Effective Date: April 6, 2026
Introduction
Welcome to Belif® (belifbrand.com). We are committed to protecting your privacy and ensuring the security of your personal information. This Privacy Policy explains how Belif®, operated under LG Household & Health Care, collects, uses, stores, and protects your data when you visit our website, purchase our premium Korean skincare products, or interact with our services.
At Belif®, we believe transparency is as important in our privacy practices as it is in our ingredient formulations. Just as we’ve built our brand on the principle of “True Skincare” with clean, plant-powered formulations, we approach data privacy with the same commitment to authenticity and respect. This policy applies to all visitors and customers who access belifbrand.com from anywhere in the world, including users in the United States, European Union, and other international locations.
By using our website or purchasing our products—whether you’re shopping for our bestselling Aqua Bomb moisturizer, Moisturizing Bomb cream, eye care treatments, sunscreen, or any other Belif® skincare solutions—you acknowledge that you have read and understood this Privacy Policy. If you do not agree with our practices, please do not use our website or services.
We encourage you to read this policy carefully to understand how we handle your information. Our goal is to provide you with exceptional skincare products while maintaining the highest standards of data protection and privacy.
What Information We Collect
We collect various types of information to provide you with the best possible shopping experience and to improve our products and services:
Personal Information You Provide Directly:
When you create an account, place an order, sign up for our newsletter, or contact our customer support team at [email protected] or 866-993-4709, we collect information such as your name, email address, shipping and billing addresses, phone number, and payment information. If you write a product review for items like our Aqua Bomb, Moisturizing Bomb, eye creams, or sunscreen products, we may collect your name and any information you choose to include in your review.
Purchase and Transaction Information:
When you purchase our skincare products, we collect details about your orders, including the specific products purchased (such as the True Cream Aqua Bomb, Vitamin E Jelly Overnight Mask, Peptide Eye Bomb, or Milky Ceramide Toner), purchase amounts, transaction dates, and payment method information. This information helps us process your orders, provide customer service, and understand product preferences.
Automatically Collected Information:
We automatically collect certain technical information when you visit belifbrand.com, including your IP address, browser type and version, device information, operating system, referring URLs, pages viewed, time spent on pages, and clickstream data. This information helps us understand how visitors use our website and identify areas for improvement.
Location Information:
We may collect general geographic location data based on your IP address to provide localized content, calculate shipping costs, and comply with regional regulations. We do not collect precise geolocation data without your explicit consent.
Communications and Correspondence:
If you contact us through email, phone, or our contact form at 1 Liberty Plaza, New York, New York, 10006, US, we retain records of your communications to provide support and improve our customer service.
Marketing Preferences:
We collect information about your preferences for receiving promotional materials, newsletters featuring new product launches, skincare tips, and special offers on our Belif® Aqua line and other collections.
Use of Information
We use the information we collect for the following purposes:
Order Fulfillment and Customer Service:
We process your personal information to fulfill your orders for Belif® skincare products, arrange shipping and delivery, process payments and returns, and provide customer support. With over 100 stores and growing, we use your information to ensure efficient order processing and delivery to your preferred location.
Product and Service Improvement:
We analyze customer data and feedback, including the 500+ customer reviews we’ve received, to understand which products resonate most with our customers, improve existing formulations, develop new skincare solutions, and enhance the overall shopping experience on belifbrand.com.
Personalization:
We use your information to personalize your shopping experience, recommend products that may suit your skincare needs (whether you’re looking for lightweight hydration from our Aqua Bomb or intense nourishment from our Moisturizing Bomb), and tailor our communications to your interests and preferences.
Marketing and Communications:
With your consent, we send promotional emails, newsletters, and updates about new products, special offers, skincare education content, and information about our herbal science philosophy that bridges centuries-old European wisdom with modern Korean beauty innovation.
Website Analytics and Optimization:
We analyze website usage patterns to improve navigation, enhance user interface design, optimize page load times, and ensure our website functions properly across different devices and browsers.
Fraud Prevention and Security:
We use your information to detect and prevent fraudulent transactions, protect against unauthorized access to accounts, ensure payment security, and maintain the overall security of our website and customer data.
Legal Compliance:
We process information as necessary to comply with applicable laws and regulations, respond to legal requests and court orders, enforce our Terms & Conditions, and protect our rights and the rights of our customers.
Research and Development:
We use aggregated and anonymized data to conduct market research, understand skincare trends, analyze the effectiveness of our botanical formulations featuring ginseng, calendula, and chamomile, and develop new products that meet customer needs.
Third-Party Disclosure
We respect your privacy and do not sell your personal information to third parties. However, we share information with trusted partners in the following circumstances:
Service Providers:
We work with third-party companies that help us operate our business, including payment processors, shipping carriers, email service providers, website hosting services, customer service platforms, and analytics providers. These partners are contractually obligated to protect your information and use it only for the specific services they provide to us.
