Privacy policy

Last updated: January 4, 2026

Oumi Kids (“we”, “us”, or “our”) operates this store and website, including all related information, content, features, tools, products and services (collectively, the “Services”) to provide customers with a curated shopping experience. Oumi Kids is powered by Shopify, which enables us to provide the Services.

This Privacy Policy describes how we collect, use, disclose, and otherwise process personal data in accordance with the Personal Data Protection Act 2012 of Singapore (“PDPA”) and other applicable data protection laws when you visit, use, or make a purchase from our Services, or otherwise interact with us.

If there is any conflict between our Terms of Service and this Privacy Policy, this Privacy Policy shall prevail with respect to the collection, use, and disclosure of personal data.

By accessing or using any part of the Services, you acknowledge that you have read and understood this Privacy Policy.

1. Definitions

“Customer” means an individual who contacts us to inquire about our products or services, or who has entered into a contract with us for the supply of goods or services.
“Personal data” means data, whether true or not, about an individual who can be identified from that data, or from that data and other information to which we have or are likely to have access, as defined under the PDPA.

2. Personal Data We Collect

Depending on how you interact with the Services, we may collect or process the following categories of personal data:

Contact information: name, billing address, shipping address, email address, telephone number
Account information: username, password, preferences, and settings
Transaction information: products viewed, added to cart or wishlist, purchased, returned, exchanged or cancelled
Payment information: payment method, transaction details, payment confirmation (note: payment card details are processed securely by our payment providers and not stored by us)
Communications: information you provide when contacting customer support or submitting enquiries or feedback
Device and usage data: IP address, browser type, device identifiers, cookies, and information about how you navigate and interact with the Services

Personal data does not include information that has been anonymised or de-identified.

3. Sources of Personal Data

We may collect personal data from the following sources:

Directly from you when you create an account, place an order, contact us, or otherwise interact with the Services
Automatically through your use of the Services via cookies and similar technologies
From service providers engaged to support our operations (e.g. payment processors, logistics providers, IT service providers)
From partners or third parties, where permitted by law

4. Purposes for Collection, Use and Disclosure

We may collect, use, and disclose your personal data for one or more of the following purposes:

Providing, operating, and improving the Services
Processing orders, payments, deliveries, returns, and exchanges
Verifying your identity
Managing your account and relationship with us
Responding to enquiries, complaints, feedback, or customer support requests
Sending transactional or service-related communications
Marketing and promotional communications (where consented or otherwise permitted by law)
Fraud detection, prevention, and security
Complying with applicable laws, regulations, and legal processes
Any other purpose for which you have provided consent, or which is reasonably related to the above

These purposes may continue to apply even after your relationship with us has ended, for a reasonable period thereafter.

5. Marketing and Advertising

With your consent (where required), we may send you marketing and promotional communications via email, text message, or other channels. You may opt out at any time using the unsubscribe link provided in our communications.

We may also use Shopify’s enhanced features to support personalised advertising based on your interactions with our store and other Shopify merchants. Shopify processes such data in accordance with its own privacy practices. You may manage your advertising preferences through the Shopify Privacy Portal.

6. Disclosure of Personal Data

We may disclose your personal data to third parties for legitimate business purposes, including:

Shopify and its affiliated entities
Service providers and agents (e.g. payment processing, order fulfilment, logistics, IT support, analytics)
Marketing and advertising partners (subject to applicable consent and opt-out rights)
Governmental or regulatory authorities, where required by law
In connection with a business transaction such as a merger, acquisition, or restructuring

All third parties are required to protect your personal data and process it only for authorised purposes.

7. Legitimate Interests Exception (PDPA)

In accordance with the PDPA, we may collect, use, or disclose personal data without consent where necessary for our legitimate interests or those of another person, provided such interests outweigh any adverse effect on the individual.

These purposes include:

Fraud detection and prevention
Prevention of misuse of our Services
Network and security monitoring
Protection of our systems, customers, and business operations

8. Children’s Data

The Services are not intended for use by children. We do not knowingly collect personal data from individuals under the age of majority. If you believe a child has provided personal data to us, please contact us to request deletion.

9. Withdrawal of Consent

You may withdraw your consent to the collection, use, or disclosure of your personal data at any time by contacting our Data Protection Officer (details below).

Upon receiving your request, we will inform you of the consequences of withdrawing consent, including any impact on our ability to provide products or services. We will generally process withdrawal requests within 30 business days.

10. Access and Correction

You may request access to or correction of your personal data by demonstrating a need to know or correct it. Requests should be submitted in writing or by email to our Data Protection Officer.

A reasonable administrative fee may apply for access requests, where permitted by law.

11. Protection and Retention of Personal Data

We implement reasonable administrative, technical, and physical safeguards to protect your personal data against unauthorised access, use, or disclosure. However, no method of transmission or storage is completely secure.

We retain personal data only for as long as necessary to fulfil the purposes for which it was collected, or as required by law. When no longer required, personal data will be securely deleted or anonymised.

12. Accuracy of Personal Data

We rely on personal data provided by you. Please ensure that your information is accurate and up to date, and notify us of any changes.

13. International Transfers

Your personal data may be transferred, stored, or processed outside Singapore, including by Shopify and its service providers. Where such transfers occur, we will ensure that a standard of protection comparable to that under the PDPA is maintained, in accordance with applicable laws.

14. Third-Party Websites

The Services may contain links to third-party websites or platforms. We are not responsible for the privacy practices or content of such third parties. Please review their privacy policies separately.

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. The updated version will be posted on our website with the revised “Last updated” date.

Your continued use of the Services constitutes acceptance of the updated Privacy Policy.

16. Contact & Data Protection Officer

If you have any questions, requests, or complaints regarding this Privacy Policy or our handling of personal data, please contact our Data Protection Officer:

Data Protection Officer:
Name: Siow Wen Lon, Ken
Email: dpo@heysara.sg
Telephone: +65 6631 9890

For general enquiries, you may also contact:
hello@oumilabs.com

Oumi Labs Pte. Ltd.
152 Beach Road #23-02 Gateway East Singapore 189721

For the purposes of applicable data protection laws, Oumi Labs Pte. Ltd. is the data controller of your personal data.