Privacy policy

Basic Health Brands, Inc.

Privacy Policy

Effective Date: April 16, 2026

Basic Health Brands, Inc. (“BHB,” “we,” “us,” or “our”) operates its direct-to-consumer websites and online stores, as well as third-party retail marketplaces including, but not limited to, Amazon.com, Walmart.com, and Target.com (collectively, the “Services”), in order to provide you, the customer or guest, with a curated shopping experience. Our direct-to-consumer storefronts are powered by Shopify, which enables us to provide certain 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 herein.

1. Personal Information We Collect or Process

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.

• Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.

• 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.

2. Personal Information Sources

We may collect personal information from the following sources:

• Directly from you when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;

• Automatically through the Services from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;

• From third-party marketplaces and retail platforms including Target.com, Amazon.com, Walmart.com, and similar platforms, when you place an order for our products through those platforms;

• From our service providers 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.

3. 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. This may include using your personal information to better tailor and improve the Services.

• Order Fulfillment for Third-Party Marketplace Purchases. When you purchase our products through a third-party marketplace such as Target.com, Amazon.com, or Walmart.com, we use the personal information provided to us by that marketplace solely to fulfill your order, including to ship your order, to email or otherwise communicate with you regarding shipment confirmation, order cancellation, returns, exchanges, and customer service inquiries related to that order.

• Marketing and Advertising. We use your personal information obtained directly through our own Services 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.

• 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.

4. Purchases Made Through Target.com

The following provisions apply specifically to personal information we receive in connection with orders placed through Target.com (the “Target Platform”).

4.1 Personal Information Received From Target

When you purchase a BHB product through the Target Platform, we receive certain personal information from Target that is necessary to fulfill your order. This may include:

• Your name;

• Shipping address;

• Billing address (where applicable);

• Email address;

• Phone number (where applicable);

• Order details, including items purchased, quantities, and order number; and

• Any other information Target provides to us that is reasonably necessary to fulfill your order.

4.2 How We Use Personal Information Received From Target

We use the personal information we receive from Target in connection with the Target Platform solely for the following purposes:

• To process and ship your order;

• To email or otherwise contact you regarding shipment confirmation, tracking information, order cancellation, backorders, or delivery updates;

• To process returns, exchanges, refunds, and warranty claims;

• To respond to customer service inquiries related to your order; and

• To comply with applicable legal obligations related to the transaction.

No Marketing or Promotional Use.

We will not use personal information of guests received in connection with the Target Platform to send marketing, advertising, or promotional communications to guests, or to conduct surveys, contests, or sweepstakes. We will not add guest email addresses or other contact information received from the Target Platform to our marketing lists.

4.3 Who Has Access to Personal Information Received From Target

Personal information of Target guests is accessible only to:

• Authorized BHB employees who require access to fulfill the order or respond to order-related inquiries;

• Third-party contractors and service providers who perform services on our behalf for the purpose of fulfilling orders, including shipping and logistics carriers, third-party warehouses and fulfillment partners (3PLs), payment processors (where applicable), and customer service platforms; and

• Target, which remains a controller of the personal information it provides to us.

We require our service providers to maintain appropriate confidentiality and security protections and to use personal information only for the purpose of performing services on our behalf.

4.4 Disclosure of Personal Information Received From Target

We may disclose personal information received from the Target Platform under the following circumstances:

• To our service providers and contractors as described above, solely for the purpose of fulfilling your order;

• To Target, in accordance with our agreement with Target and Target’s operational requirements;

• As required by law, subpoena, court order, or other valid legal process, or in response to a lawful request by a governmental or regulatory authority; and

• As necessary to protect our rights, property, or safety, or the rights, property, or safety of others, or to prevent or investigate fraud or other illegal activity.

Personal information collected in connection with the Target Platform is shared with Target and is subject to Target’s Privacy Policy, which is available at

https://www.target.com/c/target-privacy-policy/-/N-4sr7p. We encourage you to review Target’s Privacy Policy for information about how Target collects, uses, and discloses your personal information.

