Privacy Policy

Last updated: 8 September 2026

1. Who we are

Mellow Kids AB (“Mellow Kids”, “we”, “us” or “our”) is the controller responsible for the personal information described in this Privacy Policy.

Mellow Kids AB

Bäverstigen 12

139 41 Värmdö, Sweden

VAT number: SE559499657001

Email: hello@mellow.kids

Website: https://www.mellow.kids

This Policy applies when you:

Visit our website;
Use the Mellow Kids mobile application;
Create or manage an account;
Add a child profile;
Use tracking or personalized features;
Purchase an application subscription;
Purchase or receive personalized sleep consultancy;
Communicate with us; or
Subscribe to marketing communications.

2. Adults and children’s information

The Mellow Kids account is intended only for adults aged 18 or older. Children do not create or independently use accounts.

Parents, legal guardians and authorized caregivers may provide information about a child. Children whose information appears in the Services are also data subjects and have rights under applicable data-protection law.

By providing information about a child, you confirm that you are their parent or legal guardian, or otherwise have lawful authority to provide and manage that information.

Account owners control who may access a child’s profile. Invited caregivers may add tracking information but cannot change core personal details, share the profile with another person, or remove the account owner.

3. Information we collect

Depending on how you use the Services, we may collect the following information.

Account and contact information

Parent or caregiver name;
Email address;
Login and authentication information;
Account role and caregiver permissions;
Support communications; and
Notification preferences.

Authentication may be provided through email and password, Apple or Google.

Child-profile information

Child’s name;
Date of birth;
Optional photograph;
Optional information about prematurity;
Optional preferred waking time;
Age and age-related calculations; and
Caregiver relationships and permissions.

Tracking information

Naps, bedtimes and night wakings;
Feeding entries, including bottle, breastfeeding and solids;
Diaper entries;
Notes entered with tracking information;
Developmental milestone selections;
Signals identified by a parent; and
Dates and times associated with entries.

Consultancy and assessment information

When you purchase or request personalized sleep support, we may collect:

Sleep and temperament assessment responses;
Sleep histories and routines;
Family circumstances relevant to the service;
Information submitted through forms, email or WhatsApp;
Consultation notes;
Plans, recommendations and adjustments;
Communications during the support period; and
Information about whether the child has a medical condition relevant to offering the service safely.

We do not use this information to diagnose medical conditions.

Payment and transaction information

When you purchase consultancy through Stripe, we may receive:

Customer name;
Email address;
Telephone number;
Billing address;
Purchased package;
Price, currency, tax and payment status;
Transaction identifiers;
Refund and dispute information;
Terms acceptance; and
The early-start consent reference associated with the purchase.

Stripe processes complete payment-card information. Mellow Kids does not receive or store complete card details.

Application subscriptions are processed by Apple or Google. We may receive subscription status, product, storefront, renewal or transaction information, but not complete payment-card details.

Device and technical information

We may automatically collect:

Device and application identifiers;
Device type and operating-system version;
Application version;
Browser type;
IP address;
Log and diagnostic information;
Crash and performance information;
Feature interactions;
Session and event information; and
Approximate location derived from an IP address or device timezone.

We do not collect precise GPS location. The application uses the device timezone to present schedules and logs correctly.

Website information

When you use our website, we may collect:

Browser and device information;
IP address;
Pages visited;
Referral information;
Cookie identifiers;
Interactions with website content; and
Information submitted through contact, assessment or marketing forms.

4. Voice commands

The application may allow you to create a tracking entry using a voice command.

On supported Apple devices, Apple converts the audio into text on the device. Mellow Kids does not receive or store the voice recording.

We receive the resulting text and may send it to an artificial-intelligence service to interpret the requested action, such as adding a nap at a specified time.

The AI service is used only to interpret the command. It does not diagnose a condition or generate the child’s sleep schedule.

You should review voice-created entries and confirm that they were interpreted correctly.

5. Personalization and automated processing

Personalized schedules and Smart Predictions currently use rules-based systems created by the Mellow Kids team, not generative artificial intelligence.

Personalization may use:

The child’s age;
Tracked sleep information;
Feeding and diaper information where relevant;
Developmental milestone selections;
Signals identified by the parent;
Timezone; and
Previous interactions with features.

Recommendations may change as more information is recorded.

This processing does not produce legal or similarly significant effects and is not intended to make medical decisions. You may choose whether to act on any recommendation.

A separate AI schedule-generation integration has been tested but is not active in the production Services. If this changes materially, we will update this Policy before using it with personal information.

We do not currently use identifiable user information to train artificial-intelligence models.

6. Why we use personal information

We may process personal information to:

Create and authenticate accounts;
Manage child profiles and caregiver access;
Synchronize information across devices;
Provide sleep, feeding and diaper tracking;
Generate personalized schedules and predictions;
Deliver subscriptions and paid features;
Provide personalized consultancy;
Process payments, tax, refunds and disputes;
Send service messages and notifications;
Respond to support and privacy requests;
Maintain security and prevent fraud;
Diagnose crashes and technical problems;
Understand and improve how the Services are used;
Measure website performance;
Send marketing where permitted;
Comply with accounting, tax and legal obligations; and
Establish, exercise or defend legal claims.

We do not sell children’s personal information.

7. Legal bases

Where the GDPR applies, we rely on one or more of the following legal bases.

Contract

We process information necessary to create an account, provide requested features, manage a subscription, deliver consultancy, process a transaction and provide customer support.

Consent

We may rely on consent for:

Optional child photographs;
Certain health-related information;
Optional marketing communications;
Non-essential website cookies;
Certain device permissions; and
Processing where consent is otherwise required by law.

