Website Privacy Policy

Website Privacy Policy

Last modified: June 3rd, 2026

Introduction

12 MATCHA ONLINE LLC ("Company" or "We") respect your privacy and are committed to protecting it through our compliance with this policy.

This policy describes the types of information we may collect from you or that you may provide when you visit 12matcha.com/privacy-policy and any related pages operated by us(our "Website") and our practices for collecting, using, maintaining, protecting, and disclosing that information.

This policy applies to information we collect:

• On this Website.
• In email, text, and other electronic messages between you and this Website.
• Through our online store, checkout pages, order fulfillment process, customer service channels, marketing communications, promotions, surveys, and other interactions you have with us in connection with the Website.

It does not apply to information collected by:

• Us offline or through any other means, including on any other website operated by Company or any third party (including our affiliates and subsidiaries); or
• Any third party (including our affiliates and subsidiaries), including through any application or content (including advertising) that may link to or be accessible from or through the Website.

Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. By accessing or using this Website, you agree to this privacy policy. This policy may change from time to time (see Changes to Our Privacy Policy). Your continued use of this Website after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.

The Website is operated from the United States and, at launch, is intended for users located in the United States. We do not currently offer shipping or sales to customers located outside the United States. If you access the Website from outside the United States, you understand that your information may be collected, used, processed, and stored in the United States, where privacy laws may differ from those in your jurisdiction. We do not intend to offer goods or services to individuals located in the European Economic Area, the United Kingdom, or Switzerland at this time. If we expand our services to those jurisdictions in the future, we may update this Privacy Policy and our Terms of Sale as appropriate.

Information We Collect About You and How We Collect It

We collect several types of information from and about users of our Website, including information:

• By which you may be personally identifiedor contacted, or that is made available to us through our e-commerce platform, including Shopify, when you visit the Website, create an account, place or attempt to place an order, or contact us for customer support, such as your name, billing address, shipping address, email address, telephone number, order details, payment confirmation or payment method information, and customer support information ("personal information");
• That is about you but individually does not identify you, such as general demographic information (e.g., age range, gender, or general location), preferences, interests, or anonymized usage data (e.g., pages visited, time spent on the site); and/or
• About your internet connection, the equipment you use to access our Website, and usage details.

We collect this information:

• Directly from you when you provide it to us.
• Automatically as you navigate through the site. Information collected automatically may include usage details, IP addresses, and information collected through cookies, web beacons,and other tracking technologies.
• From third parties, for example, our business partners.

Information You Provide to Us

The information we collect on or through our Website may include:

• Information that you provide by filling in forms on our Website. This includes information provided at the time of registering to use our Website, subscribing to our service, posting material, or requesting further services. We may also ask you for information when you enter a contest or promotion sponsored by us, and when you report a problem with our Website.
• Records and copies of your correspondence (including email addresses), if you contact us.
• Your responses to surveys that we might ask you to complete for research purposes.
• Details of transactions you carry out through our Website and of the fulfillment of your orders,including products purchased, billing and shipping information, payment confirmation information, delivery information, and customer service records. You may be required to provide financial information before placing an order through our Website, which is processed by our third-party payment processors.
• Your search queries on the Website.

You also may provide information to be published or displayed (hereinafter, "posted") on public areas of the Website, or transmitted to other users of the Website or third parties (collectively, "User Contributions"). Your User Contributions are posted on and transmitted to others at your own risk. Although we limit access to certain pages, please be aware that no security measures are perfect or impenetrable. Additionally, we cannot control the actions of other users of the Website with whom you may choose to share your User Contributions. Therefore, we cannot and do not guarantee that your User Contributions will not be viewed by unauthorized persons.

Information We Collect Through Automatic Data Collection Technologies

As you navigate through and interact with our Website, we may use automatic data collection technologies to collect certain information about your equipment, browsing actions, and patterns, including:

• Details of your visits to our Website, including traffic data, location data, logs, and other communication data and the resources that you access and use on the Website.
• Information about your computer and internet connection, including your IP address, operating system, and browser type.

