This policy describes how Straight Ahead Beauty, LLC.. (collectively, “SA”, “we”, “us” or “our”) collects, uses, and shares the information we obtain from you online and in store.

What Our Privacy Policy Covers

This privacy policy discusses the “personal information” that SA obtains from you on straightaheadbeauty.com, in store. When we use the term “personal information” we are referring to information that is connected to your name. This may include things like your e-mail address, mailing address, birthday, telephone number, photographs, personal images, or customer profile information you provide, or information about the products you purchase, when those pieces of data are stored with your name. Any information that is not connected to your name is not considered personal information.

This privacy policy does not cover information that you submit on other websites, even if we communicate with you on those sites. For example, if you post something on Facebook, Twitter, or YouTube, that information is governed by the privacy policies on those websites, and is not governed by this policy. Information that SA obtains from you is governed by the SA Privacy Policy.

What We Collect

The following are examples of the personal information that we collect:

Activity	Examples of Personal Information Collected
Registering on our website	Name and e-mail address
Purchasing on our website	Name, credit card number, billing address, shipping address, and phone number
Account Creation	Name, e-mail address, billing address, shipping address, and phone number
Sweepstakes and contests	Name, e-mail address, and age
Submitting product reviews or using interactive services	Name, e-mail address, birth day and month, nickname, photographs, personal images, and beauty profile information you provide such as hair colour and eye colour
Product Availability Notifications	Name and e-mail address

In addition to the above, we may use the following technologies to automatically collect information about your activities on our websites.

• Cookies
• Flash Cookies
• Web beacons, clear pixels, or pixel tags
• Web server logs
• Geo-location technologies

Note that we do not intentionally collect any personal information from children under the age of 13. If you are under the age of 13, you can look at our websites, but you should not make a purchase, register, or submit personal information to us.

How We Use Your Personal Information

SA primarily uses the personal information that it collects to provide you with products, information, and services. We may also use your information to track your purchase history and to contact you for account and promotional purposes. You must create a registration profile in order to post a product review or make a purchase on our website. We may also use your personal information for other legitimate business purposes, including to detect and prevent fraud, to collect amounts owing to us and to maintain business records.

How We Share Your Personal Information

SA may share your personal information in the following circumstances:
• Corporate affiliates. SA may share certain personal information with its affiliates.
• Service providers. We may share your personal information with companies that perform services for us, such as fulfilling orders, delivering packages, sending postal mail and e-mails, analyzing customer data, providing marketing assistance, processing credit card payments, investigating fraudulent activity, conducting customer surveys, and providing customer service. Should you wish to opt out of this sharing, you simply need to opt out of e-mail communications from us.
• Social Networks, Widgets, and Plug-ins. If you use any features made available to you on our website by a third party it may result in information being collected or shared between us and the third party. For example, if you use Facebook’s “Like” feature Facebook may register the fact that you “liked” a product and may post that information on Facebook.
• The public. SA may share the personal information that you submit through one of our interactive services, like Ratings & Reviews, with the general public or our affiliates.
• Other instances. SA may share your personal information in order to protect the legal rights of our company, our employees, our agents, and our affiliates, to protect the safety and security of our visitors, to detect and protect against fraud, or to comply with law or legal process.
• Business transition. SA may share your personal information with another company that buys some, or all, of the assets or stock of SA, and that company may use and disclose personal information for purposes similar to what is described in this policy. SA may also share personal information with prospective purchasers to evaluate the proposed transaction.

SA may share de-identified information (i.e., information that is not directly connected to your name) in the following circumstances in addition to those identified above:

• Aggregate information. We may share de-identified aggregate information about our customers with advertisers and marketing partners.
• Behavioral-based advertising. A third party may use technology (e.g., a cookie) to collect information about your use of our website and other websites so that they can provide advertising about products and services tailored to your interest. That advertising may appear either on our website, or on other websites.

How We Protect Your Information

We realize that our customers trust us to protect their personal information. We take that task seriously and maintain reasonable and appropriate physical, electronic and procedural safeguards to help protect your personal information. While we attempt to protect the information in our possession, no security system is perfect and we cannot promise that information about you will remain secure in all circumstances.

