Privacy policy

Privacy Policy

Last Updated: April 17, 2026

This Privacy Policy describes how Murtie (“we,” “us,” or “our”) collects, uses, discloses, and otherwise processes personal information when you visit, use, or make a purchase from our website and related services, content, features, tools, products, and services (collectively, the “Services”). Our store is powered by Shopify, which enables us to provide the Services to you.

By accessing or using the Services, you acknowledge that you have read and understand this Privacy Policy. If you do not agree with this Privacy Policy, you should not use the Services.

1. Scope and applicability

This Privacy Policy is intended to apply to customers and visitors in the United States and, where applicable, users in other jurisdictions. It is designed to provide transparency consistent with applicable U.S. state privacy laws and online retail compliance expectations, including disclosures relevant to beauty and cosmetics direct-to-consumer businesses.

Nothing in this Privacy Policy is intended to waive any non-waivable rights you may have under applicable law.

2. Personal information we collect

When we use the term “personal information,” we mean information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.

We may collect the following categories of personal information, depending on how you interact with the Services and as permitted by applicable law:

• Contact details, such as your name, billing address, shipping address, email address, and phone number.
• Financial and payment information, such as payment card details, payment method, and transaction data, processed by our payment providers.
• Account information, such as your username, password, preferences, settings, and login credentials.
• Transaction information, such as products viewed, added to cart, purchased, returned, exchanged, or canceled.
• Communications, such as customer support inquiries, survey responses, reviews, and messages you send to us.
• Device and network information, such as IP address, browser type, device identifiers, and internet connection details.
• Usage information, such as how and when you interact with the Services, pages viewed, links clicked, and navigation behavior.
• Approximate location information, such as location derived from your device or IP address.
• Inferences, such as shopping preferences, beauty preferences, and likely interests.
• User content, such as photos, videos, reviews, testimonials, or other content you submit.
• Beauty-related information, such as skin concerns, shade preferences, product compatibility responses, quiz answers, or similar information you choose to provide.
• Sensitive information, where applicable, if you voluntarily provide information that may be considered sensitive under applicable law.

If we offer virtual try-on, shade-matching, skin-analysis, or similar features in the future, the information submitted through those tools may be treated as sensitive, biometric-like, or otherwise specially regulated under certain laws.

3. Sources of personal information

We may collect personal information from:

• You directly, such as when you create an account, place an order, submit a review, complete a quiz, contact us, or otherwise interact with the Services.
• Automatically through the Services, including through cookies, pixels, tags, scripts, SDKs, and similar technologies.
• Our service providers, including Shopify, payment processors, shipping providers, analytics providers, fraud prevention providers, and customer support tools.
• Our advertising, marketing, and business partners, where permitted by law.
• Other third parties, including social media platforms and public or commercially available sources where lawful.

4. How we use personal information

We may use personal information to:

• Provide, operate, maintain, and improve the Services.
• Process orders, payments, returns, exchanges, refunds, and other transactions.
• Create, manage, and secure accounts.
• Personalize your shopping experience and recommend products.
• Send transactional messages, service notices, and marketing communications.
• Analyze usage, trends, and product performance.
• Detect, prevent, investigate, and address fraud, abuse, unauthorized access, and other security issues.
• Comply with legal obligations and enforce our agreements and policies.
• Administer promotions, loyalty programs, surveys, reviews, and similar features.
• Use de-identified or aggregated information for lawful business purposes.

5. Cookies and tracking technologies

We and our service providers use cookies, pixels, tags, scripts, and similar technologies to operate the Services, support analytics, maintain functionality, measure advertising performance, and improve the customer experience. Where required by law, we provide notice and choice regarding these technologies.

You may be able to manage cookies through your browser settings or any cookie preference tool we provide. Disabling cookies may affect certain features of the Services.