4.5 How We Protect Personal Information Received From Target

We maintain reasonable administrative, technical, and physical safeguards designed to protect personal information received from the Target Platform against unauthorized access, use, disclosure, alteration, or destruction. These safeguards include, but are not limited to:

• Role-based access controls limiting access to authorized personnel only;

• Encryption of data in transit and, where appropriate, at rest;

• Secure password policies and authentication requirements for systems that contain personal information;

• Regular monitoring of our systems for potential vulnerabilities and incidents;

• Contractual confidentiality and security obligations imposed on service providers; and

• Retention limits consistent with the purpose for which the information was collected.

However, please be aware that no security measures are perfect or impenetrable, and we cannot guarantee “perfect security.”

5. 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, Target, Amazon, Walmart, 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, subject to the limitations described in Section 4.2 for personal information received from the Target Platform. For direct-to-consumer purchases through our own websites, 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.

• 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.

6. Relationship with Shopify

Our direct-to-consumer Services are hosted by Shopify, which collects and processes personal information about your access to and use of those Services in order to provide and improve the Services for you. Information you submit to our Shopify-hosted 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 via the Shopify Privacy Portal.

This Section 6 does not apply to orders placed through third-party marketplaces such as Target.com, Amazon.com, or Walmart.com, which are governed by the privacy policies of those marketplaces and, where applicable, Section 4 of this Privacy Policy.

7. Third Party Websites and Links

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.

8. Children’s Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted. As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we “share” or “sell” (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

9. Security and Retention of Your Information

We maintain reasonable administrative, technical, and physical safeguards designed to protect personal information against unauthorized access, use, disclosure, alteration, or destruction, as described more fully in Section 4.5. Please be aware, however, 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.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes, or enforce other applicable contracts and policies.

10. 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.

• 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 and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.

• Right to Opt out of Sale or Sharing for Targeted Advertising. Depending on where you reside, you may have a right to opt out of the “sale” or “share” of your personal information or to opt out of the processing of your personal information for purposes considered to be “targeted advertising,” as defined in applicable privacy laws. Please note that if you visit our website with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will automatically treat this as a request to opt-out for the device and browser that you use to visit the website. To learn more about Global Privacy Control, you can visit https://globalprivacycontrol.org/. Other than the Global Privacy Control, we do not recognize other “Do Not Track” signals that may be sent from your web browser or device.

• Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made. As noted in Section 4.2, we do not use information received from the Target Platform to send marketing communications.

If you reside in the UK or European Economic Area, and subject to exceptions and limitations provided by local law, you may exercise the following rights in addition to the rights outlined above:

• Objection to Processing and Restriction of Processing: You may have the right to ask us to stop or restrict our processing of personal information for certain purposes.

• Withdrawal of Consent: Where we rely on consent to process your personal information, you have the right to withdraw this consent. If you withdraw your consent, this will not affect the lawfulness of any processing based on your consent before its withdrawal.

You may exercise any of these rights where indicated on the Services or by contacting us using the contact details provided below. We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your requests, as permitted or required under applicable law. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

11. Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities through the European Data Protection Board.

12. International Transfers

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

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

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. When we make material changes to this Privacy Policy, we will notify you by:

• Posting the updated Privacy Policy on our websites and the applicable marketplace storefronts;

• Updating the “Effective Date” at the top of this Privacy Policy;

• Where required by applicable law, providing notice by email to registered account holders or through a prominent notice on the Services prior to the change taking effect; and

• Where required, obtaining your renewed consent.

We encourage you to review this Privacy Policy periodically to stay informed about how we collect, use, and disclose your personal information.

14. Contact Us

For questions or concerns about this Privacy Policy or our privacy practices, or to exercise any rights available to you, please use the contact methods provided on the Services through which you purchased or accessed our products.

For purchases made through the Target Platform, please use the “Contact Info for Guest Inquiry” provided through your Target.com order details or the Target storefront.

For the purpose of applicable data protection laws, Basic Health Brands, Inc. is the data controller of your personal information, except where expressly noted otherwise in this Privacy Policy.

Effective Date: April 16, 2026