Privacy policy

Privacy Policy

Last updated: September 18, 2026

Light Heart Beauty ("Light Heart Beauty," "we," "us," or "our") operates this store and website, including all related information, content, features, tools, products and services (the "Services"). This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services, or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Light Heart Beauty is powered by Shopify, which enables us to provide the Services to you.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described here.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you.

We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

Contact details including your name, address, billing address, shipping address, phone number, and email address.
Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
Account information including your username, password, security questions, preferences and settings.
Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel, and your past transactions.
Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry or subscribing to email or text message marketing.
Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services, and how you interact with our marketing emails, text messages, and advertisements.

We do not collect or process sensitive personal information as defined under applicable privacy laws for the purpose of inferring characteristics about you.

Personal Information Sources

We may collect personal information from the following sources:

Directly from you, including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
Automatically through the Services, including from your device when you visit our website or use our products or services, and through the use of cookies, pixels, and similar technologies described below;
From our service providers, including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
From our advertising and marketing partners, including advertising platforms that report to us on the performance of our advertisements and the actions you took after viewing or clicking them;
From our partners or other third parties, including social media platforms when you interact with our content or accounts.

Cookies, Pixels and Similar Technologies

We and our partners use cookies, pixels, web beacons, tags, software development kits (SDKs), third-party libraries, and similar technologies (collectively, "Cookies") on the Services. This includes first-party pixels that set cookies in our own domain and link your activity across visits, sessions and devices to your orders for analytics and attribution purposes. We use these to operate and improve the Services, to remember your preferences and cart contents, to run analytics and understand how visitors use the Services, and to measure and personalize advertising.

Some of this information is collected from your browser or device. We also use server-side tracking, in which information about your interaction with the Services — including your contact details in hashed, pseudonymized form — is transmitted directly from our servers to our advertising partners. Server-side tracking can operate even when browser-based Cookies are blocked or deleted.

For information about the Cookies used to power our store with Shopify, see https://www.shopify.com/legal/cookies.

Most browsers automatically accept Cookies by default, but you can set your browser to remove or reject Cookies through your browser controls. Removing or blocking Cookies can negatively affect your experience and may cause some features of the Services to work incorrectly or become unavailable. Blocking Cookies in your browser will not by itself stop server-side sharing with our advertising partners. To limit that, use the opt-out choices described in "Your Privacy Choices" below.

How We Use Your Personal Information

Provide, Tailor, and Improve the Services. To perform our contract with you, process your payments, fulfill your orders, remember your preferences and the items you are interested in, send notifications related to your account, process purchases, returns, exchanges and other transactions, create and manage your account, arrange shipping, facilitate returns and exchanges, enable you to post reviews, and create a customized shopping experience, such as recommending products related to your purchases.
Marketing and Advertising. To send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or on other websites and platforms, including based on items you have previously viewed, purchased, or added to your cart, and other activity on the Services. This includes creating and using audiences of customers and website visitors on advertising platforms, and measuring the performance of our advertising.
Security and Fraud Prevention. To authenticate your account, provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and secure our Services.
Communicating with You. To provide customer support, be responsive to you, provide effective services to you, and maintain our business relationship with you.
Legal Reasons. To comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

With Shopify, vendors and other third parties who perform services on our behalf (for example, IT management, payment processing, data analytics, email and text message delivery, customer support, cloud storage, fulfillment and shipping).
With advertising and marketing partners, to advertise to you and to measure the performance of our advertising. Our advertising and marketing partners will use your information in accordance with their own privacy notices. See "Advertising Partners" below.
When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
With our affiliates or otherwise within our corporate group, including Light Heart's professional storefront at lightheartlash.com.
In connection with a business transaction such as a merger or bankruptcy; to comply with applicable legal obligations (including to respond to subpoenas, search warrants and similar requests); to enforce applicable terms of service or policies; and to protect or defend the Services, our rights, and the rights of our users or others.

Advertising Partners

We work with third-party advertising platforms to show you advertisements and to measure how our advertising performs. These partners currently include:

Meta Platforms, Inc. (Facebook and Instagram). We use the Meta Pixel, advanced matching, and the Meta Conversions API. This means that information about your activity on the Services — including pages viewed, items added to cart, and purchases — is shared with Meta, along with contact details such as your email address and phone number in hashed form, so that Meta can match your activity to a Facebook or Instagram account and attribute and personalize advertising. You can review and disconnect this activity from your Facebook account in your Off-Facebook Activity settings at https://www.facebook.com/off_facebook_activity, and manage ad preferences at https://www.facebook.com/adpreferences.
Google LLC (Google Ads and Google Analytics). We use Google Ads conversion tracking, enhanced conversions, and remarketing tags, and Google Analytics, to measure the performance of our advertising, build advertising audiences, and understand how visitors use the Services. Information about your activity on the Services is shared with Google for these purposes. Through enhanced conversions, this also includes contact details such as your email address, phone number, name and address in hashed form, so that Google can match a conversion to a Google account and improve the accuracy of conversion measurement and advertising. You can manage the advertising Google shows you at https://myadcenter.google.com, and you can prevent Google Analytics from collecting your data using the browser add-on at https://tools.google.com/dlpage/gaoptout.
TikTok. We use the TikTok Pixel and the TikTok Events API. Information about your activity on the Services — including pages viewed, items added to cart, and purchases — is shared with TikTok, along with contact details such as your email address and phone number in hashed form, so that TikTok can match your activity to a TikTok account and attribute and personalize advertising. You can manage ad personalization in your TikTok account settings under Privacy, and review TikTok's practices at https://www.tiktok.com/legal/privacy-policy.
Shopify Inc., including Shopify Audiences, which supports personalized advertising with third-party services based on your online activity with different merchants and websites. To restrict Shopify merchants that use these ad services from using your personal information for such services, visit https://privacy.shopify.com/en.

