100% PURE Privacy Policy

Effective date: November 2, 2026
Last updated: November 2, 2026
This Privacy Policy explains how Purity Cosmetics, Inc., doing business as 100% PURE ("100% PURE," "we," "us," or "our"), collects, uses, shares and protects personal information when you visit 100percentpure.com and our other websites that link to this policy (the "Site"), shop with us online or in our stores, join Purist Perks, sign up for email or text messages, or contact us (together, the "Services").
SUMMARY
What we collect: information you give us (like your name, email, address and order details), information collected automatically when you use the Site (like device and browsing information), and information we receive from partners (like advertising and analytics companies).
Why we use it: to fill your orders, run your account and Purist Perks, provide customer service, send marketing you asked for, improve the Site, show you advertising, keep the Site secure, and follow the law.
Cookies and ads: when you first visit, our cookie banner lets you Accept or Reject optional cookies. Until you choose, we load only the cookies needed to run the Site. Advertising cookies count as "sharing" personal information under California law, and may count as a "sale." You can opt out at any time.
How to opt out of sale and sharing: click "Do Not Sell or Share My Personal Information" at the bottom of any page and tick the box, or turn on Global Privacy Control (GPC) in your browser. We honor GPC.
Your rights: depending on where you live, you can ask to know, access, correct, delete or get a copy of your personal information, and to opt out of sale, sharing and targeted advertising. Submit a request at 100percentpure.com/pages/dsar, call 1-844-787-3100, or email [email protected].
We do not sell or share the personal information of anyone we know is under 16.
TABLE OF CONTENTS
1. INFORMATION WE COLLECT
Notice at Collection. This Section and Sections 2 to 4 and 11 are our notice at collection. They list the categories of personal information we collect, why we collect them, whether we sell or share them, and how long we keep them.
Information you give us
  • Identifiers and contact details: name, email address, phone number, shipping and billing address, and account username and password.
  • Order and commercial information: products bought, returns, order history, gift card and promo code use, Purist Perks points and tier.
  • Payment information: processed by our payment providers (Shopify Payments, Shop Pay, PayPal, Afterpay, Klarna, Amazon Pay and others shown at checkout). We do not store full card numbers.
  • Things you choose to share: product reviews, photos, survey answers, messages to customer service, and your birthday if you give it to us for a birthday offer.
  • Job applications, if you apply to work with us.
Information collected automatically
  • Device and connection information: IP address, browser type, device type, operating system, language and approximate location based on IP address.
  • Activity on the Site: pages and products viewed, searches, items added to cart, links clicked, referring website, and the date and time of visits.
  • Cookie and advertising identifiers, as described in Section 5.
We do not intentionally collect precise geolocation (such as GPS) through the Site.
Information from other sources
  • Advertising, social media and analytics partners (for example, Google, Meta, TikTok, Pinterest, Microsoft and LinkedIn), such as ad engagement and audience information.
  • Affiliate and partner networks, such as whether you came to the Site through a partner link.
  • Payment, fraud prevention and shipping providers.
  • Social media platforms, if you interact with our pages or log in with a social account.
  • Retail partners and marketplaces, where you buy our products through them.
Sensitive personal information
The only sensitive personal information we collect is your account login (username and password), used only to run and secure your account. We do not use sensitive personal information to infer characteristics about you.
2. HOW WE USE YOUR INFORMATION
We use personal information to:
  • Process, ship and support your orders, returns and exchanges.
  • Create and manage your account and Purist Perks membership.
  • Provide customer service and respond to requests.
  • Send order updates and other service messages.
  • Send marketing emails and texts when you have agreed to receive them.
  • Show you advertising on our Site and on other sites and apps, and measure how well it works (only if you accept advertising cookies, and subject to your opt-out choices).
  • Understand how people use the Site and improve it (only if you accept analytics cookies).
  • Run promotions, surveys, reviews and contests.
  • Detect and prevent fraud, abuse and security problems.
  • Follow the law, enforce our terms, and protect our rights and the rights of others.
3. HOW WE SHARE YOUR INFORMATION
We share personal information with:
  • Service providers that work for us under contract, such as our e-commerce platform (Shopify), payment processors, shipping and fulfillment companies, email and text message providers (Klaviyo), customer service tools (Zendesk), loyalty and reviews providers, our cookie consent provider (Avada), cloud hosting and security providers. They may use the information only to provide services to us.
  • Advertising, social media and analytics partners, when you accept those cookies and have not opted out. See Sections 4 and 5.
  • Affiliate marketing networks (such as impact.com), to credit partners who sent you to us.
  • Professional advisers, such as lawyers and accountants.
  • Government authorities or others when the law requires it, or to protect rights, safety and property.
  • A buyer or successor, if we are involved in a merger, sale of assets, financing or similar transaction.
  • Anyone else, with your direction or consent.
Mobile phone numbers and text message opt-in data and consent are never shared with third parties for their own marketing.
4. SALE, SHARING AND TARGETED ADVERTISING
Some U.S. state laws treat certain advertising activity as a "sale" or "sharing" of personal information, or as "targeted advertising," even when no money changes hands. When you accept advertising cookies, our advertising partners receive information such as your IP address, cookie and device identifiers, pages and products viewed, and purchase events. They use it to show you our ads on other sites and apps and to measure results. Under California law this is "sharing," and it may be a "sale."
In the past 12 months we have shared or may have sold these categories of personal information to advertising networks, social media platforms, analytics providers and affiliate networks:
  • Identifiers (such as IP address, cookie and device IDs, and hashed email address)
  • Commercial information (such as products viewed and purchased)
  • Internet or other electronic network activity (such as browsing on our Site and interactions with our ads)
  • Approximate location (based on IP address)
  • Inferences (such as interest in certain product types)
We do not sell personal information for money, and we do not sell or share sensitive personal information.
How to opt out:
  • Click "Do Not Sell or Share My Personal Information" at the bottom of any page, tick the box, and save your choice.
  • Turn on Global Privacy Control in your browser (see Section 6).
  • Click "Reject" in our cookie banner to turn off analytics and advertising cookies in that browser.
Cookie choices and GPC apply to the browser and device you use. To opt out in all places, also submit a request (Section 8) so we can apply it to your email address and account.
5. COOKIES, PIXELS AND SIMILAR TECHNOLOGIES
We and our partners use cookies, pixels, tags, scripts and local storage on the Site. We group them as follows:
  • Strictly necessary: needed to run the Site, keep items in your cart, complete checkout, remember your cookie choices, and protect against fraud. These are always on.
  • Functional: remember your preferences and support features you use, such as Purist Perks, reviews, back in stock alerts and support chat.
  • Analytics: help us understand how the Site is used, such as Google Analytics and Microsoft Clarity.
  • Marketing and advertising: let us and our partners show and measure ads, such as Google Ads, Meta, TikTok, Pinterest, Microsoft Advertising, LinkedIn, Reddit and Klaviyo, and affiliate tracking such as impact.com.
When you first visit, our cookie banner gives you a choice. Until you click Accept, we load only strictly necessary cookies. If you click Reject, analytics and marketing cookies stay off in that browser. You can change your choice at any time with the "Do Not Sell or Share My Personal Information" link at the bottom of every page, which reopens the cookie settings.
Our partners have their own privacy policies. You can also block or delete cookies in your browser settings, and learn about interest based ads at aboutads.info/choices. Blocking all cookies may stop parts of the Site, such as the cart, from working.
6. GLOBAL PRIVACY CONTROL AND DO NOT TRACK
Global Privacy Control (GPC) is a browser setting that tells websites you do not want your personal information sold or shared. We treat a GPC signal as a valid request to opt out of sale, sharing and targeted advertising for that browser. If you are logged in to your account, we will also apply it to your account where we can. Learn more at globalprivacycontrol.org.
"Do Not Track" is an older browser setting with no agreed standard. We do not respond to Do Not Track signals. This does not affect how we honor GPC.
7. YOUR U.S. STATE PRIVACY RIGHTS
If you live in California or another U.S. state with a consumer privacy law, you may have some or all of these rights, depending on your state:
  • Know and access: ask what personal information we have collected about you, where it came from, why we use it, and who we share it with, and get a copy.
  • Correct: ask us to fix inaccurate personal information.
  • Delete: ask us to delete personal information we collected from you or about you, including information we received from other sources, subject to exceptions the law allows.
  • Portability: get your information in a format you can move.
  • Opt out: of sale, sharing, targeted advertising, and profiling that has legal or similarly significant effects. We do not use profiling for those kinds of decisions.
  • Limit use of sensitive personal information: we only use it for purposes the law allows, so no further limit is needed.
  • Appeal: if we deny your request, you can appeal (Section 8).
  • No discrimination: we will not deny you goods or services, charge different prices, or give you a different level of service because you used your privacy rights, except as allowed by law and described in Section 9.
California Shine the Light. California residents may ask once a year for information about personal information we disclosed to third parties for their own direct marketing. We do not disclose personal information to third parties for their own direct marketing as that law defines it. You can still send a request to the contact details in Section 16.
California minors. If you are under 18, live in California and posted content on the Site, you can ask us to remove it. Removal may not be complete in all backups.
8. HOW TO SUBMIT A REQUEST
Verification. For requests to know, access, correct or delete, we will check that the request comes from you by matching information you give us (such as your email address and a recent order) with information we hold. We use that information only to verify the request. Opt-out requests do not need verification.
Authorized agents. You can have an authorized agent make a request for you. We may ask for signed permission from you and may ask you to confirm your identity directly with us.
Timing. We will confirm we received your request within 10 business days and answer within 45 days. If we need more time, we will tell you and may take up to 45 more days. We act on opt-out requests as soon as we can, and no later than 15 business days.
Appeals. If we deny your request, reply to our answer or email [email protected] with "Privacy Appeal" in the subject line. We will answer within the time your state's law requires (generally 45 to 60 days) and explain our decision. If you disagree, you can contact your state attorney general.
9. NOTICE OF FINANCIAL INCENTIVE (PURIST PERKS)
Purist Perks is our free loyalty program. When you join, we collect your name, email address, and purchase history, and, if you choose, your phone number and birthday. In return you earn points, rewards, tier benefits and offers. Under California law this may be a "financial incentive."
We estimate the value of your information as equal to the value of the rewards and offers we give members, based on our reasonable estimate of what the program costs us to run and the extra sales it helps create. Joining is voluntary. You can leave at any time by contacting us at 1-844-787-3100 or [email protected], and you will lose unused points. Program rules are in our Terms of Use.
10. TEXT MESSAGES AND EMAIL
You can unsubscribe from marketing emails with the link in any email. You can stop marketing texts by replying STOP. We may still send you service messages about your orders and account. Text message opt-in data and consent are never shared with third parties for their own marketing.
11. HOW LONG WE KEEP INFORMATION
We keep personal information only as long as we need it for the purposes in this policy, then delete or de-identify it. How long depends on:
  • Orders and payment records: kept as long as tax, accounting and legal rules require (usually 7 years).
  • Account and Purist Perks information: kept while your account is open, and for a reasonable time after it closes in case you return or there is a dispute.
  • Marketing lists: kept until you unsubscribe. After that we keep a suppression record so we do not contact you again.
  • Customer service records: kept as long as needed to resolve your request and handle follow up.
  • Cookie data: kept for the time each cookie lasts, usually from one session up to two years.
  • Privacy request records: kept for at least 24 months, as the law requires.
We may keep information longer if the law requires it or to resolve disputes.
12. INTERNATIONAL VISITORS
We are based in the United States and store information in the United States. If you visit from another country, your information will be transferred to and processed in the United States.
If you are in the European Economic Area, the United Kingdom or Switzerland, we process your information on these legal bases: to perform our contract with you (for example, filling your order), with your consent (for example, optional cookies and marketing, which you can withdraw at any time), for our legitimate interests (for example, improving the Site and preventing fraud, where those interests are not outweighed by yours), and to meet legal obligations. You have rights to access, correct, delete, restrict, object to and move your data, and to complain to your local data protection authority. Purity Cosmetics is the data controller. Our EU representative is Instant EU GDPR Representative Ltd, Office 2, 12A Lower Main Street, Lucan, Co. Dublin K78 X5P8, Ireland, +353 15 549700.
If you are in Canada, we rely on your express or implied consent, which you can withdraw at any time, subject to legal and contract limits.
13. CHILDREN
The Site is meant for adults and is not directed to children under 13. We do not knowingly collect personal information from children under 13, and we do not knowingly sell or share the personal information of anyone under 16. If you think a child has given us personal information, contact us and we will delete it.
14. SECURITY
We use reasonable technical and organizational measures to protect personal information. No method of sending or storing data is completely secure, so we cannot promise absolute security.
15. CHANGES TO THIS POLICY
We may update this policy. We will change the "Last updated" date above and, for material changes, give notice on the Site or by email. Changes apply going forward.
16. CONTACT US
Purity Cosmetics, Inc. (100% PURE)
Attn: Privacy
2221 Oakland Road, San Jose, CA 95131, United States
Toll-free: 1-844-787-3100
Email: [email protected] (subject line: "Privacy Request")
Requests: 100percentpure.com/pages/dsar
If you have a disability and need this policy in another format, call 1-844-787-3100.