Cookie Policy
Cookie Policy
Last updated: 14th October 2026
This Cookie Policy explains how Trinny London uses cookies and similar technologies on our website. It should be read alongside our Privacy Policy.
What are cookies?
Cookies are small text files that a website saves on your device. They let the site remember things such as what is in your bag, the country you are shopping from, or the choices you have made. We also use similar technologies, such as browser local storage and tracking pixels. In this policy we call all of these "cookies".
Some cookies are set by us ("first-party cookies"). Others are set by companies that provide services to us ("third-party cookies").
Your choices
When you first visit our website we ask whether you accept cookies. Strictly necessary cookies are always on, because the website cannot work without them. All other cookies are only used if you allow them, and you can choose "Reject all".
You can change your mind at any time by selecting Cookie preferences at the bottom of any page. You can also delete or block cookies through your browser settings, although parts of the website may then not work properly.
The cookies we use
1. Strictly necessary cookies
These cookies are needed for the website to work, for example to keep items in your bag, process checkout and keep the site secure. They do not need your consent.
|
Cookie Name |
Purpose |
Retention Period |
|---|---|---|
|
_shopify_essential |
Shopify – Keeps your shopping session, bag, checkout and account sign-in working and helps protect the site. |
1 year |
|
Localization |
Shopify – Remembers the country and language you are shopping in. |
1 year |
|
Cart |
Shopify – Links your browser to your shopping bag. |
Up to 3 months |
|
cart_currency |
Shopify – Keeps the currency of your bag consistent. |
14 days |
|
discount_code |
Shopify – Carries a discount code you have applied through to checkout. |
Session |
|
_shopify_test |
Shopify – Checks whether your browser accepts cookies. |
Session |
|
_shop_app_essential, _merchant_essential, identified_shop_pay_user, and cart, cart_currency (on shop.app) |
Shopify (Shop Pay) – Support Shop Pay, signing in with Shop, and keeping your bag during a Shop Pay checkout. |
Session to 1 year |
|
popup_closed |
Trinny London – Remembers that you have closed our newsletter pop-up so we don't show it again. |
1 year |
|
__cf_bm, cf_clearance, _cfuvid, __cf_ob |
Cloudflare (for Vimeo and Zendesk) – Protects our embedded videos, customer service chat and Help Centre from bots and abuse. |
30 minutes to 1 year |
If you pay with ApplePay, Google Pay, Klarna, Shop Pay or PayPal at checkout, those providers may use their own cookies to process your payment. Their use is covered by their own privacy policies.
2. Match2Me cookies
These cookies are only set when you use Match2Me, our skincare and makeup matching tool. They store your quiz answers and results so we can show you your personalised routine and shade matches, and keep them when you come back. Because your skincare answers may include sensitive personal information about your skin and health, you will have given explicit consent to use this service. Your skincare answers may include information about your skin and health.
|
Cookie Name |
Purpose |
Retention Period |
|---|---|---|
|
m2m_skincare_profile, m2m_skincareId |
Trinny London – Store your skincare quiz answers. |
1 year |
|
m2m_skincare_results, m2m_skincare_raw, m2m_skincare_handles, m2m_skincare_pinned, m2m_skincare_completed, m2m_skincare_start_time, m2m_market_skincare |
Trinny London – Store and display your recommended skincare routine. |
1 year |
|
m2m_sheId, m2m_quiz_sheId, m2mdata, m2m_makeup_skincolour_name |
Trinny London – Store your makeup quiz answers (skin, hair and eye colour). |
1 year |
|
m2m_makeup_data, m2m_makeup_handles, m2m_makeup_look_skus, m2m_face_results, m2m_makeup_completed, m2m_market_makeup |
Trinny London – Store and display your makeup shade matches. |
1 year |
|
m2m_customer_metafields_pending |
Trinny London – Saves your results to your account when you sign in. |
1 year |
|
m2m_survey_state (local storage) |
Trinny London – Remembers your progress through a quiz. |
1 year |
3. Analytics and performance cookies
With your consent, these cookies help us understand how people use our website and spot technical problems, so we can improve it. To deactivate the use of third party advertising cookies, you may visit the relevant consumer page to manage the use of these types of cookies.