6. How we disclose personal information

We may disclose personal information to the following categories of recipients:

• Shopify and other service providers that assist with hosting, analytics, payment processing, security, fulfillment, customer support, and marketing support.
• Shipping carriers and logistics providers.
• Payment processors and fraud-prevention providers.
• Advertising and marketing partners, where permitted by law and subject to your rights.
• Professional advisers, such as lawyers, accountants, insurers, and compliance consultants.
• Affiliates or related entities, if any.
• Third parties at your direction or with your consent.
• Government authorities, regulators, courts, or law enforcement when required or permitted by law.
• Parties to a business transaction, such as a merger, acquisition, financing, reorganization, or sale of assets.

We require service providers to use personal information only as necessary to perform services for us or as otherwise permitted by law.

7. Shopify relationship and third-party links

Our Services are hosted by Shopify. Information you submit through the Services may be transmitted to and processed by Shopify and other third parties that may be located in jurisdictions other than your own in order to provide, secure, and improve the Services.

Shopify may process certain information for its own purposes, including platform features, analytics, and privacy rights administration. To learn more, you may review the Shopify privacy policy and privacy portal at:

• https://www.shopify.com/legal/privacy
• https://privacy.shopify.com/en

The Services may also contain links to third-party websites, applications, or platforms. Those third parties operate independently of us. We are not responsible for the privacy, security, content, or availability of any third-party site or service. You should review the privacy policy and terms of any third-party site before providing information there.

8. Sale, sharing, and targeted advertising

Depending on the technologies we use, some disclosures of personal information may be considered a “sale,” “sharing,” or “targeted advertising” under applicable privacy laws.

Where required by law, you may opt out of such activity by using the mechanisms we provide or by enabling a recognized browser- or device-based signal such as Global Privacy Control. If we can associate an opt-out signal with your account, we may apply it to that account as well.

Other than Global Privacy Control where required by law, we do not necessarily recognize all browser Do Not Track signals.

9. Beauty brand and sensitive data notice

Because we operate a beauty DTC business, you may choose to provide information related to skin concerns, shade preferences, allergies, product experience, photographs, or other content used for personalization, recommendations, or customer support.

If you submit such information, we will use it only for the purposes disclosed at the time of collection or as otherwise permitted by law. If a feature requires consent for sensitive data collection or use, we will request that consent before collecting or using the information for that purpose.

You are not required to provide sensitive information unless it is necessary for the feature or service you request.

10. Children’s privacy

The Services are intended for adults and are not directed to children. We do not knowingly collect personal information from children under 13, and we do not knowingly sell or share personal information of consumers under 16.

If you believe a child has provided us personal information, contact us and we will take appropriate steps to delete it as required by law.

11. Retention

We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Policy, including to provide the Services, maintain records, meet legal and tax obligations, resolve disputes, enforce agreements, prevent fraud, and support legitimate business needs.

Retention periods may vary depending on the nature of the information and the reason for collection.

12. Security

We use commercially reasonable safeguards designed to protect personal information. However, no security measure is perfect or impenetrable, and we cannot guarantee absolute security.

You are responsible for protecting your account credentials and for limiting access to your devices and accounts. We recommend that you do not send sensitive information through unsecured channels.

13. Your rights and choices

Depending on where you live, you may have some or all of the following rights:

• Right to access or know the personal information we have collected about you.
• Right to delete personal information, subject to legal exceptions.
• Right to correct inaccurate personal information.
• Right to obtain a portable copy of certain information.
• Right to opt out of sale, sharing, or targeted advertising where applicable.
• Right to limit the use or disclosure of sensitive personal information where applicable.
• Right to appeal a denied request in certain jurisdictions.

To exercise your rights, contact us using the information below. We may need to verify your identity before processing your request. If you use an authorized agent, we may require proof of authorization and may still require you to verify your identity directly.

We will not discriminate against you for exercising any privacy rights.

14. Communication preferences

You may opt out of marketing emails by using the unsubscribe link in our emails. You may also opt out of certain text messages by following the instructions in the message, subject to applicable law.

