Privacy policy

This Privacy Notice explains how Lifekind, Inc., doing business as Naturally Safer (“Naturally Safer,” “we,” “us,” or “our”), collects, uses, discloses, and protects your Personal Data when you visit www.naturallysafer.com (the “Site”) or otherwise interact with us. This Notice is intended to describe our current practices in a general way; examples are illustrative and may not be exhaustive. By using our Site or purchasing our products, you acknowledge that you have read and understand this Notice. This Notice is for informational purposes only and does not create any contractual rights or obligations or any third-party beneficiary rights, and in the event of any conflict between this Notice and applicable law, applicable law will control.

For questions or to exercise your privacy rights, please contact us at privacy@naturallysafer.com.

Definitions and Key Terms

Capitalized terms used in this Privacy Notice have the meanings given in this section or, if not defined here, the meanings provided under applicable privacy laws.

“Personal Data” means information that is linked or reasonably linkable to an identified or identifiable individual.
“Sensitive Data” includes Personal Data revealing racial or ethnic origin, religious beliefs, a mental or physical health condition or diagnosis, sex life or sexual orientation, or citizenship or citizenship status; genetic or biometric data processed for the purpose of uniquely identifying an individual; and Personal Data from a known child.
“Controller” means the entity that determines the purposes and means of processing Personal Data. We are the Controller of your Personal Data.
“Processor” means an entity that processes Personal Data on behalf of a Controller.
“Sale” means the exchange of Personal Data for monetary or other valuable consideration by a Controller to a third party.
“Targeted Advertising” means displaying advertisements to a consumer where the advertisement is selected based on Personal Data obtained from that consumer’s activities over time and across nonaffiliated websites or online applications.
“Profiling” means any form of automated processing of Personal Data to evaluate, analyze, or predict personal aspects concerning an individual’s economic situation, health, personal preferences, interests, reliability, behavior, location, or movements.

Categories of Personal Data Collected

We collect Personal Data to provide and improve our products and services. The categories of Personal Data we may collect, depending on how you interact with us and the choices you make, include:

Identifiers: This may include information such as your name, email address, billing and shipping address, and telephone number.
Payment and Financial Information: This may include credit or debit card numbers and other payment details required to complete a transaction. This information is generally processed by our secure payment processors.
Commercial Information: This may include records of products or services you purchased, returned, or considered, as well as information related to warranty claims.
Internet or Other Electronic Network Activity Information: We may automatically collect information about your device and browsing activity on our Site, such as your IP address, browser type, device identifiers, pages visited, referring URLs, and access times, depending on your device and browser settings.
Communications: We may collect information you choose to provide when you contact our customer service, subscribe to marketing communications, or otherwise communicate with us.
Inferences: We may draw inferences from the information we collect to help us understand your preferences and interests and to improve how we present products and offers.

Sources of Personal Data

We collect the categories of Personal Data listed above from the following types of sources, depending on how you use the Site and interact with us:

Directly from You: For example, when you place an order, contact customer service, subscribe to our marketing communications, or otherwise provide information to us directly.
Automatically from Your Devices: When you interact with our Site, we may collect technical and usage information through cookies and similar tracking technologies, subject to your browser, device, and cookie settings.
From Third Parties: We may receive information about you from our service providers, marketing partners, advertising networks, and data analytics providers, where permitted by law and consistent with your choices.

Purposes and Legal Bases for Processing

We process your Personal Data for business purposes related to operating, improving, and protecting our products and services. These purposes may include:

To Fulfill and Manage Orders and Services: We process your Personal Data to perform our obligations to you, including fulfilling orders, processing payments, managing returns and exchanges, and handling warranty claims.
To Provide Customer Service and Communications: We use your Personal Data to respond to your inquiries, provide customer support, and communicate with you about your account, transactions, and our services.
For Marketing and Promotional Purposes: With your consent where required, we use your Personal Data to send you promotional emails, catalogs, and other marketing communications about our products and special offers.
For Analytics and Improvement: We analyze information about how you use our Site and services to understand customer behavior, improve our products, and enhance the user experience.
To Prevent Fraud and Ensure Security: We process Personal Data to prevent and detect fraudulent activity, enforce our Terms and Conditions, and protect the security and integrity of our Site and business operations, including where we reasonably believe it is necessary to comply with applicable laws.
To Comply with Legal Obligations: We may process your Personal Data where we reasonably believe it is necessary to comply with applicable laws, regulations, court orders, or governmental requests.

