We care about and respect your privacy as a client and/or as a relation of our company and as a visitor or customer to our websites and we understand the importance of confidentiality of your personal data security. In this privacy statement we indicate how we process your data and what your rights and our obligations are.


The aim of this Privacy Policy is to provide adequate and consistent safeguards for the handling of personal data in accordance with the Regulation (EU) 2016/679 of the European Parliament on the protection of natural persons regarding processing personal data into General Data Protection Regulation (GDPR) as went into force on 25 May 2018 and with UK GDPR, in force after Brexit.

Furthermore, it includes all the relevant transposing legislation of the Directive in the European Union/European Economic Area (“EU/ EEA”), the Swiss Federal Data Protection Act, as such laws may from time to time be amended and valid during the application of this Policy, the EU-US Privacy Shield framework and any other privacy law.

Below you will find extensive information about how Pure Natur handles your personal data.

We assume that all visitors of our websites and users of our platform have carefully read this statement and fully agree to its contents. If someone does not agree with this privacy policy or does not understand (part of) it, they should refrain from using our websites and platform.


Pure Natur formulates and manufactures a broad range of world-class next-generation health and wellness products. We sell our products through our websites, various forms of digital marketing and a range of sales channels. Our websites are:, and, and subdomains. These websites are the properties of Pure Functionals BV.

Pure Functionals BV is situated at Overschiestraat 65, 1062 XD in Amsterdam, the Netherlands, with chamber of commerce number 77944127. Responsible for the processing of the personal data mentioned below is Pure Functionals BV. Pure Functionals BV is part of Pure Functionals Group, with its parent-company Pure Functionals Group Ltd, situated in the United Kingdom.


We receive your personal data from you, by your using our websites, filling in registration forms and purchasing data, when you submit a query in ways you choose, by writing us an email, submitting a written request to us, calling our customer service. We process your personal data with your consent, expressed when registering on a website and when confirming a transaction.

Your consent to the processing of your personal data is completely voluntary, but failure to give the consent makes it impossible to register on and shop through the website. If you don’t provide us with the requested data, we may have to cancel a product or service that you ordered but if we do, we will notify you at the time.


We collect and process (only) your general personal data that we receive from you like your first and last name, address, residence, telephone number, e-mail, payment details, social- and cookie ID, contact history, IP address, and surfing behavior, for a range of activities, among others:

  • For all communication with you in any form.
  • For the use of our websites and use of your account at your payments at our web shop.
  • For our customer care and satisfaction surveys.
  • For informing you through newsletters, social media and about events.


This includes any communication that you send to us through email, social media messaging, our website’s contact form, social media postings or any other communication that you send us.
We process this data for the purposes of communicating with you, for record keeping and for the establishment, pursuance, or defense of legal claims which are our lawful ground for processing.

This includes any data about how you use our websites and any online services together with any data that you post for publication or through online services. We process this data to operate our websites, ensure relevant content is provided to you, to ensure the security of our websites, to maintain back- ups of websites and/or databases and to enable publication and administration of our websites, other online services, and business, which are our lawful grounds for processing.

With every visit to our websites, the web server automatically stores a server log file containing the name of the requested file, your IP address, date and time of the request, the volume of data transferred and the requesting provider and documents the request. We reserve the right to check the server log files subsequently, if there are any indications of illegal use. All data collected by us will be stored in secure hosting facilities. The legal basis for this is the agreement with you.


This includes data relating to purchases of goods and/or services, such as your name, title, billing address, delivery address, email, phone number, contact details, purchase details, card details and other personal data. We process all this data to enter a digital contract with you, supply the goods you purchased and to keep records of transactions, which are our lawful grounds for processing.   

For our benefit your purchases with a debit or credit card in our web shop or in the web shop are processed by our payment provider Mollie B.V. or Vivo Wallet. The data processed depends on the payment service chosen. This concerns data as information related to your payment method, such as the type of card with which you pay, part of the card number and the expiry date, payment method, location and time, origin of card and IP address mobile device or computer.

The data can also be used to identify and detect fraud. The legal basis is our legitimate interest and/or third parties to prevent fraud and other misuse of its services. To prevent fraud, to check whether you can meet your payment obligations and to check all other facts and factors that are important for the responsible conclusion and execution of the agreement.


Our lawful ground of processing your personal data to send you marketing communications is your consent. We may send you marketing communications from us if you asked for information from us about our goods or services or agreed to receive marketing communications. If you opt-out of receiving marketing communications this opt-out does not apply to personal data provided because of other transactions, such as purchases, warranty registrations etc.

Marketing data that includes data about your preferences in receiving marketing from us and our third parties. We process this data to enable you to partake in our promotions, to deliver relevant website content and advertisements to you and measure or understand the effectiveness of this advertising. Our lawful ground for this processing is our legitimate interests to be able to study customers-using, to develop them, to grow our business and to decide our marketing strategy.

We may use customer data, user data, technical data and marketing data to deliver relevant website content and advertisements to you (including social media adverts or other display advertisements) and to measure or understand the effectiveness of the advertising we serve you. Our lawful ground for this processing is legitimate interests which are to grow our business and to be able to decide on our commercial strategies.