Even if you opt out of marketing, we may still send non-marketing messages related to your account, orders, returns, security, or legal notices.

15. International transfers

If you access the Services from outside the United States, your personal information may be transferred to, stored in, and processed in the United States or other countries where we or our service providers operate. Those countries may not provide the same level of data protection as your home jurisdiction.

Where required by law, we use appropriate transfer safeguards.

16. Changes to this policy

We may update this Privacy Policy from time to time. We will post the updated version on the Services and revise the “Last Updated” date. Additional notice may be provided where required by law.

17. Contact us

If you have questions about this Privacy Policy or wish to exercise your rights, contact us at:

Email: hello@murtiedeo.com
Phone: 919.356.8217
Mail: 1202 Sanders Road, Sanford, NC 27332

18. Liability disclaimer

To the fullest extent permitted by law, we disclaim liability for indirect, incidental, special, consequential, or punitive damages arising out of or relating to your use of the Services, including reliance on content, interruptions to the Services, use of third-party sites, or unauthorized access caused by third parties.

Nothing in this Privacy Policy limits any rights or protections that cannot be waived under applicable law.

Welcome to Murtie. The terms “we,” “us,” and “our” refer to Murtie. Murtie operates this store and website, including all related information, content, features, tools, products, and services in order to provide you, the customer, with a curated shopping experience (the “Services”). Murtie is powered by Shopify, which enables us to provide the Services to you.

These Terms of Service, together with any policies referenced herein, including our Privacy Policy, Refund Policy, and any other posted policies, set forth the terms and conditions governing your use of the Services. By visiting, accessing, browsing, or using the Services, or by purchasing any product or service from us, you agree to be bound by these Terms and our Privacy Policy. If you do not agree, do not use or access the Services.

1. Eligibility and account access

By using the Services, you represent that you are at least the age of majority in your state or province of residence and that you have the legal capacity to enter into these Terms. If you permit a minor dependent to use the Services on a device you own, purchase, or manage, you are solely responsible for their activity.

You may be required to provide information such as your name, email address, billing address, shipping address, and payment information. You represent and warrant that all information you provide is true, current, complete, and that you have all rights necessary to provide it.

You are responsible for maintaining the confidentiality of your account credentials and for all activity under your account. You may not transfer, sell, assign, or license your account to another person without our prior written consent.

2. Our products

We make commercially reasonable efforts to display product images, descriptions, ingredients, sizes, and details accurately. However, product color, texture, packaging, and appearance may vary based on device settings, lighting, screen quality, and manufacturing updates.

We do not warrant that any product, result, shade match, or appearance will meet your expectations or be identical to what is displayed on the Services. Product descriptions and specifications may be updated at any time without notice. We may discontinue any product, limit quantities, or restrict sales by person, geography, or jurisdiction in our sole discretion.

For beauty products, you are responsible for reviewing ingredient lists, warnings, directions, and suitability for your own use before purchase and application.

3. Orders and acceptance

When you place an order, you are making an offer to purchase. We reserve the right to accept or decline any order in our sole discretion for any reason, including suspected fraud, inventory issues, pricing errors, shipping restrictions, compliance concerns, or account misuse.

Your order is not accepted until we send an order confirmation or otherwise confirm acceptance. We may require payment authorization before accepting an order. If we do not accept, change, or cancel an order, we will attempt to notify you using the contact information you provided.

All purchases are subject to our Refund Policy, which is incorporated into these Terms by reference.

You represent and warrant that your purchases are for your own personal or household use and not for commercial resale or export.

4. Prices, billing, and taxes

Prices, discounts, promotions, and offers may change without notice. The price charged will be the price in effect at the time the order is placed and will be shown in your order confirmation. Unless expressly stated otherwise, prices do not include taxes, shipping, handling, customs duties, import fees, or other charges.