How We Share and Disclose Personal Data

We do not sell your Personal Data for monetary consideration, but we may disclose it to third parties for commercial purposes as described below, in accordance with this Notice and applicable law. When we share Personal Data, we do so in accordance with this Notice and applicable law.

Service Providers and Processors: We share Personal Data with trusted vendors who perform services on our behalf, such as payment processors, order fulfillment and logistics providers, website hosting services, and data analytics providers. We require these parties by contract or other appropriate means to protect your data and to use it only for the purposes for which it was disclosed.
Marketing and Advertising Partners: We may share Personal Data with third-party advertisers, advertising networks, and marketing partners to facilitate Targeted Advertising and promote our products, where permitted by law and consistent with your privacy choices.
Affiliated Retailers: We may share information with affiliated retailers authorized to sell our products, where permitted by law and consistent with your privacy choices, to coordinate customer service and sales activities.
Governmental Authorities and Law Enforcement: We may disclose Personal Data when required by law, such as in response to a subpoena, court order, or other legal process, or when we reasonably believe it is necessary to protect our rights, property, or the safety of our users or the public.
Parties Involved in a Business Transaction: In the event of a merger, acquisition, reorganization, bankruptcy, or other sale or transfer of all or a portion of our assets, your Personal Data may be transferred as part of the transaction. Where required by applicable law, we will provide notice before your Personal Data is transferred and becomes subject to a different privacy policy.

Sales, Sharing, Targeted Advertising, and Opt-Outs

Under the Colorado Privacy Act, you have the right to opt out of the processing of your Personal Data for purposes of (i) Targeted Advertising, (ii) the "Sale" of Personal Data, and (iii) Profiling in furtherance of decisions that produce legal or similarly significant effects.

Our use of third-party advertising and analytics cookies and similar technologies in connection with the Site may be interpreted under Colorado law as a "Sale" of Personal Data or as processing for "Targeted Advertising." We do not otherwise exchange Personal Data for monetary consideration.

You may exercise your right to opt out through the following methods. Even if you opt out, we may continue to process your Personal Data for other purposes permitted by law, such as providing our services, processing your transactions, measuring non-targeted Site performance, or fulfilling your requests.

Do Not Sell or Share My Personal Information: You can submit an opt-out request by visiting our Your Privacy Choices (Do Not Sell or Share My Personal Information) page and following the instructions.
Universal Opt-Out Mechanism: We, directly or through our ecommerce platform provider, recognize certain Universal Opt-Out Mechanisms (for example, Global Privacy Control (GPC)) for residents of Colorado and other U.S. states where such mechanisms are legally recognized. When we receive a valid Universal Opt-Out signal from your browser or device, we will treat it as a request to opt out of the Sale of Personal Data and processing for Targeted Advertising for that browser or device and, where we can reasonably associate the signal with you, for your account as well, consistent with applicable law and our ability to authenticate your request.
Authorized Agents: An authorized agent may submit an opt-out request on your behalf. We may require the agent to provide proof of their authority to act on your behalf and may need to verify your identity directly.

Consumer Rights and Request Procedures

Under the Colorado Privacy Act and other applicable privacy laws, you may have the following rights regarding your Personal Data. We will endeavor to help you exercise these rights, subject to the limitations, conditions, and exemptions provided by law.

Right of Access: You have the right, subject to certain exceptions, to request confirmation as to whether we are processing your Personal Data and to access that data.
Right to Correction: You have the right to request that we correct inaccuracies in your Personal Data, taking into account the nature of the Personal Data and the purposes for which it is processed.
Right to Deletion: You have the right to request the deletion of Personal Data concerning you, subject to certain exceptions (for example, where we are required to retain the data to comply with law, to complete a transaction you requested, or to establish, exercise, or defend legal claims).
Right to Data Portability: You have the right to obtain a copy of certain Personal Data you previously provided to us in a portable and, to the extent technically feasible, readily usable format that allows you to transmit the data to another entity.
Right to Opt-Out: You have the right to opt out of the processing of your Personal Data for Targeted Advertising, the Sale of Personal Data, or Profiling in furtherance of decisions that produce legal or similarly significant effects, in each case as those terms are defined under applicable law and as described in the section above.

How to Submit a Request

To exercise any of your rights, you can submit a request by:

Emailing us at privacy@naturallysafer.com

Request Verification and Response

Upon receiving your request, we will take commercially reasonable steps to authenticate your identity. We will endeavor to respond to your request without undue delay, generally within 45 days of receipt, subject to any extensions permitted by applicable law. Where we need additional time (for example, due to the complexity or number of requests), we may extend this period as allowed by law and will inform you of the extension and the reason for the delay.