We update this list when we add or remove an advertising platform.

Analytics and Attribution Providers

We also use analytics and attribution providers that process personal information on our behalf, as our service providers, to measure how our marketing performs:

Triple Whale, Inc. We use the Triple Whale Triple Pixel, a first-party pixel installed on the Services. It collects device and usage information, including your IP address, device and browser details, the pages you view, the marketing links and advertisements you arrive from, and the orders you place, and it associates that activity with your customer and order records so we can attribute sales to our marketing. Triple Whale processes this information on our behalf and under our instructions. To learn more, see https://www.triplewhale.com/privacy-policy.

Where one of these providers transmits conversion events onward to an advertising platform on our behalf, that sharing is covered by the "Advertising Partners" section above and by your opt-out choices below.

Categories of Personal Information Disclosed, "Sold," and "Shared"

In the preceding 12 months, we have disclosed the following categories of personal information for the business purposes described in "How We Use Your Personal Information":

Category of Personal Information	Categories of Recipients
Identifiers, such as contact details and certain order and account information	Service providers (including hosting, payment processors, fulfillment and shipping partners, email and text message providers, customer support, analytics and attribution providers); advertising and marketing partners; affiliates
Commercial information, such as transaction information and records of products purchased or considered	Service providers; advertising and marketing partners; affiliates
Internet or other similar network activity, such as device and usage information	Service providers; advertising and marketing partners; affiliates
Financial information, such as payment card and transaction details	Payment processors and fraud prevention providers

In the preceding 12 months, we have "sold" and "shared" (as those terms are defined under applicable privacy laws, which include disclosures for cross-context behavioral advertising) the following categories of personal information:

Category of Personal Information	Categories of Recipients
Identifiers, such as contact details and certain order and account information	Advertising and marketing partners
Commercial information, such as records of products or services purchased and shopping activity	Advertising and marketing partners
Internet or other similar network activity, such as device and usage information	Advertising and marketing partners

We do not "sell" or "share" sensitive personal information, and we do not use or disclose sensitive personal information for the purpose of inferring characteristics about you. We do not knowingly "sell" or "share" the personal information of individuals under 16 years of age.

Your Privacy Choices

You can opt out of the "sale" or "sharing" of your personal information, and of the use of your personal information for targeted advertising, at any time:

Use our Your Privacy Choices page.
Enable the Global Privacy Control signal in your browser. If you visit our website with Global Privacy Control enabled, depending on where you are, we will automatically treat this as a request to opt out for the device and browser you are using. If we can associate that device with a Shopify account, we will apply the opt-out request to the account as well. To learn more, visit https://globalprivacycontrol.org/. Other than Global Privacy Control, we do not recognize other "Do Not Track" signals.
Use the platform-level controls described under "Advertising Partners" above.
Unsubscribe from marketing emails using the link at the bottom of any marketing email, or reply STOP to any marketing text message. If you opt out, we may still send you non-promotional messages about your account or your orders.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify, as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you.

In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over the use of your personal information for these purposes.

To learn more, see the Shopify Consumer Privacy Policy at https://www.shopify.com/legal/privacy/app-users. Depending on where you live, you may exercise certain rights with respect to your personal information at https://privacy.shopify.com/en.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated with or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on them. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms, may also be viewable by other users of the Services and/or users of those platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on those platforms or of their owners or operators, except as disclosed on the Services.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the details below to request that it be deleted.

As of the effective date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) the personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with the Services, to comply with legal obligations, to resolve disputes, or to enforce other applicable contracts and policies.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. These rights are not absolute, may apply only in certain circumstances, and in certain cases we may decline your request as permitted by law.

Right to Access / Know. You may have a right to request access to the personal information we hold about you, including details about how we use and share it.
Right to Delete. You may have a right to request that we delete personal information we maintain about you.
Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
Right to Opt out of Sale or Sharing or Targeted Advertising. See "Your Privacy Choices" above.
Right to Limit Use and Disclosure of Sensitive Personal Information. You may have a right to direct us to limit our use and disclosure of sensitive personal information to what is necessary to perform the Services or provide the goods reasonably expected by an average individual.
Restriction of Processing. You may have the right to ask us to stop or restrict our processing of your personal information.
Withdrawal of Consent. Where we rely on consent to process your personal information, you may have the right to withdraw that consent.
Appeal. You may have a right to appeal our decision if we decline to process your request. You can do so by replying directly to our denial.

You may exercise any of these rights where indicated on the Services or by contacting us using the details below. We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your request, as permitted or required under applicable law. You may designate an authorized agent to make requests on your behalf; before accepting such a request, we will require proof that you authorized the agent to act for you, and we may need to verify your identity directly with you. We will respond to your request in a timely manner as required under applicable law.

To learn more about how Shopify uses your personal information and any rights you may have over data processed by Shopify, visit https://privacy.shopify.com/en.

Complaints

If you have complaints about how we process your personal information, please contact us using the details below. Depending on where you live, you may have the right to appeal our decision by contacting us, or to lodge a complaint with your local data protection authority.

International Transfers

Please note that we may transfer, store and process your personal information outside the country you live in, including in the United States.

If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms such as the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, unless the transfer is to a country determined to provide an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date, and provide notice as required by applicable law.

Contact

If you have questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, contact us:

Email: help@lightheartbeauty.com Phone: (315) 809-6161 Address: 6969 E Shea Blvd, STE 190, Scottsdale, AZ 85254, United States