Privacy policy

Last updated: October 30, 2026

Latched Mama, LLC ("Latched Mama," "we," "us," or "our") respects your privacy. This Privacy Policy explains how we collect, use, share and protect personal information when you visit or use latchedmama.com and its related pages, subdomains and services (the "Site"), buy our products, contact us, or interact with us on social media.

1) Information We Collect

"Personal information" means information that identifies, relates to, or could reasonably be linked to you or your household. It does not include aggregated or de-identified information.

We may collect:

A. Identifiers and contact information: name, shipping and billing address, email address, phone number, and account login details if you create an account.

B. Profile information you choose to share: size, fit and style preferences, and optional details such as a due date or birthday, or whether you are expecting, breastfeeding or postpartum. We don't use details about pregnancy or breastfeeding for advertising on other sites or apps, and we don't sell them.

C. Commercial information: products you buy, return, exchange or look at; order and customer service history; gift cards, discount codes, and your email and text message preferences.

D. Payment information: payments are handled by our payment processors. We generally receive only limited details, such as card type, the last four digits, billing address and fraud-prevention signals.

E. Internet and device activity: IP address; browser, device and operating system; approximate location based on your IP address; pages viewed, clicks, scrolling, referring sites and other activity on the Site.

F. Communications: emails, messages, support requests, chat conversations and other communications with us.

G. Reviews and content you post: product reviews, photos and comments you submit.

H. Inferences drawn from the information above, such as your preferences, to personalize your experience.

2) Where We Get Information

Directly from you, when you browse, place an order, create an account, sign up for email or texts, enter a promotion, write a review, or contact us.
Automatically, through cookies, pixels, tags, log files and similar technologies when you use the Site.
From third parties, such as our service providers (payments, shipping, returns, analytics, email and text messaging), affiliate partners, and advertising platforms and social networks, subject to your settings with them.

3) How We Use Information

To run the Site, including checkout, order fulfillment and shipping
To create and manage your account
To process payments, returns, exchanges, refunds and store credit
To provide customer support and answer your questions
To send transactional messages, such as order confirmations and shipping updates
To send marketing emails and texts if you sign up for them
To show you advertising and measure how our marketing performs
To personalize content and product recommendations
To improve our products, plan inventory and improve the Site, including by testing different versions of it
To prevent fraud, keep our services secure, and enforce our terms
To comply with the law and protect our rights and the rights of others

4) How We Share Information

A. Service providers. We share information with companies that work on our behalf, such as our online store platform, payment processors, our fulfillment warehouse and shipping carriers, our returns and exchanges service, email and text messaging, customer support and chat, product reviews, affiliate program management, website hosting, analytics, and data analysis tools (including AI-based tools). They may use personal information only to provide their services to us.

B. Advertising and marketing partners. We share information such as device identifiers, browsing activity and purchase events with advertising partners (for example Meta, Google and other advertising and social media platforms) to show ads and measure their performance. Depending on where you live, some of this may be considered a "sale," "sharing," or "targeted advertising" under privacy laws. See "Your Privacy Rights" below.

C. Shopify and payment providers. Our store runs on Shopify, which processes personal information on our behalf. We also use Shopify features that combine information about your activity on our store with information from other Shopify stores and Shopify's own services, to improve products, ad targeting and personalization (for example Shopify Audiences). For those features, Shopify is responsible for that information and handles it under its Consumer Privacy Policy (https://www.shopify.com/legal/privacy/consumers); you can make requests about it to Shopify at https://privacy.shopify.com/en. Payment providers such as PayPal, Shop Pay, Apple Pay and Google Pay process payments under their own privacy terms.

D. Affiliates and creators. If you arrive through an affiliate or creator link, we share order details with our affiliate program so the referrer can be credited.

E. Legal and safety. We may share information to comply with the law or legal process, respond to lawful requests, protect our rights and safety, and investigate fraud or security issues.

F. Business transfers. If Latched Mama is involved in a merger, acquisition, financing, reorganization, bankruptcy or sale of assets, personal information may be transferred as part of that transaction.

5) Your Account

You can update some information by signing in to your account. To ask us to delete or change other information, contact us as described in "Your Privacy Rights."

6) Reviews, Social Media and Content You Share

Reviews, photos and comments you post publicly can be seen by others. The Site includes social media features; social platforms may collect information about your visit, and your use of them is governed by their privacy policies.

7) Links to Other Sites

The Site links to websites we don't control. We aren't responsible for their privacy practices, so please review their policies before sharing information with them.

8) Email and Text Messages

Email: if you sign up for marketing emails, you can unsubscribe at any time with the link in any email.

Text messages: if you sign up for marketing texts, message frequency varies and message and data rates may apply. Reply STOP to opt out or HELP for help. You don't have to agree to texts to make a purchase. We do not share your mobile number or text message opt-in information with third parties or affiliates for their own marketing purposes. Text message opt-in data and consent are not shared with any third parties, except service providers that deliver our messages.

