Privacy Policy

Last updated: October 7, 2026

HERBLIQ operates this online store and website, including all related information, content, features, tools, products, and services, to provide customers with a refined and personalized beauty shopping experience (collectively, the "Services").

The HERBLIQ online store is owned and operated by Zhengzhou Ruiwang Network Technology Co., Ltd. HERBLIQ is powered by Shopify, which provides the ecommerce infrastructure that enables us to operate our online store and deliver our Services.

This Privacy Policy explains how we collect, use, disclose, and otherwise process your personal information when you visit herbliq.com, browse our beauty collections, purchase products, interact with advertisements, contact customer support, or otherwise communicate with us.

HERBLIQ was created with the belief that beauty is expressed through thoughtful details and everyday rituals. We develop cosmetics that combine sensorial comfort, skin-friendly care, and artistic expression, allowing every routine to become a personal statement.

Our collections include:

• Aura Skin — Complexion & Daily Defense, designed to enhance natural radiance while supporting comfortable everyday wear.
• Quiet Lines — Precision Eye Definition, created for effortless, refined eye expression with carefully considered textures.
• Sculpted Petal — Couture Lips & Luminous Glass, bringing together color, shine, and artistic character for expressive beauty moments.

If there is any conflict between our Terms of Service and this Privacy Policy regarding the collection, processing, use, or disclosure of personal information, this Privacy Policy will govern those matters.

Please read this Privacy Policy carefully. By accessing or using the Services, you acknowledge and understand the privacy practices described below.

Personal Information We Collect or Process

When we use the term "personal information," we mean information that identifies, relates to, describes, or can reasonably be connected with you.

Personal information does not include information that has been anonymized or appropriately de-identified so that it can no longer reasonably identify an individual.

Depending on how you interact with HERBLIQ, your location, your privacy choices, and applicable laws, we may collect or process the following categories of information:

• Contact information, including your name, email address, telephone number, billing address, and shipping address.
• Account information, including login details, saved information, preferences, and account settings where available.
• Order and transaction information, including products viewed, selected, purchased, returned, exchanged, cancelled, order history, payment status, and transaction identifiers.
• Payment-related information processed through third-party payment providers. We generally do not store complete payment card numbers or security codes.
• Customer support information, including messages, product questions, order details, images, and other information you voluntarily provide.
• Device information, including browser type, operating system, IP address, device identifiers, network information, and technical data.
• Website activity information, including pages viewed, product interactions, search activity, shopping cart activity, checkout activity, and visit information.
• Advertising and measurement information, including campaign interactions, conversion events, attribution information, and related identifiers where permitted.
• Cookie preferences and privacy choices, including consent records and browser-based privacy signals.

Sources of Personal Information

We may collect personal information from a variety of sources depending on how you interact with HERBLIQ and our Services.

• Directly from you when you create an account, place an order, subscribe to communications, contact customer support, participate in promotions, or otherwise provide information to us.
• Automatically through our website using cookies, pixels, scripts, tags, local storage technologies, server logs, and similar digital technologies.
• From Shopify and other ecommerce technology providers that support our website operations and customer experience.
• From payment processors and financial service providers that process transactions and payment-related activities.
• From shipping providers, warehouse partners, fulfillment providers, and logistics companies involved in delivering your orders.
• From analytics, advertising, attribution, and performance measurement providers.
• From fraud prevention, security, identity verification, and risk management providers.
• From other business partners or third parties where permitted by applicable law.

How We Use Your Personal Information

Depending on your interactions with HERBLIQ and the Services you use, we may process personal information for the following purposes.

Providing and Improving Our Services

We use personal information to operate our website, provide beauty products, process and fulfill orders, arrange shipping, provide order updates, maintain shopping functionality, manage customer accounts, handle returns and exchanges, respond to customer inquiries, and improve the overall shopping experience.

Payments and Transactions

We may use personal information to process payments, confirm transactions, maintain purchase records, prevent unauthorized payment activity, manage refunds, and handle order cancellations.

Marketing and Advertising

Where permitted by applicable law, we may use personal information to understand customer interests, measure advertising effectiveness, evaluate campaign performance, attribute purchases to marketing activities, improve advertisements, and provide communications about HERBLIQ products, collections, promotions, or updates.

