Last updated: October 20, 2026
This notice is provided under the California Consumer Privacy Act (Cal. Civ. Code 1798.125 and Cal. Code Regs. tit. 11, 7016). It explains the offers we give in exchange for your email address or mobile number, and how we value that information.
1. Summary of the offers
- Welcome offer: when you join our email list through a sign-up form on our site, you receive a one-time code for 10% off your first order, with no minimum.
- Text sign-up: when you add your mobile number, we send the same welcome code by text and keep you updated on new shades, restocks and sales.
- Saved cart: when you save your cart by email, we send the welcome code for that order.
- Sale access: during some sales, joining our list gives you access to the sale and a reminder before it ends.
Offer amounts can change. The offer shown on the form at the time you sign up is the one that applies.
2. Material terms
- One welcome code per customer, valid on a first order only and applied at checkout.
- Codes do not combine with bundle savings or sale pricing unless the offer says so.
- Signing up is optional. You can shop without joining any list, and joining is not a condition of purchase.
3. Personal information we collect
- Identifiers: your email address and, if you choose, your mobile number.
- Commercial information linked to your sign-up: which offer you received, whether you used it, and the pages or products that led to your sign-up.
- Preferences you choose to share, such as your hair goal or whether you are a stylist.
4. How to opt in and how to withdraw
You opt in by entering your email address or mobile number in a sign-up form and submitting it. For texts, you also agree to the text message terms shown on the form.
You can withdraw at any time, and you keep any code you have already received:
- Email: click Unsubscribe at the bottom of any marketing email.
- Text: reply STOP to any message.
- Or contact us through our contact page, or use Your Privacy Choices.
5. How we value your information
We estimate the value of a subscriber's personal information using the revenue we generate from people who join our list. Of everyone who first subscribed between October 1, 2025 and March 31, 2026, the purchases they made in their first year as subscribers came to an average of about $30 per subscriber, measured with our email platform's order data.
The welcome offer costs us money only when it is used. About 8% of new subscribers place an order in their first year, and a 10% code on our average order of about $270 is worth about $27, so the expected cost of the offer is roughly $2 per subscriber. Because that is well below the estimated value of a subscriber's information, we consider the offer reasonably related to that value. We review this estimate when our offers change.
6. Your other privacy rights
We do not discriminate against you for exercising your privacy rights. For more about how we collect, use and share personal information, and how to exercise your rights, see our Privacy Policy.
