Privacy policy

Last updated: November 14, 2025

MammyHug (operated by YELLOW 79972 LLC) runs this online store and website (the “Services”). We use Shopify to power our store.
This Privacy Policy explains what personal information we collect, how we use it, with whom we share it, and your rights and choices.

If this Privacy Policy conflicts with our Terms of Service, this Policy controls for matters relating to personal information.

1. Who We Are (Controller)

YELLOW 79972 LLC (d/b/a “MammyHug”) is the data controller for information collected via the Services.

Contact: hello@mammyhug.com

Address: 3500 W Hallandale Beach Blvd, STE 150, Hollywood, FL 33023, USA

2. Personal Information We Collect

We collect information that identifies or can reasonably be linked to you. The types of information depend on how you interact with us and on local law:

Contact details

Name, email, phone number, shipping/billing address.

Account details

Order & transaction data

Items viewed, added to cart, purchased, returned or exchanged.
Order numbers, totals, currency, timestamps.

Payment information

Payment method, masked card data or payment token, authorization results.
We do not store full card numbers.

Communications

Content of emails, contact forms, customer support messages, and review submissions.

Device & usage information

IP address, device/browser type, operating system, language, referral pages, pages visited, timestamps, approximate location (derived from IP), clickstream and interaction logs.

Analytics & session insights

Behavioral metrics such as scroll depth, clicks, navigation flow, and session recordings collected via Microsoft Clarity, which automatically masks sensitive content.

Inferences

Preferences or interests derived from your activity (e.g., preferred styles or sizes).

We do not intentionally collect sensitive information such as health data.

3. Sources of Information

We collect personal information from:

Direct interactions

Browsing the site, creating an account, placing an order, contacting support, posting reviews.

Automated technologies

Cookies, pixels, tags, analytics tools, Clarity session insights.

Service providers

Payment processors, hosting, analytics, fulfilment, shipping, and review platforms.

Advertising & analytics partners

Where permitted by local laws and/or consent.

Public sources

Where you publish reviews or social content related to our brand (UGC).

4. How We Use Personal Information (Purposes)

We use personal information to:

Operate the Services

Process orders, payments, shipping, returns, and exchanges.

Maintain your account

Authenticate users, store preferences, provide support.

Improve & personalize the store

Measure performance, debug issues, understand browsing behavior, recommend products.

Analytics

Analyze site traffic, conversions, patterns, and performance (including via Clarity).

Marketing & advertising

Send marketing emails (where permitted), show relevant ads, conduct remarketing, measure campaign performance.

You can opt out at any time (see Your Rights & Choices).

Security & fraud prevention

Monitor for suspicious activity, prevent unauthorized transactions, protect users.

Legal & compliance

Tax, accounting, legal requests, dispute resolution, enforcement of Terms.

Legal Bases (EU/UK only)

Where GDPR/UK GDPR applies, we rely on:

Contract — to fulfill your order or provide the Services.
Legitimate interests — to secure and improve the Services, prevent fraud, market similar products to existing customers.
Consent — for non-essential cookies and marketing emails where required.
Legal obligation — tax, accounting, consumer protection.

5. How We Disclose Information

We share personal information with:

Shopify

To operate the store, process payments, support analytics and security.

Payment processors

Shopify Payments, PayPal, and others used in your region.

Fulfillment & logistics partners

Warehouse and shipping providers in Ukraine and Florida, USA.
Carriers receive your name, address, phone/email for delivery updates.

Customer communications services

Email and messaging providers to send order updates, support responses, and transactional communications.

Analytics & advertising partners

Google Analytics, Google Ads, Meta, Pinterest, Microsoft Clarity, and others — only where permitted by law or consent.

Review platforms

If you post reviews, your display name, rating, and review text may appear publicly.

Professional advisors & authorities

Lawyers, accountants, auditors, law enforcement, and regulators as required.

Business transfers

If we reorganize, merge, or sell assets, personal information may be transferred accordingly.

We do not sell personal information for money.
Where advertising/analytics data flows are defined as “selling” or “sharing,” you may opt out (see Your Rights & Choices).

6. International Transfers

We may transfer and process your information outside your country, including in the USA and Ukraine.
Where GDPR/UK GDPR applies, we use legally recognized safeguards such as Standard Contractual Clauses.

7. Security

We use reasonable administrative, technical, and physical safeguards to protect personal information.
However, no method of storage or transmission is completely secure.

8. Retention

We retain personal information as long as necessary to:

operate the store
maintain your account
comply with legal obligations (tax, accounting)
resolve disputes
enforce Terms

When data is no longer needed, we delete it or anonymize it.

9. Your Rights & Choices

Depending on your location, you may have the right to:

Access/know the data we hold
Delete your personal information
Correct inaccurate data
Request portability
Object or restrict certain processing
Withdraw consent
Opt out of targeted advertising / “sale” or “sharing” of data

We honor Global Privacy Control (GPC) signals where required.

Marketing emails

Click the “unsubscribe” link in any email.
We may still send transactional emails (order updates, legal notices).

You can exercise your rights by contacting us at hello@mammyhug.com

We may request verification of your identity.

10. Children’s Data

Our Services are not intended for children.
We do not knowingly collect personal information from individuals under the age of majority in their jurisdiction.
If you believe a child has provided information, contact us to request deletion.

11. Third-Party Sites & Social Features

Our Services may contain links or embedded features from third-party sites.
Your interactions with those services are governed by their own policies.

12. Changes to This Policy

We may update this Privacy Policy from time to time.
We will post the updated version with a new “Last updated” date.

13. Contact Us

For questions or privacy requests:

Email: hello@mammyhug.com

Address: 3500 W Hallandale Beach Blvd, STE 150, Hollywood, FL 33023, USA