Privacy Policy

Effective Date: June 4th, 2025

Introduction and Overview

This Privacy Policy (“Policy”) explains how Fashion Choice Pte., Ltd., which does business as “Luvlette”, collects, uses, shares and processes your personal data when you use or access this website (collectively, the “Site”) or use any of our services, including our mobile applications (“Apps”), communication platforms, and any other related services we own (collectively the “Services”). The Policy also describes your rights regarding your personal data and explains how you can contact us to learn more about our data practices or to exercise your rights.

“[Luvlette]”, “Company”, “we”, “us” and “our” shall refer to FASHION CHOICE PTE. LTD. or SHEIN Distribution Corporation. For users in the United States, SHEIN Distribution Corporation is responsible for collecting, processing, and protecting your personal data. For users in other markets, FASHION CHOICE PTE. LTD. is responsible for collecting, processing, and protecting your personal data.

Please read our Terms & Conditions and this Policy before accessing or using our Services. If you cannot agree with this Policy or the Terms and Conditions, please do not visit our Site or use our Services.

Policy Modification:

Luvlette may change this Policy from time to time, to reflect changes in how we process your personal data. If we make changes, we revise effective date or last modified date at the top of this Policy. If we make changes that materially affect your privacy rights, we will attempt to provide advanced notice (including via real- or near real-time disclosures) or otherwise via the Site, or by some other means of contact, so that you have a reasonable opportunity to review the changes before you continue to use the Site,or the Services.

If you do not agree with the modified Policy, please stop use the Site, or the Services

CONTENTS

Click on the links below to go to a specific section of this Policy.

1. How We Collect and Use Your Personal Data

Your trust in our data practices is a key part of our business, and we’re providing this Policy to transparently explain our data practices to you. We collect personal data when you use our Site.

Personal data or information is any information that identifies or makes an individual person identifiable. The definition of personal information (used interchangeably in this Privacy Policy with the term “personal data”) depends on where you are a resident. Only the definition that applies to your country or region of residence will apply to you under this Privacy Policy.

Personal Information does not include data that has been effectively irreversibly anonymized or aggregated such that we can no longer reasonably use it to identity or re-identify you.

The chart below details the Personal Data we collect from you, and explains why we collect that data:

Please note: When communicating with us by email or through forms on our Site,or via the Services, or when you publicly share content through our Services, please do not send us any sensitive information pertaining to yourself or to others.

We do not collect or store sensitive personal information (as that term is defined in applicable data protection laws).

2. Sharing Your Personal Data

We may disclose and share your personal information with the parties as described below.

• Within Our Corporate Organization. The Company is a part of a corporate organization that has several legal entities, business processes, management structures and technical systems. We may share your personal information with our related group companies and, in some cases, other affiliates of our corporate group for business maintenance and personalization continuity purposes, for instance so that you may enjoy a personalized user experience across our digital properties, to provide you with the Services, or to take actions based on your requests or preferences.
• Service Providers. We may share your personal information with the following types of third-party service providers as set out in the table below:

Luvlette strive to select and work with third party service providers that share our commitment to privacy, data protection, and user trust. The third parties we work with are only allowed to use your Personal Data for contractually defined purposes that our consistent with this Policy, and then only to the extent necessary to achieve those purposes. We also insist that any third party processing Personal Data on our behalf has provided sufficient and reasonable security commitments.

• To Maintain Legal and Regulatory Compliance. We have the right to disclose your personal information or as required by law, or when we believe that disclosure is necessary to protect our rights and/or comply with a judicial proceeding, court order, request from a regulator or any other legal process served on us. We also may disclose your information where we reasonably believe that the disclosure is necessary to enforce our agreements or policies, or if we believe that disclosure will help us protect the rights, property or safety of the Company or our customers.
• Consent. We may disclose your personal information for any purpose with your consent.
• Corporate Transactions. We may disclose personal information—including account information, Wallet balance or points information—to a buyer, prospective buyer, corporate affiliate, or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding in which personal information held by us about our Services users is among the assets transferred. You acknowledge and agree to our assignment or transfer of rights to your personal information.

Please note that we may disclose, without restriction, anonymized information about the users of our Services, if such information that cannot identify any specific individual.

