SHADE MATCHING INFORMATION NOTICE

Introduction

We at e.l.f. Cosmetics, Inc. (“we”) are committed to delighting our community with upgraded features and tools for the best e.l.f.ing experience.

Certain of the e.l.f. Beauty brand’s websites and mobile applications provide a shade-matching tool (the “Shade Matching Tool”). The Shade Matching Tool is a service that measures your skin tone and provides you with product recommendations. Note that the Shade Matching Tool is not available for every product in the e.l.f. Beauty family of brands and shade matching isn’t an exact-science—shade matching depends on skin tone, product formulations and personal preferences and the Shade Matching Tool does not constitute a guarantee that the result will be a perfect fit for you.

By using the Shade Matching Tool, you consent to the use of your camera and/or device to permit the Shade Matching Tool to take and process your image as described in this Shade Matching Information Notice.

This Shade Matching Information Notice supplements (but does not supersede or suspend) any other policy applicable to your use of our websites and mobile apps, including our Terms of Use and Privacy Notice.

This Shade Matching Information Notice is subject to periodic updating. We reserve the right to amend this Shade Matching Information Notice at any time, which amendments will further apply to your use of the Shade Matching Tool subsequent to their enactment to the fullest extent permitted by applicable law. If we make material changes to the way we use your personal information, we will provide you with notice to the extent required by applicable law.

How It Works

The Shade Matching Tool works by taking a series of pictures using your device’s camera, and measuring your phone-to-face geometry using your device’s distance sensor (when available). The Shade Matching Tool runs locally on your device—when you first access the Shade Matching Tool, your device will download the necessary software and programming code that the Shade Matching Tool needs to work.

The Shade Matching Tool uses the color values and distance measurements (when available) detected from regions of your face to measure your skin tone and undertone. The Shade Matching Tool uses an algorithm to estimate your skin tone and undertone by using an average of the detected color values (such as intensity, chromaticity, CIELAB color space values, RGB values, etc.) from these regions. This color value information (the “Color Value Information”) is then compared to a product database in the Shade Matching Tool (which is periodically synchronized with a central cloud-based hub) in order to provide you with recommendations and suggested products/shades.

Once you finish using the Shade Matching Tool, images of your face that may have been stored during processing are cleaned from your device. If you capture a screenshot or save the image of your Shade Matching Tool session, the image is stored exclusively on your device. If you share the image outside of the Shade Matching Tool (for example, through other features available on your device), we are not involved in or responsible for such sharing.

Our Shade Matching Tool is provided by a third-party vendor, illuminateAI. To learn more about illuminateAI and the Shade Matching Tool, please see their privacy policy.

Your Consent for Collection and Use of your Information

When you use the Shade Matching Tool, you specifically consent that:

  • the Shade Matching Tool may collect, capture, possess, store, or obtain your image and data obtained or created from your image, and such data may qualify as personal information, biometric data, biometric information, or biometric identifiers under various laws.

  • we may collect, share, disclose, or disseminate information about you as described in our Privacy Notice.

  • our vendor that provides the Shade Matching Tool, illuminateAI, may collect usage and performance data such device type, access times, error codes, and software performance, and use such data in accordance with illuminateAI’s privacy policy.

You understand that your consent to this Shade Matching Information Notice is a prerequisite to use of the Shade Matching Tool.

Data Collection, Retention and Storage and Privacy Matters

Purpose of Data Collection

The purpose of the collection, storage, processing, and use of your personal information for the Shade Matching Tool is to provide you with a meaningful, efficient way to evaluate products for potential purchase and use. When you use the Shade Matching Tool, we collect and process certain data (see the section above entitled “How It Works”) in order to deliver a better beauty experience to you.

Data Retention

As described above, all processing of your image is done on your device, and we do not retain this data.

Any other personal information that we may collect about you, including your recommendations and suggested products/shades, is subject to our Privacy Notice.

Data Storage

We use a reasonable standard of care to store, transmit, and protect from disclosure any data used in the Shade Matching Tool that is at least as protective as the way we store, transmit, and protect other confidential and sensitive information. However, no electronic data transmission or storage of information can be guaranteed to be 100% secure.

Contact Us

For any questions regarding the Shade Matching Tool or this Notice, please contact us by email at elfcare@elfcosmetics.com.