Privacy Policy


This privacy policy emanates from:

Guud BV

With trade name 'Guud' and/or 'Guud Woman'

Palepelstraat 32

9830 Sint-Martens-Latem

Company number 0735881293

VAT number BE0735881293

(hereinafter referred to as 'Guud')

This privacy policy comes from Guud in its capacity as controller and applies to:

  • Category 1: the processing of personal data via the website;

  • Category 2: the processing of personal data of prospects, customers and former customers;

  • Category 3: the processing of personal data of (the contacts of) suppliers and other business partners.

Guud will treat your personal data, meaning information by which you can be identified as a person, with great care, take the appropriate measures to prevent misuse, loss, destruction, damage, unauthorised access, unwanted disclosure and unauthorised modification, or other unlawful processing.

Guud processes your data in compliance with the principles of lawfulness, fairness and transparency, purpose limitation, minimum data processing, accuracy, storage limitation, integrity and confidentiality.

This privacy policy covers the following areas: :

  • how your personal data is collected;

  • what your data is used for and the legal basis;

  • how your data is protected;

  • with whom your data is shared;

  • whether your personal data will be transferred outside the EEA; and

  • how long your data will be kept.

It then explains how to exercise your rights in relation to the information collected.

This transparency ensures that you can make informed decisions when sharingyour personal data.

Guud may change this privacy policy at any time. Guud will publish the latest version of the privacy policy on the website You are therefore advised to check it periodically. If, pursuant to applicable legislation, your prior consent is required for amendments to this privacy policy, Guud will contact you and await your consent.

This privacy policy was last updated on 25 October 2022.

What personal data does Guud collect?

Guud limits the collection of personal data to what is necessary to fulfil the purposes set out below.

Guud processes the following personal data:

Category 1: Concerning ordinary visitors to the website:

  • When you simply browse our website, we may capture behavioural data such as your browsing behaviour and IP address;

  • You can contact Guud directly via the website by, for example, engaging in conversation with us via the chat: in this way we will receive your first name, surname, gender, e-mail address (telephone number and other information are optional).

Category 2: Concerning prospects, customers and former customers:

  • Generic personal data of prospects, customers and former customers such as first name, name, gender, telephone number and e-mail address;

  • From current customers, we also process the address and financial data such as bank details and login data.

Category 3: As regards suppliers and other business stakeholders:

  • Generic personal data of suppliers and other business stakeholders such as first name, surname, gender, address, telephone number and e-mail address;

  • From current suppliers, we also process financial data such as bank data.

In this context, Guud also refers to its Cookie Policy which you can consult via this link.

Sensitive data relating to your health is sometimes collected. For example, when you communicate it to us yourself, e.g. via chat or via e-mail to our support team. We may also infer a suspected health condition through the nature of the product you order.

For example, you may have transmitted your personal data to Guud by browsing the Guud website, by emailing us, etc. So there is personal data which is provided by you directly, but there may also be personal data collected automatically such as your browser, your interaction with the website, your IP address, etc. We may receive your personal data from third parties.

Do not forget to inform Guud of any change in your personal data if this information is relevant to Guud. For its part, Guud strives to keep your personal data accurate.

If you do not wish to transfer certain data, Guud may not be able to perform (properly) the services requested.

What does Guud use your personal data for?

Pre-contractual communication and execution of the customer agreement

Relevant categories: 1 and 2

Guud uses your personal data primarily to be able to offer you its products and in general for proper customer management. This enables Guud to communicate with you appropriately. That is, generally in the context of pre-contractual communication or in order to execute the agreement between you and Guud.

E.g. When you e-mail us, we can e-mail you back and address you appropriately.

E.g. We use personal data to communicate about our products via the support desk.

E.g. We process logins to your account.

It is possible that you will provide us with health data yourself. In principle, we do not need this detail to send you products, but you may wish to seek our advice on the most suitable product for you. If you do so, we will process it on the basis of your consent.

Pre-contractual communication and execution of supplier agreement

Relevant categories: 1 and 3

Guud uses your personal data primarily to communicate with you regarding the services and products you offer and in general for sound supplier management. This is therefore generally in the context of pre-contractual communication or in order to execute the contract between your company and Guud.

Optimisation of services, security and statistics

Relevant categories: 1, 2 and 3

Naturally, we have the right to adequately secure and optimise our website. This is generally on the basis of Guud's legitimate interests.

For the more than necessary cookies, Guud will always await your consent. We refer to the Cookie Policy for this.

E.g. We can track your surfing behaviour on our website in order to personalise the website experience.


Relevant categories: 1 and 2

If you are a customer of Guud, your e-mail address, first name, surname and gender may also be used to promote further equal or similar services or products to you or inform you of industry trivia. This is on the basis of Guud's legitimate interest.

