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Privacy policy

PRIVACY NOTICE
Naturium

Last updated: October 28, 2026

At e.l.f. Beauty ("we" or "us"), we believe in being clear and open about how we collect and use personal information related to you. In the spirit of transparency, this Privacy Notice provides you with details about the types of personal information we collect, how we use such personal information and to whom and under what circumstances we disclose it.

This Privacy Notice applies to personal information we collect about you, or that you provide to us, and communications from us, in connection with your use of, or participation in, Naturium's websites and mobile apps, promotions in which we are involved, and social media involving Naturium. Please read this Privacy Notice carefully so that you understand how we will collect, use, and process your personal information, and the rights you may have in relation to your personal information.

Please note that certain of our websites, mobile apps, and social media may not be available in your country and that certain of our brands may not provide products or other services to consumers in your country.

Important note regarding Employees and Job Applicants: This Privacy Notice does not apply to employees or job applicants of e.l.f. Cosmetics, Inc. (the main operating company of the e.l.f. Beauty family of brands), or any of its affiliates, including our UK, India, and China affiliates. If you are an employee or job applicant, you may contact us at elfrecruiting@elfbeauty.com to learn more about how we collect, use, and process employee and job applicant personal information.

U.S. Residents: Please visit our U.S. State Privacy Supplement for additional information about our collection, use, disclosure and other processing of personal information and the rights that may be available to you depending on your state of residence.

UK Residents: If you are located in the United Kingdom, please see the UK Privacy Supplement for additional information about our privacy practices and your rights under the UK General Data Protection Regulation (as applicable, the "UK GDPR").

TABLE OF CONTENTS

Click on the links below to jump to the different sections of this Privacy Notice.

WHAT INFORMATION DO WE COLLECT, HOW DO WE COLLECT IT, AND HOW DO WE USE IT?

We collect information about you in many ways from many places. Some of the information we collect may include information that identifies, relates to, describes, references, is capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your device ("personal information"). To the extent required by law, when we collect personal information from you, we indicate any personal information that you are required to provide to us, and the consequences of not doing so.

The types of personal information we may collect, or you may provide to us, include:

  • contact information (such as your name, phone number, mailing address, email address, etc.);
  • account information (such as your username, password, date of birth, gender, and wish list);
  • payment information (such as your payment card number, expiration date, authorization number or security code, delivery address, and billing address);
  • purchase and transaction information;
  • physical attributes (such as your skin type and/or skin tone);
  • communication information (such as information we collect when communicating with you including how you engaged with the message and the details of the communications);
  • device and network information (such as Internet Protocol (IP) address, MAC address, browser type, operating system, device identifying personal information, the specific web pages visited during your connection, the domain name from which you accessed our websites, and your browsing behavior, such as the date and time you visit our websites, the areas or pages of our websites that you visit, the amount of time you spend viewing our websites, the number of times you return to our websites or mobile apps, the products you selected to create your basket, whether you left items in your basket or "abandoned" your basket, and other clickstream data);
  • location information (including general location information, such as your IP address, and specific location information of the device if you are using our mobile app);
  • user generated content (including identifiers and other information that we collect or you give us when you submit content (for example images or ratings and reviews) on our websites, mobile apps, or social media platforms, when you interact with/participate in our quizzes or other questionnaires, when you access and use our NFTs (if available), when you publicly tag us on a social media post, or accept our re-use of any content you posted on social media platforms);
  • promotional and survey-related information (including information provided when you sign up for an event, enter a contest or promotion, complete a survey or submit a testimonial);
  • social media information (such as your social media handle, photos and/or videos, comments, replies or response mentioned in your posts, any information about you that you have made publicly available through your social media profile and any other information that we collect when you publicly mention us on social media platforms);
  • information we may obtain from our third-party service providers;
  • any other personal information we obtain through our websites or mobile apps.

We use your personal information for one or more of the following purposes:

  • fulfill the purpose for which you provided the information. For example, if you share your name and contact information to ask a question about our products, we will use that personal information to respond to your inquiry. If you provide your personal information to purchase a product, we will use that information to process your payment and facilitate delivery;
  • provide, support, and develop our websites, mobile apps, products, and services, and personalize your website or mobile app experience, including offering targeted ads and direct marketing;
  • create, maintain, customize, and secure your account with us;
  • process your requests, purchases, returns, payments, and other transactions and prevent fraud;
  • provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses;
  • help maintain the safety, security, and integrity of our websites, mobile apps, products, and services, including to detect, prevent, or otherwise address fraud, security, or technical issues; and
  • evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our users is among the assets transferred.

Some of the personal information you provide to us or that we collect (such as skincare concerns or skin tone) may be considered "sensitive" personal information—we do not collect or process this personal information for purposes other than those permitted by appliable law.

We obtain all of the above personal information directly from you and/or your devices, except for personal information that we receive or obtain from (i) payment processing companies and address update and append services, including our marketing service providers; (ii) publicly available social media profiles and social media engagement with our content; (iii) with respect to influencers, public relations/communications companies, as indicated above; (iv) our affiliates and subsidiaries; (v) vendors, suppliers, business partners and marketing partners; (vi) third parties with whom we run promotions or marketing efforts (such as contests, sweepstakes, and giveaways); (vii) online advertising services, including advertising networks; and (viii) data brokers.

If you post information when you interact with us through social media sites, depending on your privacy settings, this information may become public on the Internet. You may be able to control what information you share through the privacy settings for your social media accounts—please refer to the applicable social media platform's privacy policies and terms of use for more details and information.

International Orders

With respect to products purchased through our websites for shipment to certain countries or regions outside of the United States, we may work with third-party cross-border commerce, shipping, seller-of-record, payment, logistics, or other fulfillment partners to support the sale and delivery of those products.