3. Cookies and Other Tracking Technologies

We may use cookies, tags, web pixels, and similar technologies to automatically collect information on our Services. Cookies or tags are bits of code that allow our technology partners to collect information that usually does not directly identify you. If required by law, we will request your consent before using cookies or other tracking technologies. Information within this section describes our use of cookies and your ability to control the use of cookies for advertising-related purposes.

• Cookies. Cookies are small web files that a site or its provider transfers to your device’s hard drive through your web browser that enables the site’s or provider’s system to recognize your browser and remember certain information.

Generally, we use first-party and third-party cookies for the following purposes: to make our Services function properly; to provide a secure browsing experience during your use of our Services; to collect passive information about your use of our Services; to measure how you interact with our marketing campaigns; to help us improve our Services; and to remember your preferences for your convenience.

We use the following types of cookies on our Services:

• Strictly Necessary Cookies. These cookies are essential because they enable you to use our Services.
• Functional Cookies. We use functional cookies to remember your choices so we can tailor our Services to provide you with enhanced features and personalized content.
• Performance or Analytic Cookies. These cookies collect passive information about how you use our Services, including webpages you visit and links you click. We use the information collected by such cookies to improve and optimize our Services.
• Advertising or Targeting Cookies. These cookies are used to make advertising messages more relevant to you. They perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers, and in some cases selecting advertisements that are based on your interests. Our third-party advertising partners may use these cookies to build a profile of your interests and deliver relevant advertising on other sites. You may disable the use of these cookies as set forth below.
• Your Choices. Your browser may provide you with the option to refuse some or all browser cookies. You may also be able to remove cookies from your browser. You can exercise your preferences in relation to cookies served on our Services by taking the steps outlined below.
  • First-Party Cookies. You can use the browser with which you are viewing this Site to enable, disable or delete cookies. To do this, follow the instructions provided by your browser (usually located within the “Help”, “Tools” or “Edit” settings). Please note, if you set your browser to disable cookies, you may not be able to access secure areas of the Site. Also, if you disable cookies other parts of the Services may not work properly. You can find more information about how to change your browser cookie settings at http://www.allaboutcookies.org.
  • Third-Party Cookies. Many advertising companies that collect information for interest-based advertising are members of the Digital Advertising Alliance (DAA) or the Network Advertising Initiative (NAI), both of which maintain websites where people can opt out of interest-based advertising from their members. To opt-out of website interest-based advertising provided by each organization’s respective participating companies, visit the DAA’s opt-out portal available at http://optout.aboutads.info, or visit the NAI’s opt-out portal available at http://optout.networkadvertising.org/?c=1. Residents of the European Union may opt-out of online behavioral advertising served by the European Interactive Digital Advertising Alliance’s participating member organizations by visiting https://www.youronlinechoices.eu. For more information about third-party advertising networks and similar entities that use these technologies, please see http://www.aboutads.info/consumers.

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. In addition, most web browsers provide help pages relating to setting cookie preferences. More information may be found for the following browsers here: Google Chrome, Internet Explorer, Mozilla Firefox, Safari (Desktop), Safari (Mobile), Android Browser, Opera Mobile.

• Web Pixels. To see how successfully our marketing campaigns or other goals of the Services are performing we sometimes use conversion pixels, which fire a short line of code to tell us when you have clicked on a particular button or reached a particular page (e.g. a thank you page once you have completed the procedure for subscribing to one of our services or have completed one of our forms). We also use web pixels to analyze usage patterns on our Services. The use of a pixel allows us to record that a particular device, browser, or application has visited a particular webpage.
• Analytics. We may use third-party service providers to monitor and analyze the use of our Services. Presently, we use Google Analytics. Google Analytics is a web analytics service that tracks and reports Site traffic. For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics, available at: https://tools.google.com/dlpage/gaoptout.
• Behavioral Remarketing. We also use remarketing services to advertise on third-party websites to you after you visited our Services. For this purpose, visitors are grouped by certain actions on our Services, e.g., by duration of a visit. This enables us to understand your preferences and to show you personalized advertising even if you are currently surfing on another website that also participates in the same advertising network. We utilize Google Ads, Bing Ads, and similar ad networks.
• Other Tracking Technologies. Pages of our Site may also use Java scripts, which are code snippets embedded in various parts of websites applications that facilitate a variety of operations including accelerating the refresh speed of certain functionality or monitoring usage of various online components; entity tags, which are HTTP code mechanisms that allow portions of websites to be stored or “cached” within your browser to accelerate website performance; and HTML5 local storage, which allows data from websites to be stored or “cached” within your browser to store and retrieve data in HTML5 pages when the website is revisited.
• Do Not Track. Some Internet browsers, such as Internet Explorer, Firefox, and Safari, include the ability to transmit “Do Not Track” or “DNT” signals. Since uniform standards for “DNT” signals have not been adopted, our Site does not currently process or respond to “DNT” signals.

