Privacy policy

[Last updated 6/19/25]

This Privacy Policy describes how LifeTrove (the "Site", "we", "us", or "our") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from mylifetrove.com (the "Site") or otherwise communicate with us (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" means you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you agree to the collection, use, and disclosure of your information as described in this Privacy Policy. If you do not agree to this Privacy Policy, please do not use or access any of the Services.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date and take any other steps required by applicable law.

How We Collect and Use Your Personal Information

To provide the Services, we collect and have collected over the past 12 months personal information about you from a variety of sources, as set out below. The information that we collect and use varies depending on how you interact with us.

In addition to the specific uses set out below, we may use information we collect about you to communicate with you, provide the Services, comply with any applicable legal obligations, enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

What Personal Information We Collect

The types of personal information we obtain about you depends on how you interact with our Site and use our Services. When we use the term "personal information", we are referring to information that identifies, relates to, describes or can be associated with you. The following sections describe the categories and specific types of personal information we collect.

Information We Collect Directly from You

Information that you directly submit to us through our Services may include:

Basic contact details including your name, address, phone number, email.

We may use your contact information, including your phone number, to communicate with you regarding your orders, account activity, and customer support inquiries. This may include text messages (SMS) related to customer care, such as responding to inquiries, providing updates, or coordinating support. Message frequency varies. Message and data rates may apply. You may opt out of SMS communications at any time by replying STOP.

Order information including your name, billing address, shipping address, payment confirmation, email address, phone number.

Account information including your username, password, security questions.

Shopping information including the items you view, put in your cart or add to your wishlist.

Customer support information including the information you choose to include in communications with us, for example, when sending a message through the Services.

Subscription and Membership Information including your trial start and end dates, subscription status, payment method details (via our secure payment processors), rebill history, and account login activity if you are enrolled in the Life Circle VIP program.

If you enroll in our Life Circle subscription, we use this information to:

Provide your membership benefits, including store credit and exclusive discounts

Process automatic billing every 28 days after your trial ends

Notify you of billing events, account changes, and available credits

Enable you to pause, cancel, or update your billing method via your account dashboard

Help prevent fraud and subscription misuse

You may pause or cancel your subscription at any time from your account dashboard. Once logged in, cancellation may be completed with one click. Unused store credit expires at the end of each 28-day billing cycle and does not roll over. LifeTrove does not store full payment details; payment information is securely transmitted and managed through third-party providers in compliance with PCI DSS standards.

Information We Collect through Cookies

We also automatically collect certain information about your interaction with the Services ("Usage Data"). To do this, we may use cookies, pixels and similar technologies ("Cookies"). Usage Data may include information about how you access and use our Site and your account, including device information, browser information, information about your network connection, your IP address and other information regarding your interaction with the Services.

Information We Obtain from Third Parties

Finally, we may obtain information about you from third parties, including from vendors and service providers who may collect information on our behalf, such as:

Companies who support our Site and Services, such as Shopify.

Our payment processors, who collect payment information (e.g., bank account, credit or debit card information, billing address) to process your payment in order to fulfill your orders and provide you with products or services you have requested, in order to perform our contract with you.

Payment information provided at checkout, including credit card details, is securely processed by our payment partners in compliance with PCI DSS standards. LifeTrove does not store or access complete payment card details. Encrypted payment data is transmitted directly to our payment processors to fulfill transactions.

When you visit our Site, open or click on emails we send you, or interact with our Services or advertisements, we, or third parties we work with, may automatically collect certain information using online tracking technologies such as pixels, web beacons, software developer kits, third-party libraries, and cookies.

Any information we obtain from third parties will be treated in accordance with this Privacy Policy. We are not responsible or liable for the accuracy of the information provided to us by third parties and are not responsible for any third party's policies or practices. For more information, see the section below, Third Party Websites and Links.

How We Use Your Personal Information

Providing Products and Services. We use your personal information to provide you with the Services in order to perform our contract with you, including to process your payments, fulfill your orders, to send notifications to you related to your account, purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, facilitate any returns and exchanges and to enable you to post reviews.

Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you advertisements for products or services. This may include using your personal information to better tailor the Services and advertising on our Site and other websites. LifeTrove does not sell or share your personal information for cross-context behavioral advertising as defined by applicable privacy laws, and we have not done so in the past 12 months.

Security and Fraud Prevention. We use your personal information to detect, investigate or take action regarding possible fraudulent, illegal or malicious activity. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password, or other access details with anyone else. If you believe your account has been compromised, please contact us immediately.

Communicating with you. We use your personal information to provide you with customer support and improve our Services. This is in our legitimate interests in order to be responsive to you, to provide effective services to you, and to maintain our business relationship with you.

We also use your personal information to administer recurring memberships and free trials, such as Life Circle VIP, including sending reminders, confirming billing cycles, issuing digital store credit, and enabling self-service tools for cancellation, pausing, and payment updates.

Dispute Resolution; Arbitration and Class Action Waiver

Any dispute or claim relating in any way to your use of the Services or products sold by LifeTrove will be resolved by binding arbitration, rather than in court, except that you may assert claims in small claims court if your claims qualify.

You and LifeTrove agree to waive any right to bring or participate in class action lawsuits or class-wide arbitrations. You agree to resolve any disputes with us on an individual basis only. By agreeing to this Privacy Policy, you and LifeTrove waive the right to a trial by jury and agree that arbitration shall be the exclusive means of resolving disputes.

The Federal Arbitration Act and federal arbitration law apply to this agreement. The arbitration will be conducted by a single arbitrator under the rules of the American Arbitration Association (AAA), and judgment on the award rendered by the arbitrator may be entered in any court of competent jurisdiction.

You agree that any claim or dispute must be initiated within one (1) year after the cause of action accrues. Otherwise, such cause of action is permanently barred.

Chargeback Policy

By purchasing a subscription or product through LifeTrove, you agree not to initiate a chargeback without first making a good faith attempt to resolve the issue with our customer service team.

Initiating a chargeback without contacting LifeTrove to request a cancellation or refund constitutes a violation of these Terms and may result in the suspension or termination of your account.

Any disputes should be submitted to help@mylifetrove.com within 30 days of the transaction. LifeTrove reserves the right to contest invalid or fraudulent chargebacks using documented proof of delivery, account access, and prior consent to billing terms.

Any claim arising from this Privacy Policy must be brought within one (1) year of the cause of action, or it is permanently barred.

Legal Data Collection

We process personal data on the following lawful bases: 

To fulfill a contract (e.g., completing your purchases); 

To comply with legal obligations (e.g., retaining tax records); 

Based on your consent (e.g., for marketing communications); 

To pursue legitimate interests (e.g., improving our services). 

Cookies

Like many websites, we use Cookies on our Site. For specific information about the Cookies that we use related to powering our store with Shopify, see https://www.shopify.com/legal/cookies. We use Cookies to power and improve our Site and our Services (including to remember your actions and preferences), to run analytics and better understand user interaction with the Services (in our legitimate interests to administer, improve and optimize the Services). We may also permit third parties and services providers to use Cookies on our Site to better tailor the services, products and advertising on our Site and other websites.

Most browsers automatically accept Cookies by default, but you can choose to set your browser to remove or reject Cookies through your browser controls. Please keep in mind that removing or blocking Cookies can negatively impact your user experience and may cause some of the Services, including certain features and general functionality, to work incorrectly or no longer be available. Additionally, blocking Cookies may not completely prevent how we share information with third parties such as our advertising partners.

Cookie Consent 

Upon accessing our Site, users are presented with a cookie consent banner to manage preferences. You can choose to accept or decline non-essential cookies through the banner or by modifying your browser settings.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

With vendors or other third parties who perform services on our behalf (e.g., IT management, payment processing partners to fulfill transactions, data analytics partners to help improve our services, customer support, cloud storage, fulfillment and shipping partners for shipping and logistics).