If you reside in a country or region where international sales or shipping are supported by one of our cross-border partners, you may be directed to a co-branded checkout service or other transaction-related service operated by that partner. The applicable partner's privacy policy or similar notice, and not this Privacy Notice, will apply to personal information that you provide directly through the checkout service or other service operated by that partner.

Before completing a purchase through a co-branded checkout service or other service operated by one of our cross-border partners, please review the applicable partner's privacy policy or similar notice for more information about how that partner collects, uses, discloses, and otherwise processes your personal information.

COOKIES AND TRAFFIC DATA

Cookies and Other Automated Technologies

Certain cookies, pixels, web beacons and similar automated technologies that we employ are necessary for the operation of our website. Other automated technologies that we employ are not necessary for the operation of our websites but are employed to enhance your use of our websites and shopping experience.

Our cookies include session cookies (temporary cookies that identify and track users within our websites which are deleted when you close your browser or leave your session) or persistent cookies (cookies which enable our websites to "remember" who you are and to remember your preferences within our websites and which will stay on your computer or device after you close your browser or leave your session).

We use the following different types of cookies:

Category

 Description

Strictly Necessary / Essential

These are cookies which are needed for our websites to function properly. For example, these cookies allow you to access secure areas of our websites or to remember what you have put into your shopping basket.

Performance

These cookies allow us to keep a record of traffic data, count visits, traffic sources, access rates, page hits and page views so we can measure and improve the performance of our website. They help us know which pages are the most and least popular and see how visitors move to and from and around our website.

Functional

These cookies allow our websites to remember choices you make (such as your username, language, or the region you are in) and provide enhanced, more personal features. These cookies allow the provision of enhanced functionality and personalization, such as chats. They are set by us or by third party providers whose services we have added to our pages.

Targeting/Advertising

These cookies are set through our websites by our advertising partners and/or social media services. They are used by those companies to build a profile of your interests and show you relevant ads on other websites. They record a user’s visit to a website, the pages a user has visited and the links a user has followed. Companies will use this information to make the website more relevant to users. Companies may also share this information with third parties for this purpose.

You can find more general information about cookies and generally how to manage them at www.allaboutcookies.org and www.youronlinechoices.com.

We use third-party advertising companies (with your consent if required by applicable law) that use cookies to serve our advertisements across the Internet. These companies collect personal information about your visits to our websites and other website/applications and your interaction with our advertising and other communications. These advertising companies serve ads on behalf of us and others on non-affiliated website, and some of those ads will be personalized, meaning that they are intended to be relevant to you based on personal information collected about your visits to our websites and elsewhere over time. Other companies may also use such technology to advertise on our website.

To opt out of having your personal information used for interest-based advertising purposes, please see the "Opting Out of Third-Party Tailored Advertising" section below.

Google Analytics

We use Google Analytics, which is a web analytics tool that helps us understand how users engage with our website. Like many services, Google Analytics uses first-party cookies to track user interactions, as in our case, where they are used to collect details about how users use our website. This information is used to compile reports and to help us improve our website. The reports disclose trends without identifying individual visitors.

You can find out more about how Google uses personal information here: https://policies.google.com/privacy.

For residents of the United Kingdom that are subject to the UK GDPR, we base the use of Google Analytics on your consent.

You can opt out of Google Analytics by installing Google's browser add-on available here.

Cross Border/International Shipping Partners

As noted in the "International Orders" section, we may work with third-party cross-border commerce, shipping, and seller-of-record partners to sell and deliver certain products to consumers in countries or regions outside of the United States. These partners may operate co-branded checkout services or other transaction-related services that allow you to complete your purchase. Where a purchase is completed through a co-branded checkout service operated by one of our cross-border partners, that partner may use cookies and similar technologies on the checkout service it operates. In those circumstances, the partner's cookie policy or similar notice will apply to its use of cookies and similar technologies on that service. Before completing your purchase through a co-branded checkout service, please review the applicable partner's cookie policy or similar notice.

Turning Off Cookies

Please see the "Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies" section for information on how you can turn off cookies on our websites.

How Do We Share Your Personal Information?

We share personal information collected from, and about, you in certain circumstances, as described in this section.

For Business Purposes

We share personal information with service providers who help us run our business, including order management and shipping processors, marketing service providers, payment processors, customer service providers, shopping experience service providers, customer relationship management service providers, analytics service providers, loyalty program providers, product review program providers, cloud storage providers, and IT service providers. We share only the personal information needed for these service providers to complete the tasks we request. We also may share personal information with professional advisors, such as auditors, law firms and accounting firms.

If you sign up to receive text messages from one of our brands, we will share your contact details and information about your opt-in preference and consent to receive text messages with aggregators and vendors who provide text message services on our behalf for that particular brand. We otherwise do not share details about your opt-in preferences and consent to receive text messages with other third parties.

For Advertising

We share personal information with advertisers, advertising publishers, and marketing service providers to serve you targeted advertising.

With Your Consent

In certain circumstances and where required by law, we may disclose personal information to third parties with your consent or at your direction.

For Legal Reasons

We also may share personal information with third parties if we are legally required to do so, or if we have a good-faith belief that access, use, preservation or disclosure of the personal information is reasonably necessary to:

  • comply with any applicable federal, state, local or international law, regulation, civil, criminal or regulatory inquiry, investigation legal process, judicial order or enforceable governmental request;
  • respond to legal process (such as a search warrant, subpoena, summons or court order);
  • enforce our Terms of Use (or other terms of service for our websites or mobile apps), including investigation of potential violations;
  • detect, prevent or otherwise address security, fraud or technical issues;
  • cooperate with law enforcement agencies concerning conduct or activity that we reasonably and in good faith believes violate federal, state, local or international law; or
  • exercise or defend legal claims, protect against harm to our rights, property or safety or the rights, property or safety of third parties, our consumers, or the public as required or permitted by law (including exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction).

