Privacy Policy

What Our Privacy Policy Covers

This privacy statement applies to NOVELA operations in the countries that we operate in and to the personal information that NOVELA collects in a variety of contexts, both online and offline, such as when you access or use our websites, native mobile applications (referred to as "NOVELA Mobile Apps"), or any other applications or services that link to this privacy statement; when you visit one of our stores; when you communicate with us; when you make purchases from our third-party partners; and when you interact with us.

For certain activities, initiatives, and products, we might present alternative or additional privacy statements. We may also provide "just-in-time" notices that can further explain or expand on our privacy policies and provide you with more options regarding personal information that you may provide to us.

Links to websites and/or apps run and maintained by third parties may be found on our websites. Please be aware that we have no control over the privacy policies and procedures employed by websites or applications that we do not own. We advise you to look over such third parties' privacy policies.

  1. Collection and Use of personal data

    1. We will only use or disclose your personal data with your consent or as authorized by applicable laws and regulations. The personal data collected may include:
      • Name
      • Gender
      • Date of Birth
      • Home/ Delivery Address
      • Email Address
      • Contact Number
      • Member ID
    2. By creating a membership account with us (whether directly or on your behalf) or purchasing any Products/services on NOVELA Sites, you consent to our collection, use and disclosure of your personal data for any or all of the purposes specified below:
      • Administer, maintain, update and/or process your online account with NOVELA
      • Provide the Products or services purchased from us online (and for all other matters relating to such purchase, including following up with you on Product/service delivery)
      • Verify and carry out financial transactions in relation to payments made for online purchases from NOVELA
      • Managing, investigating or responding to feedback, request, claims or complaints provided or made by Customer
      • Audit the downloading of data from our website
      • Improve or customize the layout or content of our website
      • Identify visitor to our website; and making such disclosures as may be required for: (i) any of the above purposes; (ii) as required by law; (iii) as requested by any law enforcement or government or regulatory authority; or (iv) in respect of any queries, feedback, complaints or claims made by you, or any potential data breach or leakage.
    3. With your consent, we may collect, use and disclose your personal data for any or all the purposes specified below:
      • Deliver marketing or promotional materials relating to our Products, services or special offers (and other information which you have requested)
      • Inform you of updates to our Sites
      • Provide information or services relating to our Products, promotions or offers; or
      • Conduct market surveys, research or data mining to provide you with a more personalized experience in respect of our website, mobile applications, Products, services and/or your online membership account with us.
      You agree that we may disclose, transfer and share (whether in Singapore or abroad) your personal data amongst the Business Units and/or direct holding company ( including but not limitation to Henatenn Holdings Pte Ltd (“Affiliate”)) for the purposes in this Privacy Policy, including (without limitation) storing, processing and enabling access to your personal data under a single Customer database used by us (across our organization and all Business Units) and our Affiliate.
    4. You further agree that we may disclose and transfer (whether in Singapore or abroad) your personal data to our Affiliate (defined above), and/or to third party services providers engaged by us to provide:
      • Customer database management services,
      • Customer contact services (and service providers may contact you regarding promotions, Products rewards, vouchers and redemption letters and Customer service on behalf of us),
      • Secure data disposal services,
      • Any assistance in relation to the provision of our Products or services to you (including, without limitation, processing, effecting and verifying sales, orders, refunds and/or exchanges relating to Products available for sale in our stores or through our website, and other Customer service),
      • Hosting, maintenance and/or support services in respect of our website, mobile applications and/or your online account; and/or
      • Any other front-end, back-end or ancillary services required directly or indirectly to enable us to carry out any of the purposes specified at Paragraphs a and c (or a directly related purpose) ("Third Party Service Providers").
      These Third-Party Service Providers are under a duty of confidentiality to us and/or our Affiliate and are only permitted to use your personal data in connection with the purposes specified in this Privacy Policy, and not for their own purposes (including direct marketing).
    5. Your personal data will be retained by us and will be accessible to our authorized employees, our Affiliate and Third-Party Service Providers engaged by us for any of the purposes stated in this Privacy Policy. You authorize us to (a) disclose all or any of your personal data to such third parties, and (b) collect your personal data from any other sources available to us (including credit referral agencies).
    6. Insufficient or incorrect personal data provided to us by you may result in delays or failure in providing the Products or services purchased by you.
  2. Confidentiality of personal data

