Privacy Policy
Not Your Mother’s Privacy Policy
Effective and Last Updated: 04/16/2025
- Overview
- Collection and Use of Personal Information
- Disclosures of Personal Information
- Digital Marketing and Advertising Technologies
- Cookies and Other Tracking Technologies
- Your Choices
- Submitting A Request
- Verification and Authorized Agents
- How We Respond to Your Requests
- Data Retention
- Children’s Privacy
- Security
- Third Party Applications and Integrations Used by NYM
- Updates to This Privacy Policy
- Contact Information
OVERVIEW
This Privacy Policy (“Privacy Policy”) describes Not Your Mother’s LLC’s and DeMert Brands, Inc. (collectively, “we,” “us,” “Not Your Mother’s,” or “NYM”) collection, use, and disclosure of your Personal Information in connection with your use of our website www.notyourmothers.com (the “Site”) and the products provided by us to our Customers (collectively, the “Services”). “Personal Information” means information that identifies or is reasonably linkable to a particular consumer, household, or device. The terms “you,” “Customers,” and “yours” refers to visitors to our website and individuals who purchase our products or Services.
When you use the Site or Services, you consent to 1) our collection, use, and disclosure of your Personal Information as described in this Privacy Policy, and 2) our Terms of Use . If you do not agree to the Privacy Policy or Terms of Use, please do not use our Site or Services. A link to a PDF version of this Privacy Policy can be found here.
COLLECTION AND USE OF PERSONAL INFORMATION
NYM collects Personal information to facilitate your use of the Site or Services. The table below describes the categories of Personal Information we collect, how we collect it, and the purpose for our collection.
|
Category of Personal Information |
Categories of Sources |
Why We Collect It |
|
Identifiers such as your name, phone number, email address, physical address, device ID, mobile ID, and IP address. |
· Directly from you
· Authorized retailers
· Marketing partners
|
· Providing you with requested Services
· Marketing our Services to you
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Any categories of personal information described in subdivision (e) of Cal. Civ. Code Section 1798.80. |
· Directly from you
· Marketing partners |
· Providing you with requested Services
· Marketing our Services to you
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Commercial information including products or services purchased or obtained from us. |
· Directly from you
· Authorized retailers |
· Providing you with requested Services
· Marketing our Services to you
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Internet or other electronic network activity information, such as IP address and browsing history. |
· Automatically from your device when you use the Site or interact with communications (e.g., emails from us) |
· Providing you with requested Services
· Marketing our Services to you
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Geolocation data. |
· Directly from you |
· Providing you with requested Services
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Inferences drawn from any of the information in this chart to create a profile reflecting preferences or characteristics. |
· Directly from you
· Authorized retailers
· Marketing partners
|
· Providing you with requested Services
· Marketing our Services to you |
For purposes of the above chart, “Marketing partners” refers to entities such as data analytics and digital advertising partners.
In addition to the categories listed above we may also collect:
· Email Communications. When you communicate with us via email, we collect information that you provide us (including any attachments attached to your email) to respond to your inquiry. When we communicate with you via email we collect information about your interaction with our messages (such as whether you opened the communication and links in the email). We use this information to tailor our communications to you and market products that may interest you. You may opt-out of receiving our emails by clicking the “Unsubscribe” link in the email, where applicable, or by contacting us using the information in the “Contact Information” section below.
· Answers to Surveys. From time to time, we may send you surveys asking for your feedback or collecting other information about your opinions and interests. When you complete these surveys, we collect the answers and responses you provide. We use this information to improve our products and Services and make product recommendations.
· Customer Reviews. When you provide a customer review on our website or other websites and services, we collect information including the rating provided, content of your review, and the date of your review. Note that we do not control the information you provide to third-party websites. For more information on the privacy practices of those websites, please review their privacy policies.
· Digital Images. When you use certain Services to assess your hair attributes and condition and receive recommendations for other products or Services, we collect and analyze your digital image for the purpose of providing those Services.
· Anonymous, De-identified, and/or Aggregate Data. We may also collect anonymous, de-identified, and/or aggregate data that is not linked to a particular individual. Our use or disclosure of such information is outside the scope of this Privacy Policy. We only maintain and use such data in a way that does not identify a particular individual, and we will not attempt to re-identify it, except to test our de-identification process and ensure it cannot be associated with any individual. If we provide such data to third parties we require they similarly not attempt to re-identify it.