Affiliated Brands and Companies

We may also share certain personal information with our corporate affiliates, including our parent companies, e.l.f. Beauty, Inc. and e.l.f. Cosmetics, Inc., or other brands in the e.l.f. Beauty portfolio. For additional information regarding our corporate affiliates or other brands, please visit elfbeauty.com.

In Connection with a Sale or Merger

If we directly or indirectly undergo a business transition (including proposed transactions), like a merger, acquisition by another company, or sale of all or part of our assets, we may disclose or transfer personal information to the successor organization in the transition.

Where Do We Process or Store Your Personal Information?

We may transfer personal information that we collect about you to affiliated entities, or to other third parties across borders and from your country or jurisdiction to other countries or jurisdictions around the world. We also may use service providers who may access, store or otherwise process personal information in the United States, Canada, the UK, and other countries.

UK residents: Please refer to the UK Privacy Supplement for additional information about potential transfers of your personal information outside of the UK.

Québec residents: If you are located in Québec (and we provide Naturium products or other services to consumers in Québec), please note that it is possible that your personal information could be communicated outside Québec and Canada.

Your Rights and Choices

Privacy Rights

Subject to applicable law, you may have certain rights with respect to your personal information.

  • U.S. State Privacy Rights. For more information on U.S. state privacy rights, please see our U.S. State Privacy Supplement.
  • UK Privacy Rights. If you are located in the United Kingdom, please see the UK Privacy Supplement for additional information about the rights that may be applicable to you.
  • Canadian Privacy Rights. If you are located in Canada (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Canada), you have the right to access, update and rectify or correct inaccuracies in, and withdraw consent to our collection, use and disclosure of, your personal information in our custody or control. Québec residents may also have the right to receive a copy of their information from the individual in a "portable" (i.e., structured, commonly used technological) format, or to request that we share such information with an authorized third party, unless doing so poses serious practical difficulties. You may make such a request or withdraw your consent by using the contact information set out below. We may request certain personal information for the purpose of verifying your identity when you seek access to or correction of your personal information.

How to Exercise Your Privacy Rights

To the extent you are afforded privacy rights under applicable law, you may exercise those rights by following the instructions set out below. For U.S. residents and UK residents, please also see our U.S. State Privacy Supplement or UK Privacy Supplement, as applicable, for additional information on how to exercise certain privacy rights.

Updating, Correcting, Modifying and Deleting Your Personal Information

You can update, correct, modify and delete certain personal information by signing into your account. Please note that you will need to update, correct, modify, and/or delete your personal information in each of your accounts with our brands as changes to your personal information in one account will not automatically update your personal information in another account.

If you cannot update, correct, modify or delete personal information in your account (or if you wish to access, correct, modify or delete any personal information that is not contained in your account), please email us at privacy-naturium@elfbeauty.com with the subject line "Personal Information Updates/Deletions" and in the body of the email, please let us know what personal information you would like to be updated, corrected, modified, or deleted and that you are exercising your privacy rights for Naturium.

Please note that manually deleting any personal information in your account will not completely delete that information from our systems—to request that we delete your personal information from our systems, you must send in a request using another method.

Important Note Regarding Deletion Requests

Please note that due to limitations in our systems, we may not be able to selectively delete only the specific personal information you request, and in some cases, we may be required to delete your personal information in its entirety from our systems.

You may use our Privacy Rights Request Form to request that we delete your personal information; please note, however, that, due to limitations of our systems, a deletion request using that method will be treated as a "blanket" deletion request and all your personal information with respect to Naturium will be deleted (including removal from our loyalty programs as noted below).

Please note that if you are a member of one of our loyalty programs and you request that your personal information is deleted, due to limitations in our systems you may be removed from that particular loyalty program.

All Other Privacy Requests

Email. You may submit privacy requests by emailing us at privacy-naturium@elfbeauty.com. If you email us, please include in the subject line "Privacy Rights" and in the body of the email, please let us know which privacy right decision you are exercising and that you are exercising your privacy rights for Naturium.

Privacy Rights Request Form. You may also submit certain privacy requests by using the following Privacy Rights Request Form. The types of privacy requests that you can make using our Privacy Rights Request Form will be outlined in the Privacy Rights Request Form. If you do not see the privacy request that you wish to exercise, please use a different method.

Other Methods. You may also submit privacy requests by contacting us at the address provided in the "Contact Us" section. If you write to us or call us, please let us know that you are exercising your privacy rights for Naturium, so that we can process your request in an efficient manner.

To the extent permitted by applicable law, we may charge a reasonable fee to comply with your request.

Depending on your jurisdiction of residence, you may appeal our decision with respect to a request you have submitted by following any of the methods to exercise a privacy right or by contacting us using the contact information detailed in the "Contact Us" section. So that we can process your appeal in an efficient manner, we ask that you email us at privacy-naturium@elfbeauty.com with the subject line "Decision Appeal – Privacy Rights" and in the body of the email, please let us know which privacy right decision you are appealing and that your request relates to Naturium.

Withdrawing Consent

Withdrawing Your Consent for (Opting Out of) Promotional Emails

If you do not wish to receive email communications from us about special offers and promotions, you can opt out of receiving these communications by following the instructions contained in the emails you receive. Even if you opt out of receiving these emails, we may still send you certain communications relating to the services we provide, service announcements, and administrative emails.