If you contact or use our services, we collect your email address, telephone number; content of correspondence and conversation notes, maybe call recording in case of telephone contact. If you contact us via chat, also the referring website and which page you are on when you start the chat. Depending on your request we will be able to access information necessary to handle your request. We use this information to be able to respond as well as possible.


You can sign up for our e-mail newsletter(s) on our websites. This through a so-called “opt-in”.
Our newsletters contain, among others, information about our products, our services, our events, our social media, and other matters. The legitimate basis for this processing is the performance of the agreement with you. You can indicate in your account with us if you wish to receive our newsletter or not. Unsubscribing from the newsletters can be done by opting-out.

For our social media and our events similar procedures are applicable. The basis of processing is our legitimate interest to improve our services and social media activities. This information can be added to your customer file if you are in contact with Customer Service Center via social media. The purpose of this processing is to handle your request. The basis of this processing is the execution of the agreement with you.

We display personal testimonials of satisfied customers on our site in addition to other endorsements. With your consent, we may post your testimonial along with your name. If you wish to update or delete your testimonial, you can contact us through one of our websites.
For now the service-provider we work with, for this, is Trust Pilot.


We do not collect sensitive data about you. Sensitive data refers to data that includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data. We do not collect any information about criminal convictions and offenses.


Our websites may be used and accessed without telling us who you are. Some services require you to provide us with personal data. We use that information to operate and maintain our site, process your orders, send you marketing communications, respond to questions and concerns. We will only use your personal data for a purpose it was collected for or a reasonably compatible purpose if necessary. We do not carry out automated decision making or automated profiling. 


We do not store personal data for longer than is necessary for the purposes for which they are collected or processed. We use different retention periods, depending on the purpose and the category of data, unless we are required to keep certain data for longer on the basis of a legal obligation in any form. In that case we keep your data longer, until the statutory limitation period for lodging a complaint or action is due and/or the final decision is finalized.

The visible data stored in your web shop account will in principle be kept by us as long as your account is active. If you have not used your account for 18 (eighteen) months, we will ask you whether you want to keep your account. If you do reply then we will delete your account, except for data that we must keep for longer according to a legal retention period. In case of an order placed without a web shop account, we will delete the data after 12 (months) after that order.

When you have applied for receiving our newsletter, we save your data in order to be able to send you the newsletter until you express to no longer wishing to receive it. In that case you can in any case unsubscribe by means of the link in every newsletter If you contact our Customer Service, we will process your personal data for a maximum of 12 (twelve). Any data processed in customer satisfaction surveys will be stored by us for a maximum of 24 (twenty-four) months.

We may use the services of third parties to process your data in accordance with this privacy statement. These third parties are processors of your personal data and we have instructed them to follow privacy-laws. Third parties that act as processors for us have entered into a processing agreement, including that they process your data on our behalf. Your data can also be sent to third parties if necessary to fulfill the agreements with you.

We disclose your data to the shipping company in the scope required for the delivery of the ordered goods and the status of the goods to be delivered: emails sent, your contact details and delivery address. Depending on the payment provider you selected, we disclose the payment details for order processing purposes to the bank and the payment provider commissioned.

Also, we may share your data with parties that provider IT-services and system administration services and with professional advisers as consultants, lawyers, bankers, auditors, and insurers. We can offer services in collaboration with other parties that become a joint-controllers.
We may provide data to third parties with your consent if it is mandatory to protect interests.


Your information collected through the Pure Natur’s websites and platform may be stored and processed in Europe, the United States, or any other country where Pure Natur or its subsidiaries, affiliates or service providers maintain facilities. The level of the right to the protection of data in other territories hen Europe may be lower than in the European Union.

Where our third-party suppliers are in the United States we have ensured that their services fall under the “Privacy Shield” whereby participating companies must have adequate protection and therefore facilitate the transfer of information from the EU to the US. Then additional measures to appropriate safeguards are offered, such as unmodified standard data protection provisions that are approved by the European Commission, with additional measures if necessary. 


Pure Natur has taken appropriate technical, security and organizational measures to protect your personal data against loss or any form of improper processing and against accidents, destruction, damage, theft, or disclosure. We use a firewall and have taken encryption measures to prevent unauthorized third parties from accessing data. Our customer data is stored in locations that are both physically and technically secured. It also logs who has had access to the user data.

Only a limited group of employees has access to our customer data based on their job profile.
The employees who have access to the data are trained in advance and instructed on how to handle this data. They also have a duty of confidentiality. Several times a year, security checks are carried out by external specialists in order to continue to guarantee the security of personal data. Any issues that arise from this are immediately addressed and resolved.

Our suppliers are carefully selected, we require them to use appropriate means to ensure the security of personal information. However, the security of information transmission over the web or mobile communications cannot be guaranteed; any communication to us of you in the manner indicated is at your own risk. If personal information is compromised as a breach of security, we will promptly notify customers complying with law.


