Last Updated: 3 April 2025
 

MKG Enterprises AB, doing business as Second Bloom, and its affiliates (“Second Bloom,” “we,” “us,” or “our”), respects your privacy and is committed to protecting your personal information. This Privacy Policy describes the types of information we collect, how we use and disclose it, the rights you may have, and how to contact us with questions.

This Privacy Policy (together with our Terms of Service and other applicable policies) applies to all personal information collected on our website, trysecondbloom.com (the “Site”), as well as other Internet-based offerings, customer communications, and online interactions managed by Second Bloom. Unless otherwise stated, this Policy does not cover information collected by third