Privacy Policy | e.l.f. Cosmetics

PRIVACY NOTICE

Last updated: June 23, 2026

At e.l.f. Beauty (“we” or “us”), we believe in being clear and open about how we collect and use personal information related to you. In the spirit of transparency, this Privacy Notice provides you with details about the types of personal information we collect, how we use such personal information and to whom and under what circumstances we disclose it.

This Privacy Notice applies to personal information we collect about you, or that you provide to us, and communications from us, in connection with your use of, or participation in, the e.l.f. Beauty family of brands’ websites and mobile apps, promotions in which we are involved, and social media involving our family of brands. Please read this Privacy Notice carefully so that you understand how we will collect, use, and process your personal information, and the rights you may have in relation to your personal information.

Please note that certain of our websites, mobile apps, and social media may not be available in your country and that certain of our brands may not provide products or other services to consumers in your country.

This Privacy Notice applies to the following e.l.f. Beauty brands:

e.l.f. Cosmetics and e.l.f. SKIN
Well People

These brands are operated by our primary operating companies (depending on the jurisdiction):

e.l.f. Cosmetics, Inc.
e.l.f. Beauty UK Ltd.

Important note regarding Naturium and rhode: This Privacy Notice does not apply to (i) the operations of Naturium LLC (doing business as Naturium), which are governed by Naturium’s own privacy notice available on the Naturium website nor (ii) the operations of HRBeauty LLC (doing business as rhode), which are governed by rhode’s own privacy notice/policy available on the rhode website.

Important note regarding Employees and Job Applicants: This Privacy Notice does not apply to employees or job applicants of e.l.f. Cosmetics, Inc. (the main operating company of the e.l.f. Beauty family of brands), or any of its affiliates, including our UK, India, and China affiliates. If you are an employee or job applicant, you may contact us at elfrecruiting@elfbeauty.com to learn more about how we collect, use, and process employee and job applicant personal information.

U.S. Residents: Please visit our U.S. State Privacy Supplement for additional information about our collection, use, disclosure and other processing of personal information and the rights that may be available to you depending on your state of residence.

EEA and UK Residents: If you are located in the European Economic Area (the “EEA”) or the United Kingdom (and the applicable e.l.f. Beauty brand provides products or other services to consumers in your country), please see the EU/UK Privacy Supplement for additional information about our privacy practices and your rights under the EU General Data Protection Regulation and the UK General Data Protection Regulation (as applicable, the “EU/UK GDPR”).

TABLE OF CONTENTS

Click on the links below to jump to the different sections of this Privacy Notice.

What Information Do We Collect, How Do We Collect It, And How Do We Use It?
Cookies and Traffic Data
How Do We Share Your Personal Information?
Where Do We Process or Store Your Personal Information?
Your Rights and Choices
Data Governance, Security, and Retention of Your Personal Information
Internet Based Advertising
Children’s Privacy
Third Party Websites
Changes to this Privacy Notice
Miscellaneous
Contact Us

WHAT INFORMATION DO WE COLLECT, HOW DO WE COLLECT IT, AND HOW DO WE USE IT?

We collect information about you in many ways from many places. Some of the information we collect may include information that identifies, relates to, describes, references, is capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your device (“personal information”). To the extent required by law, when we collect personal information from you, we indicate any personal information that you are required to provide to us, and the consequences of not doing so.

The types of personal information we may collect, or you may provide to us, include:

contact information (such as your name, phone number, mailing address, email address, etc.);
account information (such as your username, password, date of birth, gender, and wish list);
payment information (such as your payment card number, expiration date, authorization number or security code, delivery address, and billing address);
purchase and transaction information;
physical attributes (such as your skin type and/or skin tone);
communication information (such as information we collect when communicating with you including how you engaged with the message and the details of the communications);
device and network information (such as Internet Protocol (IP) address, MAC address, browser type, operating system, device identifying personal information, the specific web pages visited during your connection, the domain name from which you accessed our websites, and your browsing behavior, such as the date and time you visit our websites, the areas or pages of our websites that you visit, the amount of time you spend viewing our websites, the number of times you return to our websites or mobile apps, the products you selected to create your basket, whether you left items in your basket or “abandoned” your basket, and other clickstream data);
location information (including general location information, such as your IP address, and specific location information of the device if you are using our mobile app);
user generated content (including identifiers and other information that we collect or you give us when you submit content (for example images or ratings and reviews) on our websites, mobile apps, or social media platforms, when you interact with/participate in our quizzes or other questionnaires, when you access and use our NFTs (if available), when you publicly tag us on a social media post, or accept our re-use of any content you posted on social media platforms);
promotional and survey-related information (including information provided when you sign up for an event, enter a contest or promotion, complete a survey or submit a testimonial);
social media information (such as your social media handle, photos and/or videos, comments, replies or response mentioned in your posts, any information about you that you have made publicly available through your social media profile and any other information that we collect when you publicly mention us on social media platforms);
information we may obtain from our third-party service providers;
any other personal information we obtain through our websites or mobile apps.

We use your personal information for one or more of the following purposes:

fulfill the purpose for which you provided the information. For example, if you share your name and contact information to ask a question about our products, we will use that personal information to respond to your inquiry. If you provide your personal information to purchase a product, we will use that information to process your payment and facilitate delivery;
provide, support, and develop our websites, mobile apps, products, and services, and personalize your website or mobile app experience, including offering targeted ads and direct marketing;
create, maintain, customize, and secure your account with us;
process your requests, purchases, returns, payments, and other transactions and prevent fraud;
provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses;
help maintain the safety, security, and integrity of our websites, mobile apps, products, and services, including to detect, prevent, or otherwise address fraud, security, or technical issues; and
evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our users is among the assets transferred.