Business Transfers:
If Belif® or our parent company LG Household & Health Care undergoes a merger, acquisition, reorganization, or sale of assets, your information may be transferred as part of that transaction. We will notify you of any such change and any choices you may have regarding your information.
Legal Requirements:
We may disclose your information when required by law, such as in response to subpoenas, court orders, or legal processes, or when we believe disclosure is necessary to protect our rights, protect your safety or the safety of others, investigate fraud, or comply with government requests.
Marketing Partners:
With your explicit consent, we may share limited information with carefully selected marketing partners who offer complementary products or services that may interest you. You can opt out of such sharing at any time through your account settings or by contacting us.
Aggregate Information:
We may share anonymized, aggregated statistical data about our customers, sales, and website traffic with partners, advertisers, and other third parties. This information does not identify individual users.
Cookie Usage
Belif® uses cookies and similar tracking technologies to enhance your browsing experience and analyze website performance:
Essential Cookies:
These cookies are necessary for our website to function properly, enabling you to navigate belifbrand.com, add products like our Aqua Bomb Sunscreen or Moisturizing Bomb to your cart, and complete transactions securely.
Performance Cookies:
We use these cookies to collect information about how visitors use our website, which pages are most popular, and where users encounter errors. This helps us improve website performance and user experience.
Functionality Cookies:
These cookies remember your preferences, such as language settings, shipping location, and product preferences, allowing us to provide a personalized experience during your visit and future sessions.
Targeting/Advertising Cookies:
With your consent, we use these cookies to deliver relevant advertisements about Belif® products based on your interests and browsing behavior. These cookies may track your activity across different websites.
Analytics Cookies:
We use analytics services to understand user behavior, track conversion rates, measure the effectiveness of our marketing campaigns, and identify opportunities to optimize our website and product offerings.
You can control cookie preferences through your browser settings. Most browsers allow you to refuse cookies or alert you when cookies are being sent. However, disabling cookies may limit your ability to use certain features of our website, such as maintaining items in your shopping cart or saving your preferences.
External Links
The belifbrand.com website may contain links to third-party websites, social media platforms, payment processors, or other external resources. These links are provided for your convenience and information.
We are not responsible for the privacy practices, content, or security of external websites. When you click on third-party links and leave belifbrand.com, we encourage you to review the privacy policies of those websites before providing any personal information.
This Privacy Policy applies exclusively to information collected through belifbrand.com and does not cover information you may provide to third-party sites, even if accessed through links on our website.
Security Measures
Protecting your personal information is a top priority at Belif®. We implement comprehensive security measures to safeguard your data:
Technical Safeguards:
We use industry-standard encryption protocols (SSL/TLS) to protect data transmitted between your browser and our servers, secure socket layer technology for payment processing, firewalls to prevent unauthorized access, and regular security updates to address vulnerabilities.
Administrative Safeguards:
Access to personal information is restricted to authorized employees and service providers who need the information to perform their job functions. All personnel with access to customer data receive training on privacy and security practices and are bound by confidentiality agreements.
Physical Safeguards:
Our servers and data storage facilities are located in secure environments with restricted access, surveillance systems, and environmental controls to protect against unauthorized physical access and natural disasters.
Payment Security:
We partner with PCI-DSS compliant payment processors to handle credit card transactions securely. We do not store complete credit card information on our servers, minimizing the risk of payment data breaches.
Regular Assessments:
We conduct regular security audits, vulnerability assessments, and penetration testing to identify and address potential security weaknesses before they can be exploited.
While we implement robust security measures, no system is completely secure. We cannot guarantee absolute security of your information. If you suspect any security breach or unauthorized access to your account, please contact us immediately at [email protected] or 866-993-4709.
User Rights and Choices
You have significant control over your personal information and how we use it:
Access and Correction:
You have the right to access the personal information we hold about you and request corrections if any information is inaccurate or incomplete. You can review and update your account information by logging into your account on belifbrand.com.
Data Deletion:
You may request deletion of your personal information, subject to certain legal exceptions. We will honor such requests unless we are required to retain information for legal, tax, or legitimate business purposes.
Marketing Opt-Out:
You can unsubscribe from promotional emails at any time by clicking the “unsubscribe” link at the bottom of our marketing emails or by adjusting your communication preferences in your account settings. Note that even if you opt out of marketing communications, we will still send transactional emails related to your orders.
Cookie Management:
You can control cookie preferences through your browser settings and opt out of targeted advertising through industry opt-out tools and advertising preference managers.
Account Closure:
You may close your account at any time by contacting our customer service team. Upon account closure, we will deactivate your account and delete or anonymize your personal information as required by law.
Data Portability:
Upon request, we will provide you with a copy of your personal information in a structured, commonly used, and machine-readable format, allowing you to transfer your data to another service provider.
