Privacy policy

Last updated: 14 July 2026

Welcome to the Mimi Baby Privacy Policy.

This policy explains how The Mimi Collective (Pty) Ltd, trading as Mimi Baby, collects, uses, stores, shares and protects personal information when you visit our website, place an order, contact us, book Mimi Meets, communicate with us on WhatsApp, attend an event or interact with our marketing.

Following the acquisition of the Mimi Baby brand in August 2025, all Mimi Baby operations are managed by The Mimi Collective (Pty) Ltd.

We are committed to handling personal information responsibly, securely and in line with the Protection of Personal Information Act, 4 of 2013, known as POPIA, and other applicable data protection requirements.

This policy is also intended to serve as a privacy notification for customers, website visitors, leads and other data subjects whose personal information we collect.

Compliance and lawful processing

Mimi Baby processes personal information in accordance with POPIA and, where applicable, other data protection laws such as the General Data Protection Regulation.

We process personal information only where there is a lawful reason to do so. Depending on the situation, this may include:

Your consent
The need to perform a contract with you, such as processing and delivering an order
The need to respond to your enquiry or request
Compliance with legal, tax, accounting or regulatory obligations
Our legitimate business interests, where those interests do not unfairly affect your privacy rights
The protection of our rights, customers, website, business operations or legal position

We do not use personal information for unrelated purposes without your consent or another lawful basis.

Information we collect

Depending on how you interact with Mimi Baby, we may collect the following types of personal information:

Your name and surname
Email address
Phone number
Delivery and billing address
Order, invoice, payment and transaction information
Product interest, product selection, cart activity and purchase history
Information you provide through website forms, Mimi Meets forms, email, WhatsApp, social media or other direct communication
Newsletter and marketing subscription preferences
Customer support, warranty, returns and replacement component information
Event, expo or lead form information, where you choose to provide it
Website usage data, device data, analytics data, cookies, pixels and similar tracking information
Advertising interaction data, such as ad clicks, page visits, product views, add-to-cart actions, checkout activity and purchase activity where tracking is enabled
Anonymised, aggregated or statistical information used for reporting and business improvement

Where payment is made online, payment-related information is processed by secure third-party payment providers. Mimi Baby does not intentionally store full card details on its own systems.

We collect only the information reasonably necessary for the purpose for which it is collected.

Information about babies, children and family details

Mimi Baby products are used by families with babies and young children. In most cases, we collect information from parents, guardians or adult customers, not directly from children.

If you choose to provide information about a baby or child, such as due date, baby age, product fit needs, photo, review, testimonial or support-related information, you confirm that you are the parent, legal guardian or otherwise authorised to provide that information.

We do not knowingly collect personal information directly from children without the consent of a parent or legal guardian.

We will not intentionally use identifiable photos, videos or personal information of a child in marketing unless appropriate permission has been provided by the parent or legal guardian.

How we collect information

We may collect personal information directly from you when you:

Visit our website
Create an order or complete checkout
Complete a website form
Book or enquire about Mimi Meets
Contact us by WhatsApp, email, phone, social media or direct message
Subscribe to marketing communication
Enter a promotion, event, expo form or lead form
Submit a review, rating, testimonial, photo or feedback
Request customer support, warranty help, returns support or replacement component assistance

We may also collect information automatically through cookies, pixels, analytics tools and similar technologies when you use our website.

We may receive limited information from third-party platforms where you interact with Mimi Baby through those platforms, such as Shopify, Meta, Instagram, Facebook, Google, payment providers, courier partners, email platforms, customer support tools or booking tools.

Please make sure that any information you provide to us is accurate and kept up to date.

Voluntary and mandatory information

Most information you provide to Mimi Baby is voluntary. However, some information is required if you want to complete a purchase, receive delivery, book Mimi Meets, receive customer support, process a return, manage a warranty query or receive a response to an enquiry.

If required information is not provided, we may not be able to process your order, deliver your product, respond to your request, complete a booking, provide support or comply with legal record requirements.