Some of the personal information you provide to us or that we collect (such as skincare concerns or skin tone) may be considered “sensitive” personal information—we do not collect or process this personal information for purposes other than those permitted by appliable law.

We obtain all of the above personal information directly from you and/or your devices, except for personal information that we receive or obtain from (i) payment processing companies and address update and append services, including our marketing service providers; (ii) publicly available social media profiles and social media engagement with our content; (iii) with respect to influencers, public relations/communications companies, as indicated above; (iv) our affiliates and subsidiaries; (v) vendors, suppliers, business partners and marketing partners; (vi) third parties with whom we run promotions or marketing efforts (such as contests, sweepstakes, and giveaways); (vii) online advertising services, including advertising networks; and (viii) data brokers.

If you post information when you interact with us through social media sites, depending on your privacy settings, this information may become public on the Internet. You may be able to control what information you share through the privacy settings for your social media accounts—please refer to the applicable social media platform’s privacy policies and terms of use for more details and information.

International Orders

With respect to products purchased through our websites for shipment to certain countries or regions outside of the United States, we may work with third-party cross-border commerce, shipping, seller-of-record, payment, logistics, or other fulfillment partners to support the sale and delivery of those products.

If you reside in a country or region where international sales or shipping are supported by one of our cross-border partners, you may be directed to a co-branded checkout service or other transaction-related service operated by that partner. The applicable partner’s privacy policy or similar notice, and not this Privacy Notice, will apply to personal information that you provide directly through the checkout service or other service operated by that partner.

Before completing a purchase through a co-branded checkout service or other service operated by one of our cross-border partners, please review the applicable partner’s privacy policy or similar notice for more information about how that partner collects, uses, discloses, and otherwise processes your personal information.

Cookies And Traffic Data

Cookies and Other Automated Technologies

Certain cookies, pixels, web beacons and similar automated technologies that we employ are necessary for the operation of our website. Other automated technologies that we employ are not necessary for the operation of our websites but are employed to enhance your use of our websites and shopping experience.

Our cookies include session cookies (temporary cookies that identify and track users within our websites which are deleted when you close your browser or leave your session) or persistent cookies (cookies which enable our websites to “remember” who you are and to remember your preferences within our websites and which will stay on your computer or device after you close your browser or leave your session).

We use the following different types of cookies:

Category	Description
Strictly Necessary / Essential	These are cookies which are needed for our websites to function properly. For example, these cookies allow you to access secure areas of our websites or to remember what you have put into your shopping basket.
Performance	These cookies allow us to keep a record of traffic data, count visits, traffic sources, access rates, page hits and page views so we can measure and improve the performance of our website. They help us know which pages are the most and least popular and see how visitors move to and from and around our website.
Functional	These cookies allow our websites to remember choices you make (such as your username, language, or the region you are in) and provide enhanced, more personal features. These cookies allow the provision of enhanced functionality and personalization, such as chats. They are set by us or by third party providers whose services we have added to our pages.
Targeting/Advertising	These cookies are set through our websites by our advertising partners and/or social media services. They are used by those companies to build a profile of your interests and show you relevant ads on other websites. They record a user’s visit to a website, the pages a user has visited and the links a user has followed. Companies will use this information to make the website more relevant to users. Companies may also share this information with third parties for this purpose.

You can find more general information about cookies and generally how to manage them at www.allaboutcookies.org and www.youronlinechoices.com.

We use third-party advertising companies (with your consent if required by applicable law) that use cookies to serve our advertisements across the Internet. These companies collect personal information about your visits to our websites and other website/applications and your interaction with our advertising and other communications. These advertising companies serve ads on behalf of us and others on non-affiliated website, and some of those ads will be personalized, meaning that they are intended to be relevant to you based on personal information collected about your visits to our websites and elsewhere over time. Other companies may also use such technology to advertise on our website.

To opt out of having your personal information used for interest-based advertising purposes, please see the “Opting Out of Third-Party Tailored Advertising” section below.

Google Analytics

We use Google Analytics, which is a web analytics tool that helps us understand how users engage with our website. Like many services, Google Analytics uses first-party cookies to track user interactions, as in our case, where they are used to collect details about how users use our website. This information is used to compile reports and to help us improve our website. The reports disclose trends without identifying individual visitors.

You can find out more about how Google uses personal information here: https://policies.google.com/privacy.

For residents of the EEA or the United Kingdom that are subject to the EU/UK GDPR, we base the use of Google Analytics on your consent.

You can opt out of Google Analytics by installing Google’s browser add-on available here.

Cross Border/International Shipping Partners

As noted in the “International Orders” section, we may work with third-party cross-border commerce, shipping, and seller-of-record partners to sell and deliver certain products to consumers in countries or regions outside of the United States. These partners may operate co-branded checkout services or other transaction-related services that allow you to complete your purchase. Where a purchase is completed through a co-branded checkout service operated by one of our cross-border partners, that partner may use cookies and similar technologies on the checkout service it operates. In those circumstances, the partner’s cookie policy or similar notice will apply to its use of cookies and similar technologies on that service. Before completing your purchase through a co-branded checkout service, please review the applicable partner’s cookie policy or similar notice.

Turning Off Cookies

Please see the “Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies” section for information on how you can turn off cookies on our websites.

How Do We Share Your Personal Information?

We share personal information collected from, and about, you in certain circumstances, as described in this section.

For Business Purposes

We share personal information with service providers who help us run our business, including order management and shipping processors, marketing service providers, payment processors, customer service providers, shopping experience service providers, customer relationship management service providers, analytics service providers, loyalty program providers, product review program providers, cloud storage providers, and IT service providers. We share only the personal information needed for these service providers to complete the tasks we request. We also may share personal information with professional advisors, such as auditors, law firms and accounting firms.