Withdrawing Your Consent for (Opting Out of) of Text Messages

If you are a resident of a jurisdiction in which one of our SMS text message program is available and you do not wish to receive a text message communications from us about special offers and promotions, you can opt out of receiving these communications by following the applicable instructions in the Text Message Terms and Conditions. Please note that opting out of the Naturium text message program will not opt you out of the other e.l.f. Beauty brands' text message programs—you must opt-out of each text message programs separately.

Withdrawing Your Consent for (Opting Out of) of Mobile App Push Messages

If you use our mobile app(s) and you do not wish to receive push notifications from us on your device, click "Don't Allow" or a similar choice when prompted asking if you would like to allow push notifications. If you have allowed push notifications from us but later decide you no longer want to receive them, you can adjust your settings in the mobile app or turn them off through your device notifications settings.

Withdrawing Your Consent for (Opting Out of) of Mobile App Location Services

If you use our mobile app and you do not wish to allow us to access specific location information of the device with which you are accessing our mobile app, click "Don't Allow" or a similar choice when prompted asking if you would like to allow location services or a similar setting. If you have allowed location information from us but later decide you no longer want to allow us to access location information, you can adjust your device location settings.

Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies

You can set your browser to reject cookies, warn you about attempts to place cookies or other automated technologies on your computer or device, or limit the type of cookies you allow. You can also manually delete individual or all the cookies on your computer or device by following your browser's or device's help file directions. You can also set your browser or device to delete cookies every time you finish browsing. Please note that browser- and device-management tools for cookies are outside of our control and we cannot guarantee their effectiveness. Please also note that flash-based cookies operate differently than browser cookies and cookie management tools available may not remove flash Tracking Technologies.

For certain of our websites, you may also turn off cookies that are not necessary for the operation of our websites by using the "Cookie Settings" or "Manage Consent" (or similar wording) link in the footer of our website (depending on which website you are visiting).

Please note that if you turn off cookies that are not necessary for the operation of our websites, your browser or device is set to reject cookies, or you manually delete cookies or other tracking technologies, some or all the features and functionality of our websites may not function properly (including features we add to our websites in the future).

U.S. residents: Please refer to the U.S. State Privacy Supplement for additional information about rights that may be available to you with respect to opting out of sale/sharing and targeted advertising.

Opting Out of Third-Party Tailored Advertising

If you are interested in more information about tailored advertising and your choices to prevent third parties from delivering tailored web and mobile web advertising, please visit the following websites:

These opt-out tools are provided by third parties (and not by us). We do not control or operate these tools or the choices that advertisers and others provide through these tools.

Do Not Track Signals

Our websites are not designed to respond to "Do Not Track" signals from browsers.

DATA GOVERNANCE, SECURITY, AND RETENTION OF YOUR PERSONAL INFORMATION

We maintain administrative, technical and physical safeguards designed to protect the personal information you provide against accidental, unlawful or unauthorized access, destruction, loss, alteration, disclosure or use.

The following provision only applies if you are located in Canada: We have implemented a comprehensive set of policies and procedures that govern our treatment of personal information. These policies and procedures include, among other things, a framework for the retention and secure destruction of personal information, defined roles and responsibilities for personnel with respect to the treatment of personal information; and a process for responding to questions, requests and complaints. We have record retention processes designed to retain personal information for no longer than necessary for the purposes set out in this Privacy Notice or as otherwise required to meet legal or business requirements.

Internet Based Advertising

We use third-party advertising companies that use cookies to serve our advertisements across the Internet. These companies may collect personal information about your visits to our websites or mobile apps and other websites/applications and your interaction with our advertising and other communications. These advertising companies serve ads on behalf of us and others on non-affiliated websites, and some of those ads may be personalized, meaning that they are intended to be relevant to you based on personal information collected about your visits to our websites and elsewhere over time. Other companies may also use such technology to advertise on our website.

Children's Privacy

Our websites and mobile apps are not directed to children, nor do we knowingly collect any personal information from children under the age of 13 (or with respect to residents of Canada, children under the age of 14) without verifiable parental or legal guardian consent.

Third Party Websites

Our websites or mobile apps contain links to third-party websites, such as social media websites (for example, Instagram, Facebook, YouTube, TikTok, Pinterest, X, and Snapchat), each of which have privacy policies that differ from this Privacy Notice. We are not responsible for the activities and practices that take place on these websites. Accordingly, we recommend that you review the privacy policy or privacy notice/statement posted on any external website before disclosing any personal information. Please contact those websites directly if you have any questions about their privacy policies.

CHANGES TO THIS PRIVACY NOTICE

We may change this Privacy Notice from time to time, including as required to keep current with rules and regulations, new technologies and security standards. When we do, we will post the change(s) on the applicable privacy notice page of our websites. For significant changes, we will notify you by posting a notice on the applicable website indicating at the top of the Privacy Notice when it was most recently updated or notify you in another appropriate manner consistent with applicable law. If you wish to review a copy of the privacy notice effective prior to the effective date of this Privacy Notice, please contact us using the contact information detailed in the "Contact Us" section.

MISCELLANEOUS

Québec residents: If you are located in Québec (and we provide Naturium products or other services to consumers in Québec), you may request a French version of this Privacy Notice by emailing info-naturium@elfbeauty.com with the subject line "French version of the Privacy Notice" (Vous pouvez demander une version française de cet avis de confidentialité en envoyant un courriel à info-naturium@elfbeauty.com avec le ligne d'objet « French version of the Privacy Notice »).

Contact Us

We strive to be transparent about the ways in which we collect and use personal information and welcome your questions and concerns. If you have questions or concerns about this Privacy Notice or how we or our service providers collect and use the personal information of our consumers, please contact us using the contact information provided below. Please include the name of the brand(s) you have questions about in your request, if applicable.