We also may use these technologies to collect information about your online activities over time and across third-party websites or other online services (behavioral tracking).

The information we collect automatically may include personal information. It helps us to improve our Website and to deliver a better and more personalized service, including by enabling us to:

• Estimate our audience size and usage patterns.
• Store information about your preferences, allowing us to customize our Website according to your individual interests.
• Speed up your searches.
• Recognize you when you return to our Website.

The technologies we use for this automatic data collection may include:

• Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting you may be unable to access certain parts of our Website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our Website. For information about managing your privacy and security settings for cookies, see Choices About How We Use and Disclose Your Information.
• Web Beacons. Pages of our Website and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity).
• Pixels, Tags, and Similar Technologies. We and our service providers may use pixels, tags, scripts, local storage, and similar technologies to help operate the Website, measure performance, understand interactions with our Website and advertisements, and deliver or measure marketing communications.
• Google Analytics: https://www.google.com/intl/en/policies/privacy/. Opt-out: https://tools.google.com/dlpage/gaoptout.
• Klaviyo: “You can opt out of Klaviyo’s tracking, marketing, and data-selling practices by submitting a request through the ⁠Klaviyo Privacy Rights Request Form or by emailing privacy@klaviyo.com” To exercise your right to opt-out: please submit a request through Klaviyo, as follows:
  • Opt-out of targeted advertising (cookies opt-out) and data “sales”, please submit a request by filling out Klaviyo’s website: https://privacy.klaviyo.com/policies/

Third-Party Use of Cookies and Other Tracking Technologies

Some content or applications, including advertisements, on the Website are served by third-parties, including advertisers, ad networks and servers, content providers, and application providers. These third parties may use cookies alone or in conjunction with web beacons or other tracking technologies to collect information about you when you use our website. The information they collect may be associated with your personal information or they may collect information, including personal information, about your online activities over time and across different websites and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.

We do not control these third parties' tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly. For information about how you can opt out of receiving targeted advertising from many providers, see Choices About How We Use and Disclose Your Information.

How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal information:

• To present our Website and its contents to you.
• To provide you with information, products, or services that you request from us.
• To process payments, fulfill orders, arrange shipping and delivery, provide invoices, receipts, order confirmations, returns, exchanges, and customer support.
• To fulfill any other purpose for which you provide it.
• To provide you with notices about your account/subscription, including expiration and renewal notices.
• To carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
• To notify you about changes to our Website or any products or services we offer or provide though it.
• To allow you to participate in interactive features on our Website.
• To understand customer preferences, improve our products and services, conduct analytics, and measure the effectiveness of our advertising and marketing campaigns.
• In any other way we may describe when you provide the information.
• For any other purpose with your consent.

We may also use your information to contact you about our own goods and services that may be of interest to you. If you do not want us to use your information in this way, you can opt-out by un-checking the relevant box located on the checkout page. You may also opt out of marketing emails by using the unsubscribe link in our emails or by contacting us at help@12matcha.com. This opt-out does not apply to transactional or service-related communications, such as order confirmations, shipping notices, account notices, or customer service communications.For more information, see Choices About How We Use and Disclose Your Information.

We may use the information we have collected from you to enable us to display advertisements to our advertisers' target audiences. Even though we do not disclose your personal information for these purposes without your consent, if you click on or otherwise interact with an advertisement, the advertiser may assume that you meet its target criteria.

Disclosure of Your Information

We may disclose aggregated information about our users, and information that does not identify any individual, without restriction.

