MYFIOR ("MYFIOR," "we," "us," or "our") operates myfior.com (the "Site"), a US-based online retailer of authentic Korean skincare, body care, hair care, and makeup products. This Privacy Policy explains, in plain and specific language, what personal information we collect when you browse the Site, create an account, place an order, join our mailing list, or contact us, why we collect it, who we share it with, how long we keep it, and the rights and choices available to you.

This policy applies to myfior.com and to related interactions across our email, SMS, WhatsApp, live chat, and social media channels. By using the Site or providing us with your information, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with any part of it, please discontinue use of the Site and contact us at [email protected] with your concerns.

This Privacy Policy covers every visitor, registered customer, newsletter subscriber, and guest checkout user of myfior.com. MYFIOR currently ships exclusively to addresses within the United States, so this policy is written primarily around U.S. federal and state privacy law. If you are browsing from outside the United States, please read Section 16 for details on how your information is handled.

This policy does not cover the practices of third-party websites, apps, or services that we do not own or control, even where we link to them (see Section 15), or the individual brand manufacturers whose products we resell. Those manufacturers are not agents of MYFIOR and maintain their own, separate privacy practices.

We collect personal information that you choose to provide when you interact with MYFIOR, including:

Providing certain information — such as a shipping address at checkout — is necessary for us to fulfill your order. Other information, such as newsletter sign-up or a skin-type quiz response, is entirely optional and provided at your discretion.

Like most online stores, myfior.com automatically collects certain technical information whenever you visit, even if you never create an account or place an order:

• Device & log data: IP address, browser type and version, operating system, device type, referring/exit pages, pages viewed, time spent on each page, and the date and time of your visit.
• Shopping behavior: Products viewed, items added to your cart or wishlist, searches performed on the Site, and where you drop off during checkout.
• Approximate location: A general geographic location inferred from your IP address, used to estimate shipping options, display currency correctly, and detect potentially fraudulent orders.
• Cookies and similar identifiers: As described fully in Section 05.

We use this information to keep the Site functioning correctly, to understand which products and pages our customers find most useful, and to detect and prevent fraud or abuse of our checkout and account systems.

MYFIOR uses cookies, tracking pixels, local storage, and similar technologies to operate the Site, remember your cart and preferences, and understand how our store is used. These generally fall into four categories:

• Strictly necessary cookies: Required for core functions like keeping items in your cart, keeping you signed in, and securing checkout. These cannot be switched off without breaking core shopping features.
• Functional cookies: Remember choices such as your preferred currency, recently viewed products, and wishlist contents.
• Analytics cookies: Help us understand aggregate traffic patterns, popular product categories, and site performance, so we can improve navigation and page speed.
• Advertising & retargeting cookies/pixels: Used by our advertising partners (see Section 08) to show you relevant MYFIOR ads on other websites and social platforms and to measure how well our campaigns perform.

We use the personal information described above only for purposes consistent with why it was collected, including to:

• Process, pack, and ship your order, and send order confirmations, shipping updates, and delivery notifications.
• Create and maintain your MYFIOR account, including your saved addresses, order history, wishlist, and comparison lists.
• Provide customer support, respond to inquiries submitted by email, phone, WhatsApp, or live chat, and resolve returns, refunds, or order issues.
• Send marketing emails or SMS about new K-Beauty arrivals, restocks, and promotions — only where you have opted in (see Section 14).
• Personalize your shopping experience, such as showing skin-type-relevant product recommendations based on quiz responses you voluntarily provide.
• Analyze aggregate Site traffic and shopping behavior to improve product selection, page layout, and site performance.
• Detect, investigate, and prevent fraudulent transactions, unauthorized account access, and abuse of our checkout, wishlist, or review systems.
• Comply with tax, accounting, consumer protection, and other legal obligations that apply to a U.S. e-commerce retailer.

We do not use your ingredient-preference, skin-type, or skincare-concern responses to make automated decisions that produce legal or similarly significant effects on you, and we do not treat this information as sensitive health data — it is used solely to recommend relevant cosmetic products.

To operate our store, we share limited, necessary personal information with the following categories of recipients, each bound by contract to use your information only to perform services for us:

• Payment processors: Companies that securely process your card or digital wallet payment at checkout. MYFIOR does not store your full card number on our own servers.
• Shipping & fulfillment carriers: Postal and courier services (such as USPS and other national carriers) that receive your name, shipping address, and phone number solely to deliver your order.
• Website hosting & IT infrastructure providers: Companies that host myfior.com, our WordPress platform, and store databases securely.
• Customer support & live chat providers: Tools that power our on-site live chat and help-desk ticketing so our team can respond to your inquiries.
• Email & SMS marketing platforms: Services that deliver newsletters, order updates, and — where you have opted in — promotional messages.
• Analytics & advertising partners: Described in full in Section 08.
• Professional advisors: Accountants, auditors, and legal counsel, where necessary for tax, compliance, or dispute-resolution purposes.
• Legal & safety disclosures: Where required to comply with a subpoena, court order, or valid legal process, or to protect the rights, property, or safety of MYFIOR, our customers, or the public.
• Business transfers: If MYFIOR is involved in a merger, acquisition, financing, or sale of assets, customer information may be transferred as part of that transaction, subject to confidentiality obligations.

We work with third-party advertising and analytics providers — including Meta (Facebook and Instagram), TikTok, Google (Search, Ads, and Analytics), and WhatsApp Business — to measure how our marketing performs and to show MYFIOR ads to people likely to be interested in K-Beauty products. These partners may place cookies or pixels on the Site (such as a Meta Pixel) that collect information about pages you view, products you interact with, and whether you complete a purchase.