How we use your information

We use personal information to:

Process and fulfil orders
Arrange delivery
Communicate with you about your purchase
Respond to enquiries, WhatsApp messages and support requests
Manage Mimi Meets enquiries, bookings and follow-ups
Assist with warranty, returns, replacement component or product support requests
Manage customer records, invoices, accounting and legal obligations
Improve our website, products, services and customer experience
Measure website performance, advertising performance and campaign effectiveness
Understand which website pages, products, adverts and content are useful to customers
Send marketing communication where consent has been given or where otherwise permitted by applicable law
Retarget or personalise advertising where permitted and where the relevant tracking settings are active
Protect our website, business, customers, staff and legal rights

Cookies, pixels and website analytics

Our website may use cookies, pixels and similar technologies to support website functionality, improve user experience, remember preferences, analyse website performance and support marketing activity where applicable.

These technologies may collect information such as pages viewed, products viewed, links clicked, device information, browser information, approximate location, referral source, cart activity, checkout activity and purchase activity.

We may use tools such as Shopify analytics, Meta Pixel, Meta Conversions API, Google Analytics and other website, advertising or analytics tools to understand website activity and improve our marketing.

Where required, we will request consent for non-essential cookies or tracking technologies. You can manage cookie preferences through the website cookie settings where available, or through your browser settings. Some website features may not function correctly if cookies are disabled.

Meta Ads, advanced matching and advertising measurement

Mimi Baby may use Meta business tools, including Meta Pixel, Meta Conversions API, custom conversions, retargeting audiences and advanced matching where enabled.

These tools help us understand how customers interact with our website and advertising, such as when someone views a page, views a product, adds a product to cart, starts checkout, completes a purchase, clicks WhatsApp, submits a lead form or books Mimi Meets.

Where advanced matching or server-side tracking is enabled, certain customer information such as email address, phone number, name, location or order information may be securely shared with Meta or processed through Shopify and Meta tools to help match website activity to advertising activity. This is used for measurement, attribution, retargeting and advertising performance.

We do not sell personal information. Advertising platforms may process information according to their own privacy policies and platform terms.

You can manage your advertising preferences through the relevant platform settings, your browser settings and any cookie preference tools available on our website.

Offline, expo and assisted-sale tracking

Mimi Baby may collect lead, enquiry and purchase information during expos, events, Mimi Meets, WhatsApp conversations, phone conversations or other assisted-sale interactions.

Where permitted by law and where appropriate consent or another lawful basis applies, we may use this information to:

Follow up on your enquiry
Send product information you requested
Help you compare Mimi Baby products
Complete an order or assisted sale
Measure whether marketing activity contributed to enquiries, assisted sales or purchases
Improve future campaigns, content, website pages and customer support

For advertising measurement, this may include matching limited event information, such as purchase date, purchase value, product purchased, event source, email address or phone number, with advertising platform data where lawful and appropriate.

WhatsApp communication

If you contact Mimi Baby by WhatsApp, we may use your phone number, message content and related enquiry information to respond to your request, provide product information, assist with a purchase, manage support or follow up where appropriate.

WhatsApp service replies and support communication are not the same as marketing communication. We will only send marketing messages by WhatsApp where you have opted in or where this is otherwise permitted by applicable law.

You may ask us to stop sending marketing communication at any time.

Mimi Meets enquiries and bookings

If you enquire about or book Mimi Meets, we may collect your name, contact details, location, product interest, preferred date, questions and any information you choose to provide about your family’s needs or routine.

We use this information to manage the booking, prepare for the session, respond to your questions, follow up after the session and improve the Mimi Meets experience.

Where the Mimi Meets form includes a marketing opt-in, we will only send marketing communication according to the preference you selected.

Marketing communications

Where you have opted in, or where otherwise permitted by applicable law, we may send marketing communications, including:

Product updates and launches
Promotions and offers
Product education and buying guidance
Mimi Meets or event-related updates
Relevant content about Mimi Baby products, support and services

You may unsubscribe from marketing emails using the unsubscribe link in the email or by contacting us at hello@mimibaby.co.za.

You may also ask us to stop sending marketing communication by WhatsApp, SMS, email or other electronic channels.

Transactional and service messages, such as order updates, delivery updates, booking replies, support replies, warranty communication and returns communication, are not marketing communications and may still be sent where necessary to provide the service requested.

Reviews, testimonials, photos and feedback

If you submit a review, rating, testimonial, photo, video or feedback to Mimi Baby, we may use it for customer support, website content, product education, marketing or brand communication where appropriate and lawful.

