Privacy policy

Last updated: September 4, 2026

1. About This Privacy Policy

This Privacy Policy explains how Willow Bath and Vanity LLC ("Willow," "we," "us," or "our") collects, uses, discloses, and protects personal information when you visit willowbathandvanity.com (the "Site"), shop with us online or in one of our showrooms, create or use an account, contact customer service, join a promotion or program, submit a review or other content, or otherwise interact with us.

This Policy applies to customers, Site visitors, showroom visitors, trade and business contacts, and other individuals with whom we interact. If a different privacy notice is presented for a specific service or interaction, that notice will apply to that service or interaction.

California residents can also review our California Notice at Collection, which provides a concise collection-stage summary. Additional controls and request channels are available through Cookie Policy, Privacy Request, and Do Not Sell or Share My Personal Information.

2. Personal Information We Collect

The information we collect depends on how you interact with Willow and may include:

Identifiers and contact information: name, email address, telephone number, billing and shipping address, account username or identifier, and social-media handle when you contact us through social media.
Account and authentication information: account credentials, saved preferences, and information used to verify or secure your account.
Order, transaction, and commercial information: products viewed, saved, ordered, returned, or reviewed; order and reference numbers; purchase amount; discounts; delivery and fulfillment information; payment or financing status; warranty, return, refund, and customer-service history; and trade-account or business information.
Payment information: payment card and other payment details are generally collected and processed by Shopify and the payment or financing provider selected at checkout. We may receive limited information such as payment status, payment method, and transaction identifiers rather than complete card details.
Device and Site activity: IP address, browser and device type, operating system, cookie or device identifiers, approximate location derived from IP address, referring pages, campaign information, pages and products viewed, searches, clicks, scrolling, session interactions, cart and checkout activity, and timestamps.
Preferences and marketing information: email and SMS preferences, cookie and privacy choices, wishlist and back-in-stock selections, loyalty or referral activity, survey responses, product interests, and inferences about likely preferences.
Communications and support information: emails, chat messages, contact-form submissions, feedback, questions, and other information you choose to provide when communicating with us.
Reviews and user-generated content: ratings, review text, display name, photographs, videos, answers to product questions, and information used to associate a review with a genuine purchase.
Showroom and event information: appointment details, in-store purchases and interactions, and information you provide when visiting a showroom or attending an event.
Professional, business, and trade-account information: company, job title, business contact details, company tax or license identifiers, resale or trade-account information, and business-license or resale-certificate information and copies that you choose to submit.
Employment-related information: if you apply for work or communicate with us about employment, information such as your contact details, résumé, work history, qualifications, application status, and onboarding information.

Please do not provide sensitive personal information that we have not requested. In particular, do not upload Social Security numbers, complete payment-card information, account passwords, government identification, or health information through a trade or general contact form unless Willow specifically requests the information and provides an approved secure method. Where we process information treated as sensitive under applicable law, we use it only as reasonably necessary to provide requested goods or services, secure accounts and transactions, comply with law, or for another legally permitted purpose. We do not use sensitive personal information to infer characteristics about you.

3. How We Collect Personal Information

We collect personal information:

Directly from you, including when you place an order, visit a showroom, complete a form, contact us, subscribe to communications, create an account, enter a promotion, or submit a review.
Automatically, through the Site and technologies such as cookies, pixels, tags, software development kits, local storage, session-replay or analytics tools, and server-side event tools.
From service providers and partners, including Shopify, payment and financing providers, shipping and delivery providers, advertising and analytics partners, social networks, review platforms, fraud-prevention providers, and providers supporting our customer-service and marketing operations.
From other people or public sources, such as when someone purchases a product for you, refers you, submits your information as an authorized contact, or interacts with Willow through a public platform.