If you sign up to receive text messages from one of our brands, we will share your contact details and information about your opt-in preference and consent to receive text messages with aggregators and vendors who provide text message services on our behalf for that particular brand. We otherwise do not share details about your opt-in preferences and consent to receive text messages with other third parties.

For Advertising

We share personal information with advertisers, advertising publishers, and marketing service providers to serve you targeted advertising.

With Your Consent

In certain circumstances and where required by law, we may disclose personal information to third parties with your consent or at your direction.

For Legal Reasons

We also may share personal information with third parties if we are legally required to do so, or if we have a good-faith belief that access, use, preservation or disclosure of the personal information is reasonably necessary to:

comply with any applicable federal, state, local or international law, regulation, civil, criminal or regulatory inquiry, investigation legal process, judicial order or enforceable governmental request;
respond to legal process (such as a search warrant, subpoena, summons or court order);
enforce our Terms of Use (or other terms of service for our websites or mobile apps), including investigation of potential violations;
detect, prevent or otherwise address security, fraud or technical issues;
cooperate with law enforcement agencies concerning conduct or activity that we reasonably and in good faith believes violate federal, state, local or international law; or
exercise or defend legal claims, protect against harm to our rights, property or safety or the rights, property or safety of third parties, our consumers, or the public as required or permitted by law (including exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction).

Affiliated Brands and Companies

We may also share certain personal information with our corporate affiliates, including our parent company, e.l.f. Beauty, Inc., or other brands in the e.l.f. Beauty portfolio. For additional information regarding our corporate affiliates or other brands, please visit elfbeauty.com.

In Connection with a Sale or Merger

If we directly or indirectly undergo a business transition (including proposed transactions), like a merger, acquisition by another company, or sale of all or part of our assets, we may disclose or transfer personal information to the successor organization in the transition.

Where Do We PROCESS OR Store Your Personal Information?

We may transfer personal information that we collect about you to affiliated entities, or to other third parties across borders and from your country or jurisdiction to other countries or jurisdictions around the world. We also may use service providers who may access, store or otherwise process personal information in the United States, Canada, the UK, the EEA, and other countries.

EEA and UK residents: Please refer to the EU/UK Privacy Supplement for additional information about potential transfers of your personal information outside of the EEA or the UK, as applicable.

Québec residents: If you are located in Québec (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Québec), please note that it is possible that your personal information could be communicated outside Québec and Canada.

Your Rights And Choices

Privacy Rights

Subject to applicable law, you may have certain rights with respect to your personal information.

U.S. State Privacy Rights. For more information on U.S. state privacy rights, please see our U.S. State Privacy Supplement.
EEA/UK Privacy Rights. If you are located in the EEA or the United Kingdom, please see the EU/UK Privacy Supplement for additional information about the rights that may be applicable to you.
Canadian Privacy Rights. If you are located in Canada (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Canada), you have the right to access, update and rectify or correct inaccuracies in, and withdraw consent to our collection, use and disclosure of, your personal information in our custody or control. Québec residents may also have the right to receive a copy of their information from the individual in a “portable” (i.e., structured, commonly used technological) format, or to request that we share such information with an authorized third party, unless doing so poses serious practical difficulties. You may make such a request or withdraw your consent by using the contact information set out below. We may request certain personal information for the purpose of verifying your identity when you seek access to or correction of your personal information.

How to Exercise Your Privacy Rights

To the extent you are afforded privacy rights under applicable law, you may exercise those rights by following the instructions set out below. For U.S. residents and EEA/UK residents, please also see our U.S. State Privacy Supplement or EU/UK Privacy Supplement, as applicable, for additional information on how to exercise certain privacy rights.

Updating, Correcting, Modifying and Deleting Your Personal Information
You can update, correct, modify and delete certain personal information by signing into your account. Please note that you will need to update, correct, modify, and/or delete your personal information in each of your accounts with our brands as changes to your personal information in one account will not automatically update your personal information in another account.

If you cannot update, correct, modify or delete personal information in your account (or if you wish to access, correct, modify or delete any personal information that is not contained in your account), please email us at privacyrequests@elfbeauty.com with the subject line “Personal Information Updates/Deletions” and in the body of the email, please let us know what personal information you would like to be updated, corrected, modified, or deleted and which e.l.f. Beauty brand that you are exercising your privacy rights for.

Please note that manually deleting any personal information in your account will not completely delete that information from our systems—to request that we delete your personal information from our systems, you must send in a request using another method.

Important Note Regarding Deletion Requests

Please note that due to limitations in our systems, we may not be able to selectively delete only the specific personal information you request, and in some cases, we may be required to delete your personal information in its entirety from our systems.

You may use our Privacy Rights Request Form to request that we delete your personal information; please note, however, that, due to limitations of our systems, a deletion request using that method will be treated as a “blanket” deletion request and all your personal information with respect to all of the e.l.f. Beauty brands covered by this Privacy Notice will be deleted (including removal from our loyalty programs as noted below).

Please note that if you are a member of one of our loyalty programs and you request that your personal information is deleted, due to limitations in our systems you may be removed from that particular loyalty program.
All Other Privacy Requests
- Email. You may submit privacy requests by emailing us at privacyrequests@elfbeauty.com. If you email us, please include in the subject line “Privacy Rights” and in the body of the email, please let us know which privacy right decision you are exercising and with respect to which e.l.f. Beauty brand that you are exercising your privacy rights.
- Privacy Rights Request Form. You may also submit certain privacy requests by using the following Privacy Rights Request Form. The types of privacy requests that you can make using our Privacy Rights Request Form will be outlined in the Privacy Rights Request Form. If you do not see the privacy request that you wish to exercise, please use a different method.
- Other Methods. You may also submit privacy requests by contacting us at the address provided in the “Contact Us” section. If you write to us or call us, please let us know with respect to which e.l.f. Beauty brand that you are exercising your privacy rights, so that we can process your request in an efficient manner.

