Privacy Policy
Last Updated: September 14, 2026
The Shade (“The Shade,” “we,” “us,” or “our”) respects your privacy. This Privacy Policy explains what information we collect through theshadetechnique.com (the “Shade Site”) and in connection with our services (the “Shade Services”), how we use it, who we share it with, and the choices available to you.
The Shade is operated and franchised by The Shade NYC Soho LLC and The Shade Franchising Group LLC. This Privacy Policy applies to all Shade studios, including those operated by franchisees.
By using the Shade Site or the Shade Services, you agree to this Privacy Policy. If you do not agree, please do not use the Shade Site or provide us with personal information.
1. Information You Provide to Us
We collect information you give us directly, including when you book an appointment, purchase a service or product, complete an intake or consent form, subscribe to communications, respond to a survey, or contact us. This may include:
- Your name, email address, postal address, telephone number and date of birth;
- Gender, where you choose to provide it;
- Payment information, which is collected and stored by our payment processor and not by us;
- Appointment and purchase history;
- Information you choose to provide about allergies, sensitivities, medications, and conditions relevant to the safe performance of our services, including conditions affecting your nails, skin, circulation or lymphatic system.
Information about your health, allergies, sensitivities and conditions receives separate and stricter treatment throughout this policy. See Section 7.
2. Information We Collect Automatically
When you visit the Shade Site, we and our partners automatically collect certain information through cookies, pixels, tags and similar technologies, including IP address, browser and device type, operating system, device and cookie identifiers, advertising identifiers, the pages you view and links you click, and the site or advertisement that referred you. We also infer general location from IP address.
Section 4 describes these technologies, who receives the information, and how to opt out.
We also receive information about you from third parties, including our booking and scheduling providers, our payment processor, and advertising platforms.
3. Categories of Information and How We Share Them
This table summarizes the categories of personal information we collect and whether each category may be shared for advertising purposes or with The Tox, as described in Sections 4 and 5.
| Category | Examples | Shared for advertising or with The Tox? |
|---|---|---|
| Identifiers | Name, email address, postal address, telephone number, IP address, cookie and device identifiers | Yes, with your consent |
| Commercial information | Purchase history, visit recency and frequency, spending range | Yes, at summary level only — never the specific service purchased |
| Internet and network activity | Pages viewed, interactions with the Shade Site, advertising engagement | Yes, with your consent |
| Inferences | Marketing audience segments, inferred interests and preferences | Yes, with your consent |
| Characteristics | Gender, date of birth | No |
| Geolocation | General location inferred from IP address | No — we do not share precise location |
| Sensitive personal information | Allergies, sensitivities, medications, and conditions affecting nails, skin, circulation or the lymphatic system | Not shared, and never used for advertising |
| Financial information | Payment card and account details | Not shared — held by our payment processor |
| SMS consent data | Mobile number opt-in records and consent | Not shared with anyone |
We also disclose personal information to service providers who perform functions on our behalf, as described in Section 6, and where required by law, as described in Section 8.
4. Cookies, Pixels and Advertising Technologies
The Shade Site uses cookies, pixels, tags and similar technologies provided by analytics and advertising partners, including Meta Platforms, Inc. (Facebook and Instagram) and Google LLC. These technologies collect online identifiers — such as cookie identifiers, device identifiers, advertising identifiers and IP address — together with information about how you navigate and interact with the Shade Site, and transmit that information to those partners.
We use these technologies to measure and improve the performance of the Shade Site, understand which advertising and referral sources bring visitors to us, build and measure advertising audiences, and deliver advertising for The Shade and for our affiliated brand The Tox to you and to audiences that resemble you, on third-party platforms including social media.
Where you have consented, we may make these online identifiers and audience segments available to The Tox so that The Tox may advertise to you on those platforms. See Section 5.
Under California law, this activity constitutes “sharing” of personal information for cross-context behavioral advertising. Under the laws of certain other states it may constitute a “sale” of personal information. We do not receive money in exchange for your personal information. You may opt out at any time — see Section 10.
Analytics
We use Google Analytics to understand how visitors use the Shade Site, including pages visited and frequency of visits. Google’s use of this information is governed by the Google Analytics Terms of Use and the Google Privacy Policy. You may prevent Google Analytics collection by disabling cookies in your browser or by installing Google’s opt-out browser add-on.
Managing cookies
You may disable cookies through your browser settings, though doing so may limit the functionality of the Shade Site. We do not respond to legacy Do Not Track browser signals, for which no common standard exists.
5. Affiliated Brands — The Tox
The Shade NYC Soho LLC and The Shade Franchising Group LLC are affiliated, through common ownership and control, with The Tox Holdings Corporation, which operates and franchises The Tox, a lymphatic body sculpting studio concept, and with Yeager Brands Inc. In this Privacy Policy, “The Tox” means The Tox Holdings Corporation and any affiliated or successor entity that operates or franchises The Tox brand. These are separate legal entities from the entities that operate The Shade.
Where you have given your consent, we may share certain information with The Tox so that both brands can present you with relevant offers, measure advertising performance, and operate shared marketing programs.
What we share with The Tox
- Your name, email address and postal address;
- Online identifiers, including cookie identifiers, device identifiers, advertising identifiers and IP address;
- Information about your interaction with the Shade Site collected through cookies, pixels and tags;
- Marketing audience and interest segments; and
- Summary-level purchase history, such as spending range and visit recency.
What we never share with The Tox
- Information about allergies, sensitivities, medications or health conditions, the specific services you select, and your responses on intake or consent forms;
- Text message opt-in data and SMS consent;
- Payment card or financial account information;
- Precise location information;
- Any information relating to a client we know or reasonably believe to be under 16 years of age.