4. How and Why We Use Personal Information

We may use personal information to:

provide the Site, showrooms, products, accounts, wishlists, samples, and other requested features;
process payments, orders, delivery, pickup, returns, refunds, warranties, and customer-service requests;
communicate about orders, accounts, appointments, delivery, security, policy changes, and service updates;
personalize content and product recommendations and remember preferences;
operate, test, analyze, troubleshoot, secure, and improve our Site, products, services, advertising, and customer experience;
send and measure marketing email, SMS, and advertising where permitted, and honor opt-out choices;
administer promotions, loyalty and referral programs, surveys, events, and trade or business relationships, including reviewing trade-account eligibility and tax-exemption or reseller documentation;
evaluate applications and communicate about recruiting, hiring, and onboarding when applicable;
request, verify, publish, moderate, and respond to product or store reviews;
detect and prevent fraud, abuse, security incidents, and unlawful activity;
comply with legal, tax, accounting, recordkeeping, and regulatory obligations; enforce our agreements; and establish, exercise, or defend legal claims; and
evaluate or complete a merger, financing, acquisition, reorganization, sale of assets, or similar business transaction.

Legal bases where applicable

If laws such as the GDPR or UK GDPR apply, we generally rely on: performance of a contract or steps requested before a contract for orders, delivery, returns, warranties, accounts, and requested support; legal obligations for tax, accounting, regulatory, and legally required records; legitimate interests for security, fraud prevention, customer support, service improvement, and direct marketing where permitted and not overridden by your rights; and consent for non-essential Cookies, electronic marketing, and other activities where consent is required. You may withdraw consent at any time, but withdrawal does not affect processing already carried out lawfully.

5. Cookies, Similar Technologies, and Third-Party Services

We, Shopify, and our service providers may use cookies, pixels, tags, software development kits, local storage, session-replay or analytics technologies, server-side event tools, and similar technologies (collectively, "Cookies") when you interact with the Site, our advertisements, or our communications. Some Cookies operate only during a browser session, while others remain for a defined period or until deleted.

How we use these technologies

Strictly necessary and security: to operate the storefront and checkout, maintain carts, remember privacy choices, authenticate users, process orders and payments, prevent fraud, protect the Site, and provide requested features.
Functional and preference: to remember settings and provide wishlists, forms, back-in-stock alerts, loyalty features, reviews, chat, and other optional functions.
Analytics and performance: to understand visits and interactions, measure traffic and conversions, replay or analyze sessions, diagnose errors, and improve the Site.
Advertising and measurement: to attribute purchases or other actions to campaigns, measure advertising, create or use audiences, and, where permitted, show more relevant advertising.
Communications: to deliver and measure transactional and, where permitted, marketing email and SMS messages.

Services currently in use

Depending on the page, feature, and your choices, providers used by Willow may include:

Commerce, checkout, payments, forms, and platform services: Shopify, Shop Pay, Shopify Forms, and payment or financing providers selected at checkout.
Analytics and advertising measurement: Google Analytics, Google Ads, Google & YouTube, Google Merchant Center, Meta (Facebook and Instagram), Microsoft Clarity, Pinterest, TikTok, OpenAI Ads measurement, and custom measurement pixels configured through Shopify.
Email, SMS, chat, and customer communications: Klaviyo and Zoho SalesIQ.
Reviews and reputation: Judge.me, Trustpilot, Google customer or merchant review features, and Reputon.
Site features and operations: Wishlist Plus by Swym, Notify Me, Smile.io, Blockify Fraud Filter, SC Easy Redirects, hCaptcha, and Cloudflare.

These providers may receive information such as IP address, device and browser information, cookie or device identifiers, approximate location, referring URLs, campaign information, pages viewed, searches, clicks, cart and checkout activity, purchase or conversion events, and limited transaction details. Providers used for fraud prevention, payment, financing, fulfillment, reviews, communications, or another requested service may also process the contact, order, payment-status, fulfillment, or account information needed to provide that service.

How Willow and Shopify work together

Willow is the merchant that operates this store and decides why personal information is used for Willow's sales, fulfillment, support, security, and marketing activities. Shopify Inc. is a separate company that supplies our ecommerce, hosting, checkout, payment-related, account, analytics, and privacy-management technology. Depending on the service and applicable law, Shopify may process information for Willow and may also process certain consumer information for purposes Shopify describes in the Shopify Consumer Privacy Policy. Questions about a Willow order or Willow's use of personal information should be directed to Willow.

