Privacy policy
Last Updated: April 02, 2026
ILIA, Inc. d/b/a ILIA Beauty (“ILIA Beauty,” “we,” “us,” or “our”) provides this Privacy Policy (“Privacy Policy”) to describe the personal information we collect, how we use it, and when and with whom we share it. This Privacy Policy applies to this website (www.iliabeauty.com) (the “Website”), other websites, and online services we provide, and to personal information collected offline, such as through a purchase of our products or subscription to our electronic/paper mailing lists or newsletters (collectively the “Services”). By accessing or using the Services, you agree to this Privacy Policy. If you do not agree to this Privacy Policy, please do not access or use the Services.
1. SOURCES OF PERSONAL INFORMATION
We may collect information that you provide directly to us through:
- Your use of our Service, e.g., when you register for an account or make a purchase.
- Your reviews of our products.
- Your subscription to email newsletters or SMS communications.
- Your registration for promotions.
- Your interaction on social media, such as liking, commenting, or direct messaging our profiles.
- Your requests for support and/or technical assistance.
- Your transmission of user content or other information to us.
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Any other communications you have with us.
2. CATEGORIES OF PERSONAL INFORMATION WE COLLECT
We collect information about you when you use our Services. The types of information we collect depends on the services and the features you use. Please note that we need certain types of information to provide the Services to you. If you do not provide us with such information, or if you ask us to delete that information, you may no longer be able to access or use certain Services.
Information You Provide Directly to Us:
The information you provide directly to us may concern you or others and may include, but is not limited to:
- Account and Purchase Information: We may collect information from you when you sign up for an account or make a purchase with us. That information may include, among other things, your full name, mailing address, email addresses, age, username, password, phone numbers, and other information you provide.
- Order Information: We collect information from you when you make a purchase, such as your purchases history, returns, exchanges, shipping addresses, and product preferences.
- Payment and Financial Information: We, or our service providers, may collect payment information from you, such as payment card number, expiration date, billing address, and payment account name.
- Content and Other Information You Provide to Us: We collect additional content and information that you voluntarily provide us, such as information you submit or provide when you use the ‘Find My Shade’ service, when you leave comments, reviews, or other testimonials, or when you contact us via the Service or by e-mail.
Information from Affiliates and Non-Affiliated Third Parties:
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We may collect information about you or others through our affiliates or through non-affiliated third parties. For example, we may communicate with you on platforms operated by third party social media platforms and collect feedback. We may combine information that we collect from you through the Services with information that we obtain from such third parties and information derived from other products or services we may provide.
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When you “like” or “follow” us on Facebook, Instagram, X, TikTok or other social media sites, we may collect some information from you including your name, e-mail address, and any comments or content you post relevant to us. We may also collect your information if you sign up for one of our promotions or submit information to us through social media sites.
Information We Collect Automatically Device/Usage Information:
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We may use cookies, beacons, pixel tags, and other similar technologies to collect additional information automatically as you interact with the Website and Services and to personalize your experience with our Website and Services. Learn more about our cookie use below.
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Metadata and analytics for your use of our Website and Services, including IP address, device information, date/time of visits, new or returning visits, products viewed, page response times, URL clickstreams, how long you stay on our pages, what you do on those pages.
'Sensitive' Personal Information: With your consent, we may collect the following categories of personal information that may be deemed 'sensitive' under certain privacy laws:
- You may submit photos, which may include or be deemed 'sensitive' information, in order to receive personalized product recommendations through the ‘Find My Shade’ service. ILIA Beauty does not share your photos with any third parties, nor use your photos for any purpose other than to provide you with a product recommendation. Submitted photos are deleted from our system within forty-five (45) days following receipt during business hours. By submitting your photos through the ‘Find My Shade’ service, you consent to our use for this commercial purpose, and waive any potential causes of action under applicable laws, including biometric privacy laws.
3. HOW WE USE THE INFORMATION WE COLLECT
We use your information for business and commercial purposes, such as:
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To provide you with the Services, including:
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to register you for an account.
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to process your transactions and fulfill your orders.
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to provide you with personalized recommendations using the ‘Find My Shade’ service.
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To respond to your questions or inquiries, including to provide support and troubleshooting assistance.
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To communicate with you, including to communicate with you about your account, inquiries, our company, and related news, as well as to send you promotional emails, texts, surveys, newsletters, or notifications.
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To manage and remember your preferences and customize the Services.
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To analyze and improve the Services or any other products and service we may provide.
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To administer surveys, sweepstakes, promotions, or contests.
