Privacy Policy

Last Updated: December 1, 2025

Urban Modesty operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Urban Modesty is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

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

Contents

Personal Information We Collect

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

  • Contact details including your name, address, billing address, shipping address, phone number, and email address.
  • Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
  • Account information including your username, password, security questions, preferences and settings.
  • Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
  • In-store information including purchase data and payment information collected when you shop at our physical retail location through our Point of Sale system.
  • Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry, submitting a review, or participating in surveys.
  • Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
  • Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services, pages visited, products viewed, links clicked, and search queries.
  • Physical characteristics including body measurements and size preferences you voluntarily provide when using our size chart and fit recommendation tools. This information is used solely to help you find the right size and is not used to infer other characteristics about you.
  • Inferences including preferences, interests, and characteristics derived from other information we collect.

Personal Information Sources

We may collect personal information from the following sources:

  • Directly from you including when you create an account, visit or use the Services, make a purchase online or in-store, communicate with us, submit reviews, or otherwise provide us with your personal information;
  • Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies, pixels, and similar technologies;
  • From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
  • From our partners or other third parties including advertising partners, analytics providers, social media platforms, marketplaces, and review platforms.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

  • Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases and providing size recommendations. This may include using your personal information to better tailor and improve the Services.
  • Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously have purchased or added to your cart and other activity on the Services.
  • Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and to secure our services. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password or other access details with anyone else.
  • Communicating with You. We use your personal information to provide you with customer support, to be responsive to you, to provide effective services to you and to maintain our business relationship with you.
  • Analytics and Improvement. We use your personal information to analyze how you use our Services, identify trends, measure the effectiveness of our marketing, and improve our products, services, and website.
  • Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

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

  • With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping).
  • With business and marketing partners to provide marketing services and advertise to you. For example, we use Shopify to support personalized advertising with third-party services based on your online activity with different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you to show you targeted advertisements and marketing based on your online activity with different merchants and websites. You can exercise your rights to opt-out of those uses here.
  • When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
  • With our affiliates or otherwise within our corporate group.
  • In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

Relationship with Shopify

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

In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify.

In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes.

To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may exercise certain rights with respect to your personal information at the Shopify Privacy Portal.

Third-Party Services and Applications

We use various third-party applications and services to operate our business. These services may collect and process your personal information according to their own privacy policies. Categories of third-party services we use include:

Service Category Purpose Types of Data Accessed
Sales Channels & Marketplaces Selling products on platforms such as Amazon, Google Shopping, Facebook/Instagram Shop, Pinterest, TikTok Shop, and Microsoft Shopping Product data, order information, customer details for fulfillment
Advertising Platforms Displaying targeted ads and measuring campaign performance Browsing behavior, purchase history, device information, conversion data
Analytics Services Understanding website usage, user behavior analysis, session recording, and heatmaps Page views, session data, clicks, scrolls, mouse movements
Email & SMS Marketing Sending promotional communications, abandoned cart recovery, and automated campaigns Email address, phone number, purchase history, browsing behavior, engagement data
Payment Processing Processing payments, fraud prevention, and offering financing options Payment information, billing details, transaction data
Shipping & Fulfillment Fulfilling and delivering orders Shipping address, order details, contact information
Customer Support Providing help desk, live chat, knowledge base, and support ticket services Contact information, support inquiries, order history, chat transcripts
Reviews & Social Proof Collecting, moderating, and displaying customer reviews Name, email, review content, photos, videos, purchase data
Store Features & Optimization Size recommendations, product search, translations, upselling, SEO, and conversion tools Size/fit preferences, search queries, browsing behavior, product interactions
Automation & Integration Connecting applications and automating workflows Various data depending on configured automations

We may add, remove, or change third-party services as our business needs evolve. Each service operates under its own privacy policy, and we encourage you to review those policies.

Cookies and Tracking Technologies

We use cookies, pixels, web beacons, and similar technologies to operate our website, analyze usage, personalize your experience, and deliver targeted advertising.