Where Shopify Network Intelligence is enabled for a Willow service, and subject to applicable privacy choices, Shopify may use customer interactions with our store together with information from other participating merchants to provide enhanced services such as fraud prevention, insights, personalization, and advertising features. Questions about Shopify's independent practices may be directed to Shopify as described in its policy.

Your Cookie and advertising choices

Where consent is required, supported non-essential analytics, advertising, and preference technologies use the choices collected through Shopify Customer Privacy. If the cookie banner is displayed in your region, select "Manage preferences," or use the "Cookie Settings" control in the Site footer, to control optional categories. You may also block or delete Cookies through your browser settings, although disabling strictly necessary Cookies may prevent checkout, account, cart, or other features from working. For more detail, see our Cookie Policy.

Certain U.S. state privacy laws may treat advertising-related disclosures as a "sale," "sharing," or use for targeted advertising even when no money is exchanged. Where applicable, you may opt out through our Do Not Sell or Share My Personal Information page. When a recognized opt-out signal such as Global Privacy Control (GPC) is present in a region where our Shopify data-sharing opt-out page is active, Shopify treats it as an opt-out of sale, sharing, or targeted advertising for that browser or device. Other technologies honor privacy choices only when they are properly integrated with the relevant consent system. Clearing Cookies, changing browsers, or using another device may require you to set your preferences again. We do not currently respond to browser "Do Not Track" signals that are not legally recognized opt-out preference signals.

Chat, Session Replay, and Interactive Services

When you use chat, contact forms, or other interactive Site features, Willow and the providers supporting those features may collect and retain the messages and other information you submit. We also use session-replay and analytics technologies that may record or recreate interactions such as navigation, clicks, scrolling, form engagement, and technical errors. We use this information to provide support, troubleshoot and secure the Site, prevent fraud, resolve requests or disputes, and improve our services. Please do not enter payment-card numbers or other sensitive information into chat unless we direct you to an appropriate secure method. Where consent or an opt-out is required by law, these technologies are subject to your applicable Cookie and privacy choices.

6. How We Disclose Personal Information

We may disclose personal information to:

Platform and service providers that host or support our Site, accounts, payments, financing, fraud prevention, customer service, communications, reviews, analytics, marketing, and business operations.
Shipping, freight, delivery, warehouse, and installation-related providers that need information to quote, schedule, deliver, or support an order.
Advertising, analytics, and social-media partners for measurement, attribution, audience creation, and targeted advertising, subject to applicable consent and opt-out rights.
Review and user-content platforms that collect, verify, display, syndicate, or moderate reviews and related content.
Professional advisers such as lawyers, accountants, auditors, insurers, and financial institutions.
Government authorities or other parties when required by law or reasonably necessary to protect rights, safety, property, users, or the public.
Parties to a business transaction such as a merger, financing, acquisition, restructuring, bankruptcy, or sale of all or part of our business.
Other parties at your direction or with your consent.

We do not sell personal information for money. However, our use of advertising and analytics technologies may be considered a sale, sharing, or targeted advertising under some U.S. state privacy laws. The categories potentially involved include identifiers, device and Site activity, commercial information, approximate location, and inferences. You may exercise an applicable opt-out through Do Not Sell or Share My Personal Information.

7. Reviews and User-Generated Content

We use Judge.me, Trustpilot, Google review features, and other disclosed providers to request, collect, verify, manage, and display product or service reviews. To facilitate an invitation or associate a review with a genuine purchase, we may provide information such as your name, email address, order or reference number, purchased product, order date, and relevant fulfillment information.

Submitting a review is voluntary. If you submit one, your rating, review text, display name, photographs, videos, or other content may become public and may be displayed or distributed by Willow, the review provider, and its partners. Review accounts, submissions, moderation, verification, and publication are also governed by the applicable provider's terms and privacy policy. See the Judge.me Privacy Policy and Trustpilot Privacy Policy.

We may invite customers with a genuine purchase or service experience to submit an honest review, whether positive or negative. We do not condition customer support, refunds, warranty service, discounts, or other benefits on providing a positive review or on changing or removing a review.

