Privacy policy

Bonafide Health, LLC Privacy Policy

Last modified: 12/23/2025

Please read these terms carefully before using this website or providing us your personal information. Your interaction with us is your acceptance of this Privacy Policy and our Terms of Use.

California Notice at Collection/State Law Privacy Rights: see the “YOUR PRIVACY RIGHTS” and the “ADDITIONAL INFORMATION FOR CALIFORNIA RESIDENTS” sections below for important information about your rights under applicable state privacy laws in California and other states.

Consumer Health Data: see our Consumer Health Data Privacy Policy here for important information about your rights under state privacy laws in Washington and Nevada.

Job Applicants: see our Applicant, Contract Worker, and Former Employee Privacy Policy here.

You can download a printable copy of this Privacy Policy here .

INTRODUCTION

At Bonafide Health, LLC (“Bonafide,” “Uqora”, “Equelle”, “us,” “we,” or “our”), we understand that privacy is important to our consumers (“consumer,” “you,” or “your”). This Privacy Policy (“Policy”) provides you with information about the types of personal information we collect, how we collect and use such personal information, and to whom and under what circumstances we disclose it. Please read this Policy carefully so that you understand your rights and choices in relation to your personal information, and how we will collect, use, process, and disclose your personal information.

Please note that the products and services offered via the website you are currently on, whether www.hellobonafide.com, www.uqora.com, or www.equelle.com (the “Site”) is intended for purchase only by consumers who reside in the United States. If you visit this Site from outside the United States, please note that the United States has data protection laws that may not be consistent with those of other countries and that information collected about you in connection with your visit to this Site will be processed in accordance with United States law.

CHANGES TO THIS PRIVACY POLICY

This Privacy Policy may change from time to time. When we make changes to our Privacy Policy, we will post the updated version on this page and indicate the date the Policy was last updated.

COLLECTION OF PERSONAL INFORMATION

General

The types of information we may collect will vary depending on your relationship with us. Some of the information we collect may include information that identifies, relates to, describes, references, is capable of being associated with, or could reasonably be linked, directly or indirectly, with you or your device (“personal information”), and may include:

Contact data, such as your first and last name, telephone number, postal and email addresses.
Demographic data, such as your country or state of residence, age, and gender.
Profile data, such as your professional title and organizational affiliation, biographic details, date of birth, and username(s) and password(s).
Communications data, such as your communication needs and preferences and information based on our exchanges with you, including when you contact us with questions, feedback, survey responses or otherwise communicate with us via chat features or social media.
Transactional and payment data, such as the information needed to complete your orders on or through the Site (including name, credit card information, billing and shipping information), and information about payments to and from you and other details of products you have purchased from us or third parties.
Health data, such as information about your medical conditions, symptoms, your doctor’s information, adverse event reports, or other information that you choose to provide.
Marketing data, such as your preferences for receiving our marketing communications and details about your engagement with them.
User generated content, such as product reviews you leave on the Site, comments or messages you leave on our social media pages, or information you input into a chat function on the Site.
Other data, not specifically listed here, which we will use as described in this Privacy Policy or as otherwise disclosed at the time of collection.

Automatic Information

We may also automatically collect information about your computer or mobile device and user activity when you visit our Site. Some of this information may also constitute personal information. For example, we may collect:

Device data, such as your computer or mobile device operating system, manufacturer/model, browser type, screen resolution, session data, including your IP address, unique identifiers, web browser software, and referring website, and general location information.
Online activity, such as content viewed, length of time on each website, and pages visited. We collect this automatic information to help us understand the interests of our customers and visitors and customize your user experience, among other things.

Sources of Collection

We collect personal information directly from you when you provide it us or our service providers, or indirectly from you by monitoring your activity on our Site. We may also obtain both personal and non-personal information about you from affiliated entities, business partners, and third parties and add it to other information we maintain about you, if any. For example, if you visit our Site by “clicking-through” from a site operated by a social media platform, or if you purchase our products through one of our third party partners, they may share with us information about you that you have provided to them.