Analytics and Website Improvement

We may analyze website activity, product interactions, customer behavior, browsing patterns, and technical information to improve website performance, product presentation, navigation, and customer experience.

Security and Fraud Prevention

We may process personal information to identify, investigate, prevent, and respond to fraud, unauthorized transactions, security incidents, abuse, misuse of services, or other potentially unlawful activities.

Communication With Customers

We may use your information to provide customer support, respond to questions, send order confirmations, delivery updates, service notifications, and maintain our relationship with you.

Legal and Compliance Purposes

We may process personal information when necessary to comply with applicable laws, regulations, tax requirements, accounting obligations, legal procedures, contractual requirements, or lawful requests from government authorities.

Cookies and Similar Technologies

HERBLIQ and our service providers may use cookies, pixels, tags, scripts, local storage, APIs, and similar technologies to operate and improve our website.

These technologies may be used for purposes including:

• Providing essential website functionality.
• Maintaining shopping cart and checkout features.
• Remembering preferences and website settings.
• Supporting website security and fraud prevention.
• Understanding website traffic and customer interactions.
• Improving website performance and user experience.
• Measuring advertising effectiveness and conversion activity.
• Supporting marketing activities where legally permitted.

Cookies and similar technologies may generally be categorized as strictly necessary, functional, analytics, or advertising technologies.

Strictly necessary technologies are required for essential website operations and cannot be disabled because they are necessary for the proper functioning of the Services.

Where required by applicable law, HERBLIQ will request appropriate consent before activating non-essential analytics or advertising technologies.

You may manage available cookie preferences through the controls provided on our website. Rejecting certain technologies may affect some non-essential functions, analytics, or advertising features.

Advertising, Analytics and AppLovin

HERBLIQ may work with advertising, analytics, attribution, and measurement partners to understand customer interactions, evaluate advertising performance, prevent fraud, and improve our marketing activities.

One advertising and measurement partner we may work with is AppLovin Corporation ("AppLovin").

Where enabled, AppLovin technologies may include cookies, pixels, scripts, APIs, software integrations, or similar technologies.

Depending on technical configuration, applicable law, and your privacy choices, information processed through AppLovin technologies may include:

• IP address.
• Browser and device information.
• Device identifiers and advertising identifiers.
• Website browsing activity.
• Product views and product interactions.
• Search activity.
• Shopping cart activity.
• Checkout events.
• Purchase and conversion events.
• Advertising interactions.
• Campaign performance and attribution information.
• General location information such as country or region where applicable.
• Cookie preferences and privacy signals.
• Certain customer identifiers where legally permitted.

AppLovin may process applicable information for advertising measurement, conversion attribution, campaign optimization, fraud prevention, security, delivery, and improvement of advertising services, including interest-based advertising where permitted by applicable law.

The information processed depends on the technologies enabled by HERBLIQ, your website activity, your privacy settings, and applicable legal requirements.

HERBLIQ does not intentionally provide AppLovin with sensitive personal information for advertising purposes.

You may manage applicable advertising technology preferences through our cookie controls and other privacy choices available on our website.

For additional information about AppLovin privacy practices, please visit:
https://legal.applovin.com/privacy/

How We Disclose Personal Information

HERBLIQ may disclose personal information when reasonably necessary to operate our business, provide our Services, complete transactions, protect our website, measure advertising performance, or comply with applicable legal requirements.

The categories of recipients that may receive personal information include:

• Shopify and other ecommerce platform providers that support our online store.
• Payment processors and payment service providers that securely process transactions.
• Shipping companies, fulfillment providers, warehouse partners, and logistics providers.
• Customer service providers that assist with customer communications and support.
• Hosting providers, technology providers, cybersecurity providers, and infrastructure partners.
• Analytics providers, advertising providers, attribution partners, and measurement services.
• Fraud prevention and risk management providers.
• Professional advisers, including legal advisers, accountants, auditors, and consultants.
• Government authorities, regulators, courts, or law enforcement agencies where required by law.

We may also disclose personal information in connection with a business transaction, including a merger, acquisition, financing, restructuring, transfer of assets, bankruptcy proceeding, or similar corporate event.

