Privacy Policy

Information You Provide

• Name, email address, and phone number
• Billing and shipping address
• Payment information — processed and stored securely by our third-party payment processors; we do not store raw card data
• Login credentials and account preferences
• Membership details, rental history, and personal style preferences
• Communications you send us — customer service inquiries, feedback, survey responses, and reviews
• Government-issued identification, where required for identity verification
• Information related to soft credit checks, where applicable and permitted by law, conducted only with your explicit consent

Information Collected Automatically

When you visit our website or open our emails, certain information is collected automatically to help us operate and improve our services:

• IP address and approximate geographic location derived from IP
• Browser type, operating system, and device identifiers
• Pages viewed, time spent, clickstream data, and referral source
• Email and SMS engagement data (opens, clicks, unsubscribes)
• Data collected through cookies, pixels, web beacons, and similar tracking technologies (see Cookies & Tracking below)

Information from Third Parties

We may receive information about you from trusted partners who help us operate our platform:

• Payment processors, for transaction confirmation and fraud prevention
• Shipping and logistics providers, for order fulfillment and tracking
• Identity verification and fraud prevention services
• Soft credit check providers, where applicable and with consent
• Marketing and analytics platforms, including Klaviyo, for email and SMS communication management

We use the information we collect for the following purposes:

• Creating and managing your membership account
• Processing rentals, purchases, billing, and returns
• Coordinating shipping, delivery, and piece collection
• Verifying your identity and screening for membership eligibility
• Providing customer support and responding to your inquiries
• Personalizing your experience and recommending pieces we think you'll love
• Monitoring and improving our website, app, and service quality
• Detecting and preventing fraud, unauthorized activity, and abuse
• Complying with legal obligations, including tax and accounting requirements
• Sending you transactional communications (rental confirmations, shipping updates, account notices)
• Sending marketing communications — emails and SMS — where you have provided consent or where permitted by applicable law

Email

When you join our waitlist, create an account, or otherwise opt in, we may send you curated updates, early access announcements, member-only offers, and editorial content. You can unsubscribe at any time by clicking the unsubscribe link in any marketing email.

SMS / Text Messages

If you provide your phone number and opt in to SMS, you consent to receive recurring automated promotional and personalized marketing text messages from lumelle. Message frequency varies. Message and data rates may apply. Consent is not a condition of purchase or membership.

To stop receiving SMS messages, reply STOP to any message. For help, reply HELP or contact us at privacy@lumelle.ai.

Transactional Communications

Even if you opt out of marketing messages, we may still send you service-related communications — such as rental confirmations, shipping notifications, payment receipts, and account security alerts — as these are necessary to fulfill our agreement with you.

We and our service providers use cookies, pixels, web beacons, and similar technologies to:

• Keep you signed in and remember your preferences
• Understand how visitors use our site and improve navigation
• Measure the effectiveness of our marketing campaigns
• Personalize content and product recommendations
• Enable analytics platforms and advertising measurement tools

You can manage or disable cookies through your browser settings. Please note that disabling certain cookies may affect the functionality of our website — some features may not work as intended.

If we use third-party advertising or analytics platforms that involve cross-context behavioral advertising, we will provide appropriate opt-out mechanisms consistent with applicable law, including California requirements (see California Privacy Rights below).

We do not sell your personal information for money. We share information only as described below.

Service Providers & Contractors

We work with carefully selected third-party vendors who process data on our behalf to help us operate lumelle:

• Payment processors — to handle billing and fraud prevention
• Shipping and logistics providers — to fulfill and track your rentals
• Hosting and infrastructure providers — to run our website and platform
• Email and SMS platforms (including Klaviyo) — to send you communications
• Analytics and attribution providers — to understand site performance
• Customer support tools — to manage inquiries and service history
• Identity verification and fraud prevention vendors — to protect our community

These vendors are contractually obligated to use your information only as directed by us and to implement appropriate security safeguards.