We may disclose personal information that we collect or you provide as described in this privacy policy:

• To our subsidiaries and affiliates.
• To contractors, service providers, and other third parties we use to support our business, including e-commerce platform providers, payment processors, shipping and fulfillment providers, customer service providers, marketing and email/SMS providers, analytics providers, advertising partners, fraud prevention vendors, cloud hosting providers, and professional advisers, who are bound by contractual obligations to keep personal information confidential and use it only for the purposes for which we disclose it to them.
• To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of 12 MATCHA ONLINE LLC's assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by 12 MATCHA ONLINE LLC about our Website users is among the assets transferred.
• To fulfill the purpose for which you provide it. For example, if you purchase a product as a gift, ask us to ship an order to another recipient, or request that we send a message or recommendation to a friend on your behalf, we may use the recipient’s name, shipping address, email address, phone number, gift message, or other information you provide to process, fulfill, and deliver the order, provide order-related communications, or send the message you requested.
• For any other purpose disclosed by us when you provide the information.
• With your consent.

We may also disclose your personal information:

• To comply with any court order, law, or legal process, including to respond to any government or regulatory request.
• To enforce or apply our terms of use 12matcha.com/terms-of-use or terms of sale 12matcha.com/terms-of-sale and other agreements, including for billing and collection purposes.
• If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of 12 MATCHA ONLINE LLC, our customers, or others. This includes exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction.

We may use third-party e-commerce platforms and payment processors, including Shopify or other applicable providers, to operate our online store, process orders and payments, manage checkout, support customer accounts, detect fraud, and provide related services. These providers may process your information in accordance with their own privacy policies and contractual obligations to us.

Choices About How We Use and Disclose Your Information

We strive to provide you with choices regarding the personal information you provide to us. We have created mechanisms to provide you with the following control over your information:

• Tracking Technologies and Advertising. You can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent. If you disable or refuse cookies, please note that some parts of this site may then be inaccessible or not function properly.
• Promotional Offers from the Company. If you do not wish to have your email address/contact information used by the Company to promote our own or third parties' products or services, you can opt-out by checking the relevant box located on the checkout page. If we have sent you a promotional email, you may send us a return email asking to be omitted from future email distributions. This opt out does not apply to information provided to the Company as a result of a product purchase, warranty registration, product service experience or other transactions.
• Do Not Sell or Share My Personal Information. Certain disclosures of your personal information to third-party advertising or analytics partners for purposes of cross-context behavioral advertising may constitute a "sale" or "share" of personal information under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA). If you are a California resident, you have the right to opt out of such sale or sharing at any time. To exercise this right, you maysubmit a written request to help@12matcha.com with the subject line "Do Not Sell or Share My Personal Information." We will process your request within fifteen (15) business days of receipt. We will not discriminate against you for exercising this right. For clarity, we do not sell your personal information in exchange for monetary consideration.

We do not control third parties' collection or use of your information to serve interest-based advertising. However these third parties may provide you with ways to choose not to have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative ("NAI") on the NAI's website.

Residents of certain states may have additional personal information rights and choices. Please see Your State Privacy Rights for more information.

Accessing and Correcting Your Information

You can review and change your personal information by logging into the Website and visiting your account profile page.

You may also send us an email at help@12matcha.com to request access to, correct, or delete any personal information that you have provided to us. We may not be able to delete certain personal information where we need to retain it to complete transactions, provide requested services, comply with legal, tax, accounting, security, or fraud-prevention obligations, resolve disputes, enforce our agreements, or for other purposes permitted by applicable law. We may not accommodate a request to change information if we believe the change would violate any law or legal requirement or cause the information to be incorrect.

If you delete your User Contributions from the Website, copies of your User Contributions may remain viewable in cached and archived pages, or might have been copied or stored by other Website users. Proper access and use of information provided on the Website, including User Contributions, is governed by our terms of use 12matcha.com/terms-of-use.

Residents of certain states may have additional personal information rights and choices. Please see Your State Privacy Rights for more information.

Your State Privacy Rights

State consumer privacy laws may provide their residents of certain states, including California, with additional rights regarding our use of their personal information, subject to applicable limitations and exemptions. Depending on where you reside, these rights may include the right to request access to or confirmation of the personal information we process about you, to request correction or deletion of personal information, to obtain a copy of your personal information, to opt out of the sale or sharing of personal information or targeted advertising, to limit the use of certain sensitive personal information, and to appeal certain decisions we make regarding your request.

California Consumer Information

This section applies to California residents and describes our practices during the preceding twelve (12) months.

