London Academy of Freelance Makeup Ltd (AOFM) is passionate about being the only makeup school in the world to take its graduates to assist and work backstage in the four fashion capitals of the world; London, New York, Paris and Milan. We are also passionate about privacy.

As such, we take our obligations to protect your privacy, set out in the European Union General Data Protection Regulation (GDPR) and the United Kingdom (UK) Data Protection Act (1998) very seriously.

This Privacy Policy sets out how we may collect information (or data) from you, how we protect it and your rights regarding its use. We are committed to ensuring that your privacy is protected through the use of this policy.

The policy is set out in the following sections:


The information we collect about you

We may collect two kinds of information:

1: Personal information, by which you can be identified. We may collect, use and store different categories of personal information, including:

This includes all emails to and from AOFM and the individual as they will include a mix of identity, contact and financial data.

2: Non-personal information, which does not reveal your identity. If you visit our website, we may collect non-personal information, which consists mainly of technical and aggregated usage information. This may include information such as your internet browser name, your operating system, and other technical information about how you connected to our website.

The AOFM website, as many others online, uses cookies to improve the experience of your visit. Cookies recognise and store information about how you use our website by downloading a small text file onto your device. When you visit our website, we will collect cookies automatically, unless you choose to opt-out.

At any time, you may request to know what information we hold about you by contacting us.

How we collect your personal information

AOFM collects all personal information through direct interactions. Identity, contact and financial information is collected by completing forms on our website, through email and mail correspondence, by telephone or in person.


How we use your personal information

AOFM will only process your personal information where there is a lawful basis for doing so. We will process your personal information when you give us:

1: Explicit consent to do so. Such as, when you complete an application form on our website to participate in one of our courses, and agree to our course terms and conditions.

2: Implicit consent to do so. Such as, when you use the “contact us” function on our website to make an enquiry, or send us an email, to which you would expect us to respond.

At any time, you have the right to withdraw your consent for us to use your personal information. You can do this by contacting us.

We will never share your personal information with third parties, unless you have given us explicit permission to do so.

We will never use your personal data to send you direct marketing material.


Countries where your data may be stored

In addition to our main operations in the UK, AOFM operates outside of the European Economic Area (EEA), with teaching locations in New York and Dubai. As such, the personal information of students taking courses in these locations may be stored by us outside of the EEA, in addition to the UK.

AOFM will ensure that this personal information is treated with the same degree of protection as data collected inside the EEA.


How we store your personal information

AOFM stores and processes your personal information on secure databases, to prevent accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to your personal information. Personal information can only be accessed by AOFM employees under instruction to fulfil legitimate business needs. Our employees are subject to a duty of confidentiality.


How long we keep your personal information

We will only retain your personal information for as long as it is necessary to fulfil the business need for which it was collected, including for any legal, accounting or other reporting requirements. For example, when you book a course with us, we will keep your personal information for administrative reasons, and then for a further period that allows us to provide professional follow-up care.

However, we will indefinitely retain personal information, such as the name and contact details of those who have completed AOFM courses on our course completion register, as a record of proof.


Your rights

Under European Union and UK data protection law, you have certain rights in regard to your personal information. As set out above, we rely on your consent to process your personal information. As such, you have the right to withdraw consent at any time. In addition, you have the right to:

You will not have to pay a fee to access your personal information, or to exercise any of these rights. Though, we may:

We try to respond to all legitimate claims within one month. However, sometimes, it may take us longer than a month to respond, particularly if the request is complex or if you have made a number of requests. In these cases, we will notify you and keep you updated.

AOFM is passionate about protecting your privacy, so if you are not happy about any aspect of how we collect, store or use your personal information, please contact us so that we can put things right.

However, if you are unhappy with our response, you have right to complain to the Information Commissioner’s Office (ICO). You can do so by contacting the Commissioner online here, or by writing to:

Information Commissioner’s Office

Wycliffe House

Water Lane


Cheshire, SK9 5AF.


Getting in touch

Our contact details are:

Legal entity: London Academy of Freelance Makeup Ltd (AOFM)

Email address:

Registered company address: 63 Dean Street, London, W1D 4QG, UNITED KINGDOM.


Changes to our Privacy Policy and your duty to inform us of changes

AOFM may make changes to our Privacy Policy from time to time to reflect changes in the law. Our current policy is available on our website. We would be pleased to send you earlier versions of the policy if requested.

You have a duty to inform us of any changes to your personal information to ensure that our records are accurate and up to date. Please inform us of any relevant changes.

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