Legal Disclosures

We may disclose your information if we believe in good faith that disclosure is necessary to: comply with a legal obligation, court order, or government request; protect the rights, property, or safety of lumelle, our members, or the public; or detect, investigate, or prevent fraud or security incidents.

Business Transfers

In the event of a merger, acquisition, financing, reorganization, or sale of assets, your information may be transferred as part of that transaction. We will notify you of any such change in ownership or control and any resulting changes to how your information is handled.

We implement commercially reasonable administrative, technical, and physical safeguards designed to protect your personal information from unauthorized access, disclosure, alteration, and destruction. These include encrypted data transmission, access controls, and regular security reviews.

No method of transmission over the internet or electronic storage is completely secure. While we work hard to protect your information, we cannot guarantee absolute security. If you have reason to believe your interaction with us is no longer secure, please contact us immediately.

We retain your personal information for as long as reasonably necessary to fulfill the purposes described in this policy, including:

• Delivering and supporting our services
• Meeting legal, tax, and accounting obligations
• Resolving disputes and enforcing our agreements
• Preventing fraud and protecting the safety of our community

When your information is no longer required, we will delete or anonymize it in accordance with our data retention practices. Some information may be retained in backup systems for a limited additional period before full deletion.

Depending on your location and applicable law, you may have the right to:

• Access — request a copy of the personal information we hold about you
• Correction — ask us to correct inaccurate or incomplete information
• Deletion — request that we delete your personal information, subject to certain exceptions
• Portability — receive your data in a structured, machine-readable format where technically feasible
• Objection or restriction — object to or request that we restrict certain processing of your information
• Withdrawal of consent — where processing is based on your consent, you may withdraw it at any time without affecting prior processing

To exercise any of these rights, please contact us at privacy@lumelle.ai. We may need to verify your identity before responding to protect against unauthorized disclosure.

We will respond to all verifiable requests within the timeframe required by applicable law. We will not discriminate against you for exercising your rights.

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

Rights Available to You

• Right to Know — you may request details about the categories and specific pieces of personal information we have collected about you, the sources, the business purpose, and the categories of third parties with whom we share it
• Right to Delete — you may request deletion of your personal information, subject to certain exceptions
• Right to Correct — you may request correction of inaccurate personal information
• Right to Limit Use and Disclosure of Sensitive Personal Information — where applicable under CPRA
• Right to Opt Out of Sale or Sharing — you may opt out of the sale or sharing of your personal information for cross-context behavioral advertising
• Right to Non-Discrimination — we will not discriminate against you for exercising your privacy rights

Do We Sell Personal Information?

We do not sell personal information for money. However, if our use of cookies or marketing technologies constitutes "sharing" for purposes of cross-context behavioral advertising under California law, you may have the right to opt out. To exercise this right, please contact us at privacy@lumelle.ai. A "Do Not Sell or Share My Personal Information" mechanism will be added to our site where required under applicable final regulatory guidance.

How to Submit a Request

California residents may submit a verifiable consumer request by emailing privacy@lumelle.ai or using the privacy request link below. We will acknowledge your request within 10 business days and respond within 45 days (with one possible 45-day extension if required, with notice).

Our website and communications may contain links to or integrations with third-party websites, platforms, and services — such as social media channels, payment gateways, or analytics tools. These third parties operate under their own privacy policies, which we encourage you to review.

lumelle is not responsible for the privacy practices of any third-party services. Our privacy policy applies only to information we collect directly or through vendors acting on our behalf under contractual agreements.

Our services are not directed to children under the age of 13. We do not knowingly collect personal information from children under 13. If we become aware that we have inadvertently received personal information from a child under 13 without appropriate parental consent, we will delete it promptly.

If you believe a child has provided us with personal information, please contact us at privacy@lumelle.ai.

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or for other operational reasons. When we make material changes, we will update the "Last Updated" date at the top of this page and, where appropriate, notify you by email or a prominent notice on our website.

Your continued use of our services after the effective date of any update constitutes your acknowledgment of the revised policy. We encourage you to review this page periodically.