DISCLOSURES OF PERSONAL INFORMATION
We disclose your Personal Information as described below.
|
Category of Personal Information |
To Whom It Is Disclosed |
Why We Disclose It |
|
Identifiers such as your name, phone number, email address, physical address, device ID, mobile ID, and IP address. |
· Payment processors and financial institutions
· Data analytics providers
· Internet service providers
· Shipping and fulfillment service providers |
· Providing you with requested Services
· Detecting and preventing fraud
· Marketing our Services to you |
|
Any categories of personal information described in subdivision (e) of Cal. Civ. Code Section 1798.80. |
· Payment processors and financial institutions
· Data analytics providers
· Internet service providers
· Shipping and fulfillment service providers |
· Providing you with requested Services
· Marketing our Services to you
|
|
Commercial information including products or services purchased or obtained from us. |
· Payment processors and financial institutions
· Data analytics providers
· Shipping and fulfillment service providers |
· Providing you with requested Services
· Marketing our Services to you |
|
Geolocation data. |
· Payment processors and financial institutions
· Shipping and fulfillment service providers |
· Providing you with requested Services
· Marketing our Services to you
· Detecting and preventing fraud
· Complying with our legal obligations |
|
Internet or other electronic network activity such as IP address and browsing history. |
· Data analytics providers |
· Marketing our Services to you
· Detecting and preventing fraud |
We may also disclose your Personal Information for the following purposes:
· Protecting the Security and Integrity of our Site. NYM may disclose your Personal Information to service providers such as our security consultants, data analytics providers, and IT service providers to detect and prevent fraud, pursuant to our security practices, and for implementing reasonable safeguards for Personal Information.
· Complying with Our Legal Obligations or Defending our Rights. NYM may use and disclose your Personal Information for legal compliance purposes (e.g., disclosures to law enforcement or other government entities to comply with our legal obligations or in response to legal requests such as a court order, subpoena, or discovery requests) or to enforce or defend our rights (e.g., disclosures to legal advisors or consultants).
· Other Business Purposes. NYM may use your information for additional purposes that are disclosed to you before we collect the information or with your consent.
· Corporate Transactions. NYM may disclose Personal Information in the event of a proposed or consummated merger, acquisition, reorganization, asset sale, or similar corporate transaction, or in the event of a bankruptcy or dissolution.
· Reviews. Our Services may provide the opportunity to post comments, or reviews, in a public forum. If you decide to submit information on these pages, that information may be publicly available.
We do not collect or disclose sensitive Personal Information (as that term is defined under the California Consumer Privacy Act (“CCPA”)) for any purpose not enumerated in the CCPA.
DIGITAL MARKETING AND ADVERTISING TECHNOLOGIES
Although we do not sell your Personal Information for any monetary consideration, some of our targeted advertising practices are defined by applicable law as “selling” or “sharing.” Specifically, we may provide the following categories of information to advertising networks and data analytics providers for such purposes:
· Identifiers, such as your name, phone number, email address, physical address, device ID, mobile ID, and IP address.
· Categories of personal information described in subdivision (e) of Cal. Civ. Code Section 1798.80.
· Internet and other electronic network activity, such as IP address and browsing history.
COOKIES AND OTHER TRACKING TECHNOLOGIES
When you access our Site, we may place small data files called cookies, flash cookies, pixel tags, or other tracking tools (“Cookies”) on your computer or other devices used to visit the Site. We use Cookies to help us recognize you as a Customer, better customize our Services and content for you, tailor advertisements, recommend products we think you might be interested in, and assess and improve our Site and Services.
The purposes for which NYM uses Cookies include:
|
Purpose |
Explanation |
|
Website Functionality Cookies
|
These Cookies allow you to navigate the Site and its features, such as “Add to Cart.”
|
|
Website Analytics
|
These Cookies allow NYM to measure and analyze how our Customers use the Site, to improve the Site functionality, and enhance your shopping experience.
|
|
Advertising and Targeting
|
These Cookies allow NYM to deliver ads that are relevant to you. These cookies further allow NYM to limit the number of times that you see an ad and help NYM measure the effectiveness of its marketing campaigns. |
YOUR CHOICES
We provide our customers with certain choices regarding their Personal Information. Please understand, however, that these choices are not absolute, and NYM may decline requests as permitted under applicable law.
· Know/Access. You may submit a request that NYM disclose the categories and specific pieces of Personal Information that we have collected, used, or disclosed about you in the past twelve (12) months or since January 1, 2022. To the extent technically feasible, you may request that we provide this information in a portable, machine-readable format.
Without having to submit a request to access your Personal Information, you can request to know what categories of Personal Information we have collected from consumers generally within the past twelve (12) months, where we got it, why we collected it, and to whom it was disclosed.
Please note that simply because NYM has provided the categories of Personal Information it may collect pursuant to applicable law does not mean NYM necessarily collects all of the specific pieces of Personal Information listed for any given person.
· Deletion. You may submit a request that NYM delete the Personal Information we have about you.
· Correction. You can correct inaccurate Personal Information in your NYM account by accessing your profile settings on your account. If you cannot correct your information through your account settings, you may also submit a request that NYM correct inaccurate Personal Information that we have about you.
· Opt Out of the Sale or Sharing of Personal Information, Including Targeted Advertising. You can opt out of the sale or sharing of your Personal Information, including targeted advertising.
We respond to and abide by opt-out preference signals in a frictionless manner, including signals sent by the Global Privacy Control. You can install and use the Global Privacy Control to frictionlessly opt-out of the sale or sharing or your information using the instructions provided here. Note that this signal will only be recognized from the browser on which it is installed.
· No Retaliation or Discrimination. Exercising any of the privacy choices listed above will not subject you to retaliation or discrimination.
SUBMITTING A REQUEST
To make a data request, you can email the NYM Privacy Team at privacy@nymbrands.com.
