Privacy policy

Last updated: June 28, 2026
Applies to elementbrooklyn.com, account.elementbrooklyn.com, gallery.elementbrooklyn.com, and our related stores and services.

This Privacy Policy explains how Element Brooklyn LLC (“Element Brooklyn,” “we,” “us,” or “our”) collects, uses, shares, and protects personal information when you visit or buy from our online stores, create an account, join our loyalty program, subscribe to refills, contact us, attend our workshops or events, or otherwise interact with us. It also describes the choices and rights you have.

We sell fragrance, personal care, and home products on a Shopify-hosted storefront at elementbrooklyn.com, with localized stores for the United States, the United Kingdom, and Australia (and additional regions over time). Customer accounts, orders, subscriptions, loyalty points, and referrals are managed through our customer account portal at account.elementbrooklyn.com, and workshops and in-person experiences are offered through gallery.elementbrooklyn.com. For orders placed in the United Kingdom and Australia, your order may be fulfilled or supported through our local operations, and the seller of record for your order will be shown at checkout or in your order confirmation.

How this policy is organized

The first sections apply to everyone. Because privacy laws differ by location, we then provide region-specific sections with additional information and rights for residents of California and other U.S. states, the United Kingdom, and Australia. If you live in one of those places, please read the general sections together with the region-specific section that applies to you. Where a region-specific section conflicts with a general section, the region-specific section controls for residents of that region.

1. Information We Collect

We collect personal information that you provide to us, information that is generated automatically when you use our sites, and information we receive from third parties. The categories below describe the kinds of information we may collect depending on how you interact with us.

Information you provide to us

Account and contact information: name, email address, phone number, password credentials, and account preferences when you create or sign in to an account.
Order and transaction information: the products you buy, order value, billing and shipping addresses, and order history.
Payment information: payment card and related billing details, which are collected and processed by our payment providers (including Shopify Payments and other processors). We do not store full payment card numbers on our own systems.
Subscription information: the refill subscriptions you set up, their frequency, and related preferences.
Loyalty and referral information: your participation in our Scent Society loyalty program, points balances and activity, and information related to our refer-a-friend program (including referral links and, where you choose to invite someone, the contact details you provide for that person).
Reviews and user content: product ratings and reviews, including any title, written content, reviewer name or initials, general location, verified-buyer status, and any photos or media you submit.
Quizzes and preferences: responses to our fragrance quiz and similar tools, and the scent and product preferences you share.
Waitlist and notifications: your email address and the product and market you select when you ask to be notified that an item is back in stock or coming soon.
Communications and support: the information you include when you contact us by email, web form, chat, or social media, including customer service inquiries and complaints.
Business and wholesale (B2B) information: if you inquire about wholesale, hospitality, or stockist relationships, the business and contact details you provide.
Events, workshops, and in-store experiences: registration and booking details when you sign up for a workshop or event, and, if you choose to take part in an in-person experience or activity, the information and any photographs you elect to provide. Participation in optional in-store experiences is voluntary.
Job applicants: if you apply for a role with us, your contact details, resume, work history, and any other information you submit. We use this information to evaluate your application and for recruiting purposes.

Information collected automatically

When you visit our sites, we and our service providers automatically collect certain information using cookies and similar technologies, including:

Device and usage data: IP address, device and browser type, operating system, referring pages, pages and products viewed, links clicked, search terms, and dates and times of access.
Approximate location: an approximate location (such as country) derived from your IP address, which we use to show the correct regional store, currency, shipping options, and availability.
Cookies and identifiers: cookies, pixels, tags, and similar identifiers used for site functionality, analytics, personalization, and advertising, as described in Section 3.

Information from third parties

We may receive information about you from third parties, including:

Service providers and platforms: our e-commerce, payments, shipping, analytics, and marketing providers (for example, Shopify, payment processors, shipping and fulfillment partners, email and SMS platforms, and advertising networks).
Advertising and social media platforms: limited information from advertising and social media partners (such as Meta and Google), including measurement and audience information.
Affiliates and creators: referral and attribution information when you reach us through an affiliate or creator link.
Publicly available and business sources: for wholesale inquiries, business contact and firmographic information from public or commercial sources used to evaluate and respond to inquiries.