To the extent permitted by applicable law, we may charge a reasonable fee to comply with your request.

Depending on your jurisdiction of residence, you may appeal our decision with respect to a request you have submitted by following any of the methods to exercise a privacy right or by contacting us using the contact information detailed in the “Contact Us” section. So that we can process your appeal in an efficient manner, we ask that you email us at privacyrequests@elfbeauty.com with the subject line “Decision Appeal – Privacy Rights” and in the body of the email, please let us know which privacy right decision you are appealing and with respect to which e.l.f. Beauty brand your request relates.

Withdrawing Consent

Withdrawing Your Consent for (Opting Out of) Promotional Emails

If you do not wish to receive email communications from us about special offers and promotions, you can opt out of receiving these communications by following the instructions contained in the emails you receive. Even if you opt out of receiving these emails, we may still send you certain communications relating to the services we provide, service announcements, and administrative emails.

Withdrawing Your Consent for (Opting Out of) of SMS Text Messages

If you are a resident of a jurisdiction in which one of our SMS text message program is available and you do not wish to receive SMS text message communications from us about special offers and promotions, you can opt out of receiving these communications by following the applicable instructions in the Text Message Terms and Conditions. Please note that opting out of a SMS text message program for one of our brands will not opt you opt of any of our other brands’ SMS text message program—you must opt-out of each of our brands’ SMS text message programs separately.

Withdrawing Your Consent for (Opting Out of) of Mobile App Push Messages

If you use our mobile app(s) and you do not wish to receive push notifications from us on your device, click “Don’t Allow” or a similar choice when prompted asking if you would like to allow push notifications. If you have allowed push notifications from us but later decide you no longer want to receive them, you can adjust your settings in the mobile app or turn them off through your device notifications settings.

Withdrawing Your Consent for (Opting Out of) of Mobile App Location Services

If you use our mobile app and you do not wish to allow us to access specific location information of the device with which you are accessing our mobile app, click “Don’t Allow” or a similar choice when prompted asking if you would like to allow location services or a similar setting. If you have allowed location information from us but later decide you no longer want to allow us to access location information, you can adjust your device location settings.

Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies

You can set your browser to reject cookies, warn you about attempts to place cookies or other automated technologies on your computer or device, or limit the type of cookies you allow. You can also manually delete individual or all the cookies on your computer or device by following your browser’s or device’s help file directions. You can also set your browser or device to delete cookies every time you finish browsing. Please note that browser- and device-management tools for cookies are outside of our control and we cannot guarantee their effectiveness. Please also note that flash-based cookies operate differently than browser cookies and cookie management tools available may not remove flash Tracking Technologies.

For certain of our websites, you may also turn off cookies that are not necessary for the operation of our websites by using the “Cookie Settings” or “Manage Consent” (or similar wording) link in the footer of our website (depending on which website you are visiting).

Please note that if you turn off cookies that are not necessary for the operation of our websites, your browser or device is set to reject cookies, or you manually delete cookies or other tracking technologies, some or all the features and functionality of our websites may not function properly (including features we add to our websites in the future).

U.S. residents: Please refer to the U.S. State Privacy Supplement for additional information about rights that may be available to you with respect to opting out of sale/sharing and targeted advertising.

Opting Out of Third-Party Tailored Advertising

If you are interested in more information about tailored advertising and your choices to prevent third parties from delivering tailored web and mobile web advertising, please visit the following websites:

These opt-out tools are provided by third parties (and not by us). We do not control or operate these tools or the choices that advertisers and others provide through these tools.

Do Not Track Signals

Our websites are not designed to respond to “Do Not Track” signals from browsers.

DATA GOVERNANCE, SECURITY, AND RETENTION OF YOUR PERSONAL INFORMATION

We maintain administrative, technical and physical safeguards designed to protect the personal information you provide against accidental, unlawful or unauthorized access, destruction, loss, alteration, disclosure or use.

The following provision only applies if you are located in Canada (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Canada): We have implemented a comprehensive set of policies and procedures that govern our treatment of personal information. These policies and procedures include, among other things, a framework for the retention and secure destruction of personal information, defined roles and responsibilities for personnel with respect to the treatment of personal information; and a process for responding to questions, requests and complaints. We have record retention processes designed to retain personal information for no longer than necessary for the purposes set out in this Privacy Notice or as otherwise required to meet legal or business requirements.

Internet Based Advertising

We use third-party advertising companies that use cookies to serve our advertisements across the Internet. These companies may collect personal information about your visits to our websites or mobile apps and other websites/applications and your interaction with our advertising and other communications. These advertising companies serve ads on behalf of us and others on non-affiliated websites, and some of those ads may be personalized, meaning that they are intended to be relevant to you based on personal information collected about your visits to our websites and elsewhere over time. Other companies may also use such technology to advertise on our website.

Children’S PRIVACY

Our websites and mobile apps are not directed to children, nor do we knowingly collect any personal information from children under the age of 13 (or with respect to residents the EEA, children under the age of 16, and with respect to residents of Canada, children under the age of 14) without verifiable parental or legal guardian consent.

Third Party Websites

Our websites or mobile apps contain links to third-party websites, such as social media websites (for example, Instagram, Facebook, YouTube, TikTok, Pinterest, X, and Snapchat), each of which have privacy policies that differ from this Privacy Notice. We are not responsible for the activities and practices that take place on these websites. Accordingly, we recommend that you review the privacy policy or privacy notice/statement posted on any external website before disclosing any personal information. Please contact those websites directly if you have any questions about their privacy policies.

