Last updated October 10, 2019.

We at Heretic believe in transparency and privacy, and have instituted practices intended to protect and treat information about you, and that identifies you (“Your Information”) in a safe and reliable manner. This Privacy Policy describes some of those practices and will be updated from time to time to address the ever-changing landscape of information privacy. Please revisit this Privacy Policy to check on those changes.  By visiting our website and social media sites, you are consenting to the practices described in this Privacy Policy. 

When you interact with Heretic and its website and social media sites (the “Sites”), we may collect Your Information.  This may occur, for example, when you purchase our products, view or comment on our Instagram posts, listen to our podcasts, or watch one of our I AM HERETIC videos. 

Typically, we only collect Your Information through your activities -- we do not typically obtain Your Information from public databases or other third parties.  And, we use Your Information for to further a legitimate interest of Heretic, such as to improve our Sites, to enhance your experience on our Sites, to better curate or develop our product line, and to respond to your requests and questions. 

Your Information includes contact details, like your name, address and phone number.  Your Information also includes electronic identifiers captured through computer use (like through cookies or web beacons) (“Electronic Information”). Electronic Information may take the form of IP addresses, geographic locations, your browser type and your operating system. You can disable some of this Electronic Information by modifying the settings in your browser.

Electronic Information is anonymous, and will remain that way unless you provide additional information to us in conjunction with the Electronic Information that connects the Electronic Information to you.  We do not, as a general rule, seek to match Electronic Information with identifying information unless you supplied it. For example, when you fill out a form on our website and leave us your name and contact information, or purchase products, your Electronic Information will be connected to you, and may no longer be anonymous

Cookies are small text files placed on your device when you visit Heretic’s Sites. We use cookies to gather Electronic Information so that we can recognize you and your preferences, enhance our Sites and collect analytical information for the benefit of our business. Our Sites use a mixture of session cookies (which expire with your browser session) and persistent cookies (which remain after your browser session expires) to deliver services efficiently and to enhance the experience of using our Websites. The only third-party cookies used by us are analytical/performance cookies such as Google Analytics that gather anonymized information.

Strictly necessary cookies are required for the operation of our Sites. They include, for example, cookies that enable you to log into secure areas of our Sites, use a shopping cart or fill in a form.

Analytical/performance cookies are used to provide us with statistical information about our Sites which we use to measure performance, improve our Sites, and better serve our customers.   For example, these cookies allow us to recognize and count the number of visitors to a particular page of our Site.  

Functionality cookies are used to recognize you when you return to a Site. This enables us to personalize our content for you, tailor our interactions with you and remember your preferences.

By using our Sites you agree that we can place these different types of cookies on your device. You may block most cookies by activating the settings on your browser that allow you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies you may not be able to access or use all or parts of our Sites. To opt out of being tracked by Google Analytics across all websites visit this site.

Web beacons are clear electronic images that can recognize your device, and then tie the device to certain heretic Sites.  For example, Heretic may place web beacons in marketing emails or other electronic messages that notify us when you click on a link in the email that directs you to one of our Sites.  Web beacons alone are also used by us to improve our Sites, improve your experience with our Sites, to gather information about use of our Sites, and other similar purposes.

Because there is not yet a common industry standard or how to interpret browsers’ DNT signals, Heretic does not currently respond to browser DNT signals when interacting with our Websites

Heretic will not rent or sell Your Information to third parties without your permission. In fact, we typically do not share Your Information with any third parties except those that use it to help us run our business. For example, we may share our email address list with a company that helps us distribute Heretic emails. When we do share Your Information with third parties, we use reasonable efforts to have those third parties promise to use the Your Information only to provide services to Heretic, and in a manner consistent with our Privacy Policy.  Note that we do not consider a subsidiary, affiliate, or successor to be a third-party – we consider them to be part of Heretic.

We may use third-party services, such as Google Analytics, that collects, monitors and analyzes Your Information and Electronic Information.

In addition, we share anonymous, non-personal statistics or demographic information in an aggregated form (“Aggregate Data”) with third parties for research or similar purposes. Aggregate Data does not identify individuals. An example of Aggregate Data might be how many people purchased a particular type of perfume, or how many people visited a page of our Site.  The third-parties to whom we give Aggregate Data may be, for example, marketing partners or consultants, who may use the Aggregate Data to help us be a more successful business.

We are based in the United States, and we store digital information in the United States. If you reside outside of the United States and supply us with Your Information, please know that Your Information will be held in the United States.  We retain Your Information for as long as is reasonably necessary given the purpose for which it was collected, and only to further our legitimate interests in such information. 

Heretic is committed to protecting Your Information. To that end, we implement commercially reasonable physical, administrative and technical safeguards to help protect Your Information that is under our direct control from unauthorized access, use and disclosure. However, no system of electronic data collection, storage and retrieval can be made entirely safe and by continuing to use our Sites you acknowledge and accept that we do not guarantee that our Sites and practices are invulnerable to security breaches or immune from viruses, security threats or other risks.

We post on Heretic’s social media accounts (like on Instagram) so you can connect with us, enjoy our beautiful imagery, express your opinions about Heretic, and share information about us with others. If you use Heretic social media sites, we may collect Your Information through those Sites, and other third-parties (such as the Sites themselves) may also collect Your Information.  We consider any information you share through social media as public information.  If you do not want us (or others) to access information through social media, you must limit data collection and disclosure in the privacy settings of those Sites.  

Our Sites may provide links to third-party sites.   Similarly, our Sites might be accessible from third-party sites.  The privacy policies and security measures of those third-party sites might differ from ours.  We are not responsible for the content, privacy policies, or practices of such third-party sites. External links are provided for convenience only and access to these links is at your own risk. We encourage you to review carefully the privacy policy of any web site you may visit.

You have the right to contact us to review, correct or ask us to delete Your Information. To make this request, please email us at We will respond to your request as soon as reasonably possible. If you would rather contact us through regular mail, please do so at:

Heretic Beauty Inc.

Attention: Data Privacy Department
1330 Factory Place, Suite F105

Los Angeles, CA 90013


You also have the right to lodge a complaint with the appropriate data protection authority.

If you are a California resident, you have the right to request information from us regarding the manner in which we share certain categories of Your Information with third parties for their direct marketing purposes. Under California law, you have the right to request the following information, which you may do by emailing us at

• the business purpose for collecting or selling Your Information;

• the categories of information we disclosed to third parties for their direct marketing purposes during the preceding calendar year;

• the names and addresses of the third parties that received the information;

• and,if the nature of the third party's business cannot be determined from their name, examples of the products or services they marketed.

We may provide this information in a standardized format that is not specific to you.

We may disclose Your Information if required to do so by law or in our good faith belief that such action is necessary to:

• comply with a legal obligation;

• protect or defend our rights, interests, or property, or that of third parties;

• prevent or investigate possible wrongdoing in connection with the Heretic website or social media sites;

• act in urgent circumstances to protect the personal safety of others; or

• protect against legal liability.

Our Sites and products are not designed or intended for minors and we do not knowingly attempt to solicit or receive any information from children. If a child under 18 has provided us with their information, the parent or guardian should contact Heretic immediately at so we can delete such information from our files.


Thank you for reading our Privacy Policy.