Privacy policy

This Privacy Policy describes how Sekna Trading FZC ("we", "us", "our"), operating under the trading name AuraAllure, collects, uses, and protects your personal data when you visit or make a purchase from auraallure.com.

This policy is in accordance with UAE Federal Decree-Law No. 45 of 2021 on Personal Data Protection (PDPL) and the UAE E-Commerce Law (Federal Decree-Law No. 14 of 2023).

What data we collect

When you visit or purchase from our store, we may collect the following personal data:

  • Name, email address, phone number, and delivery address
  • Payment information (processed securely — we do not store full card details)
  • Order history and transaction details
  • Device information, IP address, and browsing behaviour on our site (via cookies)
  • Communications you send us via email or contact forms

How we use your data

We use your personal data only for the following purposes:

  • Processing and fulfilling your orders
  • Communicating with you about your orders and enquiries
  • Sending marketing emails, only if you have explicitly opted in
  • Improving our website and customer experience
  • Complying with our legal obligations under UAE law

In accordance with UAE Federal Law No. 15 of 2020 on Consumer Protection, we do not use your personal data for promotional or marketing purposes without your explicit consent.

Sharing your data

We do not sell, rent, or trade your personal data. We may share your data with trusted third parties only where necessary to fulfil your order or operate our business, including:

  • Shopify Inc. (our e-commerce platform provider)
  • Payment processors (to complete transactions securely)
  • Courier and logistics partners (to deliver your order)
  • UAE regulatory or government authorities where required by law

All third parties are required to handle your data securely and in accordance with applicable data protection laws.

Cookies

Our website uses cookies to improve your browsing experience, remember your preferences, and analyse site traffic. You may disable cookies in your browser settings, however this may affect the functionality of our website. By continuing to use our site, you consent to our use of cookies.

Data retention

We retain your personal data for as long as necessary to fulfil the purposes outlined in this policy, or as required by UAE law. Order and transaction records are retained for a minimum of 5 years in accordance with UAE commercial record-keeping requirements.

Your rights

Under UAE Federal Decree-Law No. 45 of 2021, you have the right to:

  • Access the personal data we hold about you
  • Request correction of inaccurate data
  • Request deletion of your data, subject to legal retention requirements
  • Withdraw consent to marketing communications at any time
  • Lodge a complaint with the relevant UAE authority

To exercise any of these rights, please contact us at hello@auraallure.com.

Data security

We take the security of your personal data seriously and implement appropriate technical and organisational measures to protect it from unauthorised access, loss, or misuse. Our website is hosted on Shopify's secure platform, which is PCI DSS compliant.

Third party links

Our website may contain links to third party websites. We are not responsible for the privacy practices of those websites and encourage you to read their privacy policies.

Contact us

If you have any questions about this Privacy Policy or how we handle your data, please contact us at:
Sekna Trading FZC
Email: hello@auraallure.com

Last updated: April 2026. We reserve the right to update this Privacy Policy at any time. The current version will always be available on this page.