Mail:

e.l.f. Cosmetics, Inc.
601 12th Street, 14th Floor
Oakland, CA 94607
Attention: Legal Department
Re: Naturium Privacy Info

Email:

privacy-naturium@elfbeauty.com

U.S. STATE PRIVACY SUPPLEMENT
Naturium

Last Updated: November 1, 2026

This U.S. State Privacy Supplement applies when you use our Naturium websites, mobile apps, or services. It is designed for residents of certain U.S. states that have privacy laws in effect.

Depending on where you live, you may have certain privacy rights. The information and rights described in this U.S. State Privacy Supplement apply only to the extent those rights are available to you under your state's law.

This U.S. State Privacy Supplement should be read together with our Privacy Notice, which explains how we collect, use, and share your personal information.

Some terms used in this U.S. State Privacy Supplement have specific meanings under state privacy laws or are defined in our Privacy Notice.

Sources of Personal Information

During the 12-month period prior to the date this U.S. State Privacy Supplement was last updated, we may have obtained personal information about you from the following categories of sources:

  • directly from you, such as when you purchase a product or provide us with information at a pop-up event
  • from your devices, such as through your use of the website, mobile app, or services
  • our affiliates and subsidiaries
  • vendors who provide services on our behalf
  • or joint marketing partners
  • publicly available social media profiles and social media engagement with our content
  • online advertising services
  • third parties with whom we run promotions or marketing efforts
  • data brokers

Collection, Use, Disclosure and Sale of Personal Information

We may collect, use, disclose and sell (and may have collected, used, disclosed, and sold during the 12-month period preceding the Last Updated date of this U.S. State Privacy Supplement) personal information about U.S. consumers as described below.

Categories of Personal Information Processing Purposes (1) Categories of Third Parties to Whom Personal Information is Disclosed for a Business Purpose (2) Categories of Third Parties to Whom Personal Information is Sold/Shared for Targeted Advertising (3)
Identifiers: such as real name, alias, address, telephone number, email address, unique personal identifier (such as a device identifier; cookies, beacons, pixel tags, mobile ad identifiers and similar technology; customer number, unique pseudonym, or user alias; and other forms of persistent or probabilistic identifiers), account information such as username and password for our websites, online identifiers, IP address

Transactions

Managing accounts

Authentication

Customer service

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf, such as order management and shipping processors, customer service providers and loyalty program providers

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising and marketing service providers, (including for purposes of targeted advertising)

Government entities

Our business partners

Internet service and cloud storage providers

Data analytics providers

Operating systems and platforms

Social networks

Product review program providers

Advertising networks

Marketing companies

Social media companies
Payment Information: such as billing address and payment card details, including card number, expiration date and security code

Transactions

Managing accounts

Authentication

Customer service

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf, such as payment processors

Professional services organizations, such as auditors and law firms

Government entities

Our business partners 		Not sold/shared for targeted advertising
Protected Classifications: such as race, color, age, date of birth, medical condition, sex and gender

Customer service

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms 		Not sold/shared for targeted advertising
Commercial information: such as products or services purchased, obtained or considered, other purchasing or consuming histories or tendencies, payment information, loyalty program participation information

Transactions

Managing accounts

Authentication

Customer service

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms

Social networks

Advertising networks

Marketing companies

Social media companies
Internet or other electronic network activity information: such as data collected by cookies and similar technologies, such as information about your online activities, devices, browsing actions, and usage patterns across the Services and third-party websites that we obtain through the use of cookies, web beacons, and similar technologies (for more information, see the Cookies and Other Automated Technologies section of our Privacy Notice)

Transactions

Managing accounts

Authentication

Customer service

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms

Social networks

Advertising networks

Marketing companies

Social media companies
Audio, visual, or similar information: such as photographs you share, customer service audio recordings

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Our affiliates

Vendors who provide services on our behalf

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Social networks 		Not sold/shared for targeted advertising
Sensitive Data: such as location data and precise location data such as physical location information using our services on your mobile phone or device by, for example using satellite, cell phone tower, WiFi signal, beacons, Bluetooth and near field communication protocols; and information about skincare concerns or skin tone.

Transactions

Managing accounts

Authentication

Customer service

Personalizing your experience, communicating and marketing

Promotions and opportunities

Product safety and recalls

Safety, security and fraud/criminal activity prevention

Operating and improving our business

Compliance

 

We do not process sensitive data to infer characteristics about individuals.

Our affiliates

Vendors who provide services on our behalf

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms

Social networks 		Not sold/shared for targeted advertising
Inferences drawn from the above categories of Personal Information: such as consumer preferences, characteristics, predispositions, and behavior

Customer service

Communicating and marketing

Promotions and opportunities

Operating and improving our business

Compliance

Our affiliates

Vendors who provide services on our behalf, such as shopping experience and marketing service providers

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms

Social networks

Product review program providers

Advertising Networks

Marketing Companies

Social Media Companies
Other Information You May Choose to Provide, as described further in our Privacy Notice, such as information about your physical attributes, communication information (such as information we collect when communicating with you including how you engaged with the message and the details of the communications), social media information (such as your social media handle, photos and/or videos, comments, replies or response mentioned in your posts, any information about you that you have made publicly available through your social media profile and any other information that we collect when you publicly mention us on social media platforms), user generated content, and promotional and survey-related information.