2. How We Use Personal Information

We use personal information for the following purposes:

To provide our products and services: to process and fulfill orders, take payment, arrange shipping and delivery, manage subscriptions and refills, administer the loyalty and referral programs, and operate your account.
To communicate with you: to send order confirmations, shipping updates, service messages, back-in-stock notifications, and responses to your inquiries and complaints.
For marketing and promotions: to send you marketing emails and, where you have opted in, marketing text messages, and to administer promotions, giveaways, and gift-with-purchase offers, consistent with your choices and applicable law (see Section 7).
To personalize your experience: to recommend products, tailor content (including fragrance recommendations), and remember your preferences and region.
For advertising and measurement: to show and measure relevant advertising on third-party platforms and to build and manage audiences, subject to the consent and opt-out choices described in Sections 3 and 13.
For analytics and improvement: to understand how our sites and products are used, to analyze sales and customer trends, and to improve our sites, products, and services. Some of our internal tools use automated and machine-learning techniques to organize information and improve search and recommendations. We do not use these tools to make decisions that produce legal or similarly significant effects about you.
For safety, security, and fraud prevention: to protect our sites, customers, and business, to detect and prevent fraud and abuse, and to maintain the security of our systems.
For our business operations: for accounting, recordkeeping, reporting, and other internal administration.
To comply with law and enforce our terms: to meet legal and regulatory obligations, respond to lawful requests, and establish, exercise, or defend legal claims.

3. Cookies and Tracking Technologies

We and our service providers use cookies, pixels, tags, software development kits, and similar technologies (“cookies”) to operate our sites, remember your preferences, analyze traffic, and deliver and measure advertising. These technologies fall into a few general categories:

Strictly necessary: required for the site to function, such as enabling checkout, security, and the shopping cart.
Functional: remember your settings and preferences, including your selected region and currency.
Analytics and performance: help us understand how visitors use our sites so we can improve them.
Advertising and targeting: used to deliver relevant advertising, including on Meta and Google, to build audiences, and to measure advertising performance.

Technologies we use include Google tools through Google Tag Manager (including Google Analytics and Google Ads tags), the Meta Pixel and related Meta advertising tools, our email and SMS platform, an affiliate and creator tracking tool (ShopMy), and approximate IP-based geolocation used to display the correct regional store. The specific cookies in use may change over time.

Your cookie choices

How we obtain consent depends on your location. In the United Kingdom and the European Union, we ask for your consent before setting non-essential cookies (including advertising cookies) through a cookie banner, and you can change your choices at any time. In the United States, we provide opt-out choices and honor recognized opt-out preference signals such as the Global Privacy Control, as described in Section 13. You can also control cookies through your browser settings and through the opt-out tools offered by advertising networks. Blocking some cookies may affect how our sites work.

Do Not Track. Some browsers offer a “Do Not Track” setting. Because there is no common industry standard for how to interpret these signals, our sites do not currently respond to them. Where applicable law requires us to honor a recognized opt-out preference signal such as the Global Privacy Control, we do so as described in Section 13.

4. How We Share Personal Information

We share personal information with the following categories of recipients for the purposes described in this policy. We do not sell personal information for money.

E-commerce and hosting providers: Shopify, which hosts our storefront and processes information as our service provider, and providers that support our customer account portal and related services.
Payment processors: Shopify Payments and other payment providers that process transactions and help detect and prevent fraud.
Shipping and fulfillment partners: carriers and fulfillment and logistics providers that store and deliver your orders.
Marketing and communications providers: our email and SMS platform and providers that help us send communications and administer promotions.
Advertising and analytics partners: advertising and analytics providers such as Meta and Google, which we use to deliver and measure advertising and to understand site usage. Depending on your location and settings, some of this activity may be considered “sharing” for targeted or cross-context behavioral advertising, and you can opt out as described in Section 13.
Affiliates and creators: affiliate and creator partners, in connection with referral and attribution, where you reach us through their links.
Professional advisors and service providers: accountants, auditors, lawyers, insurers, and IT and security providers, where reasonably necessary.
Corporate transactions: a buyer or successor in the event of a merger, acquisition, financing, reorganization, or sale of assets, and their advisors.
Legal and safety: regulators, law enforcement, and other parties where we believe in good faith that disclosure is necessary to comply with law, respond to lawful requests, enforce our terms, or protect the rights, property, or safety of Element Brooklyn, our customers, or others.

We may also share information that has been aggregated or de-identified so that it does not reasonably identify you.

5. International Data Transfers

Element Brooklyn is based in the United States, and we and our service providers operate in the United States and other countries. When you use our sites or buy from us, your personal information may be transferred to, stored in, and processed in the United States and in other countries where we and our service providers operate, which may include Canada, the United Kingdom, the European Economic Area, Australia, and Singapore. These countries may have data protection laws that differ from those in your country.

Where we transfer personal information out of the United Kingdom, the European Economic Area, or Australia, we take steps required by applicable law to protect it. For transfers from the UK and the EEA, we rely on recognized transfer mechanisms such as the UK International Data Transfer Agreement (or the UK Addendum to the European Commission’s Standard Contractual Clauses), the EU Standard Contractual Clauses, and, where applicable, applicable adequacy or data-bridge arrangements. You can contact us using the details in Section 16 for more information about these safeguards.

6. Data Retention

We keep personal information for as long as needed to fulfill the purposes described in this policy, including to provide our products and services, maintain your account, and administer the loyalty, subscription, and referral programs. We also keep information as needed to comply with our legal, tax, accounting, and reporting obligations, to resolve disputes, and to enforce our agreements. When information is no longer needed, we take reasonable steps to delete or de-identify it. The period we keep information depends on its type and the purpose for which it was collected; for example, order and transaction records are generally kept for the periods required by tax and accounting rules, while marketing information is kept until you opt out and for a reasonable period afterward.

7. Marketing Communications

Email

If you sign up or buy from us, we may send you marketing emails about products, offers, and news. Every marketing email includes an unsubscribe link, and you can opt out at any time. We will process opt-outs promptly. We may still send you non-marketing service messages, such as order and shipping confirmations and account notices.

Text messages (SMS)

Where we offer SMS marketing, we send marketing text messages only to people who have opted in. Message frequency varies. Message and data rates may apply. You can opt out at any time by replying STOP to any marketing text, and you can reply HELP for help. Opting out of texts will not affect transactional messages related to your orders. Consent to receive marketing texts is not a condition of any purchase.

Your marketing preferences

You can manage your marketing preferences through the links in our messages, in your account, or by contacting us. Region-specific rules that apply to marketing are described in the United Kingdom and Australia sections below.

8. How We Protect Information

We maintain reasonable administrative, technical, and organizational measures designed to protect personal information against loss, misuse, and unauthorized access, disclosure, alteration, and destruction. No method of transmission or storage is completely secure, however, and we cannot guarantee absolute security. You are responsible for keeping your account credentials confidential.

9. Children’s Privacy

Our sites are intended for adults and are not directed to children under 13 (or the equivalent minimum age in your location). We do not knowingly collect personal information from children under that age. If you believe a child has provided us with personal information, please contact us using the details in Section 16 and we will take appropriate steps to delete it. We do not knowingly sell or share the personal information of consumers we know to be under 16 years of age.

10. Your Choices

You have choices about your personal information, including:

Account information: you can review and update certain account information by signing in to your account.
Marketing: you can opt out of marketing emails and texts as described in Section 7.
Cookies and advertising: you can manage cookies and advertising choices as described in Section 3.
Privacy rights: depending on where you live, you may have additional rights described in the region-specific sections below.

11. Third-Party Sites and Services

Our sites may link to or integrate with third-party websites and services that we do not control, including social media platforms and the sites of payment, shipping, and advertising partners. This policy does not apply to those third parties. We encourage you to review their privacy notices.

12. Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will revise the “Last updated” date above and, where required by law, provide additional notice. Your continued use of our sites after an update takes effect means you acknowledge the updated policy.

13. United States State Privacy Rights

This section provides additional information for residents of U.S. states that have comprehensive privacy laws, and applies to the extent those laws apply to us and to your personal information. It supplements the rest of this policy.

13.1 Notice at Collection (California and similar states)

The table below summarizes the categories of personal information we may collect, the purposes for which we use them, and whether we “sell” or “share” them as those terms are defined under the California Consumer Privacy Act, as amended (the “CCPA”). We collect these categories from the sources described in Section 1 and use them for the purposes described in Section 2.

Category of personal information	Purposes of use	“Sold” / “Shared”?
Identifiers (name, email, phone, address, IP address, account identifiers)	Provide products and services, communicate, marketing, personalization, analytics, security, legal compliance	Not sold for money. May be “shared” for cross-context behavioral advertising.
Customer records (billing and shipping details, payment information, order history)	Process and fulfill orders, payments, subscriptions, fraud prevention, recordkeeping	Not sold. Not shared for advertising.
Commercial information (products purchased or considered, preferences, loyalty and referral activity)	Provide and improve services, loyalty and referral programs, personalization, analytics, marketing	Not sold for money. May be “shared” for advertising.
Internet or network activity (browsing and interaction data, device and usage data)	Operate and improve sites, analytics, advertising and measurement, security	Not sold for money. May be “shared” for advertising.
Approximate geolocation (derived from IP address)	Show the correct regional store, currency, shipping, and availability	Not sold. Not shared for advertising.
User content (reviews, photos, quiz responses, communications)	Publish reviews, respond to inquiries, personalization, improve products	Not sold. Not shared for advertising.
Inferences (preferences and characteristics drawn from the above)	Personalization, product recommendations, marketing, analytics	Not sold for money. May be “shared” for advertising.
Professional information (for job applicants and B2B contacts)	Evaluate applications and recruiting; respond to and manage wholesale inquiries	Not sold. Not shared for advertising.

Sensitive personal information. We do not collect or process sensitive personal information for the purpose of inferring characteristics about you, and we do not sell or share sensitive personal information. To the extent account credentials or similar data are treated as sensitive under applicable law, we use them only as needed to provide our services and for the limited purposes permitted by law.

Retention. We retain each category of personal information for the periods described in Section 6.

13.2 Your U.S. State Privacy Rights

Depending on your state of residence, you may have the right to:

Know and access: request the categories and specific pieces of personal information we have collected about you, and information about how we use and disclose it.
Delete: request that we delete personal information we collected from you, subject to exceptions.
Correct: request that we correct inaccurate personal information.
Opt out of sale or sharing: opt out of any “sale” or “sharing” of your personal information, including for targeted or cross-context behavioral advertising.
Limit sensitive information: where applicable, limit the use of sensitive personal information.
Non-discrimination: not receive discriminatory treatment for exercising your rights.

13.3 How to Exercise Your Rights and Opt Out

You can exercise your access, deletion, and correction rights by contacting us using the details in Section 16. To opt out of the “sale” or “sharing” of your personal information for advertising, you can use the “Do Not Sell or Share My Personal Information” and “Limit the Use of My Sensitive Personal Information” links provided on our website, adjust the cookie choices described in Section 3, or contact us. We also treat recognized opt-out preference signals, including the Global Privacy Control (GPC), as a valid request to opt out of sale and sharing for the browser or device from which we receive the signal.

We will verify your request as required by law. You may use an authorized agent to submit a request on your behalf, subject to verification. If we deny your request, you may have the right to appeal by following the instructions in our response.

13.4 Loyalty Program: Notice of Financial Incentive

Our Scent Society loyalty program and our refer-a-friend program may be considered “financial incentives” under California law because they offer benefits in connection with the collection and use of personal information. Participation is voluntary, and you can join or withdraw at any time by managing your account or contacting us.

Material terms: when you join the loyalty program, we collect identifiers and information about your purchases and activity in order to award and track points and provide member benefits such as access to member-only products and offers. The refer-a-friend program uses referral links and any contact details you choose to provide. The full program terms are available in our Terms of Service and program pages.
How to opt in and withdraw: you opt in by enrolling in the program, and you can withdraw by closing your enrollment or contacting us. Withdrawing may mean you no longer receive the related benefits.
Value of your data and method of calculation: we have made a good-faith estimate that the value of the personal information used in these programs is reasonably related to the value of the discounts, points, and benefits we provide to participants. We calculate this estimate by reference to the expense of the incentives offered, which we consider a reasonable approximation of the value of the data to our business. We do not assign a monetary value to your personal information for any other purpose.

13.5 California “Shine the Light”

California residents may request information about the categories of personal information (if any) we disclosed to third parties for those third parties’ own direct marketing purposes in the prior calendar year. We do not disclose personal information to third parties for their own direct marketing purposes without consent. You may direct Shine the Light requests to us using the details in Section 16.

13.6 Other U.S. States

Residents of other states with comprehensive privacy laws (such as Virginia, Colorado, Connecticut, Texas, Oregon, Montana, and others) have rights similar to those described above, including the right to access, delete, and correct personal information, the right to opt out of targeted advertising and the sale of personal information, and the right to appeal a denied request. In states that recognize them, we honor universal opt-out mechanisms such as the Global Privacy Control. Where required, we obtain consent before processing sensitive personal information. To exercise these rights, please contact us using the details in Section 16.

14. United Kingdom

This section provides additional information required by United Kingdom data protection law, including the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018, and applies to individuals in the United Kingdom. For these individuals, this section should be read together with the general sections above.

14.1 Controller and Contact

Element Brooklyn LLC is the controller of personal information processed about UK customers through our sites. You can contact us, including any UK representative we appoint for the purposes of Article 27 of the UK GDPR, using the details in Section 16.

14.2 Lawful Bases for Processing

We process personal information under the following lawful bases:

Processing activity	Lawful basis
Processing and fulfilling your orders, payments, subscriptions, and account	Performance of a contract with you
Sending service messages and responding to your inquiries	Performance of a contract and our legitimate interests
Marketing emails and texts, and advertising and analytics cookies	Your consent (which you can withdraw at any time), and, for existing customers, the “soft opt-in” where permitted
Improving and securing our sites, preventing fraud, and running our business	Our legitimate interests in operating and protecting our business, balanced against your rights
Meeting legal, tax, and regulatory obligations	Compliance with a legal obligation

Where we rely on legitimate interests, you can ask us for more information about our assessment. Where we rely on consent, you can withdraw it at any time without affecting processing carried out before withdrawal.

14.3 Your UK Rights

Subject to conditions and exemptions, you have the right to: access your personal information; have inaccurate information corrected; have information erased; restrict or object to processing; data portability; and withdraw consent. You also have the right to object to direct marketing at any time. To exercise these rights, contact us using the details in Section 16. We will respond within the time limits required by law.

14.4 Cookies and Electronic Marketing

We use cookies and send electronic marketing in accordance with the Privacy and Electronic Communications Regulations (PECR) and applicable guidance. We ask for your consent before placing non-essential cookies, and we send marketing emails and texts only with your consent or, for existing customers buying similar products, on a “soft opt-in” basis with an option to opt out in every message and at the point of collection.

14.5 International Transfers

As described in Section 5, we transfer UK personal information to the United States and other countries using appropriate safeguards, such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, or another lawful mechanism. You can contact us for more information or a copy of the relevant safeguards.

14.6 Complaints

If you have a concern about how we handle your personal information, please contact us first using the details in Section 16 so we can try to resolve it. You also have the right to complain to the UK Information Commissioner’s Office (ICO) at ico.org.uk or by calling its helpline.

15. Australia

This section provides additional information for individuals in Australia, consistent with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs). We handle personal information in accordance with the APPs as set out in this policy.

15.1 Collection, Use, and Disclosure

We collect, hold, use, and disclose personal information for the purposes described in Sections 1, 2, and 4. We collect personal information directly from you wherever reasonably practicable, and sometimes from third parties as described in Section 1. If we do not collect certain information, we may be unable to provide our products or services to you.

15.2 Direct Marketing

We use personal information for direct marketing consistent with your choices and the Spam Act 2003 (Cth). Every marketing email and text includes a simple way to opt out (unsubscribe by the method indicated, or reply STOP to texts), and we will action opt-outs promptly. You can also ask us not to use or disclose your personal information for direct marketing by contacting us.

15.3 Overseas Disclosure

As described in Section 5, we and our service providers operate in the United States and other countries, and we may disclose personal information to overseas recipients (including in the United States). We take reasonable steps to ensure overseas recipients handle personal information consistently with the APPs.

15.4 Access, Correction, and Complaints

You can request access to, or correction of, the personal information we hold about you by contacting us using the details in Section 16, and we will respond within a reasonable time. If you have a complaint about how we have handled your personal information, please contact us first and we will acknowledge and seek to resolve it. If you are not satisfied with our response, you can contact the Office of the Australian Information Commissioner (OAIC) at oaic.gov.au.

15.5 Data Breaches

We maintain procedures to assess and respond to data security incidents, and we will notify affected individuals and the OAIC of eligible data breaches as required by the Notifiable Data Breaches scheme.

16. How to Contact Us

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

Element Brooklyn LLC
Attn: Privacy
Email: [email protected]
Mailing address: Element Brooklyn LLC, 75 Stewart Avenue, Suite 106, Brooklyn, NY 11237, USA
Website: elementbrooklyn.com