Privacy Policy

Last updated: August 20, 2026

Aura Baby Inc. ("Aura Baby," "we," "us," or "our") respects your privacy and wants you to understand how information is collected, used, and shared when you visit aurababy.com, make a purchase, create an account, contact us, subscribe to communications, submit a review, or otherwise interact with Aura Baby.

This Privacy Policy applies to personal information processed through our website and related online services. It does not apply to third-party websites or services that have their own privacy policies.

Information We Collect

The information we collect depends on how you interact with Aura Baby.

Information You Provide to Us

We may collect information such as:

• Name

• Email address

• Telephone number

• Billing and shipping address

• Account and login information

• Order and purchase history

• Product preferences

• Customer-service communications

• Return, refund, warranty, or support information

• Reviews, testimonials, survey responses, or other content you choose to submit

• Marketing preferences and newsletter subscriptions

When you make a purchase, payment information is processed through Shopify and/or our payment-service providers. Aura Baby generally receives transaction and payment-status information rather than complete payment-card credentials.

Information Collected Automatically

When you visit our website, we and our service providers may automatically collect information about your device and use of the site, including:

• IP address

• Browser and device type

• Operating system

• Approximate location derived from IP address

• Pages viewed

• Products viewed

• Referring pages or websites

• Interactions with our website

• Shopping-cart activity

• Date and time of visits

• Cookie, pixel, or similar technology identifiers

We use this information to operate the website, understand how customers use it, improve performance, prevent fraud, measure marketing effectiveness, and personalize certain experiences where permitted.

How We Use Personal Information

We may use personal information to:

• Process and fulfill orders

• Arrange shipping and delivery

• Process returns, refunds, and warranty or product-support requests

• Provide Customer Care

• Maintain customer accounts

• Communicate about orders and service updates

• Detect, investigate, and prevent fraud, abuse, and security incidents

• Improve our products, website, customer experience, and services

• Understand website performance and customer engagement

• Send marketing communications where you have chosen to receive them

• Personalize content or advertising where permitted by applicable law

• Maintain business and accounting records

• Comply with legal obligations and enforce our agreements

• Protect Aura Baby, our customers, and others

We may also use information for other purposes that we explain to you at the time it is collected.

Pregnancy and Health-Related Information

Aura Baby offers products and educational content related to pregnancy and early parenthood. We do not require customers to provide medical records or medical diagnoses in order to shop on our website.

You may voluntarily provide health-related information when contacting Customer Care, submitting feedback, participating in a survey, or discussing a product issue. When you do, we use that information only as reasonably necessary to respond to your request, provide support, comply with applicable law, or for another purpose disclosed to you.

We do not intend our products, website, or customer accounts to function as medical-record systems.

Additional rights or disclosures may apply to consumer health information under certain state laws.

Cookies and Similar Technologies

Aura Baby, Shopify, and our service providers may use cookies, pixels, tags, local storage, and similar technologies to:

• Keep the website functioning

• Remember preferences

• Maintain carts and sessions

• Measure traffic and website performance

• Understand customer interactions

• Prevent fraud and improve security

• Personalize content

• Measure and deliver advertising where permitted

Some technologies are necessary for the website to operate. Others may be used for analytics, personalization, or advertising.

Where required, you can manage non-essential cookies through the cookie-consent or privacy-preference tools available on our website.

Shopify

Our store is hosted on Shopify, which provides the ecommerce platform that allows us to sell our products and services.

Shopify processes certain customer information on our behalf and may also process information for its own permitted purposes in accordance with its terms and privacy practices.

Depending on the services enabled on our store and where you live, additional privacy choices may be available through Shopify or Aura Baby, including choices relating to cookies, targeted advertising, and data sharing.

How We Disclose Personal Information

We may disclose personal information to companies that help us operate Aura Baby, including:

Ecommerce and Payment Providers

Such as Shopify, payment processors, fraud-prevention providers, and financial-service providers involved in completing transactions.

Fulfillment and Delivery Providers

Including warehouses, logistics providers, shipping carriers, and delivery partners that need information to fulfill and deliver your order.

Technology and Service Providers

Including providers that support hosting, customer service, email, analytics, security, fraud prevention, reviews, website functionality, data storage, and business operations.

Marketing and Advertising Providers

We may work with advertising, analytics, and marketing providers to measure campaigns or deliver advertising where permitted by law and your privacy choices.

Professional Advisers

We may disclose information where reasonably necessary to accountants, lawyers, insurers, auditors, consultants, and similar professional advisers.

Business Transactions

If Aura Baby is involved in a merger, financing, acquisition, restructuring, sale of assets, bankruptcy, or similar transaction, personal information may be transferred as part of that transaction, subject to applicable law.