With business and marketing partners, including Shopify, to provide services and targeted advertisements to you. Our business and marketing partners will use your information in accordance with their own privacy notices.

When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations, with your consent.

With our affiliates or otherwise within our corporate group, in our legitimate interests to run a successful business.

In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

We have, in the past 12 months disclosed the following categories of personal information and sensitive personal information (denoted by *) about users for the purposes set out above in "How we Collect and Use your Personal Information" and "How we Disclose Personal Information":

We do not use or disclose sensitive personal information for the purposes of inferring characteristics about you.

User Generated Content

The Services may enable you to post product reviews and other user-generated content. If you choose to submit user generated content to any public area of the Services, this content will be public and accessible by anyone.

We do not control who will have access to the information that you choose to make available to others, and cannot ensure that parties who have access to such information will respect your privacy or keep it secure. We are not responsible for the privacy or security of any information that you make publicly available, or for the accuracy, use or misuse of any information that you disclose or receive from third parties.

Third Party Websites and Links

Your interactions with third-party websites or services, including those linked from our Site, are governed solely by the privacy policies and terms of those third parties. We do not control, endorse, or assume responsibility for the privacy, security, or content of these third-party sites.. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Children’s Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted.

As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we “share” or “sell” (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

We do not knowingly collect data from children under 13 years of age in compliance with COPPA. Parents or guardians who believe we have inadvertently collected data should contact us at help@mylifetrove.com to request deletion. If we discover, or are made aware, that a child under the applicable age limit has created an account, we will immediately terminate the account and delete associated data.

Security and Retention of Your Information

Sensitive information, such as passwords and payment details, is encrypted and accessed only by authorized personnel. We take additional measures, including two-factor authentication and regular audits, to safeguard this data

You are responsible for maintaining the confidentiality of your account credentials and for any activities conducted under your account. We are not liable for loss or damage resulting from unauthorized account access due to your failure to maintain adequate security controls.

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee “perfect security.” In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide the Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies.

We retain personal data only for as long as necessary to fulfill the purposes described in this Privacy Policy, unless a longer retention period is required or permitted by law. For example: Payment and transaction records are retained for 7 years to comply with tax and financial reporting requirements; Account information is retained until account closure.

If a data breach occurs, we will notify affected individuals and regulatory authorities as required by law. Notifications will include details of the breach, potential impact, and recommended protective actions.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

Right to Access / Know. You may have a right to request access to personal information that we hold about you, including details relating to the ways in which we use and share your information.

Right to Delete. You may have a right to request that we delete personal information we maintain about you.

Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.

Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.

Restriction of Processing: You may have the right to ask us to stop or restrict our processing of personal information.

Withdrawal of Consent: Where we rely on consent to process your personal information, you may have the right to withdraw this consent.

Appeal: You may have a right to appeal our decision if we decline to process your request. You can do so by replying directly to our denial.

Managing Communication Preferences: We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made.

You may exercise any of these rights where indicated on our Site or by contacting us using the contact details provided below.

We will not discriminate against you for exercising any of these rights. We may need to collect information from you to verify your identity, such as your email address or account information, before providing a substantive response to the request. In accordance with applicable laws, You may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

You may submit a request to access, modify, or delete your personal data by emailing us at help@mylifetrove.com or completing the form on our Contact Us page. We will verify your identity before processing any request and respond within 30 days, as required by law. 

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. If you are not satisfied with our response to your complaint, depending on where you live you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority.

International Users

Please note that we may transfer, store and process your personal information outside the country you live in, including the United States. Your personal information is also processed by staff and third party service providers and partners in these countries.

When transferring personal data out of the EEA, we rely on legally approved safeguards, including Standard Contractual Clauses, to ensure adequate protection.

You may request a copy of the applicable Standard Contractual Clauses or other safeguards we rely on for international data transfers by contacting help@mylifetrove.com. If we transfer your personal information out of Europe, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please call or email us at help@mylifetrove.com