We do not charge a fee to process or respond to your first verifiable consumer request in a 12-month period. For subsequent requests in that period, or for manifestly unfounded, repetitive, or excessive requests, we may charge a reasonable fee or refuse to act on the request, as permitted by applicable law.

Right to Appeal

If we decline to take action on your request, we will inform you of the reason and provide instructions on how you may appeal our decision. You may submit an appeal by emailing us at privacy@naturallysafer.com. We will endeavor to respond to your appeal within 45 days, subject to any extension permitted by law (which may be up to an additional 60 days where reasonably necessary), and will notify you if we need more time. If your appeal is denied, you may contact the Colorado Attorney General to file a complaint.

Profiling, Automated Decision-Making, and Transparency

The Colorado Privacy Act provides consumers with the right to opt out of Profiling in furtherance of decisions that produce legal or similarly significant effects. This type of Profiling typically involves decisions related to financial or lending services, housing, insurance, education, criminal justice, employment, or health-care services.

We do not currently engage in Profiling that produces legal or similarly significant effects concerning our consumers. Our marketing and analytics activities may involve automated processing to analyze or predict personal preferences and interests, but these activities do not result in the types of significant decisions covered by this right.

If our practices change in a way that brings us within additional legal disclosure requirements for Profiling, we may update this Notice or provide supplemental disclosures as appropriate. You may exercise any applicable right to opt out of Profiling at any time using the methods described in the "Consumer Rights and Request Procedures" section, to the extent such right is available to you under applicable law.

Cookies and Tracking Technologies

Our Site uses cookies, pixels, and similar tracking technologies ("Cookies") to operate our Site, analyze traffic, personalize your experience, and for advertising purposes. Cookies are small text files stored on your device when you visit a website. Some Cookies are essential to the operation of the Site and cannot be disabled without affecting basic functionality.

We use Cookies for the following purposes:

Essential Operations: To enable core Site functionality, for example maintaining your shopping cart and processing payments.
Performance and Analytics: To collect information about how you interact with our Site, which helps us measure performance and improve our services.
Personalization: To remember your preferences and settings to provide a more personalized experience.
Advertising: To work with our advertising partners to display advertisements that may be relevant to your interests.

You can manage certain Cookie preferences through the Cookie consent banner on our Site, which primarily controls non-essential Cookies. You may also be able to configure your browser or device settings to block or delete Cookies. However, doing so may affect how the Site functions, and some Cookies that are strictly necessary for core Site operations may not be fully disabled without impacting your ability to use certain features.

Data Retention and Recordkeeping

We retain your Personal Data only for as long as we reasonably believe is necessary to fulfill the purposes for which it was collected, to perform our contractual and legal obligations, and for other legitimate business purposes. Our retention periods are generally determined based on the type of data, the context in which it was collected, and applicable legal, operational, and technical considerations.

Order and Transaction Records: We generally retain records of your purchases and transactions for at least seven years to help comply with financial reporting, tax, and accounting obligations. Signed agreements, where applicable, are generally retained for at least four years to help comply with certain Colorado statutory requirements.
Marketing and Communications Data: We retain Personal Data used for marketing purposes for as long as we reasonably need it for those purposes, unless you opt out or withdraw your consent sooner or we decide to delete it in accordance with our data management practices.
Device and Browsing Information: Analytics and browsing information is typically retained for up to 24 months from the date of collection, although actual retention periods may vary based on our business needs, technical constraints, and legal requirements.
Customer Service Records: Correspondence with our customer service team may be retained for a period we reasonably determine is necessary for quality assurance, training, and to address and document inquiries or issues.

Actual retention periods for particular records may vary, and we may retain certain Personal Data for longer where we reasonably believe it is necessary to do so, for example to comply with legal obligations, resolve disputes, or establish, exercise, or defend legal claims.

These retention periods are general guidelines, and actual retention times may vary based on factors such as our business needs, contractual requirements, applicable legal or regulatory obligations, and the need to establish, exercise, or defend legal claims.

Data Security and Processing Measures

We have implemented and maintain a security program that includes reasonable administrative, technical, and physical safeguards designed to protect the confidentiality, integrity, and availability of your Personal Data. Our security measures include, among other things, the following controls; however, no security measures are perfect or impenetrable, and we cannot guarantee absolute security of your Personal Data.