Transactions

Managing Accounts

Authentication

Customer Service

Communicating and Marketing

Promotions and Opportunities

Product Safety and Recalls

Safety, Security and Fraud/Criminal Activity Prevention

Operating and Improving our Business

Compliance

Our affiliates

Vendors who provide services on our behalf, such as shopping experience and marketing service providers

Professional services organizations, such as auditors and law firms

Our joint marketing partners

Online advertising services

Government entities

Our business partners

Internet service providers

Data analytics providers

Operating systems and platforms

Social networks

Product review program providers 		 

Advertising Networks

Marketing Companies

Social Media Companies

(1) Processing Purposes

  • Transactions: process and fulfill requests, orders, purchases and other transactions and payments, prevent transactional fraud, and keep you informed about the status of your order;
  • Managing Accounts: create, operate, maintain and customize your account with us;
  • Authentication: identify and authenticate you so you may order our products;
  • Customer Service: provide customer and technical support and respond to inquiries;
  • Communicating and Marketing: provide personalized product recommendations, communicate with you regarding news updates, notices, special promotional offers, personalized and non-personalized advertisements and marketing materials, our products and services, or other information that may be of interest to you;
  • Promotions and Opportunities: communicate about, and administer participation in, special events, programs, promotions, offers, surveys, focus groups and market research;
  • Product Safety and Recalls: notify you about product safety and recall information, such as reporting an adverse event or communicating a product recall;
  • Safety, Security and Fraud/Criminal Activity Prevention: increase and maintain the safety, integrity and security of our products and the Services and prevent misuse; protect against, identify and prevent fraud and other criminal activity, claims and other liabilities;
  • Operating and Improving our Business: operate, administer, evaluate, develop, manage and improve our business (including operating, administering, analyzing and improving our products and services; developing new products and services; conducting internal research for technological development and demonstration; performing analytics (including market research, trend analysis, financial analysis, and anonymization and aggregation of personal information); managing and evaluating the effectiveness of our communications; diagnosing and fixing technical errors; providing, supporting, and developing our websites, products and services; performing accounting, auditing, billing reconciliation and collection activities and other internal functions);
  • Compliance: comply with and enforce applicable legal requirements and relevant industry standards and policies, such as this Privacy Notice and our Terms of Use.

(2) Categories of Third Parties to Whom Personal Information is Disclosed for a Business Purpose

In addition to the disclosures described above, we may share the personal information described above with third parties in connection with corporate transactions, such as mergers, acquisitions or divestitures. We also may disclose information about you (1) if we are required to do so by law or legal process (such as a court order or subpoena); (2) in response to requests by government agencies, such as law enforcement authorities; (3) to establish, exercise or defend our legal rights; (4) when we believe disclosure is necessary or appropriate to prevent physical or other harm or financial loss; (5) in connection with an investigation of suspected or actual illegal activity; or (6) otherwise with your consent.

(3) Categories of Third Parties to Whom Personal Information is Sold/Shared for Targeted Advertising

We do not sell personal information in exchange for monetary consideration. However, like most online businesses, we may share personal information with advertisers, advertising publishers and marketing service providers for cross-context behavioral advertising or targeted advertising purposes (including cross-device marketing or advertising campaigns (where we can infer that a particular browser, device, or pseudonymous identifier belongs to you). These third parties may collect personal information via automated technologies on our websites for cross-context behavioral advertising purposes. This kind of sharing may be considered a "sale" or sharing for cross-context behavioral advertising/targeted advertising purposes under certain U.S. state privacy laws when the personal information is exchanged for non-monetary consideration. We may sell or share the following categories of personal information with these third parties: email address, phone number, IP address and internet and electronic network activity including information regarding interactions with our website.

Depending on your state of residence, you may have the right to request the list of third parties to whom we sell personal information. If you are permitted this right under applicable law, please email us at privacy-naturium@elfbeauty.com with the subject line "Third Party Sale Recipient List" and in the body of the email, please let us know that you are exercising your privacy rights for our Naturium brand.

Depending on your state of residence, you may have the right to opt out of these disclosures of your personal information. If you are a California resident and wish to request that we do not sell or share your personal information, please contact us using the contact information detailed in the "Contact Us" section of our Privacy Notice.

Financial Incentive and Bona Fide Loyalty Programs

We offer certain loyalty and rewards programs that may be considered financial incentives under certain U.S. state privacy laws (such as the Naturium Consistency Club loyalty program) and exclusive offers and promotions via email. When you sign up for and participate in these programs, we may ask you to provide us with contact information and identifiers such as your name and email address, and commercial information such as your purchase history. Participation in these programs is voluntary and no purchase is required to become a member. While we cannot calculate the precise value of your information, our programs generally reflect the value of the relationships that we have with the individuals who participate in them. You may withdraw from our loyalty programs at any time by contacting us using the designated method set forth in the applicable loyalty program terms and conditions.

The categories of personal information collected through our loyalty programs that may be sold or processed for targeted advertising include identifiers (such as your email address), Internet and other online activity information (such as IP address, browsing history and other information regarding your interactions with our websites), and commercial information (such as your order history and wish lists).

We may disclose personal information we collect through our loyalty programs to third parties such as service providers, data analytics providers, our corporate affiliates, and advertising networks. We do not provide the personal information we collect through our loyalty programs to data brokers, as defined by applicable U.S. state privacy laws.

If you exercise your right to request deletion of your personal information for a particular brand, it may be impossible for us to continue providing loyalty program benefits for that brand to you because we will no longer have the information required to provide you with certain benefits (such as information about qualifying purchases). Please note that requesting deletion of your personal information for one of our brands will not delete your personal information for our other brands.

Children and Minor's Privacy

We do not have actual knowledge that we sell or share or share for targeted advertising purposes personal information of minors under 16 years of age.

We do not knowingly process personal information about children under the age of 13. We also do not engage in profiling in furtherance of decisions that produce legal or similarly significant effects concerning consumers.

Deidentified Data

To the extent we process deidentified information, we will maintain and use the information in deidentified form and will not attempt to reidentify the information unless permitted by applicable law.

