Privacy Policy

Privacy Policy

Last Updated: June 11, 2026

Diff, LLC d/b/a DIFF Eyewear ("DIFF," "Diff Eyewear," "we," "us," or "our") respects your privacy. This Privacy Policy explains how we collect, use, disclose, retain, and protect personal information when you visit www.diffeyewear.com, make a purchase, create an account, interact with us, participate in our marketing programs, use our services, or otherwise communicate with us.

This Privacy Policy applies to our website, ecommerce store, customer service channels, marketing communications, promotions, loyalty programs, reviews, user-generated content, and related online or offline interactions, unless a different privacy notice is provided at the point of collection.

By using our website or services, you acknowledge that you have read this Privacy Policy. Where required by law, we will ask for your consent before collecting or using certain personal information.

1. Personal Information We Collect

The personal information we collect depends on how you interact with us. We may collect the following categories of personal information:

Contact Information

Name, billing address, shipping address, email address, phone number, and similar contact details.

Account Information

Username, password, account preferences, account history, saved addresses, loyalty or rewards information, and related account details.

Order and Commercial Information

Products purchased, returned, exchanged, reviewed, saved, viewed, or considered; order history; transaction records; payment confirmation information; returns and exchanges; customer support records; promotional activity; and loyalty program activity.

Payment Information

Payment card information and billing details are processed by our payment processors and ecommerce service providers. We do not intentionally store full payment card numbers after payment processing is complete.

Prescription and Health-Related Information

If you purchase prescription eyewear or related products, we may collect eye prescription information, pupillary distance, lens preferences, provider information, and other information needed to fulfill your prescription eyewear order.

Device, Internet, and Network Activity

IP address, device identifiers, browser type, operating system, time zone settings, referring URLs, pages viewed, products viewed, links clicked, search activity, session activity, cart activity, email engagement, advertising interactions, and similar usage data.

Cookies and Similar Technologies

Information collected through cookies, pixels, beacons, tags, SDKs, local storage, and similar technologies. This may include identifiers, browsing activity, device information, and interactions with our website, emails, advertisements, and marketing campaigns.

Geolocation Information

Approximate location derived from IP address or shipping/billing information, and, where enabled by you, more precise device location information.

Demographic Information

Information you voluntarily provide, such as age range, gender, preferences, survey responses, or similar demographic information.

User Content

Reviews, photos, videos, testimonials, social media handles, social media content, survey responses, comments, messages, chat transcripts, customer service communications, and other content you choose to submit to us.

Inferences

Preferences, characteristics, behavior, shopping interests, and other inferences drawn from the information described above.

Sensitive Personal Information

Depending on applicable law, certain information we collect may be considered sensitive personal information, including account login credentials, payment-related information, precise geolocation if enabled, and prescription or health-related information. We use sensitive personal information only as reasonably necessary to provide our products and services, process transactions, protect our business, comply with law, or as otherwise permitted by applicable law.

2. Sources of Personal Information

We collect personal information from the following sources:

Directly from You

For example, when you make a purchase, create an account, contact us, sign up for emails or SMS messages, participate in a promotion, submit a review, complete a survey, provide prescription information, upload content, or communicate with customer service.

Automatically

For example, when you visit our website, interact with our emails, view or click advertisements, use our online tools, or interact with our digital properties.

Service Providers and Business Partners

For example, ecommerce platforms, payment processors, shipping providers, fulfillment partners, customer service providers, marketing platforms, advertising networks, analytics providers, fraud prevention providers, review platforms, loyalty providers, and social media platforms.

Offline Interactions

For example, customer service calls, live chat, chatbot interactions, returns, exchanges, events, retail interactions, or other offline activities.

Public or Third-Party Sources

For example, social media platforms, public profiles, advertising partners, data providers, and other sources where permitted by law.

3. How We Use Personal Information

We may use personal information for the following purposes:

Order Fulfillment and Customer Service

To process orders, verify payment, fulfill purchases, ship products, process returns and exchanges, provide prescription eyewear, manage accounts, provide customer support, respond to inquiries, and communicate with you about transactions.

