its registered office at the same address. Assort Limited is the controller of your personal information: it decides why and how your information is used.

For anything about your information — a question, a request to use your rights, or a complaint — write to customers@assort-hair.com, or by post to Assort Limited, 81a Redchurch Street, London E2 7DJ.

Assort Limited is part of the Assort group of hair salons. Our group company in Japan, 株式会社assort (Assort Inc., Tokyo), runs the shared computer systems the group uses — such as our client-record, messaging and reporting systems — and does this for us, only on our instructions.

2. What we collect, and where it comes from

From you, when you book, visit or contact us:

• your name, mobile number and email address, and your gender or age range if you give them;
• your bookings: dates, services, your stylist, prices and payments, any review you leave in our booking system, waiting-list requests, and your marketing choices;
• your service record: the services and products used (for example your colour formula), notes your stylist makes so we can serve you well next time, and photos of your hair taken at the salon for your record;
• health notes, only if you agree (section 4): allergies, patch-test results, and scalp or skin conditions that matter for your service;
• messages you send us — by email, through our booking system, by Instagram or Facebook message or comment, or through our after-visit feedback form — and our replies;
• if you agree to a consultation being filmed, the video and what is said in it (section 3);
• when you use our website: see section 9.

From others:

• public reviews and comments you post about Assort London on Google, Instagram, Facebook or YouTube, with the name and profile picture shown there — we receive these from those platforms;
• if you book through Fresha’s own app or website, Fresha passes your booking to us.

3. Why we use it, and our lawful basis

• Take, change and confirm your bookings, send reminders, provide your service and take payment.
  Our lawful basis: Contract — we need it to do what you ask of us.
• Keep your service record, so any Assort stylist can serve you consistently and safely — including at another Assort salon.
  Our lawful basis: Legitimate interests — giving you consistent, safe service.
• Keep health notes (section 4).
  Our lawful basis: Your explicit consent, given with a tick before we write the note.
• Use photos of your hair inside Assort to train our stylists.
  Our lawful basis: Legitimate interests — training our team. Ask us and we leave you out, at any time.
• Show a photo of you or your hair on our website or social media.
  Our lawful basis: Your consent — we ask first.
• Use the words from a filmed consultation to teach our team salon English (your own voice is never played to our staff).
  Our lawful basis: Your consent — we ask first, and you can withdraw it at any time.
• Read, sort and answer your messages, reviews and comments, with AI tools that help our team sort messages and draft replies.
  Our lawful basis: Legitimate interests — answering you; contract where it is about your booking.
• Ask for your feedback after a visit.
  Our lawful basis: Legitimate interests — improving our service.
• Send marketing messages.
  Our lawful basis: see section 8.
• Count visits to our website.
  Our lawful basis: see section 9.
• Keep sales and tax records.
  Our lawful basis: Legal obligation.
• Keep our systems secure, prevent misuse, and deal with legal claims.
  Our lawful basis: Legitimate interests.
• Report on bookings and sales across the Assort group.
  Our lawful basis: Legitimate interests — managing the group.

Where we rely on legitimate interests, we have weighed them against your rights and interests. You can object at any time (section 7).

4. Health notes

Some services — colour and chemical treatments above all — are safer when your stylist knows about allergies, patch-test results, or scalp and skin conditions. The law treats this as health information and protects it specially.

• We write a health note only after you agree, with a tick, at your consultation.
• Giving it is your choice. If you would rather not, tell your stylist and we will talk through what that means for your service.
• You can withdraw your agreement at any time. We then delete the note.
• Health notes are kept only in our client-record system, which our group company runs for us in Tokyo — never in our booking system.

5. Who sees your information

• Our London team, for your bookings and your service.
• Assort’s management team in Japan, who run bookings, client care and reporting for the whole group.
• Companies that handle information for us, under contract and only on our instructions:
  • 株式会社assort (Tokyo, Japan) — runs our shared systems;
  • Fresha (Fresha.com SV Ltd, London) — our booking system, which stores bookings with its hosting providers in the United States;
  • Google (USA) — our cloud servers and databases (in Tokyo and the United States), email, website visit counting (Google Analytics) and website fonts;
  • Anthropic (USA) — AI that helps our team sort and summarise messages, draft replies, and organise salon photos;
  • Resend (USA) — delivers the emails we send;
  • Slack (USA) — our team’s internal messages and system alerts;
  • our accountants and professional advisers, where they need it.
• Instagram and Facebook (Meta), Google and YouTube: when you message, review or comment on those platforms, they handle it under their own privacy policies.
• HMRC, other authorities, courts or the police, only where the law requires it.