The Tox’s use of information shared with it is governed by The Tox’s own privacy policy, available at thetoxtechnique.com/privacy-policy. You may withdraw your consent to this sharing at any time — see Section 10. Consent to this sharing is not a condition of purchase or of receiving any Shade Service.
6. Service Providers
We share personal information with service providers who perform functions on our behalf, including appointment scheduling, payment processing, email and customer communications, analytics, marketing automation, and information technology support. These service providers are contractually restricted to using personal information solely to provide services to us and may not use it for their own purposes.
7. Health, Allergy and Condition Information
In connection with the Shade Services you may voluntarily provide information about allergies, sensitivities, medications, or conditions affecting your nails, skin, circulation or lymphatic system. This is particularly relevant to our red light therapy and lymphatic treatments. We treat this information as sensitive personal information.
- We use it only to deliver the Shade Services safely and to support the day-to-day operation and management of our business.
- We do not use it for advertising or marketing purposes.
- We do not share it with The Tox, with advertising partners, or with analytics providers.
- Any other disclosure or use requires your specific written authorization, which you may revoke in writing at any time. Revocation does not undo any use or disclosure that already occurred.
Residents of Washington, Nevada and other states with consumer health data laws have additional rights. See Section 11.
8. Other Disclosures
We may disclose personal information where required by law, court order or legal process; to enforce our Terms and Conditions; to protect the rights, property or safety of The Shade, our clients or the public; and in connection with a merger, acquisition, financing or sale of assets, in which case we will require the recipient to honor this Privacy Policy or provide notice of any material change.
9. Text Messaging and SMS Communications
If you provide your mobile telephone number and opt in, we may send transactional, informational or marketing messages about appointments, services, promotions and account activity. Message frequency varies. Message and data rates may apply.
Consent to receive text messages is not a condition of purchase. You may opt out at any time by replying STOP to any message, or reply HELP for assistance.
Text messaging originator opt-in data and consent are not shared with any third party, including The Tox, for any purpose.
10. Your Privacy Choices
You may opt out of the sharing of your personal information for cross-context behavioral advertising, and withdraw your consent to sharing with The Tox, at any time by:
- Emailing Hello@TheShadeTechnique.com; or
- Calling (929) 334-9969.
You may unsubscribe from marketing email at any time using the link in any message. Opting out of marketing does not stop transactional messages about your appointments or purchases.
11. State Privacy Rights
California
California residents have the right to know what personal information we collect and how we use and disclose it; to access and receive a copy of that information; to correct inaccurate information; to request deletion; to opt out of the sale or sharing of personal information; and to limit the use and disclosure of sensitive personal information.
The categories of personal information we may share for cross-context behavioral advertising are identifiers, commercial information, internet and network activity, and inferences. We may share these with advertising partners and with The Tox. We do not sell or share the personal information of consumers we know or reasonably believe to be under 16 years of age.
Requests may be submitted by emailing Hello@TheShadeTechnique.com or calling (929) 334-9969. We will verify your identity before responding. Requests may be limited to two per twelve-month period as permitted by law. We do not discriminate against anyone for exercising privacy rights.
Other states
Residents of Colorado, Connecticut, Virginia, Texas, Oregon, Montana and other states with comprehensive privacy laws have rights to access, correct, delete and obtain a portable copy of personal information, and to opt out of targeted advertising, the sale of personal information, and certain profiling. Use the methods in Section 10 to exercise these rights.
Appeals. If we decline a request, you may appeal by emailing Hello@TheShadeTechnique.com with “Privacy Appeal” in the subject line. We will respond within the period required by your state’s law and, if we deny the appeal, will tell you how to contact your state attorney general.
Consumer health data
Residents of Washington, Nevada and other states with consumer health data laws have the right to confirm whether we collect, share or sell consumer health data about them, to access that data and a list of recipients, to withdraw consent to collection and sharing, and to request deletion. We do not sell consumer health data. Contact us using the methods in Section 10.
12. Data Security
We use commercially reasonable physical, technical and administrative safeguards to protect personal information, and data transmitted through the Shade Site is encrypted in transit. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.
13. Data Retention
We retain personal information for as long as reasonably necessary to provide the Shade Services, to comply with our legal and record-keeping obligations, and to resolve disputes. Marketing information is retained until you opt out or your record becomes inactive.
14. Storage and Processing
All information is stored and processed in the United States. By using the Shade Site and the Shade Services you consent to the storage and processing of your information in the United States.
15. Children’s Privacy
Clients under 18 may receive Shade Services with the consent and supervision of a parent or legal guardian. We do not knowingly collect personal information online from anyone under 13. We do not knowingly sell or share the personal information of anyone under 16, and records belonging to clients under 16 are excluded from all cross-brand marketing audiences.
16. Links to Other Websites
The Shade Site may link to third-party websites, including our franchising site. We are not responsible for the privacy practices or content of those sites. This Privacy Policy applies only to information collected by The Shade.
17. Changes to This Policy
We may update this Privacy Policy from time to time. We will post the updated policy on the Shade Site and revise the “Last Updated” date above. If we make a material change to how we use or share personal information we have already collected, we will provide notice and, where required, obtain your consent before applying the change to that information.
18. Contact Us
If you have questions about this Privacy Policy or wish to exercise any right described in it:
Email
Hello@TheShadeTechnique.com
Telephone
(929) 334-9969
Mailing Address
The Shade
601 21st Street, Suite 300
Vero Beach, Florida 32960