Last updated: July 07, 2026

This Privacy Notice for Pattern and Serenity (doing business as Pattern and Serenity) ('we', 'us', or 'our'), describes how and why we might access, collect, store, use, and/or share ('process') your personal information when you use our services ('Services'), including when you visit our website at https://patternandserenity.com, use our Digital Planners, lifestyle trackers and educational content (an online wellness platform offering digital planners, lifestyle trackers, and educational content related to perimenopause and menopause support), or engage with us in other related ways, including any marketing or events.

Questions or concerns? Reading this Privacy Notice will help you understand your privacy rights and choices. If you do not agree with our policies and practices, please do not use our Services. If you still have any questions or concerns, please contact us at hello@patternandserenity.com.

SUMMARY OF KEY POINTS

What personal information do we process? When you visit, use, or navigate our Services, we may process personal information depending on how you interact with us and the Services, the choices you make, and the products and features you use.

Do we process any sensitive personal information? We do not process sensitive personal information.

Do we collect any information from third parties? We do not collect any information from third parties.

How do we process your information? We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We process your information only when we have a valid legal reason to do so.

In what situations and with which parties do we share personal information? We may share information in specific situations and with specific third parties, such as business transfers.

How do we keep your information safe? We have adequate organisational and technical processes and procedures in place to protect your personal information. However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure.

What are your rights? Depending on where you are located geographically, the applicable privacy law may mean you have certain rights regarding your personal information.

How do you exercise your rights? The easiest way to exercise your rights is by visiting https://patternandserenity.com, or by contacting us at hello@patternandserenity.com.

TABLE OF CONTENTS

1. WHAT INFORMATION DO WE COLLECT?

2. HOW DO WE PROCESS YOUR INFORMATION?

3. WHAT LEGAL BASES DO WE RELY ON TO PROCESS YOUR PERSONAL INFORMATION?

4. WHEN AND WITH WHOM DO WE SHARE YOUR PERSONAL INFORMATION?

5. DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES?

6. IS YOUR INFORMATION TRANSFERRED INTERNATIONALLY?

7. HOW LONG DO WE KEEP YOUR INFORMATION?

8. HOW DO WE KEEP YOUR INFORMATION SAFE?

9. DO WE COLLECT INFORMATION FROM MINORS?

10. WHAT ARE YOUR PRIVACY RIGHTS?

11. CONTROLS FOR DO-NOT-TRACK FEATURES

12. DO UNITED STATES RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS?

13. DO WE MAKE UPDATES TO THIS NOTICE?

14. HOW CAN YOU CONTACT US ABOUT THIS NOTICE?

15. HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU?

1. WHAT INFORMATION DO WE COLLECT?

Personal information you disclose to us

In Short: We collect personal information that you provide to us.

We collect personal information that you voluntarily provide to us when you express an interest in obtaining information about us or our products and Services, when you participate in activities on the Services, or otherwise when you contact us.

The personal information we collect may include names, email addresses, and billing addresses.

Payment Data: We may collect data necessary to process your payment if you choose to make purchases. All payment data is handled and stored securely by Stripe. You may find their privacy notice link here: https://stripe.com/gb/legal/privacy-center.

Information automatically collected

In Short: Some information — such as your Internet Protocol (IP) address and/or browser and device characteristics — is collected automatically when you visit our Services.

We automatically collect certain information when you visit, use, or navigate the Services (such as your IP address, browser characteristics, operating system, log and usage data, and device data). This information is primarily needed to maintain the security and operation of our Services, and for our internal analytics.

2. HOW DO WE PROCESS YOUR INFORMATION?

In Short: We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes only with your prior explicit consent.

We process your personal information to:

- Deliver and facilitate delivery of services to the user.

- Respond to user inquiries and offer support.

- Fulfil and manage your orders, payments, returns, and exchanges.

- Send you marketing and promotional communications (which you can opt out of at any time).

- Protect our Services, including fraud monitoring and prevention.

- Determine the effectiveness of our marketing and promotional campaigns.

- Save or protect an individual's vital interest, such as to prevent harm.