We may also offer a “refer a friend” program whereby your friends may provide us your email address for marketing purposes in exchange for reward points. If you provide us with contact information for other people, please obtain their consent before you provide their personal information to us.

COOKIES AND OTHER TRACKING TECHNOLOGIES

We may use any combination of the following technologies to enhance your browsing experience, analyze the usage of our Site and emails, and serve personalized ads or content. You may have the right to opt-out of certain of these tracking technologies as described in the sections below called “YOUR PRIVACY CHOICES” and “YOUR PRIVACY RIGHTS.”

Cookies are small data text files that, if your web browser permits, can be stored on your computer’s hard drive. We use cookies:

To help us recognize your web browser as a previous visitor and save and remember any preferences set while your web browser visited our Site. For example, if you register on our Site, we may use cookies to remember your registration information so you do not need to log into our Site each time you visit.
To help us customize the content, Site experience, and advertisements we may provide to you on our Site and on other websites across the Internet. For example, when you access a webpage, a cookie automatically recognizes your web browser as you navigate on the Internet and may present you with information and advertising based on your apparent interests.
To help measure and research the effectiveness of our features, offerings, advertisements, and email communications (by determining which emails you open and act upon).

The settings of your web browser can be adjusted to prevent your web browser from accepting new cookies, notify you when you receive a new cookie, or disable most cookies. However, you may not be able to access some tools and features offered on our Site if you refuse to accept cookies.

Web beacons, also known as clear gifs, pixel tags or web bugs, are tiny graphics with a unique identifier, similar in function to cookies, which we place in the code of a webpage. Web beacons allow us to monitor the traffic patterns of users from one page within our Site to another, deliver or communicate with cookies, understand whether you have come to our Site from an online advertisement displayed on a third-party website, and improve the performance of our Site. We also may allow our service providers to use web beacons to help us understand which emails recipients have opened and track the visitor traffic on our Sites.

Session-replay technologies, such as those provided by FullStory or HotJar, employ software code to record users’ interactions with the Site and emails in a manner that allows us to watch and analyze visual reconstructions of those user sessions. The replays include users’ clicks, mouse movements, scrolls, and keystrokes/key touches during those sessions. These replays help us diagnose usability problems and identify areas for improvement. You can learn more about FullStory at https://www.fullstory.com/legal/privacy-policy and you can opt-out of session recording by FullStory at https://www.fullstory.com/optout/. You can learn more about HotJar at https://www.hotjar.com/legal/policies/privacy/ and you can opt-out of session recording at https://www.hotjar.com/policies/do-not-track/.

Chat technologies, such as those provided by Gladly or Gorgias, employ cookies and software code to operate the chat features that you can use to communicate with us through the Site. Gladly or Gorgias and other third parties may access and use information about webpages visited on our Site, your IP address, your general geographic information (e.g., city, state), and other personal information you share through online chats for the purposes described in this Privacy Policy.

Analytics tools, such as those provided by third-party vendors, including Google, may show our ads on sites across the Internet. We, and third-party vendors, including Google, use first-party cookies and third-party cookies to inform, optimize and serve ads based on someone’s past visits to our Site. You can opt-out of Google Analytics by using Google Analytics’ Opt-out Browser Add-on, which can be found at: https://tools.google.com/dlpage/gaoptout/ or accessing Google’s Ads Preferences Manager.

Some Internet browsers have “Do Not Track” or “DNT” features which, when turned on, send a signal to the website that the individual visiting the website does not wish to be tracked. Our Site does not honor DNT signals, but you can adjust your cookies settings as described.

Please note that your cookie preferences are brand, browser, and device specific. Therefore, if you visit other Bonafide Health, LLC brands (Bonafide, Uqora, or Equelle), visit this Site from a different browser or device, or clear your cookies, you will need to reset your cookie preferences.