Categories of Personal Information Collected

Category

Collected

Identifiers, such as name, billing address, shipping address, email address, telephone number, IP address, online identifiers, and account identifiers

Yes

California Customer Records information, such as name, address, telephone number, payment-related information processed by our payment processors, and other order or customer service information

Yes

Protected classification characteristics under California or federal law

No

Commercial information, such as products purchased, obtained, or considered, order history, shopping cart information, checkout activity, product preferences, and customer service history

Yes

Biometric information

No

Internet or other electronic network activity information, such as browser type, device information, pages viewed, products viewed, search terms, interactions with the Website, cookies, pixels, and similar technologies

Yes

Geolocation data, such as approximate location inferred from IP address or shipping address

Yes

Sensory data, such as audio, electronic, visual, thermal, olfactory, or similar information

No

Professional or employment-related information

No

Non-public education information

No

Inferences drawn from other personal information, such as product preferences, shopping interests, or marketing segments

Yes

Sensitive personal information

Limited; for example, account log-in credentials if you create an account or payment-related information processed by our payment processors. We do not use or disclose sensitive personal information for purposes that would require us to offer a right to limit under the CCPA.

Sources of Personal Information

We may collect personal information from the following categories of sources:

• Directly from California consumers, such as when you create an account, place or attempt to place an order, subscribe to marketing communications, contact customer support, participate in a promotion or survey, or otherwise provide information to us.

• Automatically from your device or browser, including through cookies, pixels, tags, log files, web beacons, and similar technologies.

• From our e-commerce platform and service providers, including Shopify and other providers that help us operate the Website, process orders, manage checkout, provide customer accounts, and support our business.

• From payment processors, shipping and fulfillment providers, customer support providers, fraud prevention vendors, analytics providers, advertising partners, email and SMS marketing providers, social media platforms, and other service providers or business partners.

Use of Personal Information

We may use personal information for the following business or commercial purposes:

• To operate, maintain, and improve the Website and our online store.

• To create and manage customer accounts.

• To process payments, fulfill orders, arrange shipping and delivery, provide invoices, receipts, and order confirmations, and handle returns, exchanges, refunds, and customer service requests.

• To communicate with you about your account, orders, purchases, customer service requests, promotions, products, services, and updates.

• To provide, personalize, measure, and improve our products, services, Website, advertising, and marketing communications.

• To conduct analytics, understand customer preferences, measure marketing effectiveness, and improve customer experience.

• To detect, prevent, and address fraud, security incidents, technical issues, and other harmful, unauthorized, or unlawful activity.

• To comply with legal, tax, accounting, regulatory, and contractual obligations.

• To enforce our Terms of Use, Terms of Sale, and other agreements.

Sharing California Consumer Personal Information

We may disclose personal information to third parties for a business purpose, including to service providers and contractors that support our business and are required to use personal information only for the purposes for which we disclose it to them.

Categories disclosed for a business purpose in the preceding twelve (12) months may include:

• Identifiers;

• California Customer Records information;

• Commercial information;

• Internet or other electronic network activity information;

• Approximate geolocation information;

• Inferences; and

• Limited sensitive personal information described above, where applicable.

Disclosed to: e-commerce platform providers, including Shopify; payment processors; shipping and fulfillment providers; customer support providers; email and SMS marketing providers; analytics providers; advertising partners; fraud prevention vendors; cloud hosting and IT providers; professional advisers; affiliates; business transaction counterparties; and government authorities, courts, law enforcement, regulators, or other parties where required or permitted by law.

Sale or Sharing of Personal Information

We do not sell personal information in exchange for money. However, certain disclosures of identifiers, commercial information, internet or other electronic network activity information, approximate geolocation information, and inferences to advertising or analytics partners may be considered a “sale,” “sharing,” or “targeted advertising” under the CCPA or other applicable state privacy laws.