Legal and Safety Requirements

We may disclose information when reasonably necessary to comply with law, respond to lawful requests, enforce our agreements, investigate fraud or abuse, or protect the rights, property, and safety of Aura Baby, our customers, or others.

Sale, Sharing, and Targeted Advertising

Aura Baby does not sell personal information for money.

However, certain advertising and analytics activities may be considered a "sale," "sharing," or processing for targeted advertising under some U.S. state privacy laws even when no money is exchanged.

Where applicable, you may opt out through the Your Privacy Choices or data-sharing opt-out option provided on our website.

Where required by applicable law and supported by our privacy tools, we also honor recognized browser-based opt-out signals such as Global Privacy Control.

Email and Marketing Communications

We send promotional email or other marketing communications when you have chosen to receive them or when otherwise permitted by applicable law.

You can unsubscribe from marketing emails at any time by selecting the Unsubscribe link in the message.

Even if you opt out of marketing, we may still send transactional or service communications relating to orders, accounts, returns, recalls, security, or Customer Care.

Reviews and User-Submitted Content

If you submit a product review, testimonial, photograph, comment, or other content for publication, information you choose to make public may be visible to other visitors.

Please avoid including information in public reviews that you do not want publicly available.

Your Privacy Rights and Choices

Depending on where you live, you may have rights regarding your personal information, including the right to:

• Request access to personal information we maintain about you

• Request correction of inaccurate information

• Request deletion of certain personal information

• Receive a portable copy of certain information

• Opt out of certain sales, sharing, or targeted advertising

• Withdraw consent where processing is based on consent

• Limit certain uses of sensitive information where applicable

• Appeal certain decisions concerning a privacy request where applicable

• Exercise your rights without unlawful discrimination

These rights are subject to applicable legal exceptions.

To exercise a privacy right, contact us using the information below or use any privacy-request or Your Privacy Choices tool provided on our website.

We may need to verify your identity before completing certain requests.

Authorized agents may submit requests where permitted by applicable law, although we may require verification of the agent's authority and/or confirmation directly from you.

California Privacy Rights

If applicable to Aura Baby's activities and your information, California residents may have rights under the California Consumer Privacy Act, as amended, including rights to know, access, delete, correct, and opt out of certain sales or sharing of personal information, and rights relating to certain uses of sensitive personal information.

The categories of personal information we may collect are described in Information We Collect above. The categories of sources, purposes for collection and use, and categories of recipients are also described throughout this Privacy Policy.

We do not discriminate against consumers for exercising privacy rights provided by applicable law.

Data Retention

We retain personal information for as long as reasonably necessary for the purposes described in this Privacy Policy, including to:

• Fulfill transactions

• Maintain customer accounts

• Provide support

• Maintain required business, tax, and accounting records

• Prevent fraud and abuse

• Resolve disputes

• Enforce agreements

• Comply with legal obligations

Retention periods vary depending on the type of information, the reason it was collected, and applicable legal requirements.

When information is no longer reasonably necessary, we may delete, anonymize, or otherwise dispose of it in accordance with our data-retention practices.

Information Security

We use reasonable administrative, technical, and organizational safeguards designed to protect personal information against unauthorized access, loss, misuse, alteration, or disclosure.

Transactions and sensitive information transmitted through our website use encrypted connections where supported.

No website, transmission method, or storage system can be guaranteed to be completely secure. Please use caution when sending sensitive information by ordinary email.

Children's Privacy

Aura Baby's website is intended for adults purchasing products or seeking information for themselves or their families. It is not directed to children under 13, and we do not knowingly collect personal information directly from children under 13.

If you believe a child has provided personal information to us without appropriate authorization, please contact us.

International Visitors

Aura Baby and its service providers may process or store personal information in the United States, Canada, or other countries in which our service providers operate.

If you access our services from another country, information may be transferred to jurisdictions whose data-protection laws differ from those where you live.

Where required, we use appropriate safeguards for international transfers.

Third-Party Websites and Services

Our website may contain links to websites, platforms, or services operated by third parties.

Aura Baby is not responsible for the privacy practices of third parties. We encourage you to review their privacy policies before providing personal information.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, services, or legal obligations.

When we make changes, we will update the Last updated date at the top of this page. If required by law, we may provide additional notice of material changes.

Contact Us

Questions about this Privacy Policy or your personal information can be directed to:

Aura Baby Inc.
131 Continental Dr, STE 305
Newark, DE 19713
United States

Customer Care: care@aurababy.com
Phone: 1-800-530-8150

For privacy-related requests, please include enough information for us to understand and respond to your request. Please do not send payment-card information or unnecessary medical information by email.