Privacy policy

Last Updated: 06-15-2026

PRIVACY POLICY

1. Introduction

This Privacy Policy explains how Elite Essence LLC, operating under the brand name Truly Fem ("Truly Fem", "we", "us", or "our"), collects, uses, stores, and discloses your personal information when you visit our website at www.trulyfem.com, make a purchase, subscribe to our services, or otherwise interact with us.

For the purposes of this Privacy Policy, "you" and "your" refer to any individual who accesses or uses our Services, including customers, website visitors, subscribers, and any other person whose information we may collect in accordance with this Policy.

By accessing or using our Services, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with the practices described herein, you should discontinue use of our Services.

2. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business operations, legal requirements, or regulatory obligations.

When material changes are made to how we process personal information, we will update the "Last Updated" date at the top of this Policy and, where required by applicable law, provide notice through our website or by email.

Your continued use of our Services following any updates constitutes acceptance of the revised Privacy Policy.

3. How We Collect and Use Your Personal Information

We collect and process personal information to operate, maintain, and improve our Services.

This may include:

  • Processing orders and subscription renewals;
  • Delivering products and services;
  • Managing customer accounts;
  • Providing customer support;
  • Detecting and preventing fraud or unauthorized activity;
  • Communicating transactional updates;
  • Conducting analytics and performance monitoring;
  • Sending marketing communications where permitted by law; and
  • Complying with legal and regulatory obligations.

We process personal information only where we have a legitimate business purpose or other lawful basis to do so.

3.1 Information We Collect

Depending on how you interact with us, we may collect the following categories of personal information:

  • Full name;
  • Email address;
  • Telephone number;
  • Billing and shipping addresses;
  • Purchase history;
  • Subscription information;
  • Account credentials (stored in encrypted form where applicable);
  • Device information;
  • IP address;
  • Browser and usage data collected through cookies and similar technologies;
  • Communications you send to us through email, chat, or contact forms.

Payment transactions are securely processed by trusted third-party payment providers. Truly Fem does not store complete credit card numbers on its systems.

4. Cookies and Similar Technologies

Like many online businesses, Truly Fem uses cookies and similar tracking technologies to operate and improve our website and Services.

For information regarding Shopify-related cookies, please refer to Shopify's cookie policy.

Cookies may be used to:

  • Remember user preferences;
  • Improve website functionality;
  • Analyze website traffic and performance;
  • Understand user interactions;
  • Personalize content and advertising;
  • Support marketing and remarketing activities.

Most web browsers automatically accept cookies. However, you may choose to remove or disable cookies through your browser settings.

Please note that restricting cookies may affect certain website features and may limit functionality or performance of our Services.

5. How We Share Personal Information

We may disclose personal information to third parties where necessary to operate our business and provide our Services.

Examples include:

Service Providers

We may share information with vendors and service providers that perform services on our behalf, including:

  • Payment processors;
  • Shipping and fulfillment providers;
  • Customer support platforms;
  • Cloud storage providers;
  • Analytics providers;
  • IT and security service providers.

Business and Marketing Partners

We may share limited information with advertising, marketing, and business partners to help us promote our products and improve our Services.

These third parties process information according to their own privacy policies.

Customer Requests

We may disclose information where you direct us to do so, provide consent, or utilize third-party integrations such as social media tools.

Corporate Affiliates

Information may be shared within our corporate group where reasonably necessary for business operations.

Legal Requirements

We may disclose personal information where required to:

  • Comply with applicable laws;
  • Respond to lawful requests from authorities;
  • Protect our rights and property;
  • Enforce our Terms of Service;
  • Prevent fraud or unlawful conduct.

Business Transactions

In the event of a merger, acquisition, financing, restructuring, bankruptcy, or sale of assets, personal information may be transferred as part of the transaction.

6. Children's Privacy

Our Services are intended exclusively for individuals who are at least eighteen (18) years of age.

We do not knowingly collect personal information from children. If we become aware that personal information has been collected from a minor, we will take reasonable steps to delete such information as quickly as practicable.

Parents or legal guardians who believe a child has provided personal information may contact us using the details listed below.

7. Security and Data Retention

We maintain commercially reasonable administrative, technical, and physical safeguards designed to protect personal information against unauthorized access, disclosure, alteration, misuse, or loss.

While no security system can guarantee absolute protection, we continually strive to implement appropriate measures to safeguard personal information.

We retain personal information only for as long as reasonably necessary to:

  • Provide our Services;
  • Fulfill contractual obligations;
  • Comply with legal requirements;
  • Resolve disputes; and
  • Enforce our agreements and policies.

8. Your Privacy Rights and Choices

Depending on your location, you may have certain rights regarding your personal information.

These rights may include:

Right to Access

You may request information about the personal data we hold about you and how it is used.

Right to Deletion

You may request that we delete personal information we maintain about you, subject to applicable legal exceptions.

Right to Correction

You may request correction of inaccurate or incomplete personal information.

Right to Data Portability

Where applicable, you may request a copy of your personal information in a portable format or request that it be transferred to another service provider.