We may offer promotions or product bundles with separate terms. If there is a conflict between promotion terms and these Terms, the promotion terms control for that promotion.

You agree to provide current, complete, and accurate purchase, payment, and account information for all purchases. You agree to promptly update your account and payment details so we can complete transactions and contact you if needed.

You represent and warrant that:
(a) the payment information you provide is true, correct, and complete;
(b) you are authorized to use the payment method;
(c) the payment method will honor the charges; and
(d) you will pay all applicable charges, including taxes, shipping, and handling.

If a payment is reversed, charged back, disputed, or declined improperly, we reserve the right to suspend or terminate your access to the Services and to pursue all remedies available to us.

5. Shipping and delivery

Delivery dates and times are estimates only and are not guaranteed. We are not responsible for delays caused by carriers, customs, weather, labor disruptions, supply chain interruptions, acts of God, government actions, or other events outside our reasonable control.

Title and risk of loss pass to you when we deliver the product to the carrier to the extent permitted by applicable law. If applicable law requires a different allocation of risk, the law controls.

We are not responsible for failed deliveries caused by incorrect or incomplete addresses provided by you.

6. Intellectual property

The Services, including all text, images, graphics, logos, product names, product descriptions, videos, audio, designs, layouts, interfaces, software, and the selection and arrangement of the foregoing, are owned by Murtie, Shopify, our licensors, or other rights holders and are protected by U.S. and international intellectual property laws.

You are granted a limited, revocable, non-exclusive, non-transferable license to access and use the Services for your personal, non-commercial use only. You may not copy, reproduce, distribute, display, perform, publish, modify, create derivative works from, scrape, reverse engineer, download, store, transmit, or exploit any part of the Services without our prior written permission, except as expressly permitted by law.

All rights not expressly granted are reserved. Murtie’s names, logos, slogans, and product names are trademarks of Murtie or its affiliates or licensors. Shopify’s name, logo, and related marks are trademarks of Shopify. All other marks are the property of their respective owners.

7. Optional tools and features

We may provide access to third-party tools, widgets, calculators, quizzes, review systems, or other features that we neither own nor control. These are provided “as is” and “as available” without warranties of any kind and without endorsement.

You use optional third-party tools entirely at your own risk and discretion. You should review any terms and privacy policies applicable to those tools before using them.

Any new features or tools added to the Services will also be subject to these Terms.

8. Third-party links

The Services may contain links to third-party websites, applications, or services, including embedded third-party functionality. We are not responsible for examining, monitoring, or evaluating the content, accuracy, or security of third-party materials.

If you choose to access third-party sites, you do so at your own risk. We are not liable for any harm, loss, or damages arising from your access to or use of any third-party site, product, or service.

9. Relationship with Shopify

Murtie is powered by Shopify, which enables us to provide the Services to you. However, any sale or purchase you make in our store is directly between you and Murtie, not Shopify. Shopify is not responsible for our products, services, fulfillment, returns, customer service, or any injury, loss, or damage arising from your purchase from us.

To the fullest extent permitted by law, you release Shopify and its affiliates from claims, damages, and liabilities arising out of or related to your purchases and transactions with Murtie. This release does not apply to claims that cannot legally be waived.

10. Privacy policy

All personal information collected through the Services is subject to our Privacy Policy, which is incorporated into these Terms by reference. Certain personal information may also be processed by Shopify under its own privacy terms and notices.

By using the Services, you acknowledge that you have read and understand our Privacy Policy and, where applicable, Shopify’s privacy disclosures. If you do not agree with the Privacy Policy, you should not use the Services.

11. Feedback and user content

If you submit, upload, post, email, or otherwise transmit any ideas, suggestions, reviews, testimonials, photos, videos, proposals, plans, or other content (“Feedback”), you grant us a perpetual, irrevocable, worldwide, royalty-free, fully paid-up, transferable, sublicensable license to use, reproduce, modify, adapt, publish, display, distribute, translate, and otherwise exploit that Feedback in any medium and for any lawful purpose, including marketing, product development, and promotion.