9) Cookies, Pixels and Similar Technologies

We use cookies, pixels, tags and similar technologies on latchedmama.com and our blog (blog.latchedmama.com) for:

Essential functions, such as the cart, checkout and security
Preferences, such as remembered settings
Analytics, to understand how the Site is used and improve it (for example Shopify Analytics and Google Analytics), including heatmap and session recording tools that show how visitors move through and use our pages
Advertising, to measure our ads and show Latched Mama ads on other sites and apps, including to people who have visited our sites (for example Meta, Google and other advertising and social media platforms)
Email marketing, to connect site activity such as viewed products or a started checkout to our emails and texts (through our email and text messaging provider)
Attribution, to understand which ads, emails and affiliate links led to a visit or order (through our attribution service)

Third parties, including Meta, Google and TikTok, may use cookies, pixels and similar technologies to collect or receive information from our sites and elsewhere on the internet, and use it to provide measurement services and to target ads. Some of this information goes from your browser directly to these companies. Some of it goes first to a service provider we use for tracking, which sends it on from its servers. When you sign up for our emails or place an order, we may send your email address or phone number to advertising platforms in a hashed (scrambled) form so they can match the visit or order to an ad you saw.

On our blog, we use your IP address to estimate your country, using an IP geolocation database. Analytics and advertising tools on the blog run only for visitors in the United States. Advertising tags on the blog receive the address of the page you are reading, but we don't send them article titles, categories or the words you search for, and we don't build advertising audiences around health topics.

Your choices:

Global Privacy Control: if your browser sends a Global Privacy Control (GPC) signal, wherever you live, we treat it as a request to opt out of the sale or sharing of your personal information and targeted advertising for that browser. We then turn off advertising tags for that browser on latchedmama.com and our blog. On latchedmama.com, Google's tag may still send Google a basic signal with no advertising cookies, which isn't used to personalize ads. Analytics and attribution continue.
Your Privacy Choices page: depending on the state you live in, you can also opt out on our Your Privacy Choices page (https://latchedmama.com/pages/data-sharing-opt-out). It works the same way, for the browser you use, on latchedmama.com and our blog. Your choice there is stored in a cookie, so set it again if you clear cookies or use another browser or device.
Cookie banner: visitors to our store from some regions, including the European Economic Area and the United Kingdom, see a cookie banner, and analytics and advertising cookies there wait for your choice.
Industry opt-outs: you can limit interest-based ads from many companies through the Digital Advertising Alliance (https://optout.aboutads.info), the Network Advertising Initiative (https://thenai.org/how-to-opt-out/) and, in Europe, Your Online Choices (https://www.youronlinechoices.eu). For Google, use My Ad Center (https://myadcenter.google.com) or the Google Analytics opt-out browser add-on (https://tools.google.com/dlpage/gaoptout).
Browser settings: you can also block or delete cookies in your browser. Turning off some cookies may affect how the Site works.

Do Not Track: we don't respond to browser "Do Not Track" signals. Global Privacy Control is described above.

10) How Long We Keep Information

We keep personal information as long as reasonably needed to provide our services, complete transactions, keep business records, meet legal obligations, resolve disputes and enforce our agreements. How long depends on the type of information and why we collected it.

11) Security

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

12) Children

The Site is not directed to children under 16, and we do not knowingly collect personal information from children under 16. If you believe a child has given us personal information, please contact us so we can delete it.

13) Notice of Financial Incentives

We sometimes offer discounts or promotions for signing up for marketing emails or texts. Taking part is voluntary, and you can opt out at any time by unsubscribing or replying STOP. The value of an offer is reasonably related to the value of the marketing relationship to us.

14) Your Privacy Rights

Depending on where you live, you may have the right to:

Know and access the personal information we have about you
Correct inaccurate personal information
Delete your personal information
Get a copy of your personal information in a portable format
Opt out of targeted advertising, the "sale" or "sharing" of your personal information, and profiling that produces legal or similarly significant effects

To opt out of targeted advertising and the "sale" or "sharing" of your personal information, turn on Global Privacy Control in your browser (see section 9). Depending on the state you live in, you can also use our Your Privacy Choices page (https://latchedmama.com/pages/data-sharing-opt-out). For your other rights, contact us as described below. We won't treat you differently for using any of these rights.

Virginia residents (Virginia Consumer Data Protection Act) have the rights listed above. California residents (CCPA/CPRA) have the right to know, delete, correct, and opt out of the sale or sharing of personal information for cross-context behavioral advertising, and won't be treated differently for using these rights. Residents of other states with privacy laws may have similar rights.

To make a request, email support@latchedmama.com with "Privacy Request" in the subject line, or call (844) 500-1325. We may need to verify your identity before we act on your request. You may use an authorized agent to make a request for you. If we deny your request, you can appeal by replying to our decision with "Appeal" in the subject line. If you aren't satisfied with the result of an appeal, you can contact your state attorney general; Virginia residents can use https://www.oag.state.va.us/consumercomplaintform/form/start.

If you live in the European Economic Area or the United Kingdom, you may have rights to access, correct, delete or move your personal information, to object to or restrict certain processing, and to withdraw consent. You can also complain to your local data protection authority.

15) Visitors Outside the United States

We're based in Virginia and ship worldwide. If you use the Site or order from outside the United States, your information will be processed and stored in the United States and in other countries where our service providers operate. When we transfer personal information out of the European Economic Area or the United Kingdom, we rely on recognized safeguards such as the European Commission's Standard Contractual Clauses.