    1. Personal data provided to us by Customer or visitor to this website will be kept confidential and will only be disclosed for the purposes stated in this Privacy Policy. We may disclose personal data to third parties who perform certain tasks relating to the provision of our Products or services to our Customer or to visitors of NOVELA Sites. All such third parties are required by us to use the personal data strictly to provide the Products or services and are required to maintain the confidentiality of the personal data.
    2. Any questions, comments, suggestions or information (other than personal data) sent or posted to NOVELA Sites by Customer or visitor will be deemed voluntarily provided to us on a non-confidential and non-proprietary basis. We may use, reproduce, disclose, transmit, publish, broadcast or post elsewhere such information in connection with the development, manufacture and marketing of Products or services, to meet the needs of our Customer or visitor or for any other purpose.
    3. We will only disclose your personal data without notice to you if required to do so by law, or in the good faith belief that such disclosure is necessary to:
      • Comply with legal process, or under compulsion of an order of court or governmental agency served on us or NOVELA International Pte Ltd
      • Protect our rights, property or safety or that of or NOVELA International Pte Ltd, its employees, Customer, visitor or others
    4. This Privacy Policy applies only to personal data collected via NOVELA Sites. We are not responsible for the privacy practices or policies of other websites accessible via NOVELA Sites. By activating a link (e.g. by clicking on the banner of an advertiser), you leave NOVELA Sites and we do not have control over any personal data or any other information you give to any other person or entity after you have left this website.
    5. The Terms of Use and the provision of our services shall be governed by and construed in accordance with the laws of Singapore without reference to Singapore conflict of laws rules, and any dispute arising out of the Terms of Use and our services shall exclusively be submitted to the competent courts in Singapore. Failure by us to enforce a right does not result in waiver of such right. You may not assign or transfer your rights.
    6. We may amend the Privacy Policy from time to time. Thus, you are advised to review this page periodically for any changes. We will notify you of any changes by posting the new Privacy Policy on this page. The latest version of the Privacy Policy will supersede all previous versions.
  3. Withdraw Consent and/or delete account

    If you wish to no longer allow us to collect, use, and/or share your Personal Data, or if you want to close your account with us, you can send a written request to, click "unsubscribe" on a marketing email, replying STOP to a text message, or log in to NOVELA mobile app or website and submit Account Deletion under My Profile page.

    Please note that we may need additional information from you to confirm your identity and understand your request, and to process and fulfill your request. We will handle your request within a reasonable timeframe and will refrain from collecting, using, and/or disclosing your Personal Data in the manner you requested, unless we are required or permitted to do so by law.

    However, please be aware that withdrawing your consent and/or deleting your account may have legal implications, which could mean we are unable to complete a transaction, continue our relationship with you, or send you requested information, depending on the scope of your request.

  4. Log Data

    Whenever you use our Service, in a case of an error in the app we collect data and information (through third-party products) on your phone called Log Data. This Log Data may include information such as your device Internet Protocol (“IP”) address, device name, operating system version, the configuration of the app when utilizing our Service, the time and date of your use of the Service, and other statistics.

  5. Cookies

    Cookies are files with a small amount of data that are commonly used as anonymous unique identifiers. These are sent to your browser from the websites that you visit and are stored on your device's internal memory.

    This Service does not use these “cookies” explicitly. However, the app may use third-party code and libraries that use “cookies” to collect information and improve their services. You have the option to either accept or refuse these cookies and know when a cookie is being sent to your device. If you choose to refuse our cookies, you may not be able to use some portions of this Service.

  6. Security

    We appreciate your confidence in sharing your Personal Information with us, and therefore we are committed to using commercially reasonable methods to safeguard it. However, it's important to note that no method of transmitting information over the internet or storing data electronically can be considered completely secure or foolproof. As a result, we cannot guarantee the absolute security of your information.