Right to Opt-Out of Targeted Advertising

Where permitted by law, you may request that we stop using or sharing personal information for targeted advertising purposes.

To exercise any of these rights, please contact us using the contact details provided below.

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

9. GDPR and UK GDPR Legal Bases for Processing

If you are located in the European Economic Area ("EEA"), Switzerland, or the United Kingdom, we process your personal information only where we have a lawful basis to do so.

These legal bases may include:

Performance of a Contract

  • Processing orders and payments;

  • Delivering products and services;

  • Managing subscriptions;

  • Providing customer support.

Legitimate Interests

  • Improving our website and services;

  • Fraud prevention and security monitoring;

  • Business analytics and reporting;

  • Responding to customer inquiries.

Consent

  • Sending marketing communications;

  • Placing non-essential cookies;

  • Personalized advertising where required by law.

Legal Obligations

  • Compliance with tax, accounting, regulatory, and legal requirements.

Where processing is based on consent, you may withdraw your consent at any time.

10. Email Marketing Communications

With your consent, Truly Fem may send promotional emails, newsletters, product updates, and special offers.

We may use third-party email service providers, including Klaviyo and similar platforms, to manage and distribute these communications.

You may unsubscribe from marketing emails at any time by:

  • Clicking the unsubscribe link included in any marketing email; or

  • Contacting us at support@trulyfem.com.

Unsubscribing from marketing communications does not affect transactional communications relating to purchases, subscriptions, or account activity.

11. Analytics, Advertising, and Tracking Technologies

We may use analytics and advertising technologies provided by third parties, including but not limited to:

  • Meta (Facebook and Instagram);

  • Google Analytics;

  • Google Ads;

  • YouTube;

  • TikTok;

  • Shopify;

  • Klaviyo;

  • Other advertising and analytics providers.

These technologies may collect information regarding your device, browser, pages visited, purchase activity, and interactions with our website.

We use this information to:

  • Analyze website performance;

  • Improve customer experience;

  • Measure advertising effectiveness;

  • Personalize marketing content;

  • Prevent fraud and abuse.

Depending on your location, you may have the ability to manage cookie preferences and advertising consent through our website.

12. California Privacy Rights (CPRA)

California residents may have rights under the California Consumer Privacy Act ("CCPA"), as amended by the California Privacy Rights Act ("CPRA").

Subject to applicable law, California residents may have the right to:

Right to Know

Request information regarding:

  • Categories of personal information collected;

  • Sources from which personal information is collected;

  • Business purposes for collection;

  • Categories of third parties with whom information is shared.

Right to Access

Request access to the specific pieces of personal information we maintain about you.

Right to Correct

Request correction of inaccurate personal information.

Right to Delete

Request deletion of personal information collected from you, subject to legal exceptions.

Right to Opt-Out of Sharing

Request that we stop sharing personal information for purposes of cross-context behavioral advertising where applicable.

Right to Limit Use of Sensitive Personal Information

Where applicable, California residents may request limitations on the use and disclosure of sensitive personal information.

Right Against Discrimination

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

To exercise any California privacy rights, please contact support@trulyfem.com.

13. United Kingdom Privacy Rights

Individuals residing in the United Kingdom may have rights under the UK General Data Protection Regulation ("UK GDPR").

These rights may include:

  • Right of access;

  • Right to rectification;

  • Right to erasure;

  • Right to restrict processing;

  • Right to data portability;

  • Right to object to processing;

  • Rights relating to automated decision-making.

Requests relating to these rights may be submitted to support@trulyfem.com.

14. International Transfers of Personal Information

Truly Fem operates from the United States.

Personal information may be processed or stored in the United States and other countries where our service providers operate.

Where personal information is transferred outside the United Kingdom, European Economic Area, or other jurisdictions with applicable data protection requirements, we implement reasonable safeguards designed to protect personal information in accordance with applicable law.

Such safeguards may include contractual protections, technical security measures, and reliance on legally recognized transfer mechanisms where appropriate.

15. Shopify Platform Processing

Our store is hosted by Shopify.

Shopify may collect and process personal information necessary to provide ecommerce functionality, payment processing, fraud prevention, website hosting, and order fulfillment services.

Information submitted through our website may be stored and processed by Shopify in accordance with Shopify's own privacy practices and security standards.

Customers may review Shopify's Privacy Policy directly through Shopify's website.

16. Data Retention

We retain personal information only for as long as reasonably necessary to:

  • Fulfill orders and subscriptions;

  • Provide customer support;

  • Comply with legal obligations;

  • Resolve disputes;

  • Enforce agreements;

  • Maintain business records.

When personal information is no longer required, it will be deleted, anonymized, or securely destroyed where reasonably practicable.

17. Contact Information

If you have questions about this Privacy Policy or wish to exercise any privacy rights, please contact us:

Elite Essence LLC
1940 Broadway STE 314C
Boulder, Colorado 80302
United States

Email: support@trulyfem.com

Website: www.trulyfem.com

We will make reasonable efforts to respond to privacy-related requests within the timeframes required by applicable law.