Privacy policy
Privacy Policy
Last updated: 2026-05-29
This Privacy Policy describes how Primal Pet Labs (the "Site," "we," "us," or "our") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from www.primalpetlabs.com (the "Site") or otherwise communicate with us regarding the Site (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" mean you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected.
Please read this Privacy Policy carefully.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date, and take any other steps required by applicable law.
How We Collect and Use Your Personal Information
To provide the Services, we collect personal information about you from a variety of sources, as set out below. The information we collect and use varies depending on how you interact with us.
In addition to the specific uses below, we may use information we collect to communicate with you, provide and improve the Services, comply with applicable legal obligations, enforce applicable terms of service, and protect or defend the Services, our rights, and the rights of our users or others.
What Personal Information We Collect
Information you submit directly to us may include:
- Contact details, including your name, address, phone number, and email
- Order information, including billing address, shipping address, payment confirmation, email address, and phone number
- Account information, including username, password, and security questions
- Shopping information, including items you view, save, or purchase, and reviews you leave
- Customer support information, including the information you choose to include in communications with us
Information we collect about your usage: We may automatically collect information about your interaction with the Services ("Usage Data") using cookies, pixels, and similar technologies. Usage Data may include device information, browser information, network connection information, IP address, and other information regarding your interaction with the Services.
Information from third parties: We may obtain information about you from third parties, including:
- Companies that support our Site and Services, such as Shopify
- Our payment processors, who collect payment information to process your payment and fulfill your orders
- Advertising partners and analytics providers, who help us improve and personalize the Services
How We Use Your Personal Information
Providing Products and Services: We use your personal information to process payments, fulfill orders, send notifications related to your account and transactions, and manage returns and exchanges.
Marketing and Advertising: We may use your personal information for marketing purposes, such as sending promotional communications by email or showing you advertisements for our products. If you are an EEA resident, the legal basis is our legitimate interest in selling our products under Art. 6(1)(f) GDPR.
Security and Fraud Prevention: We use your personal information to detect, investigate, or take action regarding possible fraudulent, illegal, or malicious activity.
Customer Support and Service Improvement: We use your personal information to respond to support inquiries and improve our Services.
Cookies
Like many websites, we use cookies on our Site. We use cookies to power and improve our Site (including to remember your actions and preferences), to run analytics, and to better understand user interaction with the Services. We may also permit third parties and service providers to use cookies on our Site to better tailor services, products, and advertising on our Site and other websites.
Most browsers automatically accept cookies, but you can set your browser to remove or reject cookies. Blocking cookies may negatively impact your user experience and may cause some features to work incorrectly.
Our website recognizes the Global Privacy Control (GPC) signal. If you notify us of your preference through GPC, we will treat that signal as a valid request to opt out of sharing or targeted advertising for the associated browser or device.
How We Disclose Personal Information
We may disclose your personal information to third parties for the following purposes:
- With vendors and service providers who perform services on our behalf (IT management, payment processing, data analytics, customer support, cloud storage, fulfillment, and shipping)
- With business and marketing partners, including Shopify, to provide services and advertise to you
- When you direct or consent to disclosure, such as for shipping or social media integrations
- With our affiliates or otherwise within our corporate group
- In connection with a business transaction such as a merger or bankruptcy, to comply with legal obligations, to enforce terms of service, and to protect our rights and the rights of others
In the past 12 months, we have disclosed the following categories of personal information for the purposes described above: identifiers, commercial information, internet activity, and geolocation data — to vendors, service providers, business and marketing partners, and affiliates.
We have "sold" and "shared" (as defined under applicable U.S. state privacy laws) personal information for advertising and marketing purposes. The categories include identifiers (name, email, phone), commercial information (purchase records), and usage data — disclosed to business and marketing partners.
Your Privacy Choices and Rights
Depending on where you live, you may have some or all of the rights below regarding your personal information. These rights are not absolute and may apply only in certain circumstances.
- Right to Access: Request access to personal information we hold about you
- Right to Delete: Request that we delete personal information we maintain about you
- Right to Correct: Request that we correct inaccurate personal information
- Right of Portability: Receive a copy of your personal information and request transfer to a third party
- Restriction of Processing: Ask us to stop or restrict our processing
- Withdrawal of Consent: Where we rely on consent, withdraw it at any time
- Right to Opt Out of Sale/Sharing: Opt out of the sale or sharing of personal information for targeted advertising
- Right to Appeal: Appeal our decision if we decline a request
To exercise any of these rights, contact us at info@primalpetlabs.com. We may need to verify your identity before responding. We will not discriminate against you for exercising any of these rights.
User-Generated Content
The Services may enable you to post product reviews and other content. If you post content publicly, it will be accessible by anyone. We are not responsible for the privacy or security of any information you make publicly available.
Third-Party Websites
Our Site may link to third-party websites. We are not responsible for the privacy or security practices of those sites. Review their privacy policies before engaging with them.
Children's Data
The Services are not intended for use by children under 16, and we do not knowingly collect personal information from children. If you are a parent or guardian and believe your child has provided personal information to us, please contact us at info@primalpetlabs.com to request deletion.
Security and Retention
No security measure is perfect or impenetrable. We cannot guarantee perfect security. How long we retain your personal information depends on factors such as whether we need it to maintain your account, provide the Services, comply with legal obligations, or resolve disputes.
International Users
We may transfer, store, and process your personal information outside the country you live in. If we transfer personal information out of Europe, we rely on recognized transfer mechanisms such as the European Commission's Standard Contractual Clauses.
Contact
If you have questions about our privacy practices or this Privacy Policy, or would like to exercise any of your rights, contact us at info@primalpetlabs.com or:
Primal Pet Labs 1207 Delaware Ave #2257 Wilmington, DE 19806
For applicable data protection laws, we are the data controller of your personal information.