Website Operation and Improvement

To operate, maintain, personalize, troubleshoot, and improve our website, products, services, checkout experience, customer service, loyalty programs, and business operations.

Marketing and Advertising

To send promotional emails, SMS messages, direct mail, offers, product launches, event notices, loyalty communications, and other marketing communications; to personalize content; to measure campaign performance; and to deliver targeted or interest-based advertising where permitted by law.

Analytics and Business Intelligence

To understand customer behavior, product performance, website performance, marketing effectiveness, traffic patterns, preferences, and trends.

Reviews, User Content, and Social Media

To collect, display, moderate, and promote reviews, testimonials, photographs, videos, social media content, and other content you submit or authorize us to use.

Security and Fraud Prevention

To detect, prevent, investigate, and respond to fraud, security incidents, unauthorized transactions, harmful activity, policy violations, and illegal conduct.

Legal, Compliance, and Business Purposes

To comply with applicable laws, tax and accounting obligations, product safety obligations, consumer protection laws, regulatory requests, law enforcement requests, legal claims, audits, dispute resolution, contract enforcement, and corporate transactions.

Consent-Based Purposes

For any other purpose disclosed to you at the time of collection or for which you provide consent.

4. Legal Bases for Processing EEA, UK, and Swiss Personal Data

If you are located in the European Economic Area, United Kingdom, or Switzerland, we process your personal data only when we have a valid legal basis, including:

Performance of a Contract

To process and fulfill orders, provide products and services, process payments, manage accounts, provide customer support, process returns and exchanges, and communicate with you about your purchases.

Legitimate Interests

To operate and improve our business, prevent fraud, secure our systems, analyze performance, personalize the customer experience, respond to inquiries, maintain business records, and conduct marketing where permitted by law.

Consent

To use certain cookies and similar technologies, send certain marketing communications, process certain prescription or health-related information where required, and engage in other processing where we ask for your consent. You may withdraw consent at any time.

Legal Obligation

To comply with tax, accounting, consumer protection, product safety, legal, regulatory, and law enforcement obligations.

Special Category Data

Where we process eye prescription information or other health-related information that is considered special category data under applicable law, we process it only as needed to provide prescription eyewear and related services, and where required, with your explicit consent or another applicable legal basis.

5. Cookies, Pixels, and Similar Technologies

We and our service providers use cookies, pixels, beacons, tags, local storage, and similar technologies to operate our website, remember preferences, maintain your cart, enable checkout, analyze performance, personalize your experience, prevent fraud, measure marketing campaigns, and deliver or measure advertising.

Some cookies are strictly necessary for website functionality, security, fraud prevention, checkout, cart management, or account access. Other cookies and similar technologies may be used for analytics, personalization, and advertising.

Where required by law, we use non-essential cookies and similar technologies only with your consent. You may accept, reject, or manage cookies through our cookie banner or cookie preference tools, where available. You may also adjust your browser settings to block or delete cookies. If you block or delete cookies, some parts of our website may not work properly.

We may work with third-party analytics and advertising partners, including search engines, social media platforms, advertising networks, analytics providers, and marketing platforms. These partners may collect information about your interactions with our website, emails, advertisements, and other websites or services over time.

6. Email, SMS, Direct Mail, and Marketing Choices

Email Marketing

If you sign up for marketing emails, make a purchase, participate in a promotion, or otherwise provide your email address where marketing is permitted, we may send you promotional emails. You can opt out by clicking the unsubscribe link in our emails or by contacting us.

SMS Marketing

If you provide your mobile phone number and opt in to receive SMS messages, we may send you automated promotional and transactional text messages. Consent to receive marketing SMS messages is not required as a condition of purchase. Message and data rates may apply. You may opt out at any time by replying "STOP" to our messages or following the instructions provided in the message.

Direct Mail

We may send promotional materials by postal mail. We may work with service providers that help us deliver direct mail campaigns, identify mailing audiences, or measure campaign performance. You may opt out of certain direct mail marketing by contacting us.

Targeted Advertising

We may use personal information to provide targeted or interest-based advertising. Depending on where you live, you may have the right to opt out of the sale or sharing of personal information or the use of personal information for targeted advertising. You can exercise these choices by using the "Your Privacy Choices" link on our website, where available, or by contacting us.