Types of Cookies We Use

  • Essential Cookies: Required for website functionality including shopping cart, checkout, security, authentication, and payment processing. You cannot opt out of these cookies as they are necessary for the site to function.
  • Analytics Cookies: Help us understand how visitors use our site by collecting data on pages visited, time spent, and user behavior. We use services such as Google Analytics and Microsoft Clarity. Microsoft Clarity records user sessions and creates heatmaps to help us improve our website experience.
  • Functional Cookies: Remember your preferences such as language, region, currency, size preferences, recently viewed products, and chat history.
  • Marketing Cookies: Used to deliver personalized advertisements and measure campaign effectiveness. These are set by our advertising partners including Google, Meta (Facebook/Instagram), TikTok, Pinterest, and Microsoft.

Managing Your Cookie Preferences

  • Cookie Banner: When you first visit our site, you can accept, reject, or customize cookie preferences. Update your preferences anytime by clicking "Cookie Preferences" or "Manage Cookies" in our website footer.
  • Browser Settings: You can control cookies through your browser settings, though blocking certain cookies may affect site functionality.
  • Global Privacy Control (GPC): We honor GPC signals as opt-out requests for sale/sharing of personal information. Learn more at globalprivacycontrol.org.

For complete details about the cookies we use and how to manage them, please see our Cookie Policy.

Behavioral Advertising and Analytics

Interest-Based Advertising

We participate in interest-based (behavioral) advertising. This means we and our advertising partners collect information about your online activity to show you ads relevant to your interests. This includes:

  • Retargeting you with ads for products you viewed on our site
  • Tracking activity across different websites over time
  • Creating custom audiences from our customer data
  • Building lookalike audiences to find potential customers similar to existing ones
  • Measuring ad conversions and attribution
  • Cross-device tracking to deliver consistent advertising across your devices

Our Advertising Partners

We share data with advertising platforms including:

  • Google (Google Ads, YouTube, Display Network, Google Shopping)
  • Meta (Facebook and Instagram)
  • TikTok
  • Pinterest
  • Microsoft (Bing Ads)
  • Shopify Audiences (cross-merchant advertising across the Shopify network)

Session Recording and Heatmaps

We use Microsoft Clarity to record user sessions and create heatmaps showing how visitors interact with our website. This helps us identify usability issues and improve your experience. These recordings do not capture sensitive information like passwords or payment card details.

"Sale" or "Sharing" of Personal Information

Under certain state privacy laws (including California's CCPA/CPRA), sharing personal information with advertising partners for targeted advertising may constitute a "sale" or "sharing" of personal information, even if no money is exchanged.

Categories of information that may be sold/shared:

  • Identifiers (email address, IP address, device ID, cookie ID, advertising ID)
  • Commercial information (products viewed, purchase history, cart contents)
  • Internet activity (pages visited, search queries, browsing behavior, links clicked)
  • Geolocation (approximate location from IP address)
  • Inferences (preferences, interests, characteristics derived from your activity)

Recipients: Advertising networks, social media platforms, analytics providers, marketing service providers, Shopify (for Audiences).

How to Opt Out

Method How to Use
Our Opt-Out Page urbanmodesty.com/pages/data-sharing-opt-out
Cookie Banner Reject marketing cookies when visiting our site; update via "Cookie Preferences" in footer
Global Privacy Control Enable GPC in your browser—we honor this signal automatically
Platform Settings Adjust ad preferences in your Google, Facebook, TikTok, Pinterest, or Microsoft account settings
Industry Opt-Outs DAA Opt-Out | NAI Opt-Out
Mobile Settings iOS: Settings > Privacy & Security > Tracking | Android: Settings > Google > Ads
Shopify Shopify Privacy Portal

Note: Opting out means ads will be less personalized to your interests, not that you will stop seeing ads entirely. Some opt-outs are browser or device specific and may need to be repeated on each device you use.

California Privacy Notice

If you are a California resident, this section applies to you under the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA).