USE OF PERSONAL INFORMATION

We use the personal information we collect about you for a variety of purposes, including:

To administer the Site, including providing and improving the Site.
To provide you products and services, including providing information, content, products, or services, and fulfilling your requests or purchases, such as order fulfillment.
To personalize your experiences with us, including to remember your interests and preferences, personalize our Site and the content, products, and services we make available to you through the Site, facilitate interactions with us, track and categorize your activity and interests on the Site, including identifying and linking the different devices you use.
To provide information, including providing information about the Site or required notices.
For analytics, including understanding how you use our Site, products, and services.
To improve and develop, such as research, improving and further developing our products, services, and our Site content, features, performance, and support.
To provide customer support, including resolution of disputes and troubleshooting of other problems.
To manage your account with us, including setting up, registering, maintaining your account with us, and administering our rewards program.
To communicate with you, including when you place an order; to obtain information about you; to respond to your inquiries, concerns, and requests; contacting you about your transactions or account; to communicate a contest, sweepstake, or survey; to provide updates on any orders; to let you know an item is back in stock; or to provide other legal or service-related notices about our Site.
For marketing and advertising, such as delivering marketing communications, promotional materials, or advertisements about our brand, our sister brands, or third-party products or services that may be of interest to you, including to display targeted ads to you elsewhere online.

We may combine or aggregate any information we collect for any of these purposes.  We may also anonymize your Personal Information in such a way that you may not reasonably be re-identified by us or any other organization and may use such anonymized information for any purpose.

We may also use your personal information:

to comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas or requests from government authorities;
to protect our, your or others’ rights, privacy, safety or property (including by making and defending legal claims);
to notify you of product recalls or safety issues;
to prevent potentially prohibited or illegal activities;
to audit our internal processes for compliance with legal and contractual requirements and internal policies;
to obtain a credit report;
to complete a corporate transaction, such as a divestiture, merger, consolidation, or asset sale, or in the unlikely event of bankruptcy
to enforce the terms and conditions that govern the Site;
to prevent, identify, investigate and deter fraudulent, harmful, unauthorized, unethical or illegal activity, including cyberattacks and identity theft; or
as otherwise described to you at the point of collection.

DISCLOSURE OF PERSONAL INFORMATION

We may share your personal information with other parties as described below or at the time of collection, or otherwise with your consent. The following parties may have access to your information, as described.

Affiliates. Our corporate parent, subsidiaries, and affiliates for purposes and use consistent with this Privacy Policy.
Advertising Partners. Third party advertising companies that collect information about your activity on the Site and other online services to help us advertise our products (including, through interest-based or targeted advertising), and/or use hashed customer lists that we share with them to deliver ads to them and similar users on their platforms. These partners may include Meta (Facebook, Instagram), Google (Youtube), Pinterest, and TikTok.
Business Partners. If you were referred to one of our Sites from a third party’s website (e.g., an ecommerce marketplace), we may share your registration information, such as your name, email address, mailing address, telephone number and preferences, about you with that referring website. We have not placed limitations on the referring websites’ use of personal information, and we encourage you to review the privacy policies of any website that referred you to one of our Site. Our Privacy Policy does not cover either these third parties or their information practices.
Linked third-party services. You can choose to access certain third party social media websites and services through our Site. When you do so, you share information with those sites and their privacy policies will govern the information you share with them. Our Privacy Policy does not cover either these third parties or their information practices. You may be able to modify your privacy settings with these third party social media websites.
Service Providers. We may use third party vendors to provide various services or functions on our behalf, including Site hosting, business analytics, professional services, customer service, marketing, mailings, distribution of surveys, online chat functionality providers, and fraud prevention. These third party vendors may be located in other countries. We may also authorize third-party vendors to collect information on our behalf to operate features of our Site or facilitate the delivery of online advertising tailored to your interests, among other reasons.
Direct Mail. We may use a third-party vendor to manage marketing mailings and other third parties for media buying. As a member of a co-op and partner with media buyers we comply with all applicable laws, rules, and regulations covering the sharing of personal information where contributor may not be directly sharing with the end marketer.
Authorities and Others. Law enforcement, government authorities, and private parties, as we believe in good faith to be necessary or appropriate for the compliance and protection purposes described in this Privacy Policy.
Business Transferees. We may disclose personal information in the context of actual or prospective business transactions (e.g., investments in the Company, financing of the Company, public stock offerings, or the sale, transfer or merger of all or part of our business, assets or shares).