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For advertising and marketing, such as to provide you with recommendations for products or Services that may interest you.
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To verify your identity.
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To comply with our legal obligations or as permitted by law.
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To protect the safety and/or integrity of our users, employees, third parties, members of the public, and/or our Services.
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To prevent fraud and enforce our legal terms.
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To administer and troubleshoot the Services.
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For any other purpose with your consent.
We may combine information that we collect from you through the Services with information that we obtain from affiliated and nonaffiliated third parties, and information derived from any other products or services we may provide. We may aggregate and/or de-identify information collected through the Services. We may use de-identified or aggregated data for any purpose, including without limitation for research and marketing purposes and may also share such data with any third parties, including without limitation, advertisers, promotional partners, sponsors, event promoters, and/or others.
4. HOW WE DISCLOSE YOUR INFORMATION
We may disclose your personal information to the following categories of companies for the following reasons:
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Affiliates, Subsidiaries, and Partners. We may disclose information with our corporate parent company, affiliates, or subsidiaries.
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Service Providers. We may disclose information with third parties that help us operate our business and provide the Services. These companies operate within a specific set of instructions, or otherwise for our benefit and not for their own marketing or derivative use purposes. For example:
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We use Attentive for text messaging services, and you may review the associated SMS Messaging Privacy Notice here.
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We use Okendo for compiling our product reviews. You may review their privacy practices by visiting the Okendo privacy policy.
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We use Gorgias for automated website customer support (aka; ‘chatbot’). You may review their privacy practices by visiting the Gorgias privacy policy.
- We use Octane AI to provide our ‘Find My Shade’ service. You may review their privacy practices by visiting the Octane AI privacy policy.
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- Third Party Analytics Services. We may disclose your information with our website analytics and other service providers who manage and optimize our Website and Services.
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Third Party Advertising Services. We may disclose your information to third parties in order for them to provide us with marketing and advertising services. See the ‘Cookies and Tracking Technologies’ section below for more information on these disclosures.
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Other Parties When Required by Law or as Necessary to Protect Our Users and the Services. We may disclose information when we believe that doing so is necessary to enforce our Terms of Service, to protect, enforce, or defend the legal rights, privacy, safety, or property of ILIA Beauty, our employees or agents or users, or to comply with our legal obligations as permitted by law.
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Business Transfers. We may transfer the information we hold in the event we sell or transfer all or a portion of our business or assets (such as in connection with a merger, acquisition, reorganization, dissolution or liquidation) or take steps in anticipation of such a transaction.
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Aggregated or De-Identified Information. We may disclose aggregated or de-identified data without restriction.
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Otherwise with Your Consent or at Your Direction. In addition to the disclosures described in this Privacy Policy, we may disclose information about you with third parties whenever you consent to or direct such sharing.
5. YOUR PRIVACY CHOICES
You have the right to:
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Access the personal information we maintain about you.
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Delete the personal information we maintain about you. Please note we may be required by law to retain certain information in compliance with accounting, tax or other legal obligations.
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Correct the inaccurate personal information we maintain about you.
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Opt out of certain uses of your personal information.
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Marketing Emails: To opt out of marketing e-mail communications, you may click the ‘unsubscribe’ link in the marketing emails.
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Marketing Text Messages: To opt out of marketing text messages, you must reply ‘STOP’ to the text message. Send 'STOP' to 859-08, and you will be unsubscribed from messaging.
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Targeted advertising using third-party cookies: Refer to the ‘Cookies and Tracking Technologies’ section below for more information.
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6. COOKIES AND TRACKING TECHNOLOGIES
Like many companies, we use cookies and similar technologies (such as clear gifs, web beacons, tags, and similar technologies) to collect information about your browsing activities, your interactions with our Websites or Services, and to serve targeted ads on ILIA Beauty’s behalf. There are a number of ways to opt out of having your online activity and device data collected through these Services for our advertising purposes, which we summarize below:
- Opting out of cookie use in our Cookie Preferences. You can opt out of cookies via our ‘Do Not Sell or Share My Personal Information’ page.
- Targeted Advertising Using Your Email Address. If we have collected your email address, it may be used for targeted advertising on other websites, including through social media. To opt out of this use, please email us at privacy@iliabeauty.com.
- With Each of Our Vendors Individually. The following advertising or marketing service partners offer opt-out features that let you opt-out of use of your information for interest-based advertising or profiling:
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Analytics or Messaging Cookies
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Shopify
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Klaviyo
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Attentive
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Elevar
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Advertising Cookies
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Tatari
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Beeswax
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Xandr (Appnexus)
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Microsoft
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Google
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Reddit
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Facebook
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TikTok
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Please note that because these opt-out mechanisms are specific to the device or browser on which they are exercised, you will need to opt out on every browser and device that you use.