Notice at Collection

Category Collected Purposes Sold/Shared? Retention
Identifiers (name, email, phone, IP address, device IDs) Orders, accounts, marketing, analytics, security Yes (for advertising) See retention section
Commercial Information (purchases, browsing, cart) Orders, personalization, marketing, analytics Yes (for advertising) See retention section
Financial Information (payment details) Payment processing No See retention section
Internet Activity (pages visited, clicks, searches) Analytics, personalization, advertising Yes (for advertising) See retention section
Geolocation (approximate, from IP) Shipping, localization, fraud prevention, advertising Yes (for advertising) See retention section
Inferences (preferences, interests) Personalization, marketing Yes (for advertising) See retention section

Sensitive Personal Information

We may collect body measurements through our size recommendation tools. This information is used only to provide size suggestions and is not sold, shared for advertising purposes, or used to infer characteristics about you.

Financial Incentives

We may offer discounts or promotions in exchange for joining our mailing list or creating an account. The value of the discount is reasonably related to the value of your data. You may withdraw from these programs anytime by unsubscribing from our emails or deleting your account.

Your California Rights

  • Right to Know: Request what personal information we collect, use, disclose, and sell/share
  • Right to Delete: Request deletion of your personal information
  • Right to Correct: Request correction of inaccurate personal information
  • Right to Opt-Out of Sale/Sharing: Direct us not to sell or share your personal information for targeted advertising
  • Right to Limit Use of Sensitive Personal Information: Limit use of sensitive personal information to specific purposes
  • Right to Non-Discrimination: Exercise your rights without discriminatory treatment

Do Not Sell or Share My Personal Information: Click here to opt out

We do not have actual knowledge that we sell or share personal information of individuals under 16 years of age.

Other US State Privacy Rights

If you reside in Virginia, Colorado, Connecticut, Utah, Oregon, Texas, Montana, or another state with a comprehensive privacy law, you may have the following rights:

  • Access your personal data
  • Delete your personal data
  • Correct inaccurate data
  • Obtain a portable copy of your data
  • Opt out of targeted advertising
  • Opt out of sale of personal data
  • Opt out of profiling in furtherance of decisions with legal or significant effects
  • Appeal our decisions regarding your requests

To exercise these rights, visit our Data Sharing Opt-Out Page or contact us at customercare@urbanmodesty.com.

To appeal a denied request, email us at customercare@urbanmodesty.com with "Privacy Appeal" in the subject line. We will respond within the timeframe required by applicable law.

Your Rights and Choices

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

  • Right to Access / Know. You may have a right to request access to personal information that we hold about you, including details about how we process it.
  • Right to Delete. You may have a right to request that we delete personal information we maintain about you.
  • Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
  • Right of Portability. You may have a right to receive a copy of the personal information we hold about you in a structured, commonly used format and to request that we transfer it to a third party, in certain circumstances.
  • Right to Opt out of Sale or Sharing for Targeted Advertising. You may have a right to opt out of the "sale" or "sharing" of your personal information or to opt out of the processing of your personal information for purposes considered to be "targeted advertising." You can exercise this right here.
  • Right to Restrict or Object. You may have the right to restrict or object to certain processing of your personal information.
  • Right to Withdraw Consent. Where processing is based on your consent, you may withdraw that consent at any time.
  • Managing Communication Preferences. You may opt out of promotional emails at any time by using the unsubscribe link in our emails. You may opt out of SMS marketing by replying "STOP" to any message. We may still send you non-promotional messages, such as those about your account or orders.

Global Privacy Control

If you visit our website with the Global Privacy Control opt-out preference signal enabled, we will automatically treat this as a request to opt-out of the sale/sharing of your personal information for the device and browser you use. If we are able to associate the device to your account, we will apply the opt-out to your account as well. Learn more at globalprivacycontrol.org.

Other than the Global Privacy Control, we do not currently respond to other "Do Not Track" signals.

How to Exercise Your Rights

You may exercise your rights by:

We will not discriminate against you for exercising any of these rights. We may need to verify your identity before processing your request, which may include confirming your email address, order information, or other account details. You may designate an authorized agent to make requests on your behalf; we will require proof of authorization and may verify your identity directly.

We will respond to your request within the timeframe required by applicable law, typically 30-45 days depending on your location.