CHANGES TO THIS PRIVACY NOTICE

We may change this Privacy Notice from time to time, including as required to keep current with rules and regulations, new technologies and security standards. When we do, we will post the change(s) on the applicable privacy notice page of our websites. For significant changes, we will notify you by posting a notice on the applicable website indicating at the top of the Privacy Notice when it was most recently updated or notify you in another appropriate manner consistent with applicable law. If you wish to review a copy of the privacy notice effective prior to the effective date of this Privacy Notice, please contact us using the contact information detailed in the “Contact Us” section.

MISCELLANEOUS

Québec residents: If you are located in Québec (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Québec), you may request a French version of this Privacy Notice by emailing elfcare@elfcosmetics.com with the subject line “French version of the Privacy Notice” (Vous pouvez demander une version française de cet avis de confidentialité en envoyant un courriel à elfcare@elfcosmetics.com avec le ligne d’objet « French version of the Privacy Notice »).

Contact Us

We strive to be transparent about the ways in which we collect and use personal information and welcome your questions and concerns. If you have questions or concerns about this Privacy Notice or how we or our service providers collect and use the personal information of our consumers, please contact us using the contact information provided below. Please include the name of the brand(s) you have questions about in your request, if applicable.

Mail:

e.l.f. Cosmetics, Inc.

601 12^th Street, 14^th Floor

Oakland, CA 94607

Attention: Legal Department

Re: Privacy Info

Email:

privacyrequests@elfbeauty.com

PRIVACY NOTICE

Last updated: June 23, 2026

This Privacy Notice applies to the following e.l.f. Beauty brands:

e.l.f. Cosmetics and e.l.f. SKIN
Well People

These brands are operated by our primary operating companies (depending on the jurisdiction):

e.l.f. Cosmetics, Inc.
e.l.f. Beauty UK Ltd.

TABLE OF CONTENTS

Click on the links below to jump to the different sections of this Privacy Notice.

What Information Do We Collect, How Do We Collect It, And How Do We Use It?
Cookies and Traffic Data
How Do We Share Your Personal Information?
Where Do We Process or Store Your Personal Information?
Your Rights and Choices
Data Governance, Security, and Retention of Your Personal Information
Internet Based Advertising
Children’s Privacy
Third Party Websites
Changes to this Privacy Notice
Miscellaneous
Contact Us

WHAT INFORMATION DO WE COLLECT, HOW DO WE COLLECT IT, AND HOW DO WE USE IT?

The types of personal information we may collect, or you may provide to us, include:

contact information (such as your name, phone number, mailing address, email address, etc.);
account information (such as your username, password, date of birth, gender, and wish list);
payment information (such as your payment card number, expiration date, authorization number or security code, delivery address, and billing address);
purchase and transaction information;
physical attributes (such as your skin type and/or skin tone);
communication information (such as information we collect when communicating with you including how you engaged with the message and the details of the communications);
device and network information (such as Internet Protocol (IP) address, MAC address, browser type, operating system, device identifying personal information, the specific web pages visited during your connection, the domain name from which you accessed our websites, and your browsing behavior, such as the date and time you visit our websites, the areas or pages of our websites that you visit, the amount of time you spend viewing our websites, the number of times you return to our websites or mobile apps, the products you selected to create your basket, whether you left items in your basket or “abandoned” your basket, and other clickstream data);
location information (including general location information, such as your IP address, and specific location information of the device if you are using our mobile app);
user generated content (including identifiers and other information that we collect or you give us when you submit content (for example images or ratings and reviews) on our websites, mobile apps, or social media platforms, when you interact with/participate in our quizzes or other questionnaires, when you access and use our NFTs (if available), when you publicly tag us on a social media post, or accept our re-use of any content you posted on social media platforms);
promotional and survey-related information (including information provided when you sign up for an event, enter a contest or promotion, complete a survey or submit a testimonial);
social media information (such as your social media handle, photos and/or videos, comments, replies or response mentioned in your posts, any information about you that you have made publicly available through your social media profile and any other information that we collect when you publicly mention us on social media platforms);
information we may obtain from our third-party service providers;
any other personal information we obtain through our websites or mobile apps.

We use your personal information for one or more of the following purposes:

fulfill the purpose for which you provided the information. For example, if you share your name and contact information to ask a question about our products, we will use that personal information to respond to your inquiry. If you provide your personal information to purchase a product, we will use that information to process your payment and facilitate delivery;
provide, support, and develop our websites, mobile apps, products, and services, and personalize your website or mobile app experience, including offering targeted ads and direct marketing;
create, maintain, customize, and secure your account with us;
process your requests, purchases, returns, payments, and other transactions and prevent fraud;
provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses;
help maintain the safety, security, and integrity of our websites, mobile apps, products, and services, including to detect, prevent, or otherwise address fraud, security, or technical issues; and
evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our users is among the assets transferred.

International Orders

Cookies And Traffic Data

Cookies and Other Automated Technologies

We use the following different types of cookies:

Category	Description
Strictly Necessary / Essential	These are cookies which are needed for our websites to function properly. For example, these cookies allow you to access secure areas of our websites or to remember what you have put into your shopping basket.
Performance	These cookies allow us to keep a record of traffic data, count visits, traffic sources, access rates, page hits and page views so we can measure and improve the performance of our website. They help us know which pages are the most and least popular and see how visitors move to and from and around our website.
Functional	These cookies allow our websites to remember choices you make (such as your username, language, or the region you are in) and provide enhanced, more personal features. These cookies allow the provision of enhanced functionality and personalization, such as chats. They are set by us or by third party providers whose services we have added to our pages.
Targeting/Advertising	These cookies are set through our websites by our advertising partners and/or social media services. They are used by those companies to build a profile of your interests and show you relevant ads on other websites. They record a user’s visit to a website, the pages a user has visited and the links a user has followed. Companies will use this information to make the website more relevant to users. Companies may also share this information with third parties for this purpose.

You can find more general information about cookies and generally how to manage them at www.allaboutcookies.org and www.youronlinechoices.com.