4. Security Precautions

We maintain reasonable physical, electronic, and procedural safeguards designed to guard your personal data from unauthorized processing, use, or disclosure. Our security measures include physical, technical, and administrative measures to prevent unauthorized access to or disclosure of your information

The Internet is not a secure environment , and we cannot guarantee that your personal data will be secure. We therefore strongly recommend that you use a secure method and use a complex password to help us ensure the security of your account. We also strongly advise that you neither share your password with others nor re-use passwords on our Services that you use on other sites, as doing so increases the likelihood of your being the victim of malicious cyber behavior. If you feel that the security of your account or personal data has been compromised, please immediately contact us at data@luvlette.com or as otherwise described in the “Contact Us” section below.

5. Your Rights

To exercise your rights under this Policy and applicable law, you may contact us at data@luvlette.com.

5.1 Access, Rectification, and Deletion of your Personal Information

You may have the right under applicable laws to access, rectify, or delete the personal information that we collect. If these rights apply, and you submit a request, we may request data (including personal data and identification) from you to enable us to confirm your identity and determine your right to access such data, as well as to search for and provide you with the personal data we maintain. There are instances where applicable laws or regulatory requirements allow or require us to refuse to provide or delete some or all of the personal information that we maintain.

To exercise your rights, you may make updates within your customer account on the Site, or you may contact us at data@luvlette.com. We may not accommodate a request to delete or change information if we believe the change would violate any law or legal requirement or cause the information to be incorrect.

5.2 Unsubscribe from Our Marketing Communications

If you no longer wish for us to use your email account to send you marketing emails or non-transactional promotional materials, please directly click on the unsubscribe link at the bottom of any of our email messages to you or contact us at data@luvlette.com.

5.2 Lodging Complaints

If you believe we have infringed or violated your privacy rights, please contact us at data@luvlette.com, so that we may attempt to resolve any issues to your satisfaction. Notwithstanding the approaches of exercising your rights stated above, this is without prejudice to your right to lodge a claim or compliant with your data protection authority.

6. Retention

We will retain your Personal information, , including any correspondence you have with us, only for as long as is necessary for the purposes set out in this Policy, including retaining Personal Data in order to comply with our legal obligations, to resolve disputes, for information security purposes, and to enforce our legal rights, terms, and policies.

7. Third-Party Websites

Our Site may contain links to third-party sites. This Policy does not apply to those third-party sites. We recommend that you read the privacy statements of any other sites that you visit as we are not responsible for the privacy practices of those sites.

8. Children

Our Services are not directed to, and we do not knowingly collect personal information from, children under the age of 16 or minors (as defined by applicable national laws). If you are a minor, please do not attempt to fill out our forms or send any personal information about yourself to us. If a minor has provided us with personal information without parental or guardian consent, the parent or guardian should contact us (See Section 12) immediately to remove the relevant personal information and unsubscribe the minor. If we become aware that a minor has provided us with personal information, we will take steps to promptly delete such information from our files. As described further in our Terms and Conditions, please do not upload photographs showing other people, in particular if they are minors.

9. Transfer of Your Personal Data

When you access or use our Services, your personal data may be processed or transferred outside of the country where you reside, including to China, Singapore and/or United States. Such countries may have data protection laws that are different or less protective than the laws of the country or region in which you reside. For these transfers, we rely on appropriate safeguards as permitted under applicable law and standards, including relying on Standard Contractual Clauses and other appropriate safeguards as permitted under the GDPR for transfers out of the European Union, the European Economic Area, the UK, or Switzerland (if any). If you do not want your information transferred to, processed, accessed, or maintained outside of the United States, you should immediately stop accessing or using the Site.

10. California Privacy Rights

This section applies only to California residents. Pursuant to the California Consumer Privacy Act of 2018, as amended and pursuant to its regulations and successors (together, “CCPA”), below is a summary for the last twelve (12) months of the personal information categories, as identified and defined by the CCPA (see California Civil Code section 1798.140 (o)), that we collect, the reason we collect the personal information, where we obtain the personal information, and the third parties with whom we may share the personal information.

