Privacy policy

Information you provide to us

We collect the personal information you provide to us when you purchase our products or visit our website. The categories of information we may collect include:

  • Personal Identifiers, including name, email address, postal address, telephone number, and online Identifiers

  • Internet Activity

  • Commercial Information, including purchases

  • Financial Information, including credit or debit card number

  • Biometric Information, including face, hand, palm prints or vein patterns

  • Location Information, including general location data

  • Physical and Audio Data, including physical characteristics or descriptions and photos

  • Consumer Communications, including direct communications with our consumers

  • Inferences from Other Data, including inferences created from other personal information collected and inferences based on sensitive information

Browser Cookies

We use cookies to create a better experience for you on our site. For example, cookies prevent you from having to login repeatedly, and they help us remember items you've added to your cart. We also use third-party cookies, which are cookies placed by third parties for advertising and analytics purposes. You can control these cookies through your browser settings.

Information from other sources

We may collect personal information about you from third-party sources, including Other consumers (e.g., referrals).

The categories of information we may collect include:

Other consumers (e.g., referrals)

  • Personal Identifiers, including Name, Email address, and Online Identifiers

How long we keep your data

We do not retain data for any longer than is necessary for the purposes described in this Policy.

We generally retain data according to the guidelines below.


Type of Data

Retention Period

Cookies and online data we collect while you use our website, including Online Identifiers, Internet Activity, General location data

We delete or anonymize data concerning your use of our website within 15 years of collecting it.

Data we collect in order to process and ship orders you place with us, including Name, Email address, Postal address, Telephone number, Purchases, Credit or debit card number

We keep personal information related to products and services you purchase for as long as the personal data is required for us to fulfill our contract with you, and for 15 years from your last purchase with us. We may keep data beyond this period in anonymized form.

Data we collect when you contact us for customer support and other inquiries, including Name, Email address, Telephone number, Purchases, Direct communications with our consumers

We keep customer feedback and correspondence with our customer service for up to 15 years to help us respond to any questions or complaints. We may keep data beyond this period in anonymized form.

Data we collect when you sign up for promotional and marketing communications, including Name, Email address, Postal address, Telephone number, Online Identifiers, Internet Activity, Purchases, Direct communications with our consumers, Inferences created from other personal information collected

Where you have signed up to receive promotional and marketing communications from us, we will retain any data collected until you opt out or request its deletion. We may keep data beyond this period in anonymized form. We will further retain a record of any opt-outs in order to prevent sending you future communications.

Data we collect when you review our products, answer surveys, or send feedback, including Name, Email address, Purchases, Photos, Direct communications with our consumers

We retain review, survey, and feedback data for up to 15 years following your last contact with us. We may keep data beyond this period in anonymized form to help improve our products and services.

Data we collect in connection with privacy requests, including Name, Email address, Online Identifiers

We retain records related to privacy requests as long as necessary to comply with our legal obligations.

Data we collect for security purposes, including Name, Email address, Online Identifiers

We retain security-related data as long as necessary to comply with our legal obligations and to maintain and improve our information security measures.

Data we collect for when you take the Selfie Skin Quiz (and upload a selfie), including Name, Email address, Face, hand, palm prints or vein patterns, Physical characteristics or descriptions, Photos, Inferences based on sensitive information

We retain data collected when you take our Selfie Skin Quiz for up to 15 years following your last contact with us. We may keep data beyond this period in anonymized form to help improve our products and services.

Why we process your information

We process personal information for the following business and commercial purposes:

  • Analyzing Data

  • Conducting Surveys

  • Creating Customer Profiles

  • Delivering Targeted Ads

  • Fulfilling Customer Orders

  • Managing Event & Guest Data

  • Meeting Compliance & Legal Requirements

  • Operating Our Website or Mobile Apps

  • Preventing Fraud

  • Processing Payments

  • Providing Customer Support

  • Sending Promotional Communications

  • Storing and Managing Data

  • Tracking Purchases & Customer Data


How we disclose your information

We may disclose personal information about you for business and commercial purposes when you purchase our products or visit our website:

Personal Information Category

Categories of Service Providers

Categories of Third Parties

Personal Identifiers

Business Operations Tool, Commerce Software Tools, Customer Support Tools, Data Analytics Providers, Governance, Risk & Compliance Software, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, Selfie Skin Quiz AI Tool, Shipping Services, and Website Operations Tools