Pure Natur processes personal data both as a processor and as a controller, as defined in the European Directive and in the GDPR. Your personal data controller is: Pure Functionals BV, Overschiestraat 65, 1062 XD in Amsterdam, the Netherlands, chamber of commerce number
74265989, contact phone number and email-addresses: see below. 


The applicable data protection law grants you comprehensive rights of data subjects (rights of information and intervention) vis-à-vis the data controller regarding the processing of your personal data, about, besides to have access to your data, as in articles 7, articles 15 through 20 and article 77 GDPR, of which we inform you below.

The right of Rectification

If you want to know which personal data we process and for what purposes, you can contact us by email or through our websites. You can request changes or corrections to your data. If you are under the age of 16 (sixteen), requests must by your parent or legal guardian. We then will respond to your request as soon as possible, but at the latest within four (4) weeks.

The right of Objection

You can object at any time to our use of your personal data, even if it is based on our legitimate interest, for direct marketing, statistics or further receipt of marketing information by contacting us through our websites. The unsubscribe option is also included in the e-mails. You cannot unsubscribe from our necessary service messages. In case of an objection, please mail us.

The right of Removal (the right to be forgotten)

If you want us to delete your personal data and/or your account, you can request this by sending us an email or via your account online. It is possible that some personal data will be stored after the removal request, for example if this is necessary for the processing of orders placed or if there is a legal obligation to retain the data.

The right of Restriction of processing

If you have valid reasons to request a restriction of the processing, for example because you dispute the accuracy of the personal data processed by us, or you have lodged an objection to the processing of personal data by us, you can request this by mailing us.

The right of Data portability

If the processing of your personal data by us is based on your consent and is carried out via automated processes, you have the right to request that the relevant personal data that you have provided to us be obtained in a structured, common, and machine-readable form. You can request this by sending us an email. 

The right to Withdraw a given consent/permission

When a processing of your personal data is based on your (explicit) consent, you have the right to withdraw this consent at any time, without this affecting the lawfulness of the processing based on the consent before its withdrawal. You can mail us.

The right to Complain

If you have a complaint about the use of personal data by us, you have the right to submit a complaint to the Dutch Data Protection Authority (Dutch site), the UK ICO (UK-site) or the ODR-website. In compliance with the privacy principles, we commit to resolve complaints about your privacy and our collection or use personal information. In case of concerns, please mail us.


If you exercise your right to object, we will stop processing the data concerned, however, we reserve the right to further processing if we can prove compelling reasons worthy of protection for processing which outweigh your interests, fundamental rights, and freedoms, or if the/our processing serves to assert, exercise or defend legal claims.


We use cookies to increase the user-friendliness of our websites and to secure the websites, to optimize your experience of our services, to personalize information for you, to recognize you on your next visit and to also send you through other channels. to make offers. The legal basis for the use of personal data obtained through cookies and similar techniques is your consent, except for functional cookies and cookies with a low impact on your privacy.

For more information, because of the complexity of this matter and because of legal compliance, we have created a separate Cookie Policy you can read more about which cookies are placed for which purposes and by which parties. You can always withdraw your consent via the link Cookie Policy at the bottom or the footer of our websites and you can download the Cookie Policy in pdf from our websites through a given link.


Our websites may contain hyperlinks, plug-ins, applications, to the websites of third parties.
We have no control over websites of third parties to which these links are made. It is therefore possible that a different privacy statement applies to the use of these third-party websites.
This/our privacy statement only relates to personal data obtained by us. We do not accept any responsibility or liability for (the operation and/or content of) third-party websites.


We do not have a Data Protection Officer in our organization.

We are of course always available for questions about relevant data or privacy.

For this you can always contact us through email.


We encourage you to keep your personal data up to date with us.

If you move or if there is any relevant change to your data, please let us know so that we can arrange our files in order to be able to reach you optimally and to be of service again.
In case you wish to cancel your data, please act as soon as possible.


We reserve the right to change our privacy policy when necessary or when we expand services. Changes are always announced via the websites and in appropriate cases we will also draw your attention to them by email and/or newsletter. Continued use of one of our websites and our platform after having been informed of any such changes to these conditions implies acceptance of the revised privacy policy. We advise you to regularly review our (updated) privacy policy.


The United Kingdom stopped its (full) membership to the European Union at 1 January 2021.
Until that moment, called “Brexit”, the EU-GDPR was also applicable in the United Kingdom. 
From the date of Brexit, the UK has its own GDPR which is (almost) similar to the EU-GDPR.
Therefore this Privacy Policy covers, except for some details, both EU-GDPR and UK-GDPR.

Name              : Pure Functionals B.V. (Pure Natur).                                               
Address           : Overschiestraat 65, 1062 XD Amsterdam, the Netherlands.
Phone              : 020-2800230.
Websites         :, and
Emails             :, or


This privacy statement applies to both the data that we receive from you, in person, and through our websites. We believe that this privacy statement is, as the law prescribes. clear and legible.
If you have any questions or comments regarding your privacy, you can contact us at any time by letter, email, telephone, or via (one of our) websites.

Amsterdam,  June 2022

>>> Download this Privacy Policy in PDF