Privacy Policy

Last updated: March 2026

1. Introduction

True Form Beauty LTD (“we”, “our”, or “us”) respects your privacy and is committed to protecting your personal data. This Privacy Policy explains how we collect, use, and safeguard your information when you visit our website or contact us directly.

We comply with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

2. Who We Are

True Form Beauty LTD
Based in Stafford, United Kingdom
Email: trueformpmu@gmail.com

We provide professional permanent makeup services, makeup artistry and related beauty treatments.

3. What Information We Collect

We may collect and process the following types of personal information:

Contact details: your name, email address, and phone number.
Enquiry details: any information you include in your message when contacting us via the website or social media.
Booking information: if you book through our partner system Ovatu, your booking details, appointment history, and relevant treatment information.
Marketing preferences: if you opt in to receive email updates or special offers.
Website usage data: through cookies, analytics tools (such as Google Analytics), and Facebook Pixel, to help us understand how our site is used and improve your experience.

4. How We Use Your Information

We use your personal data for the following purposes:

To respond to your enquiries or appointment requests.
To manage and confirm bookings through Ovatu.
To send marketing emails and updates, but only if you have given consent.
To improve our website and services using analytics data.
To maintain business and treatment records for insurance and legal compliance.

5. Legal Basis for Processing

We process your personal data under the following legal bases:

Consent – when you opt in to receive marketing emails or submit your details voluntarily.
Contract – when you book or enquire about a treatment.
Legitimate interest – to respond to your queries or improve our website.
Legal obligation – to comply with insurance, health, and safety requirements.

6. How Long We Keep Your Information

Enquiry data: up to 12 months after your last contact.
Client records and consultation forms: up to 7 years after your last treatment (in line with insurance requirements).
Marketing data: until you unsubscribe or withdraw consent.
After these periods, your data will be securely deleted or anonymised.

7. Sharing Your Information

We do not sell or share your personal information with third parties for marketing purposes.
We may share limited data with trusted providers who help us deliver our services, such as:

Ovatu (for appointment management)
Email and website hosting providers
Analytics tools like Google Analytics and Facebook Pixel
All third-party providers are required to comply with GDPR and handle your data securely.

8. Cookies and Analytics

Our website uses cookies and analytics to understand visitor behaviour and improve your experience. You can manage or disable cookies through your browser settings.

9. Your Data Rights

Under the UK GDPR, you have the right to:

Access a copy of your personal data.
Request correction or deletion of your data.
Withdraw consent for marketing at any time.
Object to or restrict processing in certain circumstances.

To exercise your rights, contact us at trueformpmu@gmail.com.

10. Changes to This Policy

We may update this Privacy Policy occasionally to reflect changes in our practices or legal requirements. Updates will be posted on this page with a new “Last Updated” date.

11. Contact Us

If you have any questions or concerns about how we handle your data, please contact:
True Form Beauty LTD
📍 Stafford, United Kingdom
📧 trueformpmu@gmail.com

If you’re not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO): www.ico.org.uk

Claire O'Toole

Jude is fantastic at what she does!! I had a bad experience with a previous therapist during consultation and was a little apprehensive reaching out to another therapist… Jude put me at ease straight away with her beautiful personality and professionalism! I questioned everything Jude was doing and she met my questions with pure honesty! I asked for a few amendments before the process and she met them happily!! I felt very listened to throughout the whole process!! I am so pleased with my brows and they have made me feel confident! Jude’s after care was also the best, I messaged to check something and Jude came straight back to me!! The whole process has been wonderful and Jude really knows her stuff!!

Nicola Sargeant

Super happy with my brows and lash enhancement! High recommend ⭐

Toria Mcaleenan-Marks

Amazing skills. I cannot say how highly I would recommend her. The detail and pampering are next level. Love ❤️ the results I've achieved

Helen Bonser

What a fabulous experience having my brows done with Jude. I have had wonky and quite thin brows for years, they have been over plucked and just not grown back. Jude is fantastic she is amazing at her craft and I trust her totally, I was a little nervous for my first appointment but Jude made me feel at ease and I absolutely love the results. If you’re thinking about having your brows done, then don’t hesitate to contact True Form Beauty and get booked in, you won’t regret it! She is also a tropics ambassador and she really knows her stuff! The whole experience has been a pleasure ❤️

Nicola Socratous

I am absolutely thrilled with my combination brows! Jude was amazing from start to finish and put me at ease as soon as I met her. She was very professional, explaining the procedure and making sure that I was happy with everything. She took the time to make sure the shape and colour were perfect for me and even mixed a colour just to suit me. My brows look so natural and beautifully defined, and they’ve made such a difference to my daily routine. No more need for eyebrow pencils! I’m honestly so happy with the results and would 100% recommend Jude to anyone thinking about getting their brows done! 🤍

Patricia Taylor

Had my final brow top up today with Jude, it was a great experience again, Jude always takes the time to check you are comfortable and happy throughout the process and I am really pleased with my results. I have recommended Jude to my friends who are considering having their brows done as I am 100% sure they will love the results ! 😁

Kay Chambers

I've had my top up this morning with Jude , for my eyebrows , also had a lash line done . All the reviews say the same .... Jude is so easy to talk to . I could have nodded off having eyebrows done . The lash line is a wee bit more intense but not in a bad way ! She is so patient. I am so pleased with the results, I would not hesitate to recommend. Don't think about it just do it !

Hayley King

Wow wow wow. I have had a consultation and ombré brows with Jude @ True form permanent make at Base Beauty salon. Throughout the whole process Jude put me at ease, no questions was too silly and she explained every step, tailoring my treatment to myself and personal preferences. I was so surprised how good my brows looked after and still are even with healing process. Jude also gave clear aftercare advice and I can’t wait for them to be fully healed and looking fabulous. Jude took her time to map out and check in with me to ensure I was happy with the look at each step. It was clear that Jude is knowledgeable and was able to discuss the right shades and shapes that would suit my skin tone, face and eye shape. I highly recommend Jude so much I am booked in for my lips next. I came BACK !!! I year on and I came.back for a colour boost. Of course the most amazing service by Jude AF. And fabulous work, see updated pictures a week after.

Rachel Caine

Just finished my top up for semi permanent makeup on my lips with Jude they look amazing and I would highly recommend going to her if you are thinking about having any semi permanent makeup done. She is very friendly and makes you feel relaxed as soon as you walk through the door. She explains everything and also continues to ask if you are ok through out the procedure. You even go home with a little goody bag for your after care. Amazing results and I’m really happy 😊

Cheryl Sutherland

I recently had combination brows done with natural looking brush strokes by Jude and I honestly could not recommend her enough. From the moment I arrived, she immediately put me at ease. She was so knowledgeable and explained every stage of the process, including why she was doing things a certain way, which made me feel really comfortable and reassured. I trusted her expertise completely when it came to choosing the right shape and shade, and I’m so happy with the results. They look so natural and beautifully done. I was quite nervous beforehand because I’d previously had microblading elsewhere and found it quite painful, but this experience was completely different. It honestly did not hurt at all and I was pleasantly surprised by how comfortable the whole treatment was. Jude is incredibly professional, talented, and genuinely cares about achieving the best results for her clients. I’m absolutely thrilled with my brows!

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