Encryption: We use encryption technologies, such as Secure Sockets Layer (SSL), to protect Personal Data during transmission.
Payment Security: Payment card information is processed in a manner compliant with the Payment Card Industry Data Security Standard (PCI DSS).
Access Controls: We limit access to Personal Data to authorized personnel who have a legitimate business need to access it.
Vendor Management: We require our third-party service providers and Processors to maintain appropriate security measures to protect Personal Data, consistent with our own standards and legal obligations.

International Transfers and Data Localization

We are based in the United States, and the Personal Data we collect is primarily processed and stored on servers located in the United States. If you are accessing our Site from outside the United States, please be aware that your Personal Data will be transferred to, stored, and processed in the United States.

When we transfer Personal Data across international borders, we do so in compliance with applicable data protection laws. Where required by those laws, we use appropriate safeguards for such transfers, which may include contractual protections or other legally recognized transfer mechanisms.

Children’s Privacy

Our Site is not intended for or directed at children under the age of 13. We do not knowingly collect Personal Data from children under 13. If we become aware that we have inadvertently collected Personal Data from a child under the age of 13 without verifiable parental consent, we will take steps to delete that information promptly. If you believe we might have any information from or about a child under 13, please contact us.

Changes to This Notice

We may update this Privacy Notice from time to time, at our discretion, to reflect changes in our practices or for other operational, legal, or regulatory reasons. When we make material changes, we will update the "Last Updated" date at the top of this Notice and, where required by applicable law or where we otherwise deem appropriate, provide additional notice on our Site or through other reasonable means. We encourage you to review this Notice periodically to stay informed about our data practices.

Contact Information and Enforcement Rights

If you have any questions about this Privacy Notice, our data practices, or wish to exercise your rights, please contact us at:

Lifekind, Inc. d/b/a Naturally Safer
6400 S Fiddlers Green Cir., #250 #1017
Greenwood Village, CO 80111
Email: privacy@naturallysafer.com

Colorado residents have the right to contact the Colorado Attorney General if they have concerns about the results of a rights request appeal or to seek interpretive guidance regarding the Colorado Privacy Act.

Supplemental Notices and Industry Disclosures

This Privacy Notice may be supplemented or updated by other notices provided to you at the time we collect your Personal Data or in connection with specific products, services, or programs. Such supplemental notices apply to the particular processing activities they describe and, in the event of a direct conflict with this Privacy Notice, will govern those specific activities to the extent permitted by applicable law.

Email and SMS Marketing: Terms and consent language provided when you subscribe to our marketing communications, which may be updated from time to time and, where applicable, will govern those specific communications if they directly conflict with this Notice.
Do Not Sell or Share My Personal Information: Our dedicated Do Not Sell or Share My Personal Information page for exercising your opt-out rights in connection with certain data practices. That page may be updated periodically and will govern those specific opt-out mechanisms if it directly conflicts with this Notice, to the extent permitted by applicable law.
Shopify Privacy Policy: As our store is hosted on Shopify Inc., their privacy practices, including those described in the Shopify Privacy Policy, may also apply to certain processing activities they perform as an independent controller.

Legal and Regulatory Disclosures

This Notice is intended to provide the disclosures required under the Colorado Privacy Act and its implementing regulations and may also address, in a general way, certain obligations we have under other applicable privacy and consumer protection laws.

Financial Incentive: As described in the "Consumer Rights and Request Procedures" section or in the terms of a particular offer, we may from time to time offer discounts, promotional codes, or other benefits in exchange for your Personal Data (for example, when you provide an email address to receive marketing communications). Participation in any such program is entirely voluntary, and you may opt out of the program or withdraw your consent at any time using the methods described in the applicable offer or in this Notice. Any financial or other incentive we offer will be reasonably related, in our good-faith judgment, to your relationship with us and to the value of your Personal Data and anticipated interactions to our business.
Trade Secrets: Nothing in this Privacy Notice requires us to disclose our trade secrets or other confidential or proprietary information. Our obligations to provide you with access to or information about your Personal Data do not extend to information that is subject to such protections.

This Privacy Notice is for informational purposes only. It does not create any contractual rights or obligations, is not a warranty, and does not establish any rights for third-party beneficiaries. In the event of any direct conflict between this Notice and applicable law or any written agreement you have with us, the terms of the law or that agreement will control to the extent of the conflict.

Effective Date: June 30, 2025

Lifekind, Inc. d/b/a Naturally Safer