Retention of Personal Information

We retain personal information for the period reasonably necessary to achieve the purposes described in this U.S. State Privacy Supplement, or any other notice provided at the time of collection, unless a longer retention period is required or permitted by applicable law, considering relevant statutes of limitations and our records retention requirements and policies.

U.S. Privacy Rights

Depending on your state of residence, if you interact with us in an individual or household capacity (and not in a commercial or employment context), you may have certain rights regarding your personal information, as described below.

  • Access: You have the right to request (a) confirmation of whether we process your personal information and (b) access to the personal information we maintain about you, including a copy provided in a portable format. Depending on your state of residence, you also may have the right to request information about (i) the categories of personal information we have collected, used, disclosed and sold or shared about you, (ii) the categories of sources from which the personal information is collected, (iii) the business or commercial purpose for collecting, selling or sharing personal information, and (iv) the third parties or categories of third parties to whom we disclose personal information.
  • Correction: You have the right to request that we correct the personal information we maintain about you, if that information is inaccurate.
  • Deletion: You have the right to request that we delete certain personal information we have collected from you.
  • Opt-Out of Sale or Sharing for Cross-Context Behavioral Advertising/Targeted Advertising: You have the right to opt-out of the sale of your personal information or the sharing of your personal information for cross-context behavioral advertising purposes.
  • California – Shine the Light Request: If you are a California resident, you also may have the right to request that we provide you with (i) a list of certain categories of personal information we have disclosed to third parties for their direct marketing purposes during the immediately preceding calendar year and (ii) the identity of those third parties.

How to Submit an Access, Correction, Deletion Request

To submit an access, correction, or deletion request, please refer to the "How to Exercise Your Privacy Rights" section of the Privacy Notice.

To protect your privacy, we may need to verify your identity before we process your request. If you have an account with us, we may ask you to sign in or confirm your request through your email. We may also ask for a few details, such as information about a recent purchase, to make sure it's really you.

How to Submit a California Shine the Light Request

To submit a California Shine the Light Request, please email us at privacy-naturium@elfbeauty.com with the subject line "California Shine the Light Request" and in the body of the email, please let us know that you are exercising your privacy rights for our Naturium brand.

To protect your privacy, we may need to verify your identity before we process your request. If you have an account with us, we may ask you to sign in or confirm your request through your email. We may also ask for a few details, such as information about a recent purchase, to make sure it's really you.

How to Submit an Opt-Out of Sale/Targeted Advertising Request

To opt out of the sale of your personal information or the sharing of your personal information for purposes of cross-context behavioral advertising/targeted advertising, please visit the following page and follow the instructions:

https://preferences.naturium.com/form/opt_out

You may also use the Global Privacy Control signal on your browser or device. If you would like to opt-out of the sale or sharing of your personal information associated with a different device or browser, please submit an opt-out request or use the Global Privacy Control signal using that device or browser. Please note that if you clear your cookies on a particular browser or device, you may need to resubmit your opt-out request again from that device or browser. Requests sent using the Global Privacy Control will apply to the device and browser from which they are submitted. For more information about the Global Privacy Control, please visit https://globalprivacycontrol.org.

Online Eraser Law

If you are under 18, live in California, and have an account with us, you can ask us to remove content you have posted publicly on our websites or apps.

To make a request, please email privacy-naturium@elfbeauty.com with the subject line "California Online Eraser Law." In your message, let us know that your request relates to Naturium and identify the content you would like removed.

We will make reasonable, good faith efforts to remove the content from public view. Please note that removal may not be complete, such as where the content has been reposted by others or remains in our internal systems.

Authorized Agents

If you're making a request as an authorized agent (where permitted by law), please email privacy-naturium@elfbeauty.com with the subject line "Authorized Agent Request" and include the required details listed in this Privacy Notice.

Appeals

Depending on your state's law, you may have the right to appeal our decision on your request. To do so, please email privacy-naturium@elfbeauty.com with the subject line "Privacy Request Appeal" and let us know which decision you are appealing.

Additional Information

If you choose to exercise your privacy rights, we will not treat you unfairly or differently or retaliate against you for doing so. In some cases, and where allowed by law, we may charge a reasonable fee to process your request.

If you have any questions or concerns about our privacy practices, please contact us at privacy-naturium@elfbeauty.com or as described in the "Contact Us" section of our Privacy Notice.

Updates to This Supplement

We may update this U.S. State Privacy Supplement from time to time to reflect changes in our privacy practices. If required by law, we will notify you of any significant changes—such as by posting a notice on our websites or mobile apps. We will also update the "Last Updated" date at the top of this Supplement.

UK PRIVACY SUPPLEMENT
Naturium

Last Updated: November 1, 2026

This UK Privacy Supplement applies when you use our Naturium websites, mobile apps, or services. It is designed for residents of the UK.

This UK Privacy Supplement should be read together with our Privacy Notice, which explains how we collect, use, and share your personal information.

Some terms used in this UK Privacy Supplement have specific meanings under UK privacy laws or are defined in our Privacy Notice.

WHO WE ARE

For purposes of United Kingdom data protection laws, e.l.f. Cosmetics, Inc., a corporation registered in the state of Delaware, USA, and e.l.f. Beauty UK, LTD, a corporation registered in England and Wales, are each a controller of the personal information you provide to us, or that is collected or processed by or for us with respect to the e.l.f. Beauty brands subject to the Privacy Notice.

The address and contact information for e.l.f. Cosmetics, Inc. is:

e.l.f. Cosmetics, Inc.
601 12th Street, 14th Floor
Oakland, CA 94607

e.l.f. Beauty UK, LTD.
2nd & 3rd Floors, 2 Upper Street
London, England, N1 0PQ

You may contact e.l.f. Cosmetics, Inc. and e.l.f. Beauty UK, LTD using this form.

