Privacy Policy

Effective date: October 11, 2026  |  Last updated: October 12, 2026

Deanne Hamilton, doing business as Pura Vida Lash & Skin (“Pura Vida,” “we,” “us,” or “our”), respects your privacy. This policy explains what information we collect through puravidalashandskin.com (the “Site”), how we use it, who we share it with, and the choices you have.

1. Information we collect

Information you give us

• Skin quiz: your answers to our skin quiz (for example, your skin goals, downtime preferences, and how familiar you are with professional treatments), plus your name, mobile phone number, and email address. The quiz does not ask about medical conditions or health history.
• Contact and consultation form: your name, mobile phone number, email address, the services you’re interested in, and any message you send.
• Text messaging: your mobile number, the messages you exchange with us, and your messaging consent choices.
• Phone calls and emails you send us directly.

Information collected automatically

When you visit the Site, our hosting provider automatically records basic technical information such as your IP address, browser type, the page you requested, and the date and time, for security and to keep the Site running. If we use Google Analytics and you have not opted out, it also collects device and usage information such as pages viewed, how you arrived at the Site, and approximate location based on your IP address. See Cookies and similar technologies below.

2. How we use information

• To respond to your questions and requests, and to recommend and provide our lash, brow, skincare, and aesthetic treatments.
• To schedule, confirm, and remind you of appointments by phone, email, or text message.
• To send you specials and updates by text message or email, only if you have agreed to receive them.
• To operate, secure, and improve the Site, including preventing spam and fraud.
• To understand how visitors use the Site (analytics). You can opt out at any time.
• To comply with law and protect our rights.

3. How we share information

We do not sell your personal information, and we do not share it for targeted advertising. We share information only with:

• Service providers who help us run our business and the Site, and who may use it only for that purpose. These currently include: GreenGeeks (website hosting and email delivery), WordPress (the software the Site runs on, hosted on our own server), Google (Maps on the Site, and Google Analytics unless you opt out), and our text messaging provider.
• Financing: our Financing Options page includes a payment-plan tool from Cherry Technologies, Inc. If you use it or apply for financing, Cherry collects your information directly under Cherry’s privacy policy. Cherry’s tool uses its own analytics (Segment) and stores anonymous identifiers in your browser on that page.
• Legal and safety: when required by law, or to protect the rights, property, or safety of anyone.
• Business transfers: if our business is sold or merged, as part of that transaction.

4. Text messaging

If you give us your mobile number and agree to receive texts, we may text you about your appointments (confirmations and reminders), reply to your questions, and, only if you separately agree, send you specials and promotions. Mobile information will not be shared with third parties or affiliates for marketing or promotional purposes. Text messaging originator opt-in data and consent will not be shared with any third parties. This excludes service providers that deliver our messages. Message frequency varies. Message and data rates may apply. Reply STOP to opt out or HELP for help at any time. Agreeing to marketing texts is not a condition of any purchase. See our SMS Terms.

5. Cookies and similar technologies

• Strictly necessary: the Site does not set cookies for regular visitors. WordPress sets login cookies only for site administrators.
• Analytics (you can opt out): if we use Google Analytics, it uses cookies (such as _ga and _ga_*) to measure Site visits. We show a notice when you first visit, and you can opt out with the “Opt out” button or the “Cookie Settings” link at the bottom of any page; opting out stops Google Analytics and removes its cookies. If your browser sends a Global Privacy Control signal, we treat it as an opt-out and do not load Google Analytics. It never runs on our contact and booking page, and we do not use it for advertising (Google Signals and ad personalization are turned off). Your choice is saved in a consent_prefs cookie for 180 days.
• Embedded maps: the map in our footer is provided by Google Maps, which may set its own cookies under Google’s privacy policy.
• Financing tool: on our Financing Options page, Cherry’s tool stores anonymous identifiers in your browser (for example __anon_id and cw_anonymous_id).

You can block or delete cookies in your browser settings. The Site will still work, though embedded maps and the financing tool may not.

6. Your choices

• Cookies: if we use analytics cookies, you can opt out at any time with the “Cookie Settings” link at the bottom of any page (shown when analytics is in use), turn on Global Privacy Control in your browser, or block cookies in your browser.
• Global Privacy Control: we treat a Global Privacy Control (GPC) signal from your browser as a request to opt out of the sale or sharing of your information and targeted advertising for that browser.
• Do Not Track: the Site does not respond to “Do Not Track” browser signals, because there is no common industry standard for them. We do honor Global Privacy Control as described above.
• Text messages: reply STOP to any text.
• Email: use the unsubscribe link in any marketing email, or ask us to stop.

7. Your privacy rights

Depending on where you live, you may have the right to: know and access the personal information we hold about you; correct it; delete it; receive a portable copy; and opt out of the sale or sharing of your information, targeted advertising, and certain profiling. You may also have the right to appeal our decision on your request. We will not discriminate against you for exercising these rights.

To make a request, send us a message through our contact form (tell us what you’re asking for, such as a copy or deletion of your information) or call or text (208) 940-2541. We will verify your identity before acting on the request and respond within 45 days, or tell you if we need more time as the law allows. An authorized agent may submit a request for you with your written permission. To appeal a decision, reply to our response with “Appeal” in the subject line.

8. Health information

Please do not send detailed medical information through Site forms, the skin quiz, text, or email. These are for scheduling and general questions only. Your quiz answers are used only to suggest a starting point for your consultation and to follow up with you; they are not a diagnosis or medical advice. If you have a medical emergency, call 911.

Health and intake information you share during your appointment is kept with your client records at the studio and is not collected through the Site. We do not use advertising tools on the Site, analytics never runs on our contact and booking page, and you can opt out of analytics at any time.

9. How long we keep information

We keep personal information only as long as needed for the purposes above: inquiries that don’t become clients are kept up to 2 years; client records as long as required by law or our records policy; analytics data up to 14 months.

10. Security

We use reasonable administrative, technical, and physical safeguards, including encrypted (HTTPS) connections. No method of transmission or storage is 100% secure.

11. Children

The Site is not directed to children under 13, and we do not knowingly collect personal information from them online. If you believe a child has given us information, contact us and we will delete it.

12. Other websites

The Site may link to other websites and services we don’t control, such as social media, review sites, and Cherry’s financing application. Their privacy practices are governed by their own policies.

13. Changes to this policy

We may update this policy. We will change the “Last updated” date above and, for material changes, post a notice on the Site.

14. Contact us