7. How We Disclose Personal Information

We may disclose personal information to the following categories of recipients:

Ecommerce, Hosting, and Technology Providers

Companies that help us operate our website, ecommerce store, account systems, data storage, cloud services, security tools, and business systems.

Payment Processors and Fraud Prevention Providers

Companies that process payments, verify transactions, detect fraud, prevent chargebacks, and protect our business and customers.

Shipping, Fulfillment, and Logistics Providers

Companies that fulfill orders, ship products, manage returns, process exchanges, and provide related logistics services.

Customer Service Providers

Companies that help us provide live chat, chatbot support, call center support, email support, customer service tools, and support analytics.

Marketing, Advertising, and Analytics Providers

Companies that help us send email, SMS, direct mail, push notifications, advertisements, loyalty communications, surveys, reviews, analytics, attribution, and marketing measurement.

Social Media and Content Platforms

Platforms that help us display or promote user-generated content, social media content, reviews, testimonials, and advertising.

Professional Advisors

Lawyers, auditors, accountants, insurers, consultants, and other professional advisors.

Law Enforcement, Regulators, and Legal Parties

Government authorities, regulators, courts, law enforcement, or other third parties where we believe disclosure is required or permitted by law, necessary to protect rights or safety, or needed to enforce our agreements.

Corporate Transaction Parties

Parties involved in a merger, acquisition, financing, reorganization, sale of assets, joint venture, bankruptcy, or similar corporate transaction.

With Your Consent

Other parties when you direct us or consent to the disclosure.

8. Shopify, Payment Processing, and Third-Party Services

Our ecommerce store is hosted by Shopify and uses Shopify's ecommerce platform and related services. Shopify and other service providers may process personal information to help us operate our store, process transactions, store data, prevent fraud, and provide ecommerce functionality.

Payment card information is processed by payment processors and payment gateways. These providers are subject to payment card industry standards and maintain their own privacy and security practices.

Certain third-party service providers have their own privacy policies and may process personal information under their own terms. We encourage you to review the privacy policies of any third-party websites, payment providers, applications, or services that you interact with.

9. User Content, Reviews, and Social Media

If you submit a review, testimonial, photograph, video, social media post, comment, survey response, or other content, we may use, display, reproduce, publish, distribute, or promote that content in accordance with any terms presented to you at the time of submission and applicable law.

Please do not submit content that you do not want to be public. Content posted publicly may be visible to other users and may be collected or used by third parties.

10. Customer Service Calls, Chats, and AI Tools

We may record customer service calls, retain chat transcripts, and use live agents, chatbots, or artificial intelligence tools to assist with customer service, quality assurance, training, fraud prevention, order support, and business operations.

If you do not want a chat interaction recorded or stored, please contact us by another available method. Do not submit sensitive information through chat unless it is necessary for your request.

11. Retention of Personal Information

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including to fulfill orders, provide products and services, maintain customer accounts, provide customer support, process returns and exchanges, comply with legal and accounting obligations, resolve disputes, prevent fraud, enforce agreements, and maintain business records.

The specific retention period depends on the type of information, the purpose for which it was collected, legal requirements, operational needs, and whether retention is necessary to protect our rights or the rights of others.

When personal information is no longer needed, we will delete it, de-identify it, aggregate it, or otherwise handle it in accordance with applicable law.

12. Security

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

These measures may include encryption, access controls, secure payment processing, monitoring, and other safeguards. However, no method of transmission over the Internet or method of electronic storage is completely secure, and we cannot guarantee absolute security.

13. Your Account Information

You may access, update, or correct certain account information by logging into your account. You may also contact us to request access, correction, or deletion of personal information, subject to applicable legal exceptions.

If your account is deleted, we may retain certain information as necessary for legal, tax, accounting, fraud prevention, dispute resolution, customer service, security, or other legitimate business purposes.