We never sell your details.

6. Information that goes outside the UK

• Japan — our group company 株式会社assort. The UK recognises Japan as giving adequate protection for businesses covered by Japan’s personal information law (UK adequacy regulations).
• United States — Google and Slack. Both take part in the UK Extension to the EU–US Data Privacy Framework (the “UK–US data bridge”), which UK regulations recognise.
• United States — Anthropic and Resend. Our contracts with them include the standard contract clauses approved for UK transfers (the International Data Transfer Addendum to the EU standard contractual clauses).
• Fresha is a UK company. It hosts booking data with providers in the United States, under the safeguards set out in its own data protection terms (terms.fresha.com/data-protection).

To get a copy of any of these safeguards, write to customers@assort-hair.com.

7. Your rights

You have the right to:

• access — get a copy of the information we hold about you;
• rectification — have wrong or incomplete information corrected;
• erasure — have your information deleted;
• restriction — ask us to limit what we do with it;
• object — to any use based on our legitimate interests; and to marketing at any time, in which case we stop;
• portability — receive information you gave us in a common digital format;
• withdraw consent — at any time, where we rely on it; this does not affect what we did before;
• not to be subject to a decision made only by automated means that has legal or similarly significant effects on you (we make no such decisions — section 12).

Write to customers@assort-hair.com. It is free. We may ask you to confirm who you are. We reply within one month; if a request is complex we can take up to two more months, and we will tell you why within the first month.

8. Marketing messages

We send offers and news about our salon services by email, text or WhatsApp only if:

• you have said yes to receiving them; or
• you are an existing guest, the messages are about services like the ones you have had with us, and you were given a clear chance to say no when you gave us your contact details.

Every message tells you how to stop them, and you can also write to customers@assort-hair.com. We stop as soon as you ask. Messages about your bookings (confirmations and reminders) are not marketing and are part of our service to you. Our booking system Fresha sends messages for us.

9. Our website and cookies

• Visit counting. We use Google Analytics to count visits to uk.assort-hair.com: how many people visit, which pages they look at, how long they stay, how they arrived, which kind of device and browser they use and roughly where they are (city or region). We use it only to see which pages are useful and to improve the site. It works by placing Google Analytics cookies in your browser, which last up to 2 years unless you delete them. We have switched off Google’s advertising features (“Google Signals”) and Google’s data sharing on this site, so the information is used only to give us statistics — not for advertising. Google keeps the underlying visit data for no more than 14 months.
• Turning it off. Use the “Turn off visit counting” link at the bottom of every page. It stores a small note in your browser so visit counting stays off on this site; if you clear your browser data, press it again. You can also block cookies in your browser or install Google’s own opt-out add-on.
• Booking button and page log. When you open a page or press a booking button, our own server records that it happened, on which page, which site you came from and which browser you used. It does not record your IP address or your name. The booking button takes you to Fresha, whose own privacy policy then applies.
• Fonts and social posts. Our pages load their typefaces from Google Fonts, and some pages show our Instagram, TikTok or YouTube posts, whose images load from those companies’ servers. This tells those companies your IP address.
• No advertising company’s tracking script runs on our site.

10. How long we keep your information

• We keep your guest record while you are our guest. If you have not visited any Assort salon for 7 years, we delete it — or, if you never visited, 7 years after you last wrote to us. Sales records we must keep for tax lose your name.
• You can ask us to delete your information sooner, at any time.
• Some things are kept for shorter periods: photos you send us in a direct message are deleted after 90 days; records of our AI tools’ work are deleted after 180 days; health notes are deleted when you withdraw your agreement; and a filmed consultation is taken out of use the same day you ask.
• Website visit data: see section 9.

11. Complaints

If you are unhappy with how we handle your information, please tell us: write to customers@assort-hair.com with “Privacy complaint” in the subject line, or by post to Assort Limited, 81a Redchurch Street, London E2 7DJ.

• We confirm that we have received your complaint within 30 days.
• We look into it, keep you informed, and tell you the outcome without undue delay.

You can also complain to the UK regulator, the Information Commission (called the Information Commissioner’s Office, or ICO, until 30 September 2026) — ico.org.uk.

12. Other things you should know

• Do you have to give us your information? To book, we need your name and a mobile number or email address; without them we cannot take or confirm your booking. Everything else is up to you.
• Automated decisions. We do not make decisions about you by automated means alone that have legal or similarly significant effects on you. Our AI tools help our team; they do not decide anything about you.
• Changes. When we change this notice we update the date at the top. If we start using your information for a new purpose, we update this notice before we start.