Service providers that process personal information on our behalf are required to handle information according to applicable agreements, security requirements, and privacy obligations.

Relationship With Shopify

HERBLIQ's online store is hosted through Shopify.

Shopify may collect and process certain personal information relating to your access to and use of our Services in order to provide, maintain, secure, and improve the Shopify platform and related services.

Information submitted through herbliq.com may be transferred to Shopify and other service providers located in countries other than your country of residence.

Certain Shopify services may use information related to interactions with our store, Shopify services, and participating merchants to provide and improve ecommerce features.

For more information about Shopify privacy practices, please review Shopify's Consumer Privacy Policy:

https://privacy.shopify.com/en

Targeted Advertising and Privacy Choices

Depending on your location and applicable privacy laws, certain disclosures of personal information related to advertising may be considered a "sale," "sharing," targeted advertising, or another regulated activity.

Where applicable, you may have the right to opt out of these activities.

You may manage your choices through available methods including:

• Using cookie preference controls available on the HERBLIQ website.
• Rejecting non-essential advertising technologies where available.
• Using privacy preference tools provided through our website.
• Contacting us at service@herbliq.com.
• Using recognized browser or device privacy preference signals where applicable.

Where required by law and technically supported, HERBLIQ will respect applicable privacy preference signals, including Global Privacy Control (GPC) and other legally recognized opt-out mechanisms.

Your privacy choices may not prevent all advertising from appearing, but they may affect whether advertisements are personalized or how advertising performance is measured.

Marketing Communications

Where permitted by applicable law, HERBLIQ may send marketing communications related to beauty collections, product launches, special offers, promotions, and store updates.

You may unsubscribe from promotional emails at any time by selecting the unsubscribe option included in those communications.

Even after unsubscribing from marketing communications, you may continue receiving important service messages related to purchases, payments, shipping, returns, security notifications, or customer support requests.

Third-Party Websites and Links

The HERBLIQ Services may contain links to third-party websites, social media platforms, payment services, or other online resources operated by third parties.

These third-party services may have privacy practices that differ from ours. HERBLIQ is not responsible for the content, security, privacy practices, or policies of third-party services that we do not control.

We recommend reviewing the privacy policies of third-party websites before providing personal information.

Children's Privacy

HERBLIQ's website and online shopping services are intended for adult customers and are not directed toward children.

We do not knowingly collect personal information directly from children where parental consent or another legal basis is required under applicable law.

If you are a parent or legal guardian and believe that a child has provided personal information to HERBLIQ improperly, please contact us at service@herbliq.com so that we may review the matter and take appropriate action.

Security of Your Information

HERBLIQ uses reasonable administrative, technical, and organizational safeguards designed to protect personal information against unauthorized access, misuse, loss, alteration, or improper disclosure.

However, no method of electronic transmission, internet communication, or data storage system can be guaranteed to be completely secure. While we take appropriate measures to protect your information, we cannot guarantee absolute security.

For your protection, please do not send complete payment card numbers, payment security codes, passwords, or other highly sensitive information through ordinary email or unsecured communication channels.

Data Retention

HERBLIQ retains personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including:

• Processing and maintaining purchase records and transaction history.
• Providing customer service and responding to customer requests.
• Managing returns, exchanges, refunds, and order-related services.
• Detecting, preventing, and investigating fraud or security issues.
• Maintaining website, account, and system security.
• Resolving disputes and enforcing agreements.
• Meeting accounting, tax, legal, and regulatory obligations.

The length of time we retain personal information may vary depending on the type of information, the purpose of processing, business requirements, and applicable legal obligations.

Your Privacy Rights

Depending on where you live and applicable privacy laws, you may have certain rights regarding your personal information.

Right to Access or Know

You may have the right to request information about the personal information we maintain about you and how it is processed.

Right to Delete

You may have the right to request deletion of certain personal information that we hold, subject to applicable legal exceptions.

Right to Correct

You may have the right to request correction of inaccurate or incomplete personal information.

Right to Data Portability

You may have the right to receive a copy of eligible personal information in a portable and commonly used format.

Right to Restrict or Object

You may have the right to request restriction of certain processing activities or object to specific uses of your personal information.