You may withdraw consent at any time. Withdrawal does not affect processing that was lawful before consent was withdrawn.

Legitimate interests

We may rely on legitimate interests to:

Secure and maintain the Services;
Prevent fraud and misuse;
Monitor performance and diagnose errors;
Improve features and usability;
Maintain necessary business records; and
Establish or defend legal claims.

We balance these interests against the rights and interests of users and children.

Legal obligation

We process information where necessary to comply with tax, accounting, consumer-protection, regulatory or lawful reporting requirements.

Health-related information

Information about a medical condition or health-related circumstance may constitute special-category personal data.

Where required, we process this information with explicit consent. We use it only to assess whether it is appropriate to offer particular sleep-support services or whether medical approval should be obtained first.

Mellow Kids does not use this information to provide a diagnosis.

8. Service providers and recipients

We may share personal information with providers that help us operate the Services, subject to appropriate contractual and security requirements.

Current providers include:

Google Cloud — application hosting and infrastructure;
Auth0 — account authentication;
Firebase — push notifications and crash reporting;
Mixpanel — application product analytics;
Datadog — technical monitoring and diagnostics;
Apple — sign-in, subscriptions, device voice-to-text processing and platform services;
Google — sign-in, Google Play subscriptions and platform services;
Google Analytics — website analytics;
MailerLite — email marketing and lead management;
Stripe — consultancy payments, tax, refunds and payment-related fraud prevention; and
WhatsApp/Meta — consultancy communications where the customer uses WhatsApp.

We may also disclose information:

To professional advisers;
To competent authorities where legally required;
To protect users, children, our Services or legal rights;
In connection with a merger, financing, reorganization or transfer of the business; or
When you direct or authorize us to do so.

Service providers may process information under their own privacy notices where they act as independent controllers.

Instabug is not currently active and is not used to process production information.

9. Analytics, cookies and marketing

Application analytics

We use Mixpanel to understand how application features are used.

We use Datadog and Firebase crash reporting to monitor performance, diagnose technical problems and improve reliability.

Apple and Google may provide basic platform and storefront analytics under their respective terms.

Website analytics and cookies

Our website uses cookies and Google Analytics.

Where required, non-essential analytics cookies are used only after consent. You can manage eligible cookies through our website consent controls and browser settings.

Email marketing

If you subscribe to marketing communications, your contact information may be processed through MailerLite.

You can unsubscribe using the link included in marketing emails or by contacting hello@mellow.kids.

Unsubscribing from marketing does not prevent us from sending necessary account, transaction, subscription or service messages.

10. International transfers

Some service providers may process information outside Sweden or the European Economic Area.

Where required, we use recognized safeguards such as:

An adequacy decision;
European Commission standard contractual clauses;
Supplementary contractual or technical safeguards; or
Another lawful transfer mechanism.

More information about applicable transfer safeguards may be requested by contacting hello@mellow.kids.

11. Retention

We keep personal information only for as long as reasonably necessary for the purposes described in this Policy.

While an account remains active, we retain account, child-profile and tracking information so that the Services can operate and information can synchronize across devices.

When an account is deleted, associated application information is scheduled for deletion within 30 days, unless:

Retention is required by law;
Information is needed to resolve a dispute;
Information is required to prevent fraud or enforce an agreement; or
A limited backup copy remains temporarily protected from ordinary use until it is overwritten.

Deleting an account does not cancel an Apple or Google subscription.

Payment, tax and accounting records may be retained for the period required under applicable law.

Support and consultancy information is retained only for as long as necessary to provide the service, respond to concerns, meet legal obligations and establish or defend legal claims.

When information is no longer required, we delete or anonymize it.

12. Security

We use reasonable technical and organizational measures designed to protect personal information.

No system or transmission method is completely secure. You are responsible for keeping your password and devices secure and for controlling caregiver access.

Contact hello@mellow.kids if you believe an account or child profile has been accessed without authorization.

Do not use email, WhatsApp or the application for emergency communications.

13. Your rights

Depending on applicable law, you may have the right to:

Access your personal information;
Correct inaccurate information;
Request deletion;
Restrict processing;
Object to certain processing;
Receive portable information;
Withdraw consent;
Object to direct marketing; and
Lodge a complaint with a supervisory authority.

You may update certain information or delete your account inside the application.

You may request a copy of your information by emailing hello@mellow.kids. There is currently no automatic self-service export.

A parent or guardian may exercise applicable rights concerning a child’s information. We may need to verify identity and authority before completing a request.

14. Swedish supervisory authority

You may lodge a complaint with the Swedish Authority for Privacy Protection:

Integritetsskyddsmyndigheten

https://www.imy.se

If you live elsewhere in the EEA, you may also contact the supervisory authority in your country.

We encourage you to contact us first so that we can try to resolve your concern.

15. Account deletion

You may delete your account using the deletion function inside the application.

Account deletion removes access to the account and initiates the deletion process described above. It does not automatically cancel an active Apple or Google subscription.

Subscriptions must be cancelled separately through the applicable app-store settings.

16. Children’s rights and interests

Although children do not create accounts, our Services process information about children provided by adults.

We design and operate the Services with the child’s privacy and interests in mind. We limit child information to what is relevant for tracking, personalization, safety and requested consultancy.

We do not use child information for behavioural advertising or sell it to data brokers.

Parents and authorized guardians should avoid entering unrelated or excessive details in free-text fields.

17. Changes to this Policy

We may update this Privacy Policy when our Services, providers or legal obligations change.

We will update the date at the top. Where a change materially affects how we use personal information, we will provide additional notice where appropriate.

18. Contact and privacy requests

For questions, concerns or requests concerning personal information, contact: