Privacy policy
Last Updated: September 20, 2026
Soothd ("Soothd," "we," "us," or "our") wants you to be familiar with how we collect, use, and disclose personal information. This Privacy Policy describes how we process personal information that we collect through our website at wearsoothd.com, our social media pages, our email and text message marketing programs, our customer support channels, and any other sites or services that link to this Privacy Policy (collectively, the "Services").
This Privacy Policy contains the following sections:
- Personal Information We Collect
- How We Use Personal Information
- How We Disclose Personal Information
- International Data Transfers
- Security
- Marketing Choices
- Privacy Rights Requests
- Additional Information for California Residents
- Additional Information for EEA and UK Residents
- Retention Period
- Third-Party Services
- Use of the Services By Minors
- Updates to This Privacy Policy
- Contacting Us
PERSONAL INFORMATION WE COLLECT
Personal information we receive from you
| Data Category | Examples |
|---|---|
| Contact Details | First and last name, email address, shipping and billing address, and telephone number. |
| Account Information | Username and password, if you create an account with us. |
| Payment Information | Payment card information and other billing details. This information is collected and processed by our payment service providers, including Shopify Payments, in accordance with their own privacy policies. We do not store full payment card numbers. |
| Order and Transaction Information | Products purchased, order history, sizes and colours selected, delivery details, discount and promotional codes used, returns and exchanges, and refund history. |
| Fit and Sizing Information | Body measurements such as band and bust measurements, and current bra size, if you choose to use our size calculator or provide them to our support team to help us recommend a size. |
| User Content | Product reviews, review photographs, ratings, survey responses, and posts or comments you make on our social media pages. |
| Customer Support Communications | The content of your emails, contact form submissions, chat messages, and any attachments such as photographs of a product you send us, together with your order number and the details of your query, complaint, or claim. |
| Preferences and Marketing Data | Language, interests, subscription and communication choices, your preferred methods of receiving promotional communications, and feedback you provide. We may also infer information about your preferences based on the personal information we collect from and about you. |
Personal information collected automatically through your use of our Services
| Data Category | Examples |
|---|---|
| Online Activity Data | Pages or screens you viewed, how long you spent on a page, navigation paths between pages, products viewed and added to cart, items abandoned in your cart, search terms used on our site, access times and duration of access, referring website, and whether you have opened our marketing emails or clicked links within them. |
| Device Information | Your device's operating system type and version, browser type, device type (for example phone, tablet, desktop), screen resolution, IP address, language settings, mobile carrier, advertising ID and other unique device identifiers, and general location information derived from your IP address. |
Tools we use for automatic data collection
| Tool | Description |
|---|---|
| Cookies | Cookies are small pieces of information stored directly on the device you use to access the Services, allowing us to collect the Device Information and Online Activity Data described above. We and our service providers and partners may use this information for security purposes, to keep items in your cart, to facilitate navigation, to display information more effectively, to conduct analytics, to personalise your experience, and for advertising, including interest-based advertising. |
| Local Storage Technologies | These technologies provide functionality equivalent to cookies but can store larger amounts of data on your device. |
| Pixel Tags | Also known as web beacons and clear GIFs, pixel tags may be used to track the actions of users of the Services, including recipients of our emails, to measure the success of our marketing campaigns, to attribute purchases to the advertising that led to them, and to compile statistics about usage of the Services and response rates. |
| Server-Side Tracking | In addition to tracking in your browser, we use server-side measurement tools that send information about purchases and other actions on our Services directly from our systems to our advertising and analytics partners. |
Other sources from which we collect personal information
| Source | Description |
|---|---|
| Social Media | If you interact with us through, or choose to log into the Services via, a social media or other online account, information we receive from those providers may include your contact information, profile picture, social media account ID, and other public profile information. |
| Advertising and Analytics Partners | We may receive information about how you found our Services and which advertisements you interacted with. |
| Shipping Carriers and Fulfilment Partners | We receive delivery status, tracking events, and delivery exception information relating to your order. |
| Other Third Parties | We may collect additional information about you from sources such as publicly available databases and marketing partners, and may combine it with the information we collect for the purposes described in this Privacy Policy. |
We need to collect personal information to provide the requested Services to you. If you do not provide the information requested, we may not be able to provide the Services.
If you disclose any personal information relating to other people to us or to our service providers in connection with the Services, for example when sending a gift, you represent that you have the authority to do so and to permit us to use the information in accordance with this Privacy Policy.
HOW WE USE PERSONAL INFORMATION
| Purpose | Examples |
|---|---|
| Administering the Services | To provide the Services to you, including arranging access to your account, processing your orders and payments, arranging delivery, administering returns, exchanges and refunds, verifying your information, responding to your inquiries, and sending you administrative information such as order confirmations, shipping notifications, and changes to our terms, conditions, and policies. |
| Customer Support | To respond to your questions, investigate and resolve complaints and claims, process return and reshipment requests, assess photographs you send us of a product concern, and improve the quality of our support. |
| Sizing and Fit Recommendations | To recommend a size based on measurements you provide, and to understand fit patterns across our products so that we can improve our sizing guidance and product design. |
| Marketing and Surveys | To send you newsletters, product announcements, offers, surveys, and invitations that we think may be of interest to you, and to analyse and improve those communications. |
| Personalising Our Services | To personalise our interactions with you, to show you content and offers tailored to your interests, and to display relevant product recommendations. |
| Advertising | To measure the effectiveness of our advertising, to attribute purchases to the campaigns that generated them, and to deliver interest-based advertising to you on third-party platforms. |
| Improving and Developing Our Services | To conduct data analysis, to monitor and analyse use of our Services, to run A/B tests and on-site experiments, to develop new products, to identify trends, and to determine the effectiveness of our promotional campaigns. |
| Reviews and User Content | To invite you to review products you have purchased, and to publish reviews, ratings, and photographs you submit. |
| Aggregation and De-Identification | We may de-identify and aggregate personal information to create data that does not reasonably identify you, and use and disclose such data for our business purposes without limitation. |
| Security and Fraud Prevention | To conduct audits, to monitor for and prevent fraudulent, deceptive, or malicious activity, to respond to and defend payment disputes and chargebacks, and to maintain the safety, quality, and security of our Services. |
| General Business Operations | To conduct our operations, including troubleshooting, diagnostic testing, performance analysis, technical support, and hosting, and to facilitate mergers, acquisitions, and other reorganisations of our business. |
| Legal and Compliance | To comply with applicable laws and legal processes, to respond to requests from public and government authorities, to enforce our terms and conditions, to protect the rights, privacy, safety, or property of our business, to pursue available legal remedies, and to defend claims. |
HOW WE DISCLOSE PERSONAL INFORMATION
Service Providers
We use service providers that process personal information on our behalf and pursuant to our instructions. These include providers of:
| Function | What they receive |
|---|---|
| E-commerce platform and hosting | Our online store runs on Shopify Inc., which processes your account, order, and payment information. |
| Payment processing | Payment providers, including Shopify Payments, receive your payment and billing information to process your transaction. |
| Order fulfilment, warehousing, and logistics | Our fulfilment partners and order management systems receive your name, shipping address, telephone number, email address, and order contents in order to pick, pack, and ship your order. Some of these partners are located outside your country of residence — see International Data Transfers below. |
| Shipping carriers and order tracking | Carriers and our order-tracking provider receive your name, address, contact details, and tracking information in order to deliver your order and provide you with delivery updates. |
| Email and SMS marketing | Our marketing platform receives your contact details, order history, and on-site activity in order to send and personalise our communications. |
| Customer support | Our helpdesk platform receives your contact details, order history, and the content of your communications with us so that our support team can assist you. |
| Product reviews | Our reviews provider receives your name, email address, and order details in order to invite you to leave a review, and hosts the reviews and photographs you submit. |
| Surveys | Our survey provider receives your contact and order details in order to collect and analyse your feedback. |
| Analytics, attribution, and advertising measurement | These providers receive your on-site activity, device information, and order information so that we can understand how our Services and advertising perform. |
| On-site personalisation and testing | Our popup, landing page, and experimentation providers receive your on-site activity and device information. |
| Post-purchase offers | Our post-purchase offer provider receives your order and contact information in order to present relevant offers after checkout. Some offers may be from third parties — see Additional Information for California Residents below. |
| Payment dispute management | Our chargeback provider receives your order, customer, and transaction information in order to respond to payment disputes. |
| Internal automation | Our workflow automation tooling processes order information to connect our internal systems. |
Advertising Partners
We may disclose information, including online identifiers such as cookie data, device identifiers, IP address, and information about your activity on our Services, to third-party advertising and social media platforms, including for interest-based advertising and measurement purposes. Under certain US state privacy laws, this may be considered a "sale" or "sharing" of personal information. See Additional Information for California Residents below, and the Your Privacy Choices link in our website footer, for how to opt out.
Professional Advisors
We use accountants, auditors, consultants, lawyers, banks, and financial institutions to support our business.
Authorities and Others
If we are required by law or legal process, or if we deem the disclosure appropriate for other legal, compliance, or fraud-prevention purposes, we may disclose personal information to law enforcement, public, regulatory, and government authorities, courts, or other entities that obtain valid legal process.
Other Online Services
When you interact with us, you may choose to post information and content on our social media pages and other online services. Anything you post there may be publicly visible.
Business Transferees
We may disclose or transfer your personal information to third parties such as acquiring entities and their advisors in the event of, or in preparation for, any reorganisation, merger, sale, joint venture, assignment, transfer, or other disposition of all or any portion of our business, assets, or stock, including in connection with any bankruptcy or similar proceedings.
INTERNATIONAL DATA TRANSFERS
We are based in the United States and we sell and ship internationally. Your personal information may be transferred to, stored in, and processed in countries other than the country in which you reside, including the United States and countries in Asia where certain of our fulfilment and order management partners operate. These countries may have data protection laws that differ from those of your country.
Where we transfer personal information out of the European Economic Area, the United Kingdom, or Switzerland, we take steps designed to ensure the information receives an adequate level of protection, including by entering into standard contractual clauses approved by the relevant authorities with the recipients of that information. You may request a copy of the safeguards we have put in place by contacting us using the details in Contacting Us below.
SECURITY
We employ a variety of organisational, technical, and administrative measures designed to protect personal information within our organisation, and we require our service providers to do the same. Unfortunately, no data transmission or storage system can be guaranteed to be 100% secure. If you have reason to believe that your interaction with us is no longer secure, please notify us immediately using the details in Contacting Us below.
MARKETING CHOICES
You have choices regarding marketing-related communications.
Email. If you no longer want to receive marketing emails from us, you may opt out by following the unsubscribe instructions in any such email, or by contacting us directly.
Text messages. If you have opted into text message marketing, you may opt out by replying STOP to any message you receive from us, or by contacting us directly.
We will comply with your request as soon as reasonably practicable. Please note that if you opt out of marketing messages, we may still send you important administrative and transactional messages, such as order confirmations and shipping updates, from which you cannot opt out.
Cookies and interest-based advertising. You can manage cookies through your browser settings and through the Your Privacy Choices link in our website footer.
PRIVACY RIGHTS REQUESTS
Your Rights
Your local laws — including applicable laws in the European Economic Area, the United Kingdom, Canada, and the United States (including California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, and Virginia, as well as similar US state laws) — may permit you to request that we:
- provide access to and/or a copy of certain personal information we hold about you
- update personal information which is out of date or incorrect
- delete certain personal information that we process about you
- restrict the way that we process and disclose personal information
- prevent the processing of your personal information for direct-marketing purposes
- opt out of the processing of your personal information for automated processing that results in legal or similarly significant effects, if relevant
- transfer your personal information to a third party (data portability)
Your local laws may also permit you to revoke your consent to the processing of your personal information for certain purposes.
In addition:
- California and Oregon residents can request information about the categories of personal information we collect, disclose, "sell," or "share" about you. California residents can request the sources of such information, the business or commercial purpose for collecting, "selling," or "sharing" it, and the categories of third parties to whom we disclose it. Such information is also set out in this Privacy Policy.
- Oregon, Connecticut, and Minnesota residents can request a list of the specific third parties, other than natural persons, to which we have disclosed personal information.
How to Exercise Your Rights
To exercise your rights, please email us at hello@wearsoothd.com or submit a request through our contact form at wearsoothd.com/pages/contact.
We will consider all requests and provide our response within the time period required by applicable law. Certain information may be exempt from such requests in some circumstances, including where we need to keep processing your information to comply with a legal obligation or for our legitimate interests. We may request information from you sufficient to confirm your identity before responding to your request. We cannot respond to your request or provide you with the information you seek if we cannot verify your identity or your authority to make the request.
If you are a resident of a US state listed above and we deny your request, you have the right to appeal our denial. You can exercise this right by emailing us at hello@wearsoothd.com. Your appeal should include your full name, the email address associated with your orders, and a copy of the denial notice you received from us.
If you would like to submit your request through an authorised agent, we will ask the agent to provide written permission from you, and we may need to separately verify your identity as described above.
Sale / Targeted Advertising Opt-Out Rights
Under the laws of certain US jurisdictions, you have the right to opt out of our processing or sharing of your information for targeted advertising purposes. Certain state laws also allow you to opt out of the "sale" of your information to third parties in exchange for valuable consideration.
We use analytics and online advertising tools, and offer post-purchase offers, that may result in the disclosure of your information to third-party partners and that are subject to this opt-out right. You can opt out of these activities by using the Your Privacy Choices link in our website footer. To opt out of any offline disclosure of your information for these purposes, please email us at hello@wearsoothd.com.
We will also honour browser-based opt-out signals, such as the Global Privacy Control, in accordance with our legal obligations.
ADDITIONAL INFORMATION FOR CALIFORNIA RESIDENTS
If you are a California resident, the California Consumer Privacy Act ("CCPA") requires us to provide you with additional information about the purposes for which we use each category of "personal information" we collect, and the categories of third parties to which we (a) disclose such personal information for a business purpose, (b) "share" personal information for "cross-context behavioural advertising," and/or (c) "sell" such personal information.
Under the CCPA, "sharing" means targeting advertising to a consumer based on that consumer's personal information obtained from their activity across distinct online services, and "selling" means disclosing personal information to third parties in exchange for monetary or other valuable consideration. We "share" information with our advertising partners to provide more relevant advertising regarding our Services. Our use of third-party analytics services, online advertising services, and post-purchase offer services may result in the disclosure of online identifiers and usage information in a way that may be considered a "sale" under the CCPA.
| Statutory Category of Personal Information | Purpose of Collection | Categories of third parties to whom we "sell" or "share" |
|---|---|---|
| Identifiers (name, email address, postal address, telephone number, online identifiers) | Operate the Services; business operations (product improvement, relationship management, personalisation, security and fraud prevention); marketing and promotional communications; online advertising; legal compliance | Online advertising partners; post-purchase offer partners |
| Account credentials | Operate the Services; business operations (security and fraud prevention); legal compliance | None |
| Commercial information (records of products purchased, order and return history) | Operate the Services; business operations; marketing and promotional communications; online advertising; legal compliance | Online advertising partners; post-purchase offer partners |
| Financial information (payment information, collected and processed by third-party payment processors on our behalf) | Operate the Services; business operations (security and fraud prevention); legal compliance | None |
| Online identifiers, internet or network information, and general geolocation data | Operate the Services; business operations; marketing and promotional communications; online advertising; legal compliance | Online advertising partners |
| Characteristics relating to fit (measurements and size information you provide) | Operate the Services; sizing and fit recommendations; product improvement | None |
| Other information provided (user content, reviews and review photographs, survey responses, preferences, marketing data, support communications) | Operate the Services; business operations; marketing and promotional communications; legal compliance | None |
Your California Privacy Rights. Please see the Privacy Rights Requests section above for the rights available to you.
Your Choices Regarding "Sharing" and "Selling." You have the right to opt out of our sale or sharing of your personal information for purposes of online analytics and advertising by using the Your Privacy Choices link in our website footer. Your opt-out choice applies only to the particular device and browser on which you make it, so please repeat your choice on other browsers and devices. We will also honour browser-based opt-out signals such as the Global Privacy Control.
Financial Incentives. From time to time we may offer programmes that provide perks such as subscriber-only discounts, referral rewards, early access, and giveaways. When you sign up for one of these programmes we typically ask for your name, email address, and/or telephone number. Because we collect personal information, these programmes may be considered "financial incentives" or "bona fide loyalty programmes" under applicable laws. The value of the customer personal information we collect is reasonably related to the expense of providing the benefits offered. You may withdraw from any such programme at any time by emailing us at hello@wearsoothd.com.
Right to Limit. The CCPA allows you to limit the use or disclosure of your "sensitive personal information" if it is used for certain purposes. We do not use or disclose sensitive personal information other than for business purposes for which you cannot opt out under the CCPA.
Notice Concerning Do Not Track. Do Not Track ("DNT") is a privacy preference that users can set in certain web browsers. We describe a variety of opt-out mechanisms above, but we do not currently recognise or respond to browser-initiated DNT signals. DNT is different from the Global Privacy Control referred to above, which we do honour.
Shine the Light. The California "Shine the Light" law gives California residents the right, in certain circumstances, to opt out of the disclosure of certain categories of personal information to third parties for those third parties' own direct marketing purposes, or in the alternative, requires that we maintain a policy of providing a cost-free means to opt out of any such disclosure. We maintain such a procedure. We do not currently disclose personal information to third parties for their own direct marketing purposes. To opt out of "sales" and "sharing" as defined under the CCPA, see the section above.
ADDITIONAL INFORMATION FOR EEA AND UK RESIDENTS
If you are located in the European Economic Area, the United Kingdom, or Switzerland, we process your personal information on the following legal bases:
| Purpose | Legal basis |
|---|---|
| Processing and delivering your order, administering returns and refunds, and providing customer support | Performance of a contract with you |
| Sending marketing communications | Your consent, or our legitimate interest in promoting our business where permitted by law |
| Cookies and similar technologies that are not strictly necessary, and interest-based advertising | Your consent |
| Analytics, product improvement, personalisation, security, and fraud prevention | Our legitimate interests in operating, improving, and protecting our business |
| Complying with legal obligations, including tax, accounting, and consumer protection requirements | Compliance with a legal obligation |
You have the right to lodge a complaint with your local data protection supervisory authority. Where we rely on your consent, you may withdraw it at any time, without affecting the lawfulness of processing carried out before withdrawal.
RETENTION PERIOD
We retain personal information for as long as needed or permitted in light of the purposes for which it was obtained, unless a longer retention period is required or permitted by applicable law. The criteria used to determine our retention periods include:
- the length of time we have an ongoing relationship with you, including the period in which you may be eligible to make a return, exchange, or warranty claim;
- whether there is a legal obligation to which we are subject, such as tax and accounting rules that require us to retain transaction records for a set period; and
- whether retention is advisable in light of our legal position, such as in regard to applicable statutes of limitations, litigation, or regulatory investigations.
THIRD-PARTY SERVICES
This Privacy Policy does not address, and we are not responsible for, the privacy, information, or other practices of any third parties, including any third party operating a website or service to which our Services link. The inclusion of a link on our Services does not imply our endorsement of the linked site or service.
The Services also provide functionality allowing you to make payments using third-party payment service providers. When you use such a service, your payment information is collected by that third party and not by us, and is subject to that third party's privacy policy rather than this Privacy Policy.
USE OF THE SERVICES BY MINORS
The Services are not directed to individuals under the age of 16, and we do not knowingly collect personal information from individuals under 16. If you have reason to believe that a child under the age of 16 has provided personal information to us through the Services, please contact us using the details below and we will take steps to delete it.
UPDATES TO THIS PRIVACY POLICY
From time to time we may change or update this Privacy Policy to reflect changes in the law, our data collection and use practices, the features of our Services, or advances in technology. You should review this Privacy Policy periodically, and you can tell whether it has changed since you last reviewed it by checking the "Last Updated" date at the top of the document. By continuing to use the Services, you confirm that you have read and understood the latest version of this Privacy Policy. If we make material changes, we will provide notice through our Services or by other means, in accordance with applicable legal requirements.
CONTACTING US
If you have any questions or concerns about this Privacy Policy or our privacy practices, you can reach us in either of the following ways:
- Contact form: wearsoothd.com/pages/contact
- Email: hello@wearsoothd.com
Soothd is operated by Soothd LLC.