Under certain U.S. state privacy laws, this type of interest-based advertising can be considered a "sale" or "share" of personal information, even though no money changes hands. We explain how to opt out of this activity in Section 11 and Section 12. Each advertising partner processes the data it receives under its own privacy policy, which we encourage you to review for full detail on their practices.

We keep personal information only for as long as it is needed for the purposes described in this policy, unless a longer period is required or permitted by law. As general guidance:

• Order & transaction records are retained for the period required by U.S. federal and state tax and accounting rules, typically several years after purchase.
• Account information is retained for as long as your MYFIOR account remains active, and for a reasonable period afterward in case you wish to reactivate it.
• Newsletter & marketing data is retained until you unsubscribe or request deletion, after which we suppress your address from future sends.
• Customer support correspondence is retained for a reasonable period to allow us to reference prior conversations if you contact us again about the same order.
• Cookie & analytics data is retained according to the timeframes set out in our Cookie Policy.

When personal information is no longer needed, we take reasonable steps to securely delete, anonymize, or de-identify it.

myfior.com is served over an encrypted HTTPS/SSL connection, and payment details entered at checkout are transmitted through a PCI DSS-compliant payment gateway rather than stored directly on our servers. We apply access controls that limit who on our team can view customer data, and we regularly review our website, plugins, and hosting environment for known security vulnerabilities.

No method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security. If you believe your MYFIOR account has been compromised, please contact us immediately at [email protected] or +1 650-284-1881 so we can help secure it.

Regardless of where you live in the United States, MYFIOR offers every customer the following choices over their personal information:

To exercise any of these choices, email [email protected], call +1 650-284-1881, or message us on WhatsApp. We will verify your identity before fulfilling access, correction, or deletion requests and will respond within the timeframe required by applicable law.

MYFIOR's principal place of business is Walnut Creek, California, so we extend California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), protections and the framework below to California residents. In the preceding 12 months, we have collected the categories of personal information described in Section 03 and Section 04 — including identifiers, commercial/order history, internet or network activity, and (only if you voluntarily provide it through a skin-type quiz) inferences about cosmetic preferences. We do not collect or knowingly process sensitive personal information such as government ID numbers, precise geolocation, or health/biometric data.

We do not sell personal information for monetary payment. However, our use of advertising cookies and pixels described in Section 08 may be considered a "share" of personal information for cross-context behavioral advertising under the CPRA's broad definition.

As a California resident, you have the right to: know what personal information we collect, use, disclose, and (where applicable) share about you; request deletion of your personal information; request correction of inaccurate personal information; opt out of the sale or sharing of your personal information; limit the use of sensitive personal information (though we do not collect any in the ordinary course of business); and not receive discriminatory treatment for exercising any of these rights. You may also designate an authorized agent to submit a request on your behalf, subject to identity verification.

To submit a California privacy rights request, contact us using the details in Section 18. We will confirm receipt and respond within the time period required by the CCPA/CPRA.

Because MYFIOR ships to every U.S. state, we extend a consistent set of privacy rights to residents of states with comprehensive privacy laws in effect, in addition to California. These generally include the right to confirm whether we process your data, access it, correct it, delete it, obtain a portable copy, and opt out of targeted advertising, the sale of personal data, and profiling that produces legal or similarly significant effects.

To exercise any state privacy right, contact us using the details in Section 18. We may need to verify your identity before completing your request, and you may designate an authorized agent to act on your behalf where permitted by your state's law.

If you sign up through our "Sign Up and Connect to MYFIOR" form, opt in at checkout, or otherwise provide affirmative consent, we will send you marketing emails and, where you separately opt in, SMS text messages about new K-Beauty arrivals, restocks, and promotions. We send all commercial email in compliance with the CAN-SPAM Act, including a functioning unsubscribe link in every message, and honor unsubscribe requests promptly.

SMS marketing, where offered, is sent only to numbers that have provided express written consent in accordance with the Telephone Consumer Protection Act (TCPA) and applicable carrier guidelines. Message and data rates may apply. You may opt out of SMS at any time by replying STOP, and you may request help by replying HELP. Transactional messages — such as order confirmations and shipping updates — are sent regardless of marketing opt-in status, as they are necessary to complete your purchase.

myfior.com contains links to third-party websites and services we do not control, including brand manufacturer sites referenced on our Brands pages, and our social media profiles on Facebook, Instagram, TikTok, and YouTube. This Privacy Policy does not apply to those third-party destinations, and we encourage you to review the privacy policy of any site or platform before providing personal information to it.

When you message us through WhatsApp or interact with our social channels, those platforms process your information under their own respective privacy policies in addition to this one.

myfior.com is intended for use by individuals who are 18 years of age or older, or by a parent or guardian purchasing on behalf of a minor. We do not knowingly collect personal information from children under the age of 13, in accordance with the Children's Online Privacy Protection Act (COPPA). If we learn that we have inadvertently collected personal information from a child under 13 without verifiable parental consent, we will take prompt steps to delete that information from our systems.

If you believe a child under 13 has provided us with personal information, please contact us immediately at [email protected] so we can investigate and remove it.

We may update this Privacy Policy from time to time to reflect changes in our business practices, the technologies we use, or applicable law. When we make material changes, we will update the "Last Updated" date at the top of this page and, where required by law, provide additional notice. We encourage you to review this page periodically so you remain informed about how MYFIOR protects your information. Your continued use of myfior.com after a revision takes effect constitutes acceptance of the updated policy.