|
Cookie Name |
Purpose |
Retention Period |
|---|---|---|
|
_ga, _ga_0RBWH98NTY, _ga_CMF127VG43 |
Google Analytics – Distinguish visitors and measure how the site is used. |
2 years |
|
sp, _sptrinny_id.*, _sp_id.* |
Snowplow (operated by Trinny London) – Recognise returning visitors so we can analyse how the site is used. |
1 to 2 years |
|
_sptrinny_ses.*, _sp_ses.* |
Snowplow (operated by Trinny London) – Identify a single visit. |
30 minutes |
|
_cs_id, _cs_s, _cs_c, _cs_root-domain, _cs_last_customer_id |
Contentsquare – Understand how visitors use our pages, including scrolling and clicks, and remember your consent for this. If you are signed in, your customer ID is stored so this information can be linked to your account. |
Session to 13 months |
|
_dd_s_v2, dd_cookie_test_* |
Datadog – Monitor site performance and errors during a visit. |
Up to 4 hours |
|
_shopify_analytics |
Shopify – Shopify's own measurement of how the store is used. |
1 year |
|
__apex_test__ |
– Short-lived test to check which domain cookies can be set on. |
Session |
4. Personalisation cookies
With your consent, these cookies tailor the content and products we show you based on how you use our website.
|
Cookie Name |
Purpose |
Retention Period |
|---|---|---|
|
_dyid, _dyid_server |
Dynamic Yield – Recognise you so we can personalise what you see and test improvements to the site. |
1 year |
|
_dyjsession, _dy_app_jsession |
Dynamic Yield – Identify a single visit. |
30 minutes |
|
_dy_soct |
Dynamic Yield – Record which personalised content you have already seen. |
1 year |
|
_dy_customer_login_tracked |
Dynamic Yield – Records that your sign-in has been noted, so personalisation can recognise you. |
1 year |
5. Marketing cookies
With your consent, these cookies are used by us and our advertising partners to show you relevant adverts on other websites and social media, and to measure how well our advertising works.
|
Cookie Name |
Purpose |
Retention Period |
|---|---|---|
|
_fbp |
Meta (Facebook, Instagram) – Deliver and measure Meta adverts. |
90 days |
|
_gcl_au |
Google Ads – Measure which Google adverts lead to purchases. |
90 days |
|
IDE |
Google (DoubleClick) – Show and measure Google adverts across websites. |
13 months |
|
TDID, TDCPM |
The Trade Desk – Show relevant adverts on other websites and measure their results. |
1 year |
|
_ttp, _tt_enable_cookie, ttcsid, ttcsid_* (on our site and on tiktok.com) |
TikTok – Deliver and measure TikTok adverts. |
Up to 13 months |
|
_pin_unauth |
Pinterest – Measure Pinterest adverts. |
1 year |
|
_uetsid, _uetvid, MUID |
Microsoft Advertising (Bing) – Measure Microsoft adverts, including purchases. |
1 day to 13 months |
|
__adal_id, __adal_ses, __adal_ca, __adal_cw |
Adalyser – Measure the effect of our TV advertising on website visits. |
1 year |
|
Ometria |
Ometria – Personalise our marketing emails based on your browsing. |
1 year |
|
yotpo_pixel, pixel (on yotpo.com) |
Yotpo – Measure engagement with reviews and loyalty features. |
Up to 1 year |
|
Cee |
Trinny London – Send website activity securely to our advertising partners from our own server. |
90 days |
|
_shopify_marketing |
Shopify – Shopify's marketing measurement. |
1 year |
We also work with affiliate partners. With your consent, Rakuten Advertising (cookie: rmuid, 1 year duration) and ShopMy record visits and purchases that come from affiliate links, including the order number, products and value, so the partner can be credited.
When you place an order and have given consent, we may also share a securely hashed (scrambled) version of your contact details with Google Ads so it can measure which adverts led to a purchase. Google only receives the details in this scrambled form and uses them to match against its own records.
Other technologies
Our Help Centre (trinny-london.zendesk.com) is provided by Zendesk and only uses the strictly necessary security cookies described above. Our store pages use Appointedd to take appointment bookings, and maps from Apple and Google to show store locations. These services receive your device's IP address when they load.
Some of our partners store information in your browser's local storage rather than in cookies, for example Dynamic Yield, Snowplow, Zendesk (our customer service chat) and Algolia (our site search). We treat these in the same way as the cookies above and only use the non-essential ones with your consent.
Changes to this policy
We review this policy regularly and will update it when the cookies we use change. The date at the top shows when it was last updated.
Contact us
If you have any questions about how we use cookies, please contact us at tlc@trinnylondon.com