If you submit content directly to Willow or give us permission to use content that you posted on social media, we may process your account name, post, caption, photographs, videos, and related information to review, respond to, publish, or promote that content. Our handling of content sent directly to Willow is governed by this Policy; the social platform's own collection and use are governed by its privacy notice. Any permission for Willow to reuse content for marketing will be presented separately. Public content may be copied or shared by other users or platforms. You may ask us to remove content controlled by Willow by emailing info@willowbathandvanity.com, although removal may not affect copies previously shared by third parties or information we are legally permitted or required to retain.

8. Email, SMS, and Other Communications

We send transactional communications when needed to service an order, account, appointment, delivery, employment-related communication, or other request. We send marketing email or SMS where permitted and in accordance with your choices. You may unsubscribe from marketing email through the link in the message. You may opt out of SMS by replying STOP; reply HELP for assistance. Message frequency varies, and message and data rates may apply. Consent to marketing SMS is not a condition of purchase. We may retain a suppression record so that we can honor an opt-out. See our SMS Terms & Conditions for additional information.

9. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes described in this Policy, including to complete transactions, maintain accounts, honor preferences and warranties, prevent fraud, resolve disputes, enforce agreements, and meet tax, accounting, legal, and regulatory requirements. Retention periods vary based on the type and sensitivity of information, the nature of our relationship, applicable legal requirements, and whether the information is needed for an actual or anticipated dispute. When information is no longer needed, we take reasonable steps to delete, de-identify, or securely dispose of it. Review content and public posts may remain available according to the applicable platform's rules.

10. Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information against accidental or unlawful loss, misuse, unauthorized access, alteration, and disclosure. No method of transmission or storage is completely secure, so we cannot guarantee absolute security. You are responsible for protecting your account credentials and for signing out of shared devices.

11. International Data Transfers

Willow is based in the United States, and Shopify identifies the United States as the primary hosting location for our Shopify customer data. We and our providers may process information in other countries where we or they operate. Those countries may have data-protection laws different from those in your location. Where applicable law requires a transfer mechanism, a provider may rely on an adequacy decision, approved contractual clauses, the UK Addendum, or another lawful mechanism, as described in that provider's privacy notice or data-processing terms.

12. Automated Processing and Profiling

We and our providers may use automated tools to generate fraud or security risk indicators, help review transactions, personalize the Site, recommend products, measure marketing, and create advertising audiences. Willow does not currently use solely automated processing to make decisions that produce legal or similarly significant effects about consumers. If this practice changes, we will provide any notice and rights required by applicable law.

13. Your Privacy Rights and Choices

Depending on where you live and subject to legal exceptions, you may have the right to:

know whether we process your personal information and obtain information about our collection, use, and disclosure;
access or receive a portable copy of personal information;
correct inaccurate personal information;
delete personal information;
restrict or object to certain processing;
withdraw consent where processing relies on consent;
opt out of sale, sharing, targeted advertising, or certain profiling;
limit certain uses or disclosures of sensitive personal information, where applicable;
appeal our decision regarding a privacy request, where applicable; and
exercise privacy rights without unlawful discrimination.

To submit a request, use our Privacy Request form, email info@willowbathandvanity.com with the subject line "Privacy Request," call 877-788-8444, or use Do Not Sell or Share My Personal Information for sale, sharing, or targeted-advertising opt-outs. Please describe the right you wish to exercise and the information or account involved.

We may request information reasonably necessary to verify your identity and authority. We will use verification information only to process the request. If we cannot verify a request, we may be unable to fulfill it. An authorized agent may submit a request where permitted by law, but we may require proof of authorization and direct identity verification. We will respond within the period required by applicable law and explain any denial.

To appeal a denial where applicable law provides an appeal right, reply to our decision or email info@willowbathandvanity.com with the subject line "Privacy Appeal" and explain the basis for your appeal. We will respond within the period required by law. If an appeal is denied, we will provide information for contacting the appropriate regulator where required.

To submit a complaint about our privacy practices, email info@willowbathandvanity.com with the subject line "Privacy Complaint." We will review and respond as required by applicable law.

14. Additional Information for California and Other U.S. Residents

This section supplements the rest of the Policy and describes categories of personal information Willow may have collected during the preceding 12 months and may collect going forward. "Sold" and "shared" below use the meanings assigned by applicable U.S. state privacy laws. Willow does not sell personal information for money.

