Hero Privacy Notice

Last Updated: August 31, 2026
Please see our California Notice at Collection below for a high-level overview of our privacy practices.

This Privacy Policy explains how Hero Labs, Inc. (“Hero,” “we,” or “us”) handles your personal information when you use or make a purchase from our website, https://hero.co/, or any other websites or applications that we own or control and that link to this Privacy Policy (collectively, the “Services”) or when you otherwise interact with us.

Personal information we collect

We collect the following categories of personal information:

Personal information you provide:

• Identity and contact information, such as your first and last name, email address, username and password, billing and shipping addresses, and telephone numbers.
• Payment and transaction information, including your subscription details, account information, mailing address, past purchases, and other transactions. Our third-party payment processors also collect your payment card information and billing information to process your transactions with us.
• Feedback or correspondence, such as information you provide when you contact us with questions, feedback, or otherwise correspond with us online.
• Marketing information, such as your applicable interests, preferences for receiving communications about our Services, and details about how you engage with our communications.

Information we obtain from third parties:

• Account creation/single sign-on. We may use single sign-on ("SSO") to allow a user to authenticate their account through their work email. We will have access to certain information from third parties, such as username, password, name, email address, and profile picture, in accordance with the authorization procedures determined by those third parties.
• Social media information. We maintain pages on social media platforms, such as X, Instagram, and others. When visiting or interacting with our pages on those platforms, the platform provider’s privacy policy will apply to such interactions and their collection, use and processing of personal information. We may also receive information that you or the platform provide us, such as profile information, profile picture, and user ID associated with your social media account, and we will treat such information in accordance with this Privacy Policy.
• Other sources. We obtain personal information from other third parties, such as analytics and marketing partners and publicly available sources, including from partners that help us advertise and market to you and others.

Automatic data collection. We automatically log information when you use the Services, such as the type of computer or mobile device accessing our Services, and interactions over time with our Services. This information includes:

• Your actions on the Services, such as pages or screens viewed (including homes you view), your searches and search criteria on our Services, how long was spent on a page or screen, the URL you entered, browsing history, navigation paths between pages or screens, account and profile settings, information about activity on a page or screen, access times, and duration of access, and whether marketing emails were opened or links within them clicked.
• Device data, such as the computer or mobile device’s operating system type and version, manufacturer and model, browser type, screen resolution, device type (e.g., phone, tablet), IP address, unique identifiers (including identifiers used for advertising purposes), language settings, and general location information (derived from IP address) such as city, state or geographic area.

We and our third-party partners use cookies, pixels, and other similar technologies to collect information automatically. These technologies may store information on your device or in the browser for the purpose of helping you navigate between pages efficiently, remembering your preferences, enabling functionality, and helping us understand user activity and patterns.

How we use personal information

We use personal information for the following purposes:

To operate our Services. We use personal information to provide, operate, maintain, secure and improve our Services. This includes using your personal information to:

• Create, maintain, and administer your account on the Services and manage your subscriptions and transactions.
• Provide the features of the Services you use such as to arrange for shipping and provide you with order confirmations.
• Communicate with you about our Services and provide customer support, including by sending you announcements, updates, security alerts, and support and administrative messages.
• Respond to your requests, questions, and feedback.

To develop and improve the Services. We use personal information to monitor use of our Services, analyze the functioning of our Services, improve the Services, and develop new products and services, including by studying use of our Services. As part of these activities, we may use your information to troubleshoot, address errors and concerns, and confirm that the Services are functioning correctly. We may also create aggregated, de-identified or anonymous data from personal information we collect, which we may use and share for our lawful business purposes, including to analyze and improve the Services, and promote our business.

For marketing and advertising. We and our advertising partners may collect and use your personal information for marketing and advertising purposes, including:

• Interest-based advertising. We engage third-party advertising partners to display ads promoting our Services, including on social media platforms, search engines, and across the web. We use the information we collect to target our ads to you or others that may be interested. For example, if you visit our Services, we may retarget ads to you on social media based on your use of the Services, and we may work with social media platforms and other advertising partners to serve ads to other individuals that may be interested in our Services. To understand your choices, including your options to opt out, please see the “Your Privacy Rights and Choices” section below.
• Direct marketing. We may send you direct marketing communications as permitted by law, including by email. You may opt-out of our marketing communications as described in the “Opt-out of marketing communications” section below.

Compliance and protection, including to comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas or requests from government authorities; to protect our, your or others’ rights, privacy, safety, or property (including by making and defending legal claims), including by monitoring the safety and integrity of content on the Services; to audit our internal processes for compliance with legal and contractual requirements and internal policies; and prevent, identify, investigate and deter fraudulent, harmful, unauthorized, unethical or illegal activity, including cyberattacks, identity theft, and illicit uses of the Services.

How we share personal information

Shopify. We use Shopify to power our online store. You can read more about how Shopify uses your Personal Information here: https://www.shopify.com/legal/privacy.

Service providers. We share personal information with service providers that help us operate the Services, such as hosting services, cloud services, information technology services, email communication software and email newsletter services, advertising and marketing services, payment processors, AI services, shipping partners, customer relationship management and customer support services, and web analytics services.

Advertising partners. We share information with third parties, such as advertising companies, social media providers, search engines, data providers and other business partners, for transactional purposes, interest-based advertising, and other marketing purposes, including to promote their products or services. These third parties may use the information we share to develop and improve their services, including to improve their ability to target ads on our and their other clients’ behalf. To learn about your choices, please see the “Your Privacy Rights and Choices” section below.