To opt out of having your personal information used for interest-based advertising purposes, please see the “Opting Out of Third-Party Tailored Advertising” section below.

Google Analytics

You can find out more about how Google uses personal information here: https://policies.google.com/privacy.

For residents of the EEA or the United Kingdom that are subject to the EU/UK GDPR, we base the use of Google Analytics on your consent.

You can opt out of Google Analytics by installing Google’s browser add-on available here.

Cross Border/International Shipping Partners

Turning Off Cookies

Please see the “Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies” section for information on how you can turn off cookies on our websites.

How Do We Share Your Personal Information?

We share personal information collected from, and about, you in certain circumstances, as described in this section.

For Business Purposes

For Advertising

We share personal information with advertisers, advertising publishers, and marketing service providers to serve you targeted advertising.

With Your Consent

In certain circumstances and where required by law, we may disclose personal information to third parties with your consent or at your direction.

For Legal Reasons

comply with any applicable federal, state, local or international law, regulation, civil, criminal or regulatory inquiry, investigation legal process, judicial order or enforceable governmental request;
respond to legal process (such as a search warrant, subpoena, summons or court order);
enforce our Terms of Use (or other terms of service for our websites or mobile apps), including investigation of potential violations;
detect, prevent or otherwise address security, fraud or technical issues;
cooperate with law enforcement agencies concerning conduct or activity that we reasonably and in good faith believes violate federal, state, local or international law; or
exercise or defend legal claims, protect against harm to our rights, property or safety or the rights, property or safety of third parties, our consumers, or the public as required or permitted by law (including exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction).

Affiliated Brands and Companies

In Connection with a Sale or Merger

Where Do We PROCESS OR Store Your Personal Information?

EEA and UK residents: Please refer to the EU/UK Privacy Supplement for additional information about potential transfers of your personal information outside of the EEA or the UK, as applicable.

Your Rights And Choices

Privacy Rights

Subject to applicable law, you may have certain rights with respect to your personal information.

U.S. State Privacy Rights. For more information on U.S. state privacy rights, please see our U.S. State Privacy Supplement.
EEA/UK Privacy Rights. If you are located in the EEA or the United Kingdom, please see the EU/UK Privacy Supplement for additional information about the rights that may be applicable to you.
Canadian Privacy Rights. If you are located in Canada (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Canada), you have the right to access, update and rectify or correct inaccuracies in, and withdraw consent to our collection, use and disclosure of, your personal information in our custody or control. Québec residents may also have the right to receive a copy of their information from the individual in a “portable” (i.e., structured, commonly used technological) format, or to request that we share such information with an authorized third party, unless doing so poses serious practical difficulties. You may make such a request or withdraw your consent by using the contact information set out below. We may request certain personal information for the purpose of verifying your identity when you seek access to or correction of your personal information.

How to Exercise Your Privacy Rights

Updating, Correcting, Modifying and Deleting Your Personal Information
You can update, correct, modify and delete certain personal information by signing into your account. Please note that you will need to update, correct, modify, and/or delete your personal information in each of your accounts with our brands as changes to your personal information in one account will not automatically update your personal information in another account.

If you cannot update, correct, modify or delete personal information in your account (or if you wish to access, correct, modify or delete any personal information that is not contained in your account), please email us at privacyrequests@elfbeauty.com with the subject line “Personal Information Updates/Deletions” and in the body of the email, please let us know what personal information you would like to be updated, corrected, modified, or deleted and which e.l.f. Beauty brand that you are exercising your privacy rights for.

Please note that manually deleting any personal information in your account will not completely delete that information from our systems—to request that we delete your personal information from our systems, you must send in a request using another method.

Important Note Regarding Deletion Requests

Please note that due to limitations in our systems, we may not be able to selectively delete only the specific personal information you request, and in some cases, we may be required to delete your personal information in its entirety from our systems.

You may use our Privacy Rights Request Form to request that we delete your personal information; please note, however, that, due to limitations of our systems, a deletion request using that method will be treated as a “blanket” deletion request and all your personal information with respect to all of the e.l.f. Beauty brands covered by this Privacy Notice will be deleted (including removal from our loyalty programs as noted below).

Please note that if you are a member of one of our loyalty programs and you request that your personal information is deleted, due to limitations in our systems you may be removed from that particular loyalty program.
All Other Privacy Requests
- Email. You may submit privacy requests by emailing us at privacyrequests@elfbeauty.com. If you email us, please include in the subject line “Privacy Rights” and in the body of the email, please let us know which privacy right decision you are exercising and with respect to which e.l.f. Beauty brand that you are exercising your privacy rights.
- Privacy Rights Request Form. You may also submit certain privacy requests by using the following Privacy Rights Request Form. The types of privacy requests that you can make using our Privacy Rights Request Form will be outlined in the Privacy Rights Request Form. If you do not see the privacy request that you wish to exercise, please use a different method.
- Other Methods. You may also submit privacy requests by contacting us at the address provided in the “Contact Us” section. If you write to us or call us, please let us know with respect to which e.l.f. Beauty brand that you are exercising your privacy rights, so that we can process your request in an efficient manner.

To the extent permitted by applicable law, we may charge a reasonable fee to comply with your request.

Withdrawing Consent

Withdrawing Your Consent for (Opting Out of) Promotional Emails

Withdrawing Your Consent for (Opting Out of) of SMS Text Messages

Withdrawing Your Consent for (Opting Out of) of Mobile App Push Messages

Withdrawing Your Consent for (Opting Out of) of Mobile App Location Services

Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies

Opting Out of Third-Party Tailored Advertising

These opt-out tools are provided by third parties (and not by us). We do not control or operate these tools or the choices that advertisers and others provide through these tools.

Do Not Track Signals

Our websites are not designed to respond to “Do Not Track” signals from browsers.