Identifiers

Examples: name, postal address, email address, telephone number, IP address, account identifiers, cookie identifiers, and advertising identifiers.
Sources and purposes: the sources in Section 3 and the purposes in Section 4.
Business-purpose disclosures: Shopify; payment, financing, delivery, security, communications, review, IT, and professional-service providers.
Sale or sharing: IP, cookie, device, advertising, and sometimes hashed contact identifiers may be disclosed to advertising and analytics partners for measurement or targeted advertising.
Retention criteria: the customer or business relationship; account, service, warranty, security, tax, and legal needs; consent and opt-out records; and provider or Cookie expiration settings.

Customer records information

Examples: name, address, telephone number, and payment or financial information processed by payment and financing providers.
Sources and purposes: directly from you and from transaction providers, primarily to complete and support transactions, delivery, returns, warranties, fraud prevention, and legal compliance.
Business-purpose disclosures: Shopify; payment, financing, delivery, fraud-prevention, customer-service, and professional-service providers.
Sale or sharing: not sold or shared for targeted advertising as a complete customer record.
Retention criteria: completion of the transaction and the periods needed for returns, warranties, accounting, tax, fraud, dispute, and legal requirements.

Commercial information

Examples: products considered, purchased, returned, saved, or reviewed; transaction and delivery history; and loyalty or referral activity.
Sources and purposes: directly from you, Shopify, and transaction or fulfillment partners for commerce, support, personalization, analytics, and marketing.
Business-purpose disclosures: commerce, payment, delivery, customer-service, review, analytics, and professional-service providers.
Sale or sharing: product views, cart activity, and purchase or conversion events may be disclosed to advertising and analytics partners for measurement or targeted advertising.
Retention criteria: transaction, return, warranty, accounting, tax, fraud, analytics, dispute, and legal needs, plus provider settings.

Internet or other electronic-network activity

Examples: browsing, search, click, referral, session interaction, device, cart, checkout, and ad-engagement information.
Sources and purposes: collected automatically through the Site for functionality, security, analytics, personalization, and advertising.
Business-purpose disclosures: Shopify and IT, security, analytics, communications, and advertising providers.
Sale or sharing: may be disclosed to advertising and analytics partners for measurement or targeted advertising.
Retention criteria: consent and privacy settings, Cookie or pixel duration, security and troubleshooting needs, and provider retention settings.

Geolocation data

Examples: approximate city, state, or region derived from IP address.
Sources and purposes: collected automatically for localization, security, analytics, delivery estimation, and advertising.
Business-purpose disclosures: Shopify and security, analytics, delivery, and advertising providers.
Sale or sharing: approximate location may be disclosed with device or advertising data for measurement or targeted advertising.
Retention criteria: consent and privacy settings, security and analytics needs, and provider retention settings.

Sensory information

Examples: photographs or videos that you choose to submit with a review, question, support request, or other user-generated content.
Sources and purposes: directly from you for reviews, support, and the purpose explained when submitted.
Business-purpose disclosures: review, customer-service, hosting, and IT providers and, when you choose public posting, Site visitors or syndication partners.
Sale or sharing: not sold or shared for targeted advertising.
Retention criteria: the time the content or related request remains active, platform rules, consent or removal requests, and legal or dispute needs.

Professional or employment-related information

Examples: company, title, business contact information, company tax or license identifiers, resale or trade-account details, business-license or resale-certificate information and copies you choose to submit, business relationship history and, if you apply for work, résumé, work history, qualifications, application status, and onboarding information.
Sources and purposes: directly from you, your organization, or a recruiting source you authorize, to administer a trade or business relationship, review trade-account eligibility and tax-exemption or reseller documentation, or evaluate and communicate about recruiting, hiring, and onboarding.
Business-purpose disclosures: Shopify and account, form and document-storage, communications, accounting, recruiting, background-check (when legally permitted and separately authorized), fraud-prevention, and professional-service providers.
Sale or sharing: private document content is not intended for targeted advertising; separate Site-interaction data is addressed under Internet or other electronic-network activity above.
Retention criteria: application review; the business, recruiting, or employment relationship; and related accounting, tax, verification, security, dispute, recordkeeping, and legal needs.