Professional advisors. We may disclose personal information to professional advisors, such as lawyers, bankers, auditors and insurers, where necessary in the course of the professional services that they render to us.

For compliance, fraud prevention and safety. We may share personal information for the compliance, fraud prevention, and safety purposes described above.

Business transfers. We may sell, transfer or otherwise share some or all of our business or assets, including personal information, in connection with a business transaction (or potential business transaction) such as a corporate divestiture, merger, consolidation, acquisition, reorganization or sale of assets, or in the event of bankruptcy or dissolution.

Your privacy rights and choices

Access or update account information. Users who have registered for an account with us may review and update certain personal information in their account profile by logging into the account.

Opt out of marketing communications. Recipients of marketing emails may opt out of marketing-related emails by following the opt-out or unsubscribe instructions at the bottom of the email or by contacting us as provided below. Even if you opt out, you will continue to receive service-related and other non-marketing emails.

SMS Text Communications. You may opt-out of receiving promotional SMS text messages at any time. Please note that unsubscribing from promotional SMS text messages will not prevent you from receiving SMS texts from Hero directly relating to purchase or service communications such as account verification information. To unsubscribe from promotional SMS texts, email hello@hero.co and provide your phone number and opt-out preference or reply STOP to one of our commercial text messages. For more information, see our Terms of Service, https://www.hero.co/terms.

Personal Information requests. Depending on your location and the nature of your interactions with our Services, you may request the following in relation to your personal information:

• Information about how we have collected and used personal information. We have made this information available to you without having to request it by including it in this Privacy Policy.
• Access to a copy of the personal information that we have collected about you. Where applicable, we will provide the information in a portable, machine-readable, readily usable format.
• Correction of personal information that is inaccurate or out of date.
• Deletion of personal information that we no longer need to provide our Services or for other lawful purposes.
• Opt out of interest-based advertising. We may share personal information with advertising partners, including through the use cookies and other similar technologies on our Site, to help us advertise our Services on other websites or services you visit. Where this qualifies as “selling” or “sharing” personal information, or “targeted advertising,” under applicable law, you can opt out by clicking the “Your Privacy Choices” link in the footer of our Site. In some U.S. states, such as in California, Colorado and Connecticut, you may also have the ability to opt out by enabling the Global Privacy Control setting within the browser that you use to access our Services. Learn more at the Global Privacy Control website. Please note that your opt out will be specific to the device and browser you use when you opt out.

To make a request, please email us or write to us as provided in the “How To Contact Us” section below. We may ask for specific information from you to help us confirm your identity. Depending on where you reside, you may be entitled to empower an authorized agent to submit requests on your behalf. We will require authorized agents to confirm their identity and authority, in accordance with applicable laws. You are entitled to exercise the rights described above free from discrimination.

Limits on your privacy rights and choices. In some instances, your choices may be limited, such as where fulfilling your request would impair the rights of others, our ability to provide a service you have requested, or our ability to comply with our legal obligations and enforce our legal rights. If you are not satisfied with how we address your request, you may submit a complaint by contacting us as provided in the “How To Contact Us” section below.

Do Not Track. Some Internet browsers may be configured to send “Do Not Track” signals to the online services that you visit. We currently do not respond to "Do Not Track" signals. To find out more about "Do Not Track," please visit http://www.allaboutdnt.com.

Security practices
We use organizational, technical and administrative measures designed to protect against unauthorized access, misuse, loss, disclosure, alteration and destruction of personal information we maintain. Unfortunately, data transmission over the Internet cannot be guaranteed as completely secure. Therefore, while we strive to protect personal information, we cannot guarantee its security.

Children
The Services are not directed to children, and you must be over 18 years old to use our Services. If we learn that we have collected personal information from a child without the consent of the child’s parent or guardian as required by law, we will delete it.

Third party websites
Our Site may include links to or redirect you to third-party websites, plug-ins and applications, including social media services where you may connect with us. Third-party websites may also reference or link to our websites and online service. Except where we post, link to or expressly adopt or refer to this Privacy Policy, this Privacy Policy does not apply to, and we are not responsible for, any personal information practices of third-party websites and online service or the practices of other third parties. To learn about the personal information practices of third parties, please visit their respective privacy notices or policies.

Data retention
We retain personal information for as long as necessary to fulfill the purposes for which we collected it, including for the purposes of satisfying any legal, accounting, or reporting requirements, to establish or defend legal claims, or for fraud prevention purposes.

To determine the appropriate retention period for personal information, we consider the amount, nature, and sensitivity of the personal information, the potential risk of harm from unauthorized use or disclosure of your personal information, the purposes for which we process your personal information and whether we can achieve those purposes through other means, and the applicable legal requirements.

Changes to this Privacy Policy
We reserve the right to modify this Privacy Policy at any time. If we make material changes to this Privacy Policy, we will notify you by updating the date of this Privacy Policy and posting it on the website. If you are a registered user, we will notify you using the email address you gave us when you signed up if we make material changes made to the Privacy Policy.

How to contact us

Please direct any questions or comments about this Privacy Policy to: hello@hero.co.

You can also contact us at: 548 Market St, Unit 79555
San Francisco CA 94104-5401,
United States

CALIFORNIA NOTICE AT COLLECTION

Here is a high-level snapshot of our privacy practices, but you need to read the entire Privacy Policy for complete information.

*As described further in our Privacy Policy, we also may disclose personal information to professional advisors, authorities and others for legal and compliance purposes, and to business transferees in the context of an acquisition or the sale of our business or another corporate transaction.