PurPure Privacy Policy
Last Updated: August 24, 2025
This Privacy Policy explains how HG Alpha Ventures LLC ("PurPure", "we", "us", "our") collects, uses, shares, and protects personal information in connection with our website drinkpurpure.com (the "Site"), products, and services (collectively, our "Services").
This policy also describes your privacy rights and choices. By using our Services, you agree to the data practices described in this Privacy Policy.
Personal Information We Collect
We collect information from three primary sources:
• Information You Provide Directly to Us:
○ Contact Details: First and last name, email address, postal address, and phone number.
○ Account Data: Username and password you use to create an online account.
○ Communications: Questions, feedback, or other information you provide when contacting customer support.
○ Order and Purchase History: Information about your transactions and interactions with our checkout page.
○ Payment Details: Payment card number and shipping address, processed directly by our payment providers (e.g., Stripe). We do not store your credit card details.
○ Marketing Data: Your preferences for receiving our marketing communications and details about your engagement with them.
• Information from Third-Party Sources:
○ Data Providers: Information services and data partners.
○ Public Sources: Such as social media platforms.
○ Marketing Partners: Companies with whom we have joint marketing relationships.
• Automatic Data Collection:
○ Device Data: Operating system type and version, device manufacturer and model, browser type, IP address, unique identifiers, and general location information (city, state).
○ Online Activity Data: Pages you viewed, time spent on a page, navigation paths, and whether you have opened our marketing emails. We collect this information using cookies and similar technologies.
How We Use Personal Information
We use your personal information for the following business purposes:
• To Provide Our Services: To process your payments, complete transactions, ship your orders, and communicate important updates about your account and orders.
• To Improve and Protect Our Services: To understand your interests, personalize your experience, conduct research to improve our products, and protect against fraudulent or illegal activity.
• For Direct Marketing: To send marketing communications, such as newsletters and promotions, in accordance with your preferences. You may unsubscribe at any time.
• For Interest-Based Advertising: To work with third-party advertising companies to display relevant ads to you on other online platforms.
• To Comply with Legal Obligations: To comply with applicable laws, respond to legal requests (such as subpoenas), and protect our rights and the rights of others.
Consumer Health Data
We recognize that certain information you share with us may be considered "consumer health data" under certain U.S. state laws.
• What We Collect: We may collect information regarding your health conditions, symptoms, or wellness goals only if you choose to provide it voluntarily (e.g., in a support email or a product survey).
• How We Use It: We use this data solely with your consent to provide support, improve our products, and for research and development purposes.
• Your Consent: We will not collect or share your consumer health data without your affirmative consent. You have the right to withdraw your consent at any time.
How We Disclose Personal Information
We may disclose personal information to:
• Service Providers: Companies that help us operate our business (e.g., Shopfy, Klaviyo, hosting providers, shipping companies).
• Payment Processors: To securely process your purchases.
• Advertising Partners: For interest-based advertising purposes.
• Authorities and Others: As required by law or to protect our legal rights.
• Business Transferees: In the event of a merger, acquisition, or sale of company assets.
How Long We Keep Your Information
We do not retain data for longer than is necessary for the purposes described in this Policy. Our general retention periods are as follows:
Your Privacy Rights and Choices
You have certain choices regarding your personal information.
• Marketing Opt-Out: You may opt-out of marketing emails by following the unsubscribe link in the footer of each email.
• General Privacy Rights: To exercise your privacy rights, such as to access or correct your information, please email us at legal@drinkpurpure.com.
Specific Rights for California Residents
If you are a California resident, you have specific rights under the California Consumer Privacy Act (CCPA).
• Right to Know/Access: You have the right to request the specific pieces of personal information we have collected about you.
• Right to Delete: You have the right to request that we delete any personal information you have provided to us.
• Right to Correct: You have the right to correct inaccuracies in your personal data.
• Right to Opt-Out of Sale/Sharing: You have the right to opt-out of the "sale" or "sharing" of your personal information for behavioral advertising. You may exercise your right by sending an e-mail to legal@drinkpurpure.com.
• Opt-Out Preference Signals (Global Privacy Control): We recognize opt-out preference signals, such as the Global Privacy Control (GPC). When we detect such a signal from your browser, we will treat it as a valid request to opt-out of the sale/sharing of information associated with your browser.
• Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights.
• Verification and Authorized Agents: Before we respond to a request, we will verify your identity. An authorized agent may submit a request on your behalf with proof of authorization.
Notice of Financial Incentive (for California Residents)
We may offer financial incentives, such as a discount coupon, in exchange for your email address or phone number for marketing purposes. By providing your information, you opt-in to the program. The value of the incentive is calculated based on the expense related to the offer. You may unsubscribe from our marketing at any time, which will constitute a withdrawal from the incentive program.
Security
We employ technical and organizational safeguards designed to protect your personal information. However, no security measure is foolproof.
Children's Privacy
Our Services are not intended for use by children under the age of 16, and we do not knowingly collect personal information from children under 16.
Changes to This Privacy Policy
We reserve the right to modify this Privacy Policy at any time. If we make material changes, we will notify you by updating the date of this policy and posting it on our Site.
How to Contact Us
If you have any questions about this Privacy Policy, please contact us at legal@drinkpurpure.com.