14. Your Privacy Choices

Depending on where you live, you may have some or all of the following privacy rights:

  • Right to know or access the personal information we collect, use, disclose, sell, or share.
  • Right to receive a copy of personal information in a portable format.
  • Right to correct inaccurate personal information.
  • Right to request deletion of personal information.
  • Right to opt out of the sale or sharing of personal information.
  • Right to opt out of targeted advertising.
  • Right to limit the use or disclosure of sensitive personal information, where applicable.
  • Right to withdraw consent where processing is based on consent.
  • Right not to be discriminated against for exercising privacy rights.
  • Right to appeal a denied privacy request, where applicable.

To exercise your rights, you may contact us at privacy@diffeyewear.com or write to us at:

Diff, LLC
Attn: Privacy Officer
19701 Hamilton Avenue, Suite 260
Torrance, CA 90502
United States

You may also use the "Your Privacy Choices" link on our website, where available.

We may need to verify your identity before responding to your request. We may ask for information such as your name, email address, mailing address, order information, or other information reasonably necessary to verify your identity and process your request. Authorized agents may submit requests on behalf of consumers where permitted by law, but we may require proof of authorization and verification of identity.

15. California Privacy Notice

This section applies to California residents and supplements the rest of this Privacy Policy.

Categories of Personal Information We Collect

In the past 12 months, we may have collected the following categories of personal information:

  • Identifiers, such as name, email address, phone number, billing address, shipping address, IP address, device identifiers, account name, and similar identifiers.
  • Customer records information, such as contact information, payment-related information, order information, and prescription information if you purchase prescription eyewear.
  • Protected classification characteristics, such as age range, gender, marital status, or familial status, if voluntarily provided through surveys, promotions, or similar interactions.
  • Commercial information, such as products purchased, obtained, returned, exchanged, viewed, saved, reviewed, or considered.
  • Internet or other electronic network activity, such as browsing activity, search activity, interactions with our website, email engagement, advertising interactions, and information about how you navigate our services.
  • Geolocation data, such as approximate location derived from IP address or more precise location if enabled by you.
  • Audio, electronic, visual, or similar information, such as customer service recordings, chat transcripts, photos, videos, reviews, or user-generated content.
  • Inferences, such as preferences, characteristics, behavior, interests, and shopping tendencies.
  • Sensitive personal information, such as account login credentials, payment-related information, precise geolocation if enabled, and prescription or health-related information.

Purposes for Collection and Use

We collect and use these categories of personal information for the purposes described in this Privacy Policy, including order fulfillment, customer service, website operation, analytics, marketing, advertising, fraud prevention, security, legal compliance, and business operations.

Categories of Sources

We collect personal information from the sources described in Section 2 above, including directly from you, automatically through our website and technologies, from service providers and business partners, from offline interactions, and from public or third-party sources.

Categories of Third Parties to Whom We Disclose Personal Information

We disclose personal information to the categories of third parties described in Section 7 above, including ecommerce providers, payment processors, shipping and fulfillment providers, customer service providers, marketing and advertising providers, analytics providers, professional advisors, legal authorities, and corporate transaction parties.

Sale or Sharing of Personal Information

We do not sell personal information for money. However, certain disclosures to advertising, analytics, or marketing partners may be considered a "sale," "sharing," or use for "targeted advertising" under some privacy laws.

In the past 12 months, we may have sold or shared the following categories of personal information for advertising or marketing purposes:

  • Identifiers.
  • Internet or other electronic network activity.
  • Commercial information.
  • Geolocation data.
  • Inferences.

We do not knowingly sell or share the personal information of consumers under 16 years of age.

You may opt out of sale or sharing by using the "Your Privacy Choices" link on our website, where available, or by contacting us at privacy@diffeyewear.com.

Sensitive Personal Information

We use sensitive personal information only as reasonably necessary to provide our products and services, process transactions, maintain account security, prevent fraud, comply with law, or for other purposes permitted by applicable law. We do not use prescription or health-related information for targeted advertising.

California Privacy Rights

California residents have the right to:

  • Know what personal information we collect, use, disclose, sell, or share.
  • Access specific pieces of personal information.
  • Request deletion of personal information.
  • Request correction of inaccurate personal information.
  • Opt out of the sale or sharing of personal information.
  • Limit the use and disclosure of sensitive personal information, where applicable.
  • Not be discriminated against for exercising privacy rights.