To exercise any of these rights, please contact us at [email protected], call 866-993-4709, or write to us at 1 Liberty Plaza, New York, New York, 10006, US. We will respond to your request within a reasonable timeframe as required by applicable law.
Protection of Minors
Belif® is committed to protecting the privacy of children. Our website and services are not directed to individuals under the age of 16, and we do not knowingly collect personal information from children under 16 without verifiable parental consent.
If we discover that we have inadvertently collected personal information from a child under 16, we will delete that information promptly. If you believe we have collected information from a child under 16, please contact us immediately at [email protected] so we can take appropriate action.
Parents and guardians are encouraged to monitor their children’s online activities and educate them about providing personal information online.
CCPA Compliance
If you are a California resident, the California Consumer Privacy Act (CCPA) provides you with specific rights regarding your personal information:
Right to Know:
You have the right to request disclosure of the categories and specific pieces of personal information we have collected about you, the sources from which we collected the information, our business purposes for collecting it, and the categories of third parties with whom we share it.
Right to Delete:
You have the right to request deletion of your personal information, subject to certain exceptions, such as when we need to retain information to complete transactions, detect security incidents, or comply with legal obligations.
Right to Opt-Out:
You have the right to opt out of the sale of your personal information. Belif® does not sell personal information as defined by the CCPA.
Right to Non-Discrimination:
We will not discriminate against you for exercising any of your CCPA rights. You will receive the same quality of service whether or not you exercise your privacy rights.
Authorized Agents:
You may designate an authorized agent to submit requests on your behalf. We may require verification of the agent’s authority before processing the request.
To exercise your CCPA rights, please submit a verifiable consumer request by emailing [email protected], calling 866-993-4709, or writing to 1 Liberty Plaza, New York, New York, 10006, US. We will verify your identity before processing your request and respond within 45 days.
GDPR Compliance
If you are located in the European Economic Area (EEA), the General Data Protection Regulation (GDPR) provides you with specific rights:
Legal Basis for Processing:
We process your personal information based on the following legal grounds: contract performance (to fulfill your orders), consent (for marketing communications), legitimate interests (to improve our services and prevent fraud), and legal obligations (to comply with applicable laws).
Data Subject Rights:
Under GDPR, you have the right to access your personal information, rectify inaccurate data, request erasure (right to be forgotten), restrict processing, object to processing, and data portability. You also have the right to withdraw consent at any time without affecting the lawfulness of processing based on consent before withdrawal.
International Data Transfers:
When we transfer personal data from the EEA to countries outside the EEA, including the United States where our headquarters are located at 1 Liberty Plaza, New York, New York, 10006, we implement appropriate safeguards such as Standard Contractual Clauses approved by the European Commission.
Data Protection Officer:
For GDPR-related inquiries, you may contact our data protection representative at [email protected].
Right to Lodge a Complaint:
You have the right to lodge a complaint with your local data protection authority if you believe we have not complied with GDPR requirements.
To exercise your GDPR rights, please contact us at [email protected]. We will respond to your request within one month, which may be extended by two additional months for complex requests.
How Long We Keep Your Information
We retain your personal information only as long as necessary to fulfill the purposes outlined in this Privacy Policy and comply with legal obligations:
Account Information:
We retain your account information for as long as your account remains active. If you close your account, we will delete or anonymize your information within a reasonable timeframe, except where retention is required for legal or business purposes.
Transaction Records:
We retain purchase and transaction records for accounting, tax, and legal compliance purposes, typically for seven years from the date of the transaction or as required by applicable law.
Marketing Data:
If you opt out of marketing communications, we will retain minimal information to honor your opt-out preferences and prevent future unwanted communications.
Cookies and Technical Data:
Most cookies expire automatically based on their type and purpose. Session cookies are deleted when you close your browser, while persistent cookies remain until their expiration date or until you delete them.
Legal and Security Purposes:
We may retain certain information longer if required by law, necessary to resolve disputes, enforce our agreements, or protect against fraud and security threats.
When personal information is no longer needed, we securely delete or anonymize it in accordance with data protection best practices.
Policy Updates
Belif® reserves the right to update this Privacy Policy periodically to reflect changes in our practices, legal requirements, or business operations. When we make material changes to this policy, we will notify you through one or more of the following methods:
- Posting a prominent notice on belifbrand.com
- Sending an email notification to the address associated with your account
- Displaying a banner or pop-up notification when you visit our website
We encourage you to review this Privacy Policy regularly to stay informed about how we protect your information. The “Effective Date” at the top of this policy indicates when it was last updated.
Your continued use of belifbrand.com and our services after any changes to this Privacy Policy constitutes your acceptance of the updated terms. If you do not agree with the changes, please discontinue use of our website and contact us to close your account.
Privacy Questions
If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, we encourage you to contact us:
Email: [email protected]
Phone: 866-993-4709 (Monday-Friday, business hours)
Mail: Belif® Customer Service, 1 Liberty Plaza, New York, New York, 10006, United States