Right to Withdraw Consent

Where processing is based on consent, you may withdraw your consent at any time. Withdrawal does not affect the legality of processing completed before consent was withdrawn.

Right to Opt Out of Sale, Sharing, or Targeted Advertising

Depending on applicable privacy laws, you may have the right to opt out of certain processing activities involving targeted advertising, sharing, or sale of personal information.

Right to Appeal

Residents of certain jurisdictions may have the right to appeal decisions regarding privacy requests.

Right to Submit Complaints

You may have the right to submit a complaint to an applicable data protection authority or regulatory organization.

These rights are not absolute and may be subject to limitations or exceptions under applicable laws.

To submit a privacy request, please contact:

Email: service@herbliq.com

We may need to verify your identity before completing certain privacy requests.

Where permitted by applicable law, authorized representatives may be required to provide evidence that they are authorized to submit requests on your behalf.

HERBLIQ will not unlawfully discriminate against customers for exercising applicable privacy rights.

United States Privacy Rights

Residents of certain United States states may have additional privacy rights under applicable state privacy laws.

Depending on applicable law, these rights may include:

• The right to access personal information collected about you.
• The right to request correction of inaccurate information.
• The right to request deletion of personal information.
• The right to obtain a portable copy of personal information.
• The right to opt out of targeted advertising or certain sharing activities.
• The right to limit certain uses of personal information where applicable.

You may submit applicable privacy requests by contacting:

service@herbliq.com

Where required by applicable law, HERBLIQ recognizes supported privacy preference signals, including Global Privacy Control.

European Economic Area, United Kingdom and Similar Jurisdictions

If you are located in the European Economic Area, United Kingdom, or another jurisdiction with similar privacy requirements, HERBLIQ processes personal information according to applicable legal bases.

Depending on the circumstances, our processing may rely on one or more of the following legal bases:

• Performance of a contract, including processing orders and providing requested services.
• Compliance with legal obligations, including accounting, tax, and regulatory requirements.
• Our legitimate interests, including improving our Services, protecting our business, preventing fraud, and maintaining website security.
• Your consent, where required for specific processing activities.
• Protection or exercise of legal rights.

Where processing is based on your consent, you may withdraw your consent at any time. Withdrawal does not affect processing that occurred before your withdrawal.

Where applicable, you may also have the right to submit a complaint to your local data protection authority.

International Transfers

HERBLIQ works with service providers, technology partners, payment providers, advertising partners, and logistics providers that may operate in countries outside your country of residence.

As a result, personal information may be transferred to, stored in, or processed in countries that may have different data protection laws from your own.

Where required by applicable law, HERBLIQ uses appropriate safeguards for international data transfers, which may include contractual protections, recognized transfer mechanisms, Standard Contractual Clauses, or other legally approved methods.

Complaints

If you have questions, concerns, or complaints regarding how HERBLIQ processes personal information, please contact us using the information provided below.

We will review your request and respond according to applicable privacy laws and our internal procedures.

Depending on your location, you may also have the right to contact a relevant privacy regulator or data protection authority.

Changes to This Privacy Policy

HERBLIQ may update this Privacy Policy from time to time to reflect changes in our business operations, website features, technologies, service providers, advertising practices, privacy procedures, or applicable legal requirements.

When updates are made, we will revise the "Last updated" date displayed at the beginning of this Privacy Policy.

Where required by law, we may provide additional notice regarding significant changes that affect your privacy rights or how we process personal information.

Contact Us

If you have questions about this Privacy Policy, our privacy practices, or wish to exercise an applicable privacy right, please contact HERBLIQ using the information below.

About HERBLIQ

HERBLIQ is a modern beauty brand dedicated to creating cosmetics that bring together thoughtful design, comfortable textures, and expressive beauty experiences.

We believe personal style is shaped by the small details of everyday life. A fresh complexion, a precise line around the eyes, or a luminous touch of color can become a quiet expression of individuality.

Through Aura Skin, Quiet Lines, and Sculpted Petal, HERBLIQ creates beauty products designed to support personal rituals with elegance, creativity, and confidence.

HERBLIQ is owned and operated by Zhengzhou Ruiwang Network Technology Co., Ltd. The company is responsible for the operation of the online store, customer service, order coordination, product management, and related ecommerce activities.