7. RETENTION
We will retain your personal information for as long as is necessary for the purposes set out in this Privacy Policy or internal policies. The criteria we use to determine retention periods for each category of personal information is based on the type of personal information, contractual requirements, or with regards to product or service maintenance and improvements. We will also retain and use personal information as necessary to comply with our legal obligations, resolve disputes and enforce our legal agreements and policies.
8. SECURITY
We implement security measures to protect your information. It is important that you protect and maintain the security of your account credentials and you need to immediately notify us of any unauthorized use of your account. Please understand that no data transmission over the Internet, or method of electronic storage, can be guaranteed to be 100% secure. Consequently, while we strive to protect your information, we cannot guarantee its absolute security.
9. U.S. STATE-SPECIFIC NOTICE
Some U.S. states have enacted comprehensive privacy laws. The California Consumer Privacy Act, as amended by the California Privacy Rights Act or “CPRA” (collectively, the “CCPA”), the Virginia Consumer Data Protection Act (“VCDPA”), Colorado Privacy Act (“CPA”), the Connecticut Data Privacy Act (“CTDPA”), Utah Consumer Privacy Act (“UCPA”), Oregon Consumer Privacy Act (“OCPA”), Texas Data Privacy and Security Act (“TXDPSA”), the Montana Consumer Data Privacy Act (“MTCDPA”) the Iowa Consumer Data Protection Act (“IADPA”), the Delaware Personal Data Privacy Act (“DEPDPA”), the Nebraska Data Privacy Act (“NEDPA”), the New Hampshire Privacy Act (“NHPA”), the New Jersey Data Privacy Act (“NJDPA”), the Tennessee Information Protection Act (“TNIPA”), the Minnesota Consumer Data Privacy Act (“MNCDPA”), the Maryland Online Data Privacy Act (“MDODPA”), the Indiana Consumer Data Protection Act (“INCDPA”), the Kentucky Consumer Data Protection Act (“KYCDPA”), and the Rhode Island Data Transparency and Privacy Protection Act (“RIDTPPA”) create additional privacy obligations for businesses and provide their residents with additional privacy rights.
Additional Privacy Rights:
In addition to the rights granted above, if you are a resident of California, Virginia, Colorado, Connecticut, Utah, Oregon, Texas, or Montana, you have the right to:
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Opt out of the “sale or share” of your personal information for advertising purposes. We do not ‘sell’ or ‘share’ your personal information for monetary benefit. However, some third party cookies placed on our website may be considered a ‘sale or share’ as used for our ‘targeted’ or ‘cross-contextual’ advertising campaigns under these privacy laws. You may opt out of such cookies as detailed in ‘Use Of Cookies And Tracking Technologies’ section (above).
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Sensitive Personal Information. Residents of California, Utah, and Iowa have the right to opt out of the use of their sensitive personal information, while residents of Virginia, Colorado, Connecticut, Oregon, Texas, Montana, Delaware, New Hampshire, Nebraska, and New Jersey have the right to opt in to the use of their sensitive personal information. The photos you upload to our website for the ‘Find My Shade’ feature may constitute sensitive personal information. By uploading a photo, you consent to our use of your images and content as described herein. You can revoke your consent and limit our use of your content by contacting us at privacy@iliabeauty.com.
You can exercise these rights by contacting us at privacy@iliabeauty.com or via the ‘Do Not Sell or Share My Personal Information’ webform.
Appeal:
If we deny your privacy request, you may appeal that decision by emailing us at privacy@iliabeauty.com. If you are still unsatisfied with our response, you have the right to file a complaint with your state attorney general.
Authorized Agent
If you are an authorized agent submitting a request on behalf of another person, you must provide a copy of a lawful power of attorney or written authorization signed by the consumer (along with proof of your identity). If you make a request as an authorized agent, you will receive additional instructions. Depending on the type of request, we may contact you or the consumer as permitted by law.
Right to Non-Discrimination
We do not discriminate against customers who exercise any of their rights described in our privacy policy.
Business/Controller Designation:
ILIA Beauty operates as a ‘Controller’ (and a ‘Business’ under the CCPA).