We also may share aggregate or anonymous information with third parties, including advertisers and investors. For example, we may tell our advertisers the number of visitors our Site receives. This information does not contain any personal information and is used to develop content and services we hope you will find of interest.

HOW WE PROTECT INFORMATION WE COLLECT

We use reasonable administrative, technical, and physical safeguards designed to help protect data from unauthorized access, disclosure, alteration, and destruction. Of course, no method of Internet transmission or data storage can be completely secure and we cannot guarantee that our security measures will prevent third parties from intercepting your personal information. 

DATA RETENTION

We retain the personal information described in this Privacy Policy for as long as necessary to satisfy the purpose for which it was originally collected or for which there is a legitimate business purpose. We determine the retention period for each category of personal information based on: (i) the length of time we need to retain the information to achieve the business or commercial purpose for which it was obtained, (ii) any legal or regulatory requirements applicable to such information, (iii) internal operational needs, and (iv) any need for the information based on any actual or anticipated investigation or litigation.

CHILDREN’S PRIVACY

Our Site and our services are not directed at children under 16 years of age. We do not knowingly collect any personal information from children under the age of 16 nor do we knowingly disclose personal information of children under 16 to third parties for valuable consideration or for cross-context behavioral advertising. If we learn we have collected or received personal information from a child under 16 without verification of parental consent, we will delete that information. If you believe we might have any information from or about a child under 16, please contact us.

THIRD PARTY WEBSITES

We may link to third-party websites and services that we do not operate and are outside of our control. We are not responsible for the security or privacy of any information collected by other websites or other services. Please exercise caution and review the privacy statements applicable to the third-party websites and services you use.

YOUR PRIVACY CHOICES

Residents of certain states can exercise privacy rights with respect to the personal information we collect, as described in the “YOUR PRIVACY RIGHTS” section below. In addition, we provide the following choices to you regardless of your state of residence. Several of these choices are mentioned elsewhere in this Policy, but they are summarized below for your reference.

You can choose not to provide us with any information, although it may be needed to purchase our products or to take advantage of certain features offered on our Site.
You can request that we revise or update information we maintain about you or update your own information in your account settings.
You can opt-out of sharing of your personal information with our direct mail marketing by emailing us at support@hellobonafide.com, support@uqora.com, or hello@equelle.com, as applicable.
You can opt-out of receiving marketing or promotional emails by selecting “unsubscribe” in the email you receive. Please note that we reserve the right to continue to send you non-marketing emails, including service announcements, administrative messages, and surveys relating to your account, without offering you the opportunity to opt-out.
If you opt-in to receiving marketing text messages from us, you can opt-out at any time by replying “STOP.”
You can limit use of your information for interest-based advertising by blocking third party cookies in your browser settings, by using privacy browsers or ad-blocking browser plug-ins, by using your mobile device settings to limit use of the advertising ID associated with your mobile device for interest-based advertising purposes, or by utilizing advertiser-specific controls such as the Google and Facebook opt-out features that let you opt-out of use of your information for interest-based advertising.

If you choose to connect to the Site through your social media account or other third party platforms, you may be able to use your settings in your account with that platform to limit the information we receive from it. If you revoke our ability to access information from a third party platform, that choice will not apply to information that we have already received from that third party.

YOUR PRIVACY RIGHTS

Depending on your jurisdiction of residence, you may have some or all of the privacy rights listed below with respect to the personal information we collect about you. Please note that these rights are not absolute, may apply only in certain circumstances, may be subject to exceptions, and in certain cases, we may decline your request as permitted by law.