Internet Activity

Commerce Software Tools, Data Analytics Providers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Sales & Marketing Contractors, Sales & Marketing Tools, and Selfie Skin Quiz AI Tool

Commercial Information

Business Operations Tool, Commerce Software Tools, Customer Support Tools, Data Analytics Providers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Payment Processors, Sales & Marketing Tools, Selfie Skin Quiz AI Tool, and Website Operations Tools

Financial Information

Commerce Software Tools and Payment Processors

Payment Processors and Website Operations Tools

Biometric Information

None

Selfie Skin Quiz AI Tool

Location Information

Commerce Software Tools, Data Analytics Providers, Sales & Marketing Contractors, and Sales & Marketing Tools

Data Analytics Providers, Data Brokers, and Selfie Skin Quiz AI Tool

Consumer Communications

Customer Support Tools and Sales & Marketing Contractors

Selfie Skin Quiz AI Tool

Inferences from Other Data

Sales & Marketing Tools

None


Your Rights and How We Share Data

You have the right to:

  • Access the personal information we hold about you
  • Request correction of inaccurate data
  • Request deletion of your data
  • Opt out of the sale or sharing of your data (including for cross-context behavioral advertising)

To exercise these rights, submit a verifiable request via our LINK. We will respond within 45 days.

We share information with service providers (e.g., payment processors, analytics services) only as needed for business operations. These partners are contractually required to use your data only as instructed by us and never for their own purposes. For step-by-step actions (download your data, correct information, or delete your account), visit our LINK for easy self-service tools.

Request to Opt-Out 

California (CCPA)

This section provides additional information for California residents under the California Consumer Privacy Act (CCPA). The terms used in this section have the same meaning as in the CCPA. This section does not apply to information that is not considered "personal information," such as anonymous, deidentified, or aggregated information, nor does it apply to publicly available information as defined in the CCPA.

Information we collect from you

  • Personal Identifiers, including name, email address, postal address, telephone number, and online Identifiers

  • Internet Activity

  • Commercial Information, including purchases

  • Financial Information, including credit or debit card number

  • Biometric Information, including face, hand, palm prints or vein patterns

  • Location Information, including general location data

  • Physical and Audio Data, including physical characteristics or descriptions and photos

  • Consumer Communications, including direct communications with our consumers

  • Inferences from Other Data, including inferences created from other personal information collected and inferences based on sensitive information

To the extent we process deidentified personal information, we will make no attempt to reidentify such data.

Information from other sources

We may collect personal information about you from third-party sources, including Other consumers (e.g., referrals).

How long we keep your data

We do not retain data for any longer than is necessary for the purposes described in this Policy.

We generally retain data according to the guidelines below.

Type of Data

Retention Period

Cookies and online data we collect while you use our website, including Online Identifiers, Internet Activity, General location data

We delete or anonymize data concerning your use of our website within 15 years of collecting it.

Data we collect in order to process and ship orders you place with us, including Name, Email address, Postal address, Telephone number, Purchases, Credit or debit card number

We keep personal information related to products and services you purchase for as long as the personal data is required for us to fulfill our contract with you, and for 15 years from your last purchase with us. We may keep data beyond this period in anonymized form.

Data we collect when you contact us for customer support and other inquiries, including Name, Email address, Telephone number, Purchases, Direct communications with our consumers

We keep customer feedback and correspondence with our customer service for up to 15 years to help us respond to any questions or complaints. We may keep data beyond this period in anonymized form.

Data we collect when you sign up for promotional and marketing communications, including Name, Email address, Postal address, Telephone number, Online Identifiers, Internet Activity, Purchases, Direct communications with our consumers, Inferences created from other personal information collected

Where you have signed up to receive promotional and marketing communications from us, we will retain any data collected until you opt out or request its deletion. We may keep data beyond this period in anonymized form. We will further retain a record of any opt-outs in order to prevent sending you future communications.

Data we collect when you review our products, answer surveys, or send feedback, including Name, Email address, Purchases, Photos, Direct communications with our consumers

We retain review, survey, and feedback data for up to 15 years following your last contact with us. We may keep data beyond this period in anonymized form to help improve our products and services.

Data we collect in connection with privacy requests, including Name, Email address, Online Identifiers

We retain records related to privacy requests as long as necessary to comply with our legal obligations.

Data we collect for security purposes, including Name, Email address, Online Identifiers

We retain security-related data as long as necessary to comply with our legal obligations and to maintain and improve our information security measures.