Your Choices

You have the following choices with how your information is used:

Your Options	What you need to do
Updating or Correcting The Personal Information Relating To Your Account	You can update or correct your name, e-mail address, security questions, and other preferences by logging into your account and clicking on the “My Account” page.
Receiving newsletters and promotional e-mails	You can click on the “unsubscribe” link at the bottom of any promotional e-mail that you receive. You can also edit your e-mail preferences on your “My Account” page.
Behavioral Based Advertising	You can opt-out of some, but not all, online behavioral based advertising by using your browser settings to block cookies or notify you when a cookie is set.
Remove content from user review	You can remove content that you posted on a SA public space, such as part of a Ratings & Review, by e-mailing details to cs@straightaheadbeauty.com. Note that we will endeavor to honor your request to remove information, however, our removal of your information does not completely erase that information from the internet. For example, historical copies, or “caches,” may rem

Your Privacy Choices

Consumer Privacy Rights (California Residents)

Last Updated: June 2026

This section is provided in compliance with the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA).

As a California resident, you may have the following rights regarding your personal information:

• Right to Know / Access – Request disclosure of the personal information we have collected about you, including categories of information collected, sources, purposes, and third parties with whom information has been shared.
• Right to Delete – Request deletion of personal information we have collected from you, subject to certain legal exceptions.
• Right to Correct – Request correction of inaccurate personal information maintained by us.
• Right to Opt Out of Sale or Sharing – Request that we stop selling or sharing your personal information for targeted advertising purposes.
• Right to Limit Use of Sensitive Personal Information – Request limitations on the use and disclosure of sensitive personal information where applicable.
• Right to Non-Discrimination – You will not receive discriminatory treatment for exercising any privacy rights granted under California law.

How to Exercise Your Privacy Rights

To exercise your privacy rights, you may submit a request using any of the following methods:

Email Request

Email us at:

cs@straightaheadbeauty.com

Subject Line:

"California Privacy Rights Request"

Customer Support

You may also contact our Customer Support team during normal business hours.

Information Required

To process your request, we may require:

• Your full name
• Email address associated with your account
• Mailing address for verification purposes
• Type of request (Access, Delete, Correct, Opt-Out, or Limit Use)
• Additional information necessary to verify your identity

Verification Process

To protect your privacy and security, we must verify your identity before processing your request.

Verification may include:

• Confirmation of your email address
• Matching information against our records
• Additional identifying information where required by law

Response Timeframe

We will confirm receipt of your request within 10 business days where required by law.

We generally respond within 45 calendar days. If additional time is needed, we will notify you and explain the reason for the extension.

Authorized Agents

You may designate an authorized agent to submit a request on your behalf.

The agent must provide written authorization signed by you, and we may require you to verify your identity directly with us before processing the request.

Do Not Sell or Share My Personal Information

Your Right to Opt Out

If you are a California resident, you have the right to opt out of the "sale" or "sharing" of your personal information as defined under the CCPA/CPRA.

Under California law:

• Sale means disclosing personal information to a third party for monetary or other valuable consideration.
• Sharing means disclosing personal information to a third party for cross-context behavioral advertising, whether or not money is exchanged.

Categories of Information That May Be Shared

We may share the following categories of personal information with advertising and marketing partners for targeted advertising purposes:

• Identifiers (such as name, email address, and phone number)
• Commercial information (such as products purchased or browsed)
• Internet or electronic network activity (such as browsing behavior, cookies, and pixel data)
• General geolocation information based on IP address

This sharing may occur through services and technologies such as:

• Meta Pixel
• Google Analytics
• Google Advertising Services
• Klaviyo
• Other advertising and analytics providers used to improve marketing performance

How to Submit an Opt-Out Request

To opt out of the sale or sharing of your personal information, you may:

Email Us

cs@straightaheadbeauty.com

Subject Line:

"Do Not Sell or Share My Personal Information"

Please include your full name and the email address associated with your account.

Global Privacy Control (GPC)

Our website recognizes and honors valid Global Privacy Control (GPC) signals where required by applicable law.

When a recognized GPC signal is detected, it will be treated as an opt-out request for the browser and device from which the signal was sent.

Request Processing

We will confirm receipt of your request and process eligible requests within the timeframes required by applicable law.

Once processed, we will stop selling or sharing your personal information for targeted advertising purposes except where otherwise permitted by law.

Non-Discrimination

We will not discriminate against you for exercising your privacy rights.

This means we will not:

• Deny you goods or services
• Charge different prices or rates
• Provide a different level or quality of goods or services
• Penalize you for exercising your privacy rights

because you submitted an opt-out request.

Authorized Agents

You may designate an authorized agent to submit an opt-out request on your behalf.

The agent must provide written proof of authorization, and we may verify your identity directly before processing the request.