Inferences

Examples: likely product interests or preferences inferred from purchases, Site activity, wishlists, and marketing engagement.
Sources and purposes: derived from commercial and Site activity for personalization, analytics, and marketing.
Business-purpose disclosures: Shopify and personalization, analytics, communications, and advertising providers.
Sale or sharing: may be disclosed to advertising partners for targeted advertising.
Retention criteria: the customer relationship, consent and privacy settings, marketing need, and provider retention settings.

Sensitive personal information

Examples: account credentials and payment information processed by Shopify, payment, or financing providers.
Sources and purposes: directly from you and transaction providers to authenticate accounts, complete transactions, and prevent fraud.
Business-purpose disclosures: Shopify and payment, financing, security, and fraud-prevention providers.
Sale or sharing: not sold or shared for targeted advertising.
Retention criteria: the account or transaction, security and fraud-prevention needs, and applicable financial, tax, dispute, and legal requirements.

We do not intentionally collect biometric information, education information, or protected-classification information through ordinary customer transactions. We do not knowingly sell or share for targeted advertising the personal information of individuals under 16 years of age. We do not use or disclose sensitive personal information for the purpose of inferring characteristics about a person.

Promotions, loyalty, and referral programs

We may offer optional promotions, loyalty programs, referral benefits, discounts, or similar programs. Participation may involve providing identifiers, contact information, purchase history, referral activity, or program interactions in exchange for a benefit. Program-specific terms and any legally required notice of financial incentive or bona fide loyalty-program disclosure will be provided when you enroll. You may withdraw from a program as described in those terms or by contacting us. We do not discriminate against you for exercising a privacy right, although a permitted program benefit may require the information needed to operate that program.

For example, Willow may offer a coupon or promotional benefit when you voluntarily provide an email address or telephone number and agree to receive marketing, or may provide loyalty or referral benefits based on program activity. Participation is optional. The offer presented at enrollment will describe the material terms, the information requested, the available benefit, and how to withdraw. Withdrawing will not affect a benefit already earned unless the applicable program terms clearly provide otherwise.

15. Additional Information for the EEA, United Kingdom, and Switzerland

If and to the extent data-protection law in the European Economic Area or United Kingdom applies to our processing, Willow Bath and Vanity LLC is the controller of the personal information described in this Policy. Our purposes and legal bases are described in Section 4. You may have rights to access, correct, erase, restrict, port, or object to processing, withdraw consent, and lodge a complaint with the supervisory authority where you live or work. You may contact us first so that we have an opportunity to address your concern, but you are not required to do so before contacting a supervisory authority.

If Swiss data-protection law applies, you may have rights under the Swiss Federal Act on Data Protection. Those rights and legal requirements may differ from the GDPR and UK GDPR.

Where applicable law requires a mechanism for an international transfer, the relevant provider may rely on an adequacy decision, approved contractual clauses, the UK Addendum, or another lawful mechanism described in its privacy notice or data-processing terms.

16. Children's Privacy

The Site and our products are intended for a general audience and are not directed to children under 13. We do not knowingly collect personal information online from children under 13 without legally required parental consent. If you believe a child has provided personal information to us, contact us so that we can review and, where appropriate, delete it. We do not knowingly sell or share for targeted advertising personal information of individuals under 16.

17. Third-Party Links and Social Media

The Site may link to third-party websites, social networks, financing providers, maps, or services that Willow does not control. Their privacy practices are governed by their own notices. We engage with customers through platforms including Facebook, Instagram, Pinterest, TikTok, YouTube, and Google. Information you provide directly to those platforms is subject to their terms and privacy practices.

18. Changes to This Policy

We may update this Policy to reflect changes in our services, technology, providers, or legal obligations. We will post the revised version here and update the "Last updated" date. If changes are material, we will provide additional notice when required by law.

19. Accessibility

If you need this Policy in an alternative format because of a disability, please contact us using the information below.

20. Contact Us

For questions, concerns, or privacy requests, use our Privacy Request form or contact:

Willow Bath and Vanity LLC
6510 Jimmy Carter Blvd, Suite C
Norcross, GA 30071
Email: info@willowbathandvanity.com
Phone: 877-788-8444

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