We generally collect the following categories of personal information when you use our Services:

• identifiers such as a name, address, unique personal identifier, email, phone number, your device’s IP address, and non-directly identifiable alphanumerical numbers associated with your devices;
• commercial information such as records of products or services purchased, obtained, or considered by you;
• Internet or other electronic information regarding your browsing activity, length of visit and number of page views, click-stream data, locale preferences, your mobile carrier, date and time stamps associated with transactions, and system configuration information;
• audio recordings of your voice to the extent you call us, as permitted under applicable laws;
• employment-related information; and
• inferences about your preferences, characteristics, behavior and attitudes.

We generally do not collect protected classifications about our users, biometric information, or education-related information. For more information about the personal information we collect and the purposes for which we use it, please refer to section 1 above.

The categories of third parties with whom we may share your personal information are listed above in section 2.

If you are a California resident, you have rights in relation to your personal information; however, your rights are subject to certain exceptions. For instance, we cannot disclose specific pieces of personal information if the disclosure would create a substantial, articulable, and unreasonable risk to the security of the personal information, your account with us or the security of our network systems. To assert your right to know or your right to delete your personal information, please see the “Contact Us” section below. To confirm your identity, we may ask you to verify personal information we already have on file for you or other documentation that verifies that you are whom you claim to be. If we cannot verify your identity based on the information we have on file, we may request additional information from you, which we will only use to verify your identity, and for security or fraud-prevention purposes.

• Right Against Discrimination. You have the right not to be discriminated against for exercising any of the rights described in this section. We will not discriminate against you for exercising your right to know, delete or opt-out of sales.
• Right to Know. You have the right to request in writing a list of the information we have collected or disclosed about you, the business purposes involved, and the sources of such information. You have the right to request a copy of the specific personal information we collected about you during the 12 months before your request.
• Right to Delete. You have the right to request that we delete any personal information we have collected from you or maintain about you, subject to certain exceptions.
• Right to Opt-Out of Selling. You have the right to opt-out of having your personal information sold. We do not sell your personal information as that term is generally understood but we recognize that the CCPA defines “personal information” in such a way that making available identifiers linked to you for a benefit may be considered a “sale.” The CCPA broadly defines “personal information” and “selling” such that making available or sharing identifiers linked to you for a benefit may be considered a sale. In the previous 12 months, we were sharing identifiers and inferences about you with our partners, third parties and affiliates in such a way that, under the CCPA, may be defined as selling. Please see the “Cookies and Other Tracking Technologies” section above for a description of opting out of cookies and controlling browser settings, in addition to clicking the “Manage Cookies” link in our website footer to load a consent tool that will allow you to opt-out of the cookies on our Site.
• Use of an Authorized Agent to Submit a Request. Only you or a person you formally authorize to act on your behalf may make a verifiable consumer request related to your personal information as a California consumer. If you use an authorized agent to submit such a request, we will require written proof that the authorized agent has been authorized to act on your behalf or a copy of the power-of-attorney document granting that right.

In addition, CA Shine The Light law permits customers who are California residents to request information regarding our disclosure of certain personal information to third parties for their own direct marketing purposes (see California Civil Code section 1798.83 (e)(7) for a list of personal data categories). You can submit a disclosure request using the contact information provided bellow once a year and free of charge. However, we do not share any personal information protected under the Shine The Light law with third parties, other corporate family entities or affiliate businesses for their direct marketing purposes.

11. Nevada Privacy Rights

This section applies only to Nevada residents. Although we do not “sell” “covered information” of Nevada “consumers” as those terms are defined by Chapter 603A of the Nevada Revised Statutes, if you are a Nevada consumer, please contact us at data@luvlette.com, and inform us that you would like us to provide you notice in the event we should do so in the future, at which point you will have an opportunity to be verified and exercise your opt-out rights under that law. You may contact us as described below. It is your responsibility to keep your notice contact information current.

12. Contact Us

If you have questions or concerns regarding your personal information or any information in this Privacy Policy, please contact us at data@luvlette.com. You can also Contact Us.

Luvlette Privacy Office
For users in the United States:
757 S. Alameda St., Suite 340,
Los Angeles, CA 90021

For users in other markets:
12 Marina Boulevard, #15-01,
Marina Bay Financial Centre,
Singapore 018982