Privacy policy

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Last Updated: July 23, 2026

WHAT DATA WE COLLECT

When you order or use our store:

Contact details: Name, address, phone number, email address
Financial information: Credit card, debit card numbers, FPS payment confirmation, payment details
Account information: Username, password, preferences, settings
Transaction information: Items you view, add to cart, purchase, return, or exchange
Communications: Your emails, WhatsApp messages, Instagram DMs to us
Device information: Browser type, IP address, device type, network connection
Usage information: How you interact with our website, pages you visit, time spent

HOW WE USE YOUR DATA

To fulfil your orders:

Process payments (via Shopify and Airwallex)
Arrange shipping via SF Express
Send order confirmations, tracking numbers, and delivery updates
Handle returns, exchanges, and refunds
Provide customer support via email, WhatsApp, or Instagram DM

To improve our store:

Analyze how you use the website (anonymous data only)
Better tailor your shopping experience
Recommend products based on your purchases

To prevent fraud and keep you safe:

Screen payments for suspicious activity
Authenticate your account
Detect illegal or unsafe activity

For marketing (only if you opt in):

Send promotional emails about new products, sales, or special offers
Show you ads on other websites based on items you've viewed
You can unsubscribe anytime by replying "STOP" to any email or asking us on Instagram

To comply with the law:

Respond to valid legal requests from courts or government agencies
Maintain business and tax records

WHO WE SHARE YOUR DATA WITH

Essential service providers:

Shopify (our website platform) — stores order data, account info, transaction history
Airwallex (payment processor) — processes FPS and card payments securely; your card details are encrypted and never stored by us
SF Express (courier) — receives your name, phone, address, order contents for shipping only
Your bank (for FPS settlement)

We do NOT sell your data to anyone for marketing or commercial purposes.

If required by law, we may disclose your data to respond to subpoenas, court orders, or government investigations.

HOW LONG WE KEEP YOUR DATA

Data Type	Retention Period	Reason
Order and transaction data	7 years	Hong Kong tax law and business record-keeping requirements
Customer service messages (emails, DMs, WhatsApp)	3 years	Dispute resolution and complaint handling
Website tracking data (cookies, analytics)	12 months	Website analytics and improvement; then automatically deleted
Card/payment details	Not stored by us	Encrypted and processed by Airwallex; they manage retention per PCI DSS standards
Email addresses (opted out of marketing)	30 days	PDPO compliance; deleted once unsubscribed

After the retention period, data is securely deleted or made anonymous.

YOUR PRIVACY RIGHTS (HONG KONG LAW)

Under Hong Kong's Personal Data (Privacy) Ordinance (Cap. 486), you can:

Ask to see your data: Email info@morpheselect.com with "Data Access Request" and we'll provide a copy within 40 days (reasonable fee may apply).

Correct wrong information: If your data is inaccurate, ask us to fix it within 40 days.

Delete your data: Request deletion anytime (unless we're legally required to keep it for tax reasons).

Opt out of marketing: Unsubscribe from promotional emails.

Lodge a complaint: Contact the Privacy Commissioner for Personal Data (PCPD):

Website: https://www.pcpd.org.hk
Email: enquiry@pcpd.org.hk
Phone: (852) 2827 8177

IMPORTANT: DIRECT MARKETING RULES

We only send promotional emails, SMS, or Instagram DMs if you opt in first.

To unsubscribe from promotions anytime:

Reply "STOP" to any promotional email
Email info@morpheselect.com with "Unsubscribe"

COOKIES

We use cookies to:

Remember you during checkout (session cookies)
Track how our site performs (analytics)
Show you relevant ads on other websites (marketing cookies)

Essential cookies (checkout, payment, login) can't be disabled—checkout won't work without them.

Optional cookies (analytics, marketing) can be turned off in your browser settings. Note: disabling them may affect your shopping experience.

SHOPIFY'S ROLE

Our website is powered by Shopify. Shopify collects and processes data about your use of our store to:

Provide and improve the Services
Create better shopping experiences across their platform
Show you personalized ads on other websites

Shopify is responsible for handling certain data requests under their own privacy practices. To learn more:

Shopify Privacy Policy: https://privacy.shopify.com
Shopify Privacy Portal: https://privacy.shopify.com/en (manage your data rights)

THIRD-PARTY LINKS

Our website may link to other sites (Instagram, social media, etc.). We're not responsible for their privacy practices. Review their privacy policies before using them.

INTERNATIONAL DATA TRANSFERS

Your data is primarily stored in Hong Kong or the Asia-Pacific region (Shopify servers). If we need to transfer data to Korea (for supplier communication) or elsewhere, we ensure adequate protection and obtain consent if required.

SECURITY

We protect your data with encrypted connections (SSL/TLS) and secure servers. No system is 100% safe. If there's a data breach, we'll notify you and the Privacy Commissioner if required by law.

CHILDREN'S DATA

Our store is not for children under 18. We don't knowingly collect data from children. If a child provides data to us, we'll delete it immediately and notify the parent/guardian.

CHANGES TO THIS POLICY

We may update this policy anytime. We'll post changes here and update the "Last Updated" date. Major changes affecting your rights will be emailed to you at least 30 days before taking effect.