When it does not concern equal or similar products or services, your consent is requested for such processing for promotional purposes.

You can always ask us to stop receiving such information.

In the context of direct marketing, you can always assert your right to object.

E.g. If you would separately subscribe to a newsletter without being a customer, your consent to the processing of your e-mail address will be requested.

Legal obligations and safeguarding of rights

Relevant categories: 1, 2 and 3

In addition, Guud uses your data to comply with the legal provisions applicable to it and to safeguard its rights (e.g. in the event of a dispute, it will use your personal data to send you the necessary correspondence).

Should Guud process your data on a different legal basis or for a different purpose, you will receive all relevant information in advance and your consent will be requested if necessary.

Guud does not use computer-based programmes to make decisions relating to your personal data or profiling that have legal consequences or that may otherwise significantly affect you.

What protective measures has Guud implemented?

Guud has implemented both administrative (such as the use of passwords, non-disclosure agreements when necessary), organisational (e.g. appropriate method of storage, regular backup, restricting access to persons who need the data) and technical measures (e.g. anti-virus software, securing network connections by using a Secure Socket Layer (SSL)) to protect your personal data.

Guud also strives to take appropriate measures in the future, always taking into account the specific nature and size of its activities, the state of the art, the implementation costs, as well as the context and the processing purposes and the risks to the rights and freedoms of individuals that vary in terms of probability and severity. Please be aware that interacting via the internet always involves risks.

Guud's website may contain links, plug-ins, interfaces to external websites. If you transfer personal data to these websites, the privacy rules of these websites apply and such parties act primarily as controllers and the privacy policies of these third parties will therefore apply.

With whom does Guud share your personal data?

Guud shares your data with parties who help Guud to perform its services e.g. its IT providers such as Shopify, Shopify Payments and Yuki, transport services for the shipment of products (such as Bpost), subcontractors, its accountant.

Guud makes the necessary arrangements with them (e.g. by entering into a processing agreement). They receive only the data necessary to provide their service and may only use these data in the context of the performance of their services.

Finally, your personal data will be shared with the competent authorities should they request it and this would be justified.

Will your personal data go abroad?

Guud may transfer your personal data to other countries. In case of transmission to countries outside the EEA, Guud will continue to take the necessary measures to guarantee your rights regarding personal data and ensure its security and integrity. Typically, your personal data will be transferred outside the EEA on the basis of standard contractual clauses as approved by the European Commission.

How long will Guud keep your personal data?

Guud will not keep your personal data for longer than necessary.

If you receive promotions and general information about the industry via a newsletter, your e-mail address will be kept until you unsubscribe.

Furthermore, Guud retains personal data necessary to comply with legal provisions such as tax provisions relating to data retention. Accordingly, Guud may keep data for up to 7 years after the conclusion of an assignment. Guud also keeps the necessary data for safeguarding its rights in the event of disputes (10 years for contractual liability, in the event of legal proceedings: until the end of the proceedings).

After the expiry of the retention period, the data will be deleted.

What rights do you have?

You have several rights:

  1. Right of access and right to obtain a copy

You have the possibility to request the personal data and other information for inspection at any time. Guud will then send you a copy within a reasonable time and free of charge.

  1. Right to rectification, deletion, restriction and withdrawal

Furthermore, you can also request an adjustment or erasure of your personal data or have processing restricted (e.g. when Guud is going to check the accuracy of your personal data) or withdraw your consent (if applicable).

  1. Right of objection

You can file an objection in certain cases and thus ask Guud to stop processing certain data when you have sound and legitimate reasons for doing so. For example, in the context of direct marketing.

  1. Right to data portability

You have the right to obtain the personal data in a structured, common and machine-readable form and to transfer the data to another processor.

  1. Right to address complaints to the competent authority

In addition, you can always address complaints to the competent authorities. For Belgium, this is the Belgian Data Protection Authority, Rue du Printing Press 35, 1000 Brussels, Tel +32 (0)2 274 48 00, Fax +32 (0)2 274 48 35,

All this within the framework and limits of the applicable legislation.

Applicable law and court

This privacy policy, the processing of personal data is governed by Belgian law. All disputes are preferably settled amicably. If this proves impossible, all disputes arising from this privacy policy and the processing of personal data fall within the exclusive jurisdiction of the courts and tribunals of the district where Guud has its registered office, unless mandatory legislation would prohibit this.

Contact point

Do you have any questions, wish to submit a request or an objection regarding the processing of your personal data or this privacy policy? If so, please contact Guud at You can also always notify Guud by ordinary mail at its registered office mentioned above.

Attach a copy of proof of your identity.

Guud will reply to you as soon as possible and in any case within 1 month. In exceptional situations, it may take longer (up to a maximum total of 3 months), but in that case Guud will inform you.