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Privacy policy


Ellen AB is a Swedish FemTech company. Ellen AB respects your privacy and strives to protect your personal information when you are using our digital services and online shop.  Please observe that this policy is subject to change and that you will always find the current policy by visiting this page.

Who is responsible for your personal information?

Ellen AB is the controller for personal data and is responsible for your data under applicable data protection law (GDPR).

Why are we collecting data?

We are collecting the personal data you voluntarily share with us when you e.g. place an order in our online shop, contact customer service, participate in an online contest, sign up for our newsletter or in any other way contact us or interact with our online services. We collect the data necessary to complete an agreement (e.g. to deliver your products or send you an invoice) or in any other way complete a commitment (e.g. send you a newsletter with tips or offers).

What personal data do we collect?

We collect and store the data you voluntarily share with us such as name, address, e-mail and phone number. We do not have any access to your credit card number or your social security number. This data is handled by our secure payment partner Klarna. Read Klarna’s  privacy policy here.

How may your data be used?

  • To create and handle your personal account at ellen.se
  • To process and deliver your order when you shop with ellen.se
  • To contact you regarding your order if there is a problem or delay
  • To answer your questions when you contact us
  • To process possible refunds or exchanges
  • For marketing analyses purposes
  • To send you e-mails with news, tips and offers if you register for our newsletter
  • To inform winners in any online contest

About Cookies

What are cookies?

Ellen AB website uses cookies. This means that small text files are stored on the visitor’s computer or other mobile device that enable us to follow what our visitors do on the website.

Why does Ellen AB use cookies?

Ellen AB uses cookies to make the website better for you as a visitor, e.g. by adapting the website’s language and currency, keeping track of what you put in your shopping cart, being able to handle your purchase and ensuring that you are kept logged in on the website. Cookies are also used to store any personal settings so that you do not have to make the same choices every time you visit ellen.se. Our cookies are therefore intended to make it easier for both you as a visitor and for us.

Use of cookies

1. Necessary cookies

Necessary cookies are required for the basic operation of the website, for example by enabling basic functions such as page navigation and access to secure parts of the website.

2. Cookies for analysis and statistics

This allows us to recognize and count the number of visitors and to see how visitors move on our site when they use it. It helps us understand how visitors interact with our website and is something that can help us not only maintain, but also improve the services we offer our customers.

3. Experience

Cookies for our website to perform as well as possible during your visit. If you deny these, certain functionality will disappear from the website.

4. Marketing cookies

These cookies register your visit to our website, which pages you have visited and which links you have followed. We will use this information to make our website and advertising more relevant to your interests. Identifiable or unique data may be collected. We may also share this information with third parties for this purpose however no data that can be traced back to you will be shared.

How can you handle your cookies?

By accepting Ellen AB general terms and conditions and privacy policy, you agree to the use of cookies. If you do not want to accept the use of cookies, you can turn off cookies in your browser’s security settings. There you can also use settings so that you get a notification every time our website tries to place cookies on your computer. For example, you can choose to block cookies to prevent your browser from accepting new cookies, deleting existing cookies, letting the browser notify you when you receive a new cookie or disable cookies completely.

Please note that by limiting cookies, you may not be able to use all functions on our website as certain parts of the website are dependent on cookies.

Who can access your data?

Your data may be shared internally at Ellen AB. Ellen AB never shares, sells or trades your personal data for marketing purposes or any other purposes. We only share data with a third party to provide any of the services listed above such as running the online shop, payment methods, delivery by our shippers and marketing from Ellen AB.

Where is your data stored?

The personal data we collect is stored within the European Economic Area (EEA), but could be transferred and processed in a country outside the EEA. All forms of transfers are made under applicable law and are in these cases protected by the “Privacy Shield” that guarantees you the same security as within the EEA.

How long is your data stored?

We will store your submitted data for as long as it takes to fulfill any of the purposes listed above, as long as it is demanded by Swedish or International law or to fulfill any other relevant commitments.

How do I get information about/delete my personal data?

You have the right to contact us at any time to request information about the personal data we have stored about you (free of charge once a year). You can thereafter ask to have them updated, changed or deleted. We cannot delete personal data that applicable law require us to save (e.g. the Swedish Accounting Act) or if we have any other legal reasons or duties to store your data. You can contact us by post (Ellen AB, Barnhusgatan 4 ög nv, 111 23 Stockholm), via e-mail (info@ellen.se) or through telephone (+46 8-412 10 00).

If you want to delete your e-mail address from our mailing list you just open any received e-mail from us and click on the link ”avregistrera” at the bottom of the e-mail. Please observe that your e-mail could occur in more than one mailing list depending on how and where you registered. To make sure you are deleted from all lists please contact us according to the above.

How do we protect your data?

We apply both digital and physical safety measures to protect your personal data and avoid data interference or unauthorized access.


If you have any other questions or thoughts about our privacy policy, please contact us at info@ellen.se.