Right to Confirm / Access / Know. You may have the right to request access to personal information that we hold about you, as well as information regarding the ways in which we collect, use, and share your information. Residents of California have the right to know the categories of personal information we have collected about them, the categories of sources from which the personal information is collected, the categories of personal information sold, shared, or disclosed, the business or commercial purpose for selling, sharing, or disclosing the personal information, the categories of third parties to whom we have sold, shared or disclosed their personal information, as well as the specific pieces of personal information we have about them. California’s “Shine the Light” law (Civil Code Section § 1798.83) also permits users of our Site that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes.
Right to Delete. You may have the right to request that we delete personal information we maintain about you.
Right to Correct. You may have the right to request that we correct inaccurate personal information we maintain about you.

Right of Portability. You may have the right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
Rights to Opt-out.

o Opt-out of the “sale” or “sharing” of personal information / opt-out of the use of personal information for “targeted advertising.” You may have to opt-out of certain uses of your personal information such as (i) targeted advertising and (ii) “sale” or “sharing” for cross-context behavioral advertising.

Opt-out of profiling. You can request to opt-out of certain “profiling” as defined in applicable privacy laws, which may include automated processing to analyze or predict your interests or other behavior.
Limit the use and disclosure of sensitive personal information / opt-out of use of sensitive personal information. You can request that we limit our use and disclosure of sensitive personal information we collect about you which may include information relating to your health (e.g., a health condition such as menopause). If you exercise this right, we will use of your sensitive personal information only to provide you with the products you order.

· Right to Nondiscrimination. You may have the right not to be discriminated against for exercising any of your privacy rights. But see the “Financial Incentive” subsection below under the section called “ADDITIONAL INFORMATION FOR CALIFORNIA RESIDENTS.”

· Right to Appeal. You may have a right to appeal our decision if we decline to process your request in part or in full. You can do so by replying directly to our denial. If you are not satisfied with our response to your appeal, you may contact your state Attorney General.

How to Exercise Your Rights

Rights to confirm/know/access, portability, correct, and delete. You may submit requests to exercise these rights here , by calling Bonafide toll-free at 1-833-266-2343 or Uqora or Equelle toll-free at 1-888-313-1372, or via email to support@hellobonafide.com, support@uqora.com, or hello@equelle.com. We cannot process your request if you do not provide us with sufficient detail to allow us to understand and respond to it.
Do Not Sell or Share My Personal Information / Rights to limit use and disclosure / Rights to opt-out of sales, sharing, targeted advertising, and profiling. You can submit requests to limit or to opt-out of “sales,” “sharing,” ”targeted advertising,” and “profiling” HERE. You can also opt-out of “sales,” “sharing,” and ”targeted advertising by broadcasting the Global Privacy Control (“GPC”) from the browser system that you use; learn more about the Global Privacy Control here. Note that if you use the GPC, your request to opt-out will apply only to the browser from which you submit the request unless you are logged into your account.

Verification of Identity

We may need to verify your identity in order to process your requests and we reserve the right to confirm your residency. To verify your identity, we may require authentication into your account, personal identifiers we can match against information we may have collected from you previously, confirmation of your request using the email address or telephone number associated with your account, or a declaration under penalty of perjury, where permitted by law.

Authorized Agents

Your authorized agent may be able to make a request on your behalf. However, we may need to verify your authorized agent’s identity and authority to act on your behalf. We may request that you provide the agent written permission to act on your behalf and the agent must verify their own identity directly with us, in addition to the steps we would take if we processed your request directly. If the agent does not submit proof that they have been authorized by you to act on your behalf, we may deny the request.

ADDITIONAL INFORMATION FOR CALIFORNIA RESIDENTS

We and our service providers have collected the following categories of personal information in the past 12 months for the business purposes described in this Policy and we expect to collect and process in the future the same categories.