10. UK/EEA RESIDENTS NOTICE
The European Union (“EU”) and the United Kingdom (“UK”) have each enacted privacy laws. The EU’s and the UK’s General Data Protection Regulation and other relevant data protection laws (collectively, the “GDPR”) create additional privacy obligations for ‘Controllers’ of personal data and provide residents of the European Economic Area (“EEA”) and UK with additional privacy rights.
Legal Basis:
Under the GDPR, we process personal data under the following legal bases.
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Processing Activity
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Legal Basis under GDPR
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Provide our Services
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Contract Fulfillment
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Provide customer support
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Contract Fulfillment
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Placement of cookies on our Website
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Consent
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Improve our Services
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Legitimate Interest
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Adminsiter interactions with our chatbot
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Contract Fulfillment
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Product, marketing, or Services-related communications
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Contract Fulfillment, Legitimate Interest
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Fulfill orders
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Contract Fulfillment
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Mitigate risk of fraud
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Legitimate Interest
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Marketing and promotional communications
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Legitimate Interest
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Administer surveys, sweepstakes, promotions, or contest
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Contract Fulfillment, Legitimate Interest
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Controller Designation:
Under the GDPR, we are designated as a ‘Controller.’
Cross-Border Data Transfers:
All ILIA Beauty data is stored in the United States. As such, if you are a resident of the EEA, UK, or Switzerland, we may transfer to, and store the data we collect about you, to countries other than the country in which the data was originally collected, including the United States. Those countries may not have equivalent data protection laws as the country in which you provided the data. When we transfer your data to other countries, we will protect the data as described in this Privacy Policy and comply with applicable legal requirements providing adequate protection for the transfer of data to countries outside the EEA, UK, and Switzerland.
If you are located in the EEA, UK, or Switzerland, we will only transfer your personal data if:
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The country to which the personal data will be transferred has been granted a European Commission adequacy decision; or
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We have put in place appropriate safeguards in respect of the transfer, for example we have entered into the Standard Contractual Clauses adopted by the European Commission and required additional safeguards with the recipient, or the recipient is a party to binding corporate rules approved by a supervisory authority.
Data Protection Officer:
We have appointed a Data Privacy Officer to oversee compliance with this Privacy Policy. If you have any questions about this Privacy Policy or how we handle your personal data, please contact our Data Protection Officer at privacy@iliabeauty.com.
Additional Rights for UK or European Economic Area Residents:
In addition to the rights granted above, if you are a UK or EEA resident, the GDPR grants you the right to lodge a complaint against us with your local data protection authority. You can find your data protection authority at https://edpb.europa.eu/about-edpb/about-edpb/members_en.
11. NOTICE OF FINANCIAL INCENTIVE
We offer our customers a loyalty program (ILIA VIP) that provides certain perks, such as rewards and exclusive offers. We may also provide other programs, such as sweepstakes, contests, or other promotional campaigns. Because this may involve the collection of personal information and offering of certain benefits, they might be interpreted as a “financial incentive” program under California law or a “bona fide loyalty program” under Colorado law. Under the California law, the value of your personal information to us is related to the discounted products, or other benefits that you obtain or that are provided, less the expense related to offering those products to these participants.
You may withdraw from participating in a financial incentive program at any time by contacting us using the designated method set forth in the applicable financial incentive program rules. Visit the ILIA VIP page to view full details, including how to join.
12. CHILDREN’S PRIVACY
We do not intentionally collect any personal information from children under the age of 18. If you believe we have obtained personal information associated with children under the age of 18, please contact us at privacy@iliabeauty.com and we will delete it.
13. THIRD-PARTY WEBSITES
The Website and Services may link to third-party websites from companies other than ILIA Beauty, such as to relevant online resources, our partners’ websites, payment processors, and other third-party websites. We are not responsible for the privacy practices or content of such other websites. If you have any questions about how these other websites use your information, you should review their policies and contact them directly.
14. CHANGES TO THIS PRIVACY POLICY
We reserve the right to modify this Privacy Policy at any time, so please review it frequently. Changes and clarifications will take effect immediately upon their posting on the website. If we make material changes to this policy, we will post the updated Privacy Policy on this page with a ‘Last Updated’ in advance of the effective date of the revisions. By continuing to use the Services, you are agreeing to be bound by any changes or revisions made to this Privacy Policy.
15. CONTACTING US ABOUT THIS PRIVACY POLICY
If you would like to access, correct, amend or delete any personal information we have about you, register a complaint, or simply want more information on our privacy practices, please contact us at privacy@iliabeauty.com or by mail at:
ILIA Beauty [Re: Privacy Compliance Officer]
1100 S Coast Hwy, Suite 318
Laguna Beach, CA 92651