To exercise these rights, contact us at privacy@diffeyewear.com, use the "Your Privacy Choices" link on our website, where available, or write to us at the mailing address listed above.

Global Privacy Control

Where required by law, we honor browser-based opt-out preference signals, such as Global Privacy Control, in a frictionless manner for the browser or device that sends the signal.

Shine the Light

California residents may request information about our disclosure of certain personal information to third parties for their direct marketing purposes. To make such a request, contact us at privacy@diffeyewear.com with "California Shine the Light Request" in the subject line.

16. Residents of the European Economic Area, United Kingdom, and Switzerland

This section applies to individuals located in the European Economic Area, United Kingdom, or Switzerland.

Controller

Diff, LLC d/b/a DIFF Eyewear is the controller of the personal data described in this Privacy Policy, unless otherwise stated.

Your Rights

Subject to applicable law, you may have the following rights:

  • Access: Request access to the personal data we hold about you.
  • Rectification: Request correction of inaccurate or incomplete personal data.
  • Erasure: Request deletion of your personal data.
  • Restriction: Request that we restrict certain processing of your personal data.
  • Portability: Request a copy of certain personal data in a structured, commonly used, machine-readable format.
  • Objection: Object to certain processing, including processing based on legitimate interests and processing for direct marketing.
  • Withdrawal of Consent: Withdraw consent where processing is based on consent. Withdrawal does not affect processing that occurred before withdrawal.
  • Complaint: Lodge a complaint with a data protection supervisory authority in your country or region.

Where applicable, you may also have rights related to automated decision-making, including profiling, if such processing produces legal or similarly significant effects.

Exercising Your Rights

To exercise your rights, please contact us at privacy@diffeyewear.com or by mail at:

Diff, LLC
Attn: Privacy Officer
19701 Hamilton Avenue, Suite 260
Torrance, CA 90502
United States

We may need to verify your identity before responding to your request. We will respond within the timeframe required by applicable law.

International Transfers

DIFF is based in the United States, and your personal data may be transferred to, stored in, or processed in the United States and other countries outside your country of residence. These countries may not provide the same level of data protection as your home country.

Where required, we use appropriate safeguards for international transfers, such as Standard Contractual Clauses, adequacy decisions, the EU-U.S. Data Privacy Framework where applicable, or other lawful transfer mechanisms.

Automated Decision-Making

We may use automated tools to support fraud prevention, personalization, analytics, marketing measurement, and advertising. We do not use automated decision-making that produces legal or similarly significant effects without providing any rights or notices required by law.

17. International Users

If you access our website or services from outside the United States, your personal information may be transferred to, stored in, or processed in the United States and other countries. By using our website or services, you understand that your information may be processed in countries that may have privacy laws different from those in your country of residence.

18. Children's Privacy

Our website and services are not intended for children under 13 years of age. We do not knowingly collect personal information from children under 13.

If we learn that a child under 13 has provided us with personal information, we will delete that information unless retention is required or permitted by law. If you believe a child has provided us with personal information, please contact us at privacy@diffeyewear.com.

We do not knowingly sell or share personal information of consumers under 16 years of age.

19. Third-Party Links

Our website, emails, advertisements, or social media content may contain links to third-party websites, applications, or services. We are not responsible for the privacy practices, content, or policies of those third parties. We encourage you to review the privacy policies of any third-party websites or services you visit.

20. Do Not Track

Some browsers offer "Do Not Track" signals. Because there is no consistent industry standard for responding to these signals, we do not currently respond to Do Not Track browser signals. Where required by applicable law, we honor legally recognized opt-out preference signals, such as Global Privacy Control.

21. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. Changes will be effective when posted on our website unless otherwise stated. If we make material changes, we will provide notice as required by law, which may include posting a notice on our website, updating the "Last Updated" date, or sending a direct notice where appropriate.

We encourage you to review this Privacy Policy periodically.

22. Contact Us

If you have questions about this Privacy Policy, our privacy practices, or your privacy rights, please contact us at:

Diff, LLC
Attn: Privacy Officer
19701 Hamilton Avenue, Suite 260
Torrance, CA 90502
United States

Email: privacy@diffeyewear.com

Phone: 310-354-5929