You represent and warrant that:
(a) you own or have all necessary rights to submit the Feedback;
(b) your submission does not violate any law or third-party rights;
(c) any incentives or compensation related to the Feedback have been disclosed as required by law; and
(d) the Feedback is truthful to the best of your knowledge and not misleading.

We have no obligation to maintain Feedback in confidence, pay compensation, respond to any submission, or use any Feedback. We may, but are not obligated to, monitor, edit, remove, or refuse content that we determine in our sole discretion to be unlawful, offensive, deceptive, defamatory, infringing, obscene, harassing, fraudulent, or otherwise objectionable.

You agree that your Feedback will not violate any right of any third party, including copyright, trademark, privacy, publicity, personality, or proprietary rights, and will not contain malware, spam, or other harmful code. You are solely responsible for your Feedback and its accuracy.

12. Errors, inaccuracies, and omissions

Occasionally there may be information in the Services that contains typographical errors, inaccuracies, or omissions relating to product descriptions, pricing, promotions, offers, shipping charges, transit times, ingredient information, availability, or other content.

We reserve the right to correct any errors, inaccuracies, or omissions and to change or update information or cancel orders if any information is inaccurate at any time without prior notice, including after you submit an order, to the extent permitted by law.

13. Prohibited uses

You may use the Services only for lawful purposes. You may not use the Services directly or indirectly:

(a) for any unlawful, fraudulent, deceptive, harassing, abusive, defamatory, or malicious purpose;
(b) to violate any applicable law, regulation, or ordinance;
(c) to infringe or violate our intellectual property rights or the rights of others;
(d) to harass, threaten, harm, or discriminate against any person;
(e) to provide false, misleading, or incomplete information;
(f) to spam, phish, pharm, pretext, scrape, harvest, crawl, or data mine;
(g) to transmit viruses, malware, or harmful code;
(h) to use automated systems, bots, agents, crawlers, scrapers, or similar means to access, copy, monitor, or interact with the Services without our prior written consent, except as required by law;
(i) to interfere with, bypass, or circumvent security, access controls, rate limits, robot exclusion headers, or other protections;
(j) to collect or use personal information of others without authorization; or
(k) to engage in conduct that restricts or inhibits anyone’s use or enjoyment of the Services or that, in our judgment, may expose us, Shopify, or others to liability.

We may suspend, restrict, or terminate access to the Services at any time, with or without notice, if we believe you have violated these Terms or applicable law.

14. Termination

We may terminate or suspend your access to the Services, or any part of them, at any time in our sole discretion and without notice, to the fullest extent permitted by law. Upon termination, your right to use the Services will immediately cease.

All provisions that by their nature should survive termination will survive, including intellectual property, feedback, disclaimer of warranties, limitation of liability, indemnification, severability, governing law, and any payment obligations already incurred.

15. Disclaimer of warranties

The information presented on or through the Services is provided for general information only. We do not warrant that it is accurate, complete, current, or suitable for any particular purpose. Any reliance you place on such information is at your own risk.

EXCEPT AS EXPRESSLY PROVIDED BY US IN WRITING, THE SERVICES AND ALL PRODUCTS ARE PROVIDED ON AN “AS IS” AND “AS AVAILABLE” BASIS WITHOUT WARRANTIES OF ANY KIND, WHETHER EXPRESS, IMPLIED, OR STATUTORY, INCLUDING ANY IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE, NON-INFRINGEMENT, QUIET ENJOYMENT, OR QUALITY.

We do not warrant that the Services will be uninterrupted, timely, secure, error-free, or free from harmful components. Some jurisdictions do not allow certain warranty disclaimers, so some of the foregoing may not apply to you.