Where content identifies you, your baby or another person, we may request permission before using it in public marketing material.

We may edit reviews or feedback for length, clarity, spelling or formatting, but we will not intentionally change the meaning of your feedback.

You can ask us to remove or update a review, testimonial or submitted content by contacting hello@mimibaby.co.za.

Sharing of information

We may share personal information where necessary with:

Internal team members who need the information to perform their duties
Courier and logistics partners
Payment processors and financial service providers
Shopify and related e-commerce service providers
Website, hosting, email, analytics, advertising, booking and customer support platforms
Meta, Google and other advertising or analytics platforms where relevant and lawful
Technology providers, developers and professional service providers who support our website and systems
Professional advisers, accountants, auditors, insurers or legal representatives where required
Regulatory authorities, courts, law enforcement or public bodies where legally required

We require service providers who process personal information on our behalf to handle that information responsibly and only for the authorised purpose.

We do not sell, rent or trade personal information.

International data processing

Our website is powered by Shopify and may use third-party service providers that process or store information outside South Africa.

These may include e-commerce, payment, email, analytics, advertising, booking, cloud hosting and customer support providers.

Where personal information is transferred outside South Africa, we rely on appropriate safeguards, contractual protections, service provider commitments, consent where applicable, or another lawful basis permitted by POPIA.

Data retention

We retain personal information only for as long as necessary for the purpose for which it was collected, unless a longer retention period is required or permitted by law.

We may retain information to:

Provide our services
Maintain business, order, invoice and transaction records
Handle support, warranty, returns or after-sales enquiries
Comply with legal, tax, accounting and regulatory obligations
Resolve disputes or enforce agreements
Maintain consent, unsubscribe or suppression records
Keep anonymised or aggregated information for reporting and business improvement

When personal information is no longer required or authorised to be retained, we will take reasonable steps to delete, destroy, de-identify or restrict it.

Security

We take reasonable technical and organisational steps to protect personal information from loss, misuse, unauthorised access, disclosure, alteration or destruction.

These steps may include access controls, secure service providers, password protection, restricted system access, staff awareness, secure payment providers and reasonable website security measures.

No online transmission or electronic storage method is completely secure. While we take reasonable precautions, we cannot guarantee absolute security of information transmitted online.

Security compromises

If we become aware that personal information has been accessed or acquired by an unauthorised person, we will take reasonable steps to investigate and respond to the incident.

Where required by law, we will notify the Information Regulator of South Africa and affected data subjects as soon as reasonably possible, taking into account any lawful investigation or security requirements.

Your rights

Subject to applicable law, you may have the right to:

Ask whether we hold personal information about you
Request access to your personal information
Request correction of inaccurate, irrelevant, excessive, out-of-date, incomplete, misleading or unlawfully obtained information
Request deletion or destruction of personal information where applicable
Object to certain processing activities
Withdraw consent where processing is based on consent
Opt out of direct marketing
Submit a complaint to the Information Regulator of South Africa

Requests can be submitted to hello@mimibaby.co.za.

We may need to verify your identity before responding to certain requests.

You can contact the Information Regulator of South Africa through its official website: https://inforegulator.org.za.

Automated decision-making

We may use advertising, analytics and website tools to understand customer behaviour, improve advertising relevance and measure campaign performance.

We do not intentionally make decisions that produce legal effects or similarly significant effects for customers based solely on automated processing.

Third-party websites and platforms

Our website, emails, social posts or adverts may link to third-party websites or platforms, including payment providers, booking tools, social media platforms, courier services or other service providers.

Those third parties have their own privacy policies and terms. We are not responsible for how third-party websites or platforms process your personal information once you leave the Mimi Baby website or interact directly with those platforms.

Policy updates

This policy may be updated from time to time to reflect changes in our operations, services, website, marketing tools, legal requirements or data protection practices.

The latest version will always be available on our website. The “Last updated” date at the top of this page will indicate when the policy was most recently revised.

Contact us

The Mimi Collective (Pty) Ltd
Durbanville, Cape Town, South Africa
Email: hello@mimibaby.co.za
Phone: +27 69 450 5359
Attention: Mrs A Hough, Information Officer

We are committed to addressing privacy questions and concerns with care and transparency.