Our representative for purposes of Article 27 of the General Data Protection Regulation is Thilo Noack at SBS Data Protect GmbH. The address and contact information for SBS Data Protect GmbH is:

SBS Data Protect GmbH
Attention: Thilo Noack
Hans-Henny-Jahnn-Weg 49
22085 Hamburg, Germany
info@sbs-data.de
+49 40 7344086-0
+49 177 6422164

International Orders

If you purchase products through a co-branded checkout service or other transaction-related service operated by one of our third-party cross-border commerce, shipping, seller-of-record, payment, logistics, or other fulfillment partners, that partner may also be considered a controller of the personal information you provide through that service. Please note that not all products or brands may be available for purchase or shipment internationally.

INTERNATIONAL OPERATIONS AND DATA TRANSFERS OUT OF EUROPEAN COUNTRIES

Important: Your personal information will be processed in the United States and possibly other countries.

Our websites are hosted in the United States. If you are visiting one of our websites from outside the United States, your personal information will be stored and/or processed in the United States and stored and/or processed in additional countries where our third-party service providers maintain facilities or operations. These countries include the United Kingdom, Ireland, the Netherlands, and Germany.

Where we store or process your personal information outside of the EEA or the United Kingdom we rely on the following to ensure an adequate level of data protection:

  • Adequacy Decisions: Some of our third-party service providers are based in countries that the European Commission and competent authorities in the United Kingdom have determined to have adequate levels of protection for personal information; or
  • Standard Contractual Clauses: We rely on the European Commission's standard contractual contracts for the transfer of personal information to or within third countries, and equivalent contracts issued by the relevant competent authority of the United Kingdom, when transferring personal information to our third-party service providers or other parties who are located in countries that the European Commission and the relevant competent authority of the United Kingdom (as applicable) have not determined to have adequate levels of protection for personal information.

You can request a copy of the cross-border data transfer instruments we use by contacting us using the contact details provided in the "Contact Us" section of our Privacy Notice.

Please note that the data protection and other applicable laws of the United States or other countries may not be as comprehensive as those laws or regulations in your country or may otherwise differ from the data protection laws in your country.

PURPOSES AND LEGAL BASIS FOR PROCESSING

We collect and use your personal information as described in the "What Information Do We Collect, How Do We Collect It, and How Do We Use It?" section of our Privacy Notice.

In many cases, we use your information to support our legitimate business interests, including to:

  • provide, operate, and improve our websites, mobile apps, products, and services;
  • create, manage, personalize, and secure your account;
  • help keep our platforms safe and secure, including detecting and preventing fraud or technical issues; and
  • provide customer support and respond to your questions or concerns.

We may also use your personal information as part of business transactions, such as a merger, sale, or reorganization, where needed to complete and manage those activities.

We use your personal information to fulfill our contracts with you (such as to process payments, deliver products you purchase, and handle returns).

Where required, we rely on your consent to use your information for certain activities, such as using cookies or similar technologies to personalize your experience or provide targeted advertising and marketing.

HOW DO WE SHARE YOUR PERSONAL INFORMATION?

We share your personal information with the types of third parties described in the "How Do We Share Your Personal Information?" section of the Privacy Notice.

HOW LONG DO WE KEEP YOUR PERSONAL INFORMATION?

How long we retain your personal information depends on why and how we collected it and how we use it. We keep your personal information only for as long as needed to fulfill the purposes described in this Privacy Notice and to meet our legal obligations.

When deciding how long to keep your personal information, we consider things like:

  • why we collected and use your information;
  • our legal and regulatory requirements (for example, certain records may need to be kept for several years, such as for tax or accounting purposes);
  • whether you still have an ongoing relationship with us;
  • any requests you've made to delete your information; and
  • our legitimate business needs, such as resolving disputes or enforcing our agreements.

When we no longer need your personal information, we will delete it or anonymize it so it can no longer be linked to you.

COOKIES AND TRAFFIC DATA

Please refer to the "Cookies and Traffic Data" section of the Privacy Notice for information about our use of cookies and other automated technologies. You can adjust your cookie settings at any time by following the instructions set forth in the "Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies" section of the Privacy Notice.

PRIVACY RIGHTS AND HOW TO EXERCISE THEM

Subject to certain limitations and exceptions, you have the right to request to:

  • Access the personal information we hold about you.
  • Correct inaccurate or incomplete personal information.
  • Delete your personal information in certain circumstances.
  • Restrict or object to our processing of your personal information.
  • Data portability, allowing you to obtain and reuse your personal information for your own purposes.
  • Withdraw consent at any time where processing is based on your consent.
  • Lodge a complaint with your local data protection authority.

To exercise your privacy rights, please refer to the "How to Exercise Your Privacy Rights" section of the Privacy Notice.

Withdrawing Consent

If you have previously given us permission to use your personal information—such as for marketing—you can withdraw that consent at any time. This will not affect how we used your information before you withdrew your consent.

To withdraw consent for specific activities (like cookies, location data, or marketing), please follow the steps in the "Withdrawing Consent" section of our Privacy Notice. You can also email us at privacyrequests@elfbeauty.com with the subject line "Withdrawing Consent." In your message, please tell us what consent you would like to withdraw and which e.l.f. Beauty brand your request relates to.

COMPLAINTS

We aim to be transparent about how we collect and use your personal information, and we welcome your questions. If you have a concern or complaint about how we handle your information, please contact us using the details in the "Contact Us" section of our Privacy Notice.

If you believe we have not handled your personal information in accordance with applicable law, you may also have the right to file a complaint with your local data protection authority.

CONTACT US

If you have questions or concerns about this UK Privacy Supplement, please contact us using the contact information detailed in the "Contact Us" section in the Privacy Notice.