VERIFICATION AND AUTHORIZED AGENTS
Once we receive your request, we must first verify your identity. We take commercially reasonable steps to verify your identity, including asking you to provide us with information matching information we have on file (e.g., contact information, recent transaction history, or, if applicable, information about your account with us). If you submit a request to delete your Personal Information, you will also be required to confirm the deletion request.
You may designate an authorized agent to make a privacy request on your behalf. If you wish to designate an authorized agent to make a request on your behalf, please have the agent indicate that when submitting your request. NYM may deny a request from a purported authorized agent who does not provide proof of authorization to act on your behalf.
HOW WE RESPOND TO YOUR REQUESTS
We will make good faith efforts to fulfill your request. There may be circumstances in which we cannot, or need not, respond to your request. For example, under the CCPA we are not required to delete Personal Information needed to complete the transaction for which the Personal Information was collected, to detect fraudulent or illegal activity, or for legal compliance purposes. If we determine that your request should be restricted, we will explain why and provide a contact point for any further inquiries.
Any requests that can be processed by us will be done so in no more than forty-five (45) days from the date we receive your request, unless we notify you that an extension is required. In case of an extension, we will process your request in no more than ninety (90) days from the date of your original request. Individuals are limited to two requests to know/access their Personal Information within a twelve (12) month period.
NYM retains your Personal Information if we have an ongoing legitimate business or legal need to do so. Our retention periods vary depending on the type of data involved, but, generally, NYM refers to these criteria to determine retention periods:
Whether we have a legal or contractual need to retain the data;
· Whether the data is necessary to provide our products, Services, or Site; and
· Whether our Customers would reasonably expect that we would retain the data until they remove it or until their accounts are closed or terminated.
When we have no ongoing business need to process your Personal Information, we will either delete or anonymize it or, if this is not possible (for example, because your Personal Information has been stored in backup archives), then we will store your Personal Information and isolate it from any further processing until deletion is possible.
CHILDREN’S PRIVACY
The Site is intended for general audiences and is not directed to children. We do not knowingly collect Personal Information from individuals under 18 years old through the Site. If you become aware that a child has provided us with Personal Information without parental consent, please contact us at privacy@nymbrands.com, and we will take steps to remove such information. We do not have actual knowledge that we have “sold” or “shared” Personal Information of consumers under the age of 16.
SECURITY
No security is foolproof, and the Internet is an insecure medium. We cannot guarantee absolute security, but we work to protect NYM and you from unauthorized access to or unauthorized alteration, disclosure, or destruction of the Personal Information that we collect and store.
THIRD PARTY APPLICATIONS AND INTEGRATIONS USED BY NYM
The Site uses third-party applications and integrations to enhance customer service. NYM disclaims any and all liability and responsibility for the use of these applications and integrations, and encourages you to review their individual privacy policies before using the Site, purchasing products from NYM, or otherwise engaging with NYM:
Afterpay: https://www.afterpay.com/en-US/privacy-policy
Ecodrive: https://ecodrive.community/policies/privacy-policy
Google Pay: https://payments.google.com/payments/apis-secure/get_legal_document?ldo=0&ldt=privacynotice&ldl=en-GB
Gorgias: https://www.gorgias.com/privacy
Klarna: https://www.klarna.com/international/privacy-policy/
Klaviyo: https://www.klaviyo.com/privacy
PayPal: https://www.paypal.com/us/webapps/mpp/ua/privacy-full
ProMap Store Locator: https://www.secomapp.com/privacy-policy/
Shopify: https://www.shopify.com/legal/privacy
Shopify Pay: https://www.shopify.com/legal/privacy
Smile Loyalty Program: https://smile.io/privacy-policy
Wishlist King: https://www.appmate.io/privacy
The NYM Site contains links to the social networks Facebook, Instagram, TikTok, Twitter/X, and YouTube. NYM disclaims any and all liability and responsibility for your use of these sites, but encourages you to review their individual privacy policies before your use of these sites:
Facebook: https://www.facebook.com/about/privacy/update?ref=old_policy
Instagram: https://help.instagram.com/519522125107875
Pinterest: https://policy.pinterest.com/en/privacy-policy
Reddit: https://www.redditinc.com/policies/privacy-policy-october-15-2020
Twitter/X: https://X.com/en/privacy
TikTok: https://www.tiktok.com/legal/privacy-policy?lang=en
YouTube: https://policies.google.com/privacy?hl=en[A6]
UPDATES TO THIS PRIVACY POLICY
NYM may revise this Privacy Policy from time to time. If we do, we will update the “Effective and Last Updated” date at the top of this Privacy Policy. By continuing to access or use the Site and Services after those changes are implemented, you acknowledge and consent to the revised Privacy Policy.
CONTACT INFORMATION
If you have questions or concerns regarding this Privacy Policy or our processing of your Personal Information, please feel free to contact NYM through the following:
Email: privacy@nymbrands.com.
Mailing Address:
Not Your Mother’s Haircare c/o DeMert Brands
4030 West Boy Scout Blvd
Suite 400
Tampa, FL 33607