Category	Examples
A. Identifiers	A real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name, or other similar identifiers.
B. Personal information categories listed in the California Customer Records statute (Cal. Civ. Code § 1798.80(e))	A name, signature, physical characteristics or description, address, telephone number, credit card number, debit card number, or medical information. Some personal information included in this category may overlap with other categories.
C. Protected classification characteristics under California or federal law	Age (40 years or older), race, color, ancestry, national origin, citizenship, religion or creed, marital status, medical condition, physical or mental disability, sex (including gender, gender identity, gender expression, pregnancy or childbirth and related medical conditions), sexual orientation, veteran or military status.
D. Commercial information	Purchasing or consuming histories or tendencies.
E. Internet or other similar network activity.	Browsing history, search history, information on a consumer's interaction with a website, application, or advertisement.
F. Geolocation data.	Browsing history, search history, information on a consumer’s interaction with a website, application, or advertisement.
G. Audio, electronic, visual, thermal, olfactory, or similar information.	Call recordings, such as calls to our customer care team
H. Inferences drawn from other Personal Information.	Profile reflecting a person's preferences, characteristics, psychological trends, predispositions, behavior, attitudes.
I. Sensitive Personal Information	Precise geolocation data; account log-in in combination with password; personal information collected and analyzed concerning a consumer’s health.

Categories Disclosed

· We use and disclose the above personal information as described in this Privacy Policy. In the past 12 months, we have disclosed each of the above categories of personal information to our service providers as well as to business transferees. We have disclosed the following categories to third party business partners for the purpose of providing our products and services, including order fulfillment, and to regulatory bodies for the purpose of complying with legal and regulatory obligations adverse event reporting: Identifiers and personal information categories listed in the California Customer Records statute, Commercial information, Inferences drawn from other personal information, Sensitive Personal Information.

Categories Sold or Shared

· We do not sell personal information, however, certain of our analytics and advertising activities may constitute a sharing of personal information for cross-context behavioral advertising under California law. In particular, we may share the following categories of personal information with affiliates, with third party advertising and analytics partners for the purposes of data analytics and cross-context behavioral advertising, as well as with third parties when you engage in or interact with co-branded or co-sponsored content or activities: Identifiers and personal information categories listed in the California Customer Records statute, Commercial information, Internet or other similar network activity, Geolocation data, Inferences drawn from other personal information, and Sensitive Personal Information. California residents have the right to opt-out of this sharing as described in the “YOUR PRIVACY RIGHTS” section above. We do not have actual knowledge that we collect, sell, or share the personal information of California residents under the age of 16.

Notice of Financial Incentive

We offer various programs that may constitute a “financial incentive” under California law, such as our marketing text messages program, our email marketing campaign, and our rewards program. The details of these financial incentives are described in the chart below and are subject to change. Other financial incentives will contain written terms that describe the program’s material aspects. You have the right to withdraw from these programs at any time and may do so by following the instructions in the “How to withdraw from the program” column.
The value of each incentive we offer will reasonably relate to the value of your data, including as applicable: the benefit and insights that we realize and expect to realize from your participation in our programs (such as shopping preferences and habits); the quantity and quality of information that you provide to us through your participation; sales directly or indirectly generated from your participation in the relevant program; and any increased goodwill towards us.

Program and material terms	How to opt-in to the program	Incentive offered for your participation	Personal Information we may collect though the program	How to withdraw from the program
Marketing Text Messages By joining this program, you will receive marketing text messages from us including exclusive offers.	By providing your phone number and opting in to receive marketing texts	A discount off your purchase, exclusive offers, or other similar benefit.	Contact data Device data Online activity	By texting STOP to the short code or telephone number from which text messages are being sent or clicking the link provided in the text message to manage your preferences.
Email Marketing Campaign By joining this program, you will receive marketing emails from us.	By providing your email address	A discount off your purchase, exclusive offers, or other similar benefit.	Contact data Device data Online activity	By following the unsubscribe link in our marketing emails.
Rewards	By signing up for our rewards program(s) with your name, email, and password	The opportunity to earn points to redeem for discounts off your purchase or other similar benefits.	Contact data Demographic data Profile data Communications data Transactional and payment data Health data Marketing data Device data Online activity	By deleting your account.

CONTACT US

If you have any questions or comments about this Privacy Policy, the practices of the company, or would like assistance exercising your privacy rights, please contact us via the “Contact Us" section of the Site or by email to: support@hellobonafide.com, support@uqora.com, or hello@equelle.com, as applicable.

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