Data we collect for when you take the Selfie Skin Quiz (and upload a selfie), including Name, Email address, Face, hand, palm prints or vein patterns, Physical characteristics or descriptions, Photos, Inferences based on sensitive information

We retain data collected when you take our Selfie Skin Quiz for up to 15 years following your last contact with us. We may keep data beyond this period in anonymized form to help improve our products and services.

Why we process your information

We process personal information for the following business and commercial purposes:

  • Analyzing Data

  • Conducting Surveys

  • Creating Customer Profiles

  • Delivering Targeted Ads

  • Fulfilling Customer Orders

  • Managing Event & Guest Data

  • Meeting Compliance & Legal Requirements

  • Operating Our Website or Mobile Apps

  • Preventing Fraud

  • Processing Payments

  • Providing Customer Support

  • Sending Promotional Communications

  • Storing and Managing Data

  • Tracking Purchases & Customer Data

How we disclose your information

We may disclose personal information about you for business and commercial purposes when you Consumers:

Personal Information Category

Categories of Service Providers

Categories of Third Parties

Personal Identifiers

Business Operations Tool, Commerce Software Tools, Customer Support Tools, Data Analytics Providers, Governance, Risk & Compliance Software, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, Selfie Skin Quiz AI Tool, Shipping Services, and Website Operations Tools

Internet Activity

Commerce Software Tools, Data Analytics Providers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Sales & Marketing Contractors, Sales & Marketing Tools, and Selfie Skin Quiz AI Tool

Commercial Information

Business Operations Tool, Commerce Software Tools, Customer Support Tools, Data Analytics Providers, Payment Processors, Sales & Marketing Contractors, Sales & Marketing Tools, and Survey Tool

Ad Networks, Data Analytics Providers, Data Brokers, Payment Processors, Sales & Marketing Tools, Selfie Skin Quiz AI Tool, and Website Operations Tools

Financial Information

Commerce Software Tools and Payment Processors

Payment Processors and Website Operations Tools

Biometric Information

None

Selfie Skin Quiz AI Tool

Location Information

Commerce Software Tools, Data Analytics Providers, Sales & Marketing Contractors, and Sales & Marketing Tools

Data Analytics Providers, Data Brokers, and Selfie Skin Quiz AI Tool

Consumer Communications

Customer Support Tools and Sales & Marketing Contractors

Selfie Skin Quiz AI Tool

Inferences from Other Data

Sales & Marketing Tools

None

Information “sharing” and “selling”

We “share” certain personal information with third party ad networks for purposes of behavioral advertising, including Personal Identifiers, Internet Activity, and Commercial Information. This allows us to show you ads that are more relevant to you.

We "sell" certain personal data to third parties, as that term is defined in the CCPA, including Personal Identifiers, Internet Activity, and Location Information.

You may opt-out of these data practices here.

We do not knowingly sell or share (for cross-context behavioral advertising) the personal information of consumers under 16 years of age.

Opt-out preference signals

Your browser settings may allow you to automatically transmit an opt-out preference signal, such as the Global Privacy Control (GPC) signal, to online services you visit. When we detect such a signal, we set the Global Privacy Platform privacy string in your browser so that any third party who respects that signal will not track your activity on our website. Your request to opt-out of sale/sharing will be linked to your browser identifier only and not linked to any account information because the connection between your browser and the account is not known to us. GPC is supported by certain internet browsers or as a browser extension. Find out how to enable GPC.

How we use sensitive personal information

We use the following sensitive personal information to provide you with products and services and other uses approved by the CCPA: Face, hand, palm prints or vein patterns. In some cases, we may use this information to infer characteristics about you. In the course of doing so we may disclose your sensitive personal information to our service providers and/or contractors. You have the right to limit our use of your sensitive personal information to uses that are necessary to provide you with products and services. To exercise your right, submit a request. Alternatively, you or your authorized agent may submit a Request to Limit via email to [email protected].

Your CCPA rights

Your privacy rights under the CCPA are described below. Make a Privacy Request by clicking here or by emailing us at [email protected].

Your Rights and How We Share Data

You have the right to:

  • Access the personal information we hold about you
  • Request correction of inaccurate data
  • Request deletion of your data
  • Opt out of the sale or sharing of your data (including for cross-context behavioral advertising)

To exercise these rights, submit a verifiable request via our LINK. We will respond within 45 days.