International Transfers

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

If we transfer your personal information out of the European Economic Area, the United Kingdom, or Switzerland, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, the UK International Data Transfer Agreement or Addendum, or any equivalent contracts issued by the relevant competent authority, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Additional Information for EEA, UK, and Swiss Users

If you are located in the European Economic Area (EEA), United Kingdom, or Switzerland, this section provides additional information about how we process your personal information under the General Data Protection Regulation (GDPR) and UK GDPR.

Legal Bases for Processing

Legal Basis Processing Activities
Performance of Contract Processing orders, payments, shipping, returns, refunds, account management, customer support
Consent Marketing emails and SMS, non-essential cookies, behavioral advertising, session recording, Shopify Enhanced Services
Legitimate Interests Fraud prevention, security, analytics, service improvement, protecting our legal rights
Legal Obligation Tax records, regulatory compliance, responding to legal requests

Your GDPR Rights

You have the right to:

  • Access your personal data
  • Rectify inaccurate personal data
  • Erase your personal data
  • Restrict processing of your personal data
  • Data portability
  • Object to processing of your personal data
  • Withdraw consent at any time
  • Lodge a complaint with a supervisory authority

Withdrawal of Consent

Where processing is based on consent, you may withdraw consent at any time by:

  • Clicking "unsubscribe" in marketing emails
  • Replying "STOP" to SMS messages
  • Updating cookie preferences via the cookie banner or footer link
  • Visiting our opt-out page
  • Contacting us directly

Withdrawal of consent does not affect the lawfulness of processing based on consent before its withdrawal.

Supervisory Authorities

You have the right to lodge a complaint with your local data protection authority:

Security and Retention of Your Information

Security Measures

We implement appropriate technical and organizational measures to protect your personal information, including:

  • SSL/TLS encryption for data transmitted to and from our website
  • PCI-DSS compliant payment processing
  • Access controls limiting who can access personal information
  • Secure hosting infrastructure through Shopify
  • Regular security monitoring and assessments

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

Your Responsibility: If you create an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password, or other access details with anyone else. Contact us immediately if you believe your account has been compromised.

Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, unless a longer retention period is required or permitted by law.

Data Type Retention Period
Account information While account is active + 30 days after deletion request
Order and transaction records 7 years (tax and legal requirements)
Customer support records 3 years after resolution
Marketing preferences Until you opt out; opt-out records kept indefinitely to honor your preference
Analytics data Up to 26 months (typically aggregated or anonymized)
Session recordings (Clarity) Up to 12 months
Product reviews Indefinitely unless you request deletion
Security and fraud records 7 years or as legally required

You may request deletion of your information before these periods expire, subject to legal exceptions that may require us to retain certain information.

Children's Privacy

Our Services are not intended for children. We do not knowingly collect personal information from:

  • Children under 13 years of age (United States)
  • Children under 16 years of age (European Economic Area and United Kingdom)
  • Children under the applicable age of consent in other jurisdictions

If you are a parent or guardian and believe your child has provided us with personal information, please contact us immediately using the contact details below. We will take steps to delete such information.

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

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites.

Information you provide on public or semi-public venues, including information you share on third-party social networking platforms, may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. We will investigate and attempt to resolve your complaint.

Depending on where you live, you may have the right to appeal our decision by contacting us, or lodge your complaint with your local data protection authority.

Changes to This Privacy Policy

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

We encourage you to review this Privacy Policy periodically to stay informed about our privacy practices.

Contact Us

If you have questions about this Privacy Policy, want to exercise your privacy rights, or have concerns about our practices, please contact us:

Urban Modesty
Email: customercare@urbanmodesty.com
Business Inquiries: b2b@urbanmodesty.com
Phone: +1 (347) 578-2996

Mailing Address:
Urban Modesty
7712 5th Avenue
Brooklyn, NY 11209
United States

Store Location:
Urban Modesty Brooklyn
7712 5th Ave, Brooklyn, NY 11209
(347) 578-2996

Privacy Rights Requests:

We will respond to your request within the timeframe required by applicable law, typically 30-45 days depending on your location. We may need to verify your identity before processing your request.