3. WHAT LEGAL BASES DO WE RELY ON TO PROCESS YOUR INFORMATION?

In Short: We only process your personal information when we believe it is necessary and we have a valid legal reason (i.e. legal basis) to do so under applicable law.

If you are located in the EU or UK, we rely on:

- Consent: If you have given us permission for a specific purpose.

- Performance of a Contract: To fulfil our contractual obligations to you.

- Legitimate Interests: To achieve our legitimate business interests (marketing, fraud prevention).

- Legal Obligations & Vital Interests: To comply with law or protect safety.

If you are located in Canada, we rely on express or implied consent, except in exceptional cases permitted by law (investigations, legal requirements, publicly available data).

4. WHEN AND WITH WHOM DO WE SHARE YOUR PERSONAL INFORMATION?

In Short: We may share information in specific situations described in this section and/or with the following third parties.

We may need to share your personal information in connection with Business Transfers (merger, sale of company assets, or financing).

5. DO WE USE COOKIES AND OTHER TRACKING TECHNOLOGIES?

In Short: We may use cookies and other tracking technologies to collect and store your information.

We use cookies to maintain security, prevent crashes, and save your preferences. To the extent these technologies are deemed a "sale/sharing" under US state laws, you can opt out as described below.

6. IS YOUR INFORMATION TRANSFERRED INTERNATIONALLY?

In Short: We may transfer, store, and process your information in countries other than your own.

Our servers are located in the United States and United Kingdom. Your information may be processed in the United States, Ireland, European Union, and other countries. We use the European Commission's Standard Contractual Clauses to safeguard this data.

7. HOW LONG DO WE KEEP YOUR INFORMATION?

In Short: We keep your information for as long as necessary to fulfil the purpose outlined in this privacy policy, including for the purposes of satisfying any legal, accounting, or reporting requirements.

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymise it.

8. HOW DO WE KEEP YOUR INFORMATION SAFE?

In Short: We aim to protect your personal information through a system of organisational and technical security measures.

We have implemented reasonable technical and organizational security measures. However, no transmission over the Internet can be guaranteed 100% secure. Transmission of personal information is at your own risk.

9. DO WE COLLECT INFORMATION FROM MINORS?

In Short: We do not knowingly collect data from or market to children under 18 years of age.

By using the Services, you represent that you are at least 18. If we learn we have collected data from users under 18, we will deactivate the account and promptly delete such data. Contact us at hello@patternandserenity.com if you have concerns.

10. WHAT ARE YOUR PRIVACY RIGHTS?

In Short: Depending on your region (EEA, UK, Switzerland, Canada, or certain US states), you have rights allowing greater access to and control over your personal information.

You have the right to request access, rectification, erasure, or restriction of your data, or data portability. You can withdraw your consent or opt-out of marketing at any time by emailing hello@patternandserenity.com.

11. CONTROLS FOR DO-NOT-TRACK FEATURES

Most web browsers include a Do-Not-Track ('DNT') feature. We do not currently respond to DNT browser signals as no uniform technology standard has been finalized.

12. DO UNITED STATES RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS?

In Short: If you are a resident of California, you have the right to request access, deletion, and copies of your personal information, as well as the right to non-discrimination.

Categories collected in the past 12 months:

- Identifiers (Name, email, billing address, IP address) - YES

- Personal information defined in California Customer Records statute - YES

- Commercial information (Transaction/payment history via Stripe) - YES

- Internet or network activity (Browsing logs) - YES

- Geolocation data - YES

We do not sell or share personal information to third parties. California residents may exercise their "Shine the Light" law once a year for free by emailing us.

13. DO WE MAKE UPDATES TO THIS NOTICE?

In Short: Yes, we will update this notice as necessary to stay compliant with relevant laws.

The updated version will be indicated by a 'Revised' date at the top. We encourage you to review it frequently.

14. HOW CAN YOU CONTACT US ABOUT THIS NOTICE?

If you have questions or comments about this notice, you may email us at hello@patternandserenity.com or contact us by post at:

Pattern and Serenity

4th Floor, Silverstream House

45 Fitzroy Street

London, W1T 6EB

United Kingdom

15. HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU?

To request to review, update, or delete your personal information, please contact us at hello@patternandserenity.com or visit https://patternandserenity.com.