16. Limitation of liability

TO THE FULLEST EXTENT PERMITTED BY LAW, IN NO EVENT SHALL MURTIE, SHOPIFY, OR OUR OR THEIR RESPECTIVE AFFILIATES, PARTNERS, DIRECTORS, OFFICERS, EMPLOYEES, AGENTS, CONTRACTORS, SERVICE PROVIDERS, OR LICENSORS BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, EXEMPLARY, OR PUNITIVE DAMAGES, INCLUDING LOST PROFITS, LOST REVENUE, LOST SAVINGS, LOSS OF DATA, LOSS OF GOODWILL, REPLACEMENT COSTS, OR BUSINESS INTERRUPTION, ARISING OUT OF OR RELATING TO YOUR USE OF THE SERVICES OR ANY PRODUCTS PURCHASED THROUGH THE SERVICES.

TO THE FULLEST EXTENT PERMITTED BY LAW, OUR TOTAL LIABILITY FOR ANY CLAIM ARISING OUT OF OR RELATING TO THE SERVICES OR ANY PRODUCT PURCHASED THROUGH THE SERVICES SHALL NOT EXCEED THE GREATER OF: (A) THE AMOUNT YOU PAID TO US FOR THE PRODUCT OR SERVICE GIVING RISE TO THE CLAIM, OR (B) ONE HUNDRED DOLLARS (US $100), UNLESS APPLICABLE LAW REQUIRES A DIFFERENT LIMIT.

Nothing in these Terms excludes or limits liability that cannot be excluded or limited under applicable law.

17. Indemnification

You agree to indemnify, defend, and hold harmless Murtie, Shopify, and our and their affiliates, partners, officers, directors, employees, agents, contractors, licensors, and service providers from and against any claims, losses, damages, liabilities, judgments, penalties, costs, and expenses, including reasonable attorneys’ fees, arising out of or related to:

(a) your breach of these Terms or any policy incorporated by reference;
(b) your violation of any law or the rights of a third party;
(c) your misuse of the Services;
(d) your Feedback or user content; or
(e) your purchase, resale, or unauthorized use of any product or service.

We may control the defense and settlement of any indemnified claim at your expense, provided that we will not settle any claim imposing non-monetary obligations on you without your consent, not to be unreasonably withheld.

18. Severability

If any provision of these Terms is found unlawful, void, or unenforceable, that provision will be enforced to the maximum extent permitted by law, and the remaining provisions will remain in full force and effect.

19. Waiver; entire agreement

Our failure to exercise or enforce any right or provision of these Terms will not constitute a waiver of that right or provision.

These Terms, together with any policies posted by us on the Services, constitute the entire agreement between you and us regarding the Services and supersede all prior or contemporaneous understandings, agreements, and communications, whether written or oral.

Any ambiguity in these Terms will not be construed against the drafting party to the extent permitted by law.

20. Assignment

You may not assign, transfer, or delegate any rights or obligations under these Terms without our prior written consent. Any attempted assignment without consent is void. We may assign, transfer, or delegate these Terms or any of our rights or obligations without your consent or notice to you.

21. Governing law and venue

These Terms and any separate agreements whereby we provide you Services will be governed by and construed in accordance with the laws of the state where Murtie is headquartered, without regard to conflict of law principles, except where federal law applies.

You agree that any dispute arising out of or relating to these Terms or the Services will be brought exclusively in the state or federal courts located in the county and state where Murtie is headquartered, and you consent to the personal jurisdiction and venue of those courts, to the extent permitted by law.

22. Changes to these Terms

You can review the most current version of these Terms at any time on this page. We reserve the right to update, change, or replace any part of these Terms by posting updates on the Services.

It is your responsibility to review our website periodically for changes. We will provide notice of material changes where required by law. Your continued use of the Services following the posting of changes constitutes acceptance of those changes.

23. Contact information

Questions about these Terms of Service should be sent to us at:

Email: hello@murtiedeo.com
Phone: 919.356.8217
Mail: 1202 Sanders Road, Sanford, NC 27332