We share information with service providers (e.g., payment processors, analytics services) only as needed for business operations. These partners are contractually required to use your data only as instructed by us and never for their own purposes. For step-by-step actions (download your data, correct information, or delete your account), visit our LINK for easy self-service tools.

Right to Access

You have the right to access the specific pieces of personal information we have collected about you.

If you make an Access Request more than twice in a 12-month period, or we determine the request is manifestly unfounded or excessive, we may require you to pay a small fee for this service.

Right to Delete

You have the right to request that we delete any personal information about you that you have provided to us. Subject to certain limitations, we will delete your personal information from our records and notify our service providers, contractors, and third parties that you have requested deletion of your personal information.

Right to Non-Discrimination

If you exercise your CCPA privacy rights, we will not discriminate against you by, for example, charging a different price or offering a different level or quality of products or services.

We will not retaliate against you, as an employee, applicant for employment, or independent contractor, for exercising your privacy rights.

Right to Opt-Out

You have the right to opt-out of any selling and sharing of your personal information.

You may exercise your right to opt-out here.

Right to Correct

You have the right to correct inaccuracies in your personal data, taking into account the nature of the data and our purposes for processing it.

Right to Limit the Use of Sensitive Personal Information

You have the right to request that we limit any use of your sensitive personal information to uses that are necessary to provide you with products and services.

Request Verification

Before we can respond to a privacy request, we will verify that you are the consumer who is the subject of the CCPA request. Requests to Opt-Out or Limit the Use of Sensitive Data (if applicable) do not require verification.

Typically, identity verification will require you to confirm certain information about yourself based on information we have already collected. For example, we will ask you to verify that you have access to the email address we have on file for you. If we cannot verify your identity based on our records, we cannot fulfill your CCPA request.

Authorized Agent

A California resident's authorized agent may submit a rights request under the CCPA by emailing us at [email protected]. Requests submitted by an authorized agent will still require verification of the consumer who is the subject of the request in accordance with the process described above. We will also ask for proof that the consumer who is the subject of the request authorized an agent to submit a privacy request on their behalf by either verifying their own identity with us directly or directly confirming with us that they provided the authorized agent permission to submit the request. An authorized agent that has power of attorney pursuant to California Probate Code section 4121 to 4130 may also submit proof of statutory power of attorney, which does not require separate consumer verification.

If you have trouble accessing this notice, please contact us at [email protected].

Contact Us

If you have any privacy-related questions or have trouble accessing this notice, please email [email protected].

If you believe your rights have been violated and you are not able to resolve the issue directly with us, you may file a complaint with the California Attorney General’s Office or the California Privacy Protection Agency.

Notice of Financial Incentive

Consumers who sign up for our marketing emails/SMS texts receive a discount on their first purchase. To opt in, a consumer must enter their email address/phone number into the form and consent to receive emails/SMS in exchange for a discount provided via coupon code. A consumer may unsubscribe from our marketing emails by using the unsubscribe link in the email footer/replying STOP via text at any time. We calculate the value of the offer and financial incentive by using the expense related to the offer.

Your Privacy Choices

Request to Opt-Out

We share personal information with third party vendors to provide more relevant, personalized ads to consumers. We also use third party data analytics providers whose collection of information may be considered a “sale” of information under some privacy laws.

To opt-out of these practices, submit a request via email to [email protected]

We use the Global Privacy Platform (GPP) mechanism to communicate your Request to Opt-Out to third parties that collect information via cookies on our website. If you choose, you may also use the Digital Advertising Alliance (DAA) WebChoices Tool to globally opt-out of third-party tracking via website cookies.

Limit the Use of My Sensitive Personal Information

We use the following sensitive personal information to provide you with products and services, and in some cases to infer characteristics about you: Face, hand, palm prints or vein patterns. You have the right to limit the use of your sensitive personal information to uses that are necessary to provide you with products and services. Submit a request below or via email to [email protected]

You have the right to:

  • Access the personal information we hold about you
  • Request correction of inaccurate data
  • Request deletion of your data
  • Opt out of the sale or sharing of your data (including for cross-context behavioral advertising)

To exercise these rights, submit a verifiable request via our LINK. We will respond within 45 days.

We share information with service providers (e.g., payment processors, analytics services) only as needed for business operations. These partners are contractually required to use your data only as instructed by us and never for their own purposes. For step-by-step actions (download your data, correct information, or delete your account), visit our LINK for easy self-service tools.


Primally Pure LLC
30340 Commerce Court
Murrieta, California 92563