California Consumers' Rights

Subject to applicable limitations and exemptions, California residents may have the following rights:

• Access / Data Portability: You may request the categories and specific pieces of personal information we have collected about you, the categories of sources, the business or commercial purposes for collection, sale, or sharing, and the categories of third parties to whom we disclose, sell, or share personal information.

• Deletion: You may request that we delete personal information we have collected from or about you, subject to certain exceptions, including completing transactions, providing requested products or services, detecting security incidents, preventing fraud, complying with legal obligations, maintaining business records, resolving disputes, and exercising or defending legal claims.

• Response timing: Within 45 days of receipt; up to an additional 45-day extension with written notice. Disclosures cover the preceding 12-month period.

• Non-Discrimination: We will not deny goods or services, charge different prices or rates, provide a different level or quality of goods or services, or suggest a different price, rate, level, or quality of goods or services because you exercised your privacy rights, except as permitted by applicable law.

To learn more about California residents' privacy rights, visit https://oag.ca.gov/privacy/ccpa. California's "Shine the Light" law (Civil Code Section § 1798.83) permits users of our Website that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please send an email to help@12matcha.com. You may also authorize an agent to submit a request on your behalf where permitted by applicable law. We will not discriminate against you for exercising your privacy rights.

Special Commitment to Children's Privacy

We do not knowingly collect, use, or disclose personal information from children under the age of 13. If we learn that we have collected personal information from a child under 13 without verifiable parental consent, we will delete that information as required by applicable law. The website is not intended for anyone under the age of 16. If you are a parent or guardian and believe that your child has provided us with personal information without your consent,please contact us immediately at help@12matcha.com or by mail at 12 MATCHA ONLINE LLC, 54 Bond Street, New York, NY 10012, so that we may take appropriate action.

Do Not Track

Some browsers offer "Do Not Track" signals. Because there is not a consistent industry standard for responding to Do Not Track signals, we do not currently respond to them.

Data Security and Breach Notification

We maintain a data security program that includes administrative, technical, and physical safeguards designed to protect the security, confidentiality, and integrity of your personal information against unauthorized access, use, modification, and disclosure, consistent with the requirements of the New York Stop Hacks and Improve Electronic Data Security Act (SHIELD Act), N.Y. Gen. Bus. Law §§ 899-aa and 899-bb, as amended. Our security program includes designating personnel responsible for coordinating our security practices, assessing internal and external risks, training employees on security procedures, and requiring our service providers to maintain appropriate contractual security obligations. In the event of a security breach involving your private information, we will notify affected individuals as required by applicable law. For residents of New York, we will provide notification within thirty (30) days of our discovery of the breach, except where a delay is specifically required by law enforcement. Notification may be provided by written notice sent by mail, by email where you have provided us with your email address, or, where permitted by applicable law, by conspicuous posting on our Website and notification to major statewide media. Private information protected under applicable law includes, without limitation, your name combined with your financial account, credit or debit card numbers, biometric data, username or email address combined with a password or security question and answer, and, as of March 21, 2025, medical information and health insurance information. If you have questions about our data security practices or wish to report a potential security concern, please contact us at help@12matcha.com.

Data Retention

We retain personal information for as long as reasonably necessary to fulfill the purposes described in this policy, including to provide the Website, process and fulfill orders, maintain customer accounts, provide customer support, comply with legal, tax, accounting, and reporting obligations, resolve disputes, enforce agreements, prevent fraud, and maintain security. When personal information is no longer needed for these purposes, we will delete, de-identify, or otherwise dispose of it in accordance with applicable law and our retention practices.

Changes to Our Privacy Policy

It is our policy to post any changes we make to our privacy policy on this page. If we make material changes to how we treat our users' personal information, we will notify you through a notice on the Website home page. The date the privacy policy was last revised is identified at the top of the page. You are responsible for ensuring we have an up-to-date active and deliverable email address for you, and for periodically visiting our Website and this privacy policy to check for any changes.

Contact Information

To ask questions or comment about this privacy policy and our privacy practices, contact us at:

12 MATCHA ONLINE LLC

54 Bond Street, New York, NY10012

Email: help@12matcha.com