DATA GOVERNANCE, SECURITY, AND RETENTION OF YOUR PERSONAL INFORMATION

Internet Based Advertising

Children’S PRIVACY

Third Party Websites

CHANGES TO THIS PRIVACY NOTICE

MISCELLANEOUS

Contact Us

Mail:

e.l.f. Cosmetics, Inc.

601 12^th Street, 14^th Floor

Oakland, CA 94607

Attention: Legal Department

Re: Privacy Info

Email:

privacyrequests@elfbeauty.com

PRIVACY NOTICE

Last updated: June 23, 2026

This Privacy Notice applies to the following e.l.f. Beauty brands:

e.l.f. Cosmetics and e.l.f. SKIN
Well People

These brands are operated by our primary operating companies (depending on the jurisdiction):

e.l.f. Cosmetics, Inc.
e.l.f. Beauty UK Ltd.

TABLE OF CONTENTS

Click on the links below to jump to the different sections of this Privacy Notice.

What Information Do We Collect, How Do We Collect It, And How Do We Use It?
Cookies and Traffic Data
How Do We Share Your Personal Information?
Where Do We Process or Store Your Personal Information?
Your Rights and Choices
Data Governance, Security, and Retention of Your Personal Information
Internet Based Advertising
Children’s Privacy
Third Party Websites
Changes to this Privacy Notice
Miscellaneous
Contact Us

WHAT INFORMATION DO WE COLLECT, HOW DO WE COLLECT IT, AND HOW DO WE USE IT?

The types of personal information we may collect, or you may provide to us, include:

contact information (such as your name, phone number, mailing address, email address, etc.);
account information (such as your username, password, date of birth, gender, and wish list);
payment information (such as your payment card number, expiration date, authorization number or security code, delivery address, and billing address);
purchase and transaction information;
physical attributes (such as your skin type and/or skin tone);
communication information (such as information we collect when communicating with you including how you engaged with the message and the details of the communications);
device and network information (such as Internet Protocol (IP) address, MAC address, browser type, operating system, device identifying personal information, the specific web pages visited during your connection, the domain name from which you accessed our websites, and your browsing behavior, such as the date and time you visit our websites, the areas or pages of our websites that you visit, the amount of time you spend viewing our websites, the number of times you return to our websites or mobile apps, the products you selected to create your basket, whether you left items in your basket or “abandoned” your basket, and other clickstream data);
location information (including general location information, such as your IP address, and specific location information of the device if you are using our mobile app);
user generated content (including identifiers and other information that we collect or you give us when you submit content (for example images or ratings and reviews) on our websites, mobile apps, or social media platforms, when you interact with/participate in our quizzes or other questionnaires, when you access and use our NFTs (if available), when you publicly tag us on a social media post, or accept our re-use of any content you posted on social media platforms);
promotional and survey-related information (including information provided when you sign up for an event, enter a contest or promotion, complete a survey or submit a testimonial);
social media information (such as your social media handle, photos and/or videos, comments, replies or response mentioned in your posts, any information about you that you have made publicly available through your social media profile and any other information that we collect when you publicly mention us on social media platforms);
information we may obtain from our third-party service providers;
any other personal information we obtain through our websites or mobile apps.

We use your personal information for one or more of the following purposes:

fulfill the purpose for which you provided the information. For example, if you share your name and contact information to ask a question about our products, we will use that personal information to respond to your inquiry. If you provide your personal information to purchase a product, we will use that information to process your payment and facilitate delivery;
provide, support, and develop our websites, mobile apps, products, and services, and personalize your website or mobile app experience, including offering targeted ads and direct marketing;
create, maintain, customize, and secure your account with us;
process your requests, purchases, returns, payments, and other transactions and prevent fraud;
provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses;
help maintain the safety, security, and integrity of our websites, mobile apps, products, and services, including to detect, prevent, or otherwise address fraud, security, or technical issues; and
evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our users is among the assets transferred.

International Orders

Cookies And Traffic Data

Cookies and Other Automated Technologies

We use the following different types of cookies:

Category	Description
Strictly Necessary / Essential	These are cookies which are needed for our websites to function properly. For example, these cookies allow you to access secure areas of our websites or to remember what you have put into your shopping basket.
Performance	These cookies allow us to keep a record of traffic data, count visits, traffic sources, access rates, page hits and page views so we can measure and improve the performance of our website. They help us know which pages are the most and least popular and see how visitors move to and from and around our website.
Functional	These cookies allow our websites to remember choices you make (such as your username, language, or the region you are in) and provide enhanced, more personal features. These cookies allow the provision of enhanced functionality and personalization, such as chats. They are set by us or by third party providers whose services we have added to our pages.
Targeting/Advertising	These cookies are set through our websites by our advertising partners and/or social media services. They are used by those companies to build a profile of your interests and show you relevant ads on other websites. They record a user’s visit to a website, the pages a user has visited and the links a user has followed. Companies will use this information to make the website more relevant to users. Companies may also share this information with third parties for this purpose.

You can find more general information about cookies and generally how to manage them at www.allaboutcookies.org and www.youronlinechoices.com.

To opt out of having your personal information used for interest-based advertising purposes, please see the “Opting Out of Third-Party Tailored Advertising” section below.

Google Analytics

You can find out more about how Google uses personal information here: https://policies.google.com/privacy.

For residents of the EEA or the United Kingdom that are subject to the EU/UK GDPR, we base the use of Google Analytics on your consent.

You can opt out of Google Analytics by installing Google’s browser add-on available here.

Cross Border/International Shipping Partners

Turning Off Cookies

Please see the “Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies” section for information on how you can turn off cookies on our websites.

How Do We Share Your Personal Information?

We share personal information collected from, and about, you in certain circumstances, as described in this section.

For Business Purposes

For Advertising

We share personal information with advertisers, advertising publishers, and marketing service providers to serve you targeted advertising.

With Your Consent

In certain circumstances and where required by law, we may disclose personal information to third parties with your consent or at your direction.

For Legal Reasons

comply with any applicable federal, state, local or international law, regulation, civil, criminal or regulatory inquiry, investigation legal process, judicial order or enforceable governmental request;
respond to legal process (such as a search warrant, subpoena, summons or court order);
enforce our Terms of Use (or other terms of service for our websites or mobile apps), including investigation of potential violations;
detect, prevent or otherwise address security, fraud or technical issues;
cooperate with law enforcement agencies concerning conduct or activity that we reasonably and in good faith believes violate federal, state, local or international law; or
exercise or defend legal claims, protect against harm to our rights, property or safety or the rights, property or safety of third parties, our consumers, or the public as required or permitted by law (including exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction).

Affiliated Brands and Companies

In Connection with a Sale or Merger

Where Do We PROCESS OR Store Your Personal Information?

EEA and UK residents: Please refer to the EU/UK Privacy Supplement for additional information about potential transfers of your personal information outside of the EEA or the UK, as applicable.

Your Rights And Choices

Privacy Rights

Subject to applicable law, you may have certain rights with respect to your personal information.

U.S. State Privacy Rights. For more information on U.S. state privacy rights, please see our U.S. State Privacy Supplement.
EEA/UK Privacy Rights. If you are located in the EEA or the United Kingdom, please see the EU/UK Privacy Supplement for additional information about the rights that may be applicable to you.
Canadian Privacy Rights. If you are located in Canada (and the applicable e.l.f. Beauty brand provides products or other services to consumers in Canada), you have the right to access, update and rectify or correct inaccuracies in, and withdraw consent to our collection, use and disclosure of, your personal information in our custody or control. Québec residents may also have the right to receive a copy of their information from the individual in a “portable” (i.e., structured, commonly used technological) format, or to request that we share such information with an authorized third party, unless doing so poses serious practical difficulties. You may make such a request or withdraw your consent by using the contact information set out below. We may request certain personal information for the purpose of verifying your identity when you seek access to or correction of your personal information.

How to Exercise Your Privacy Rights

Updating, Correcting, Modifying and Deleting Your Personal Information
You can update, correct, modify and delete certain personal information by signing into your account. Please note that you will need to update, correct, modify, and/or delete your personal information in each of your accounts with our brands as changes to your personal information in one account will not automatically update your personal information in another account.

If you cannot update, correct, modify or delete personal information in your account (or if you wish to access, correct, modify or delete any personal information that is not contained in your account), please email us at privacyrequests@elfbeauty.com with the subject line “Personal Information Updates/Deletions” and in the body of the email, please let us know what personal information you would like to be updated, corrected, modified, or deleted and which e.l.f. Beauty brand that you are exercising your privacy rights for.

Please note that manually deleting any personal information in your account will not completely delete that information from our systems—to request that we delete your personal information from our systems, you must send in a request using another method.

Important Note Regarding Deletion Requests

Please note that due to limitations in our systems, we may not be able to selectively delete only the specific personal information you request, and in some cases, we may be required to delete your personal information in its entirety from our systems.

You may use our Privacy Rights Request Form to request that we delete your personal information; please note, however, that, due to limitations of our systems, a deletion request using that method will be treated as a “blanket” deletion request and all your personal information with respect to all of the e.l.f. Beauty brands covered by this Privacy Notice will be deleted (including removal from our loyalty programs as noted below).

Please note that if you are a member of one of our loyalty programs and you request that your personal information is deleted, due to limitations in our systems you may be removed from that particular loyalty program.
All Other Privacy Requests
- Email. You may submit privacy requests by emailing us at privacyrequests@elfbeauty.com. If you email us, please include in the subject line “Privacy Rights” and in the body of the email, please let us know which privacy right decision you are exercising and with respect to which e.l.f. Beauty brand that you are exercising your privacy rights.
- Privacy Rights Request Form. You may also submit certain privacy requests by using the following Privacy Rights Request Form. The types of privacy requests that you can make using our Privacy Rights Request Form will be outlined in the Privacy Rights Request Form. If you do not see the privacy request that you wish to exercise, please use a different method.
- Other Methods. You may also submit privacy requests by contacting us at the address provided in the “Contact Us” section. If you write to us or call us, please let us know with respect to which e.l.f. Beauty brand that you are exercising your privacy rights, so that we can process your request in an efficient manner.

To the extent permitted by applicable law, we may charge a reasonable fee to comply with your request.

Withdrawing Consent

Withdrawing Your Consent for (Opting Out of) Promotional Emails

Withdrawing Your Consent for (Opting Out of) of SMS Text Messages

Withdrawing Your Consent for (Opting Out of) of Mobile App Push Messages

Withdrawing Your Consent for (Opting Out of) of Mobile App Location Services

Withdrawing Your Consent for (Opting Out of) Cookies and Other Automated Technologies

Opting Out of Third-Party Tailored Advertising

These opt-out tools are provided by third parties (and not by us). We do not control or operate these tools or the choices that advertisers and others provide through these tools.

Do Not Track Signals

Our websites are not designed to respond to “Do Not Track” signals from browsers.

DATA GOVERNANCE, SECURITY, AND RETENTION OF YOUR PERSONAL INFORMATION

Internet Based Advertising

Children’S PRIVACY

Third Party Websites

CHANGES TO THIS PRIVACY NOTICE

MISCELLANEOUS

Contact Us

Mail:

e.l.f. Cosmetics, Inc.

601 12^th Street, 14^th Floor

Oakland, CA 94607

Attention: Legal Department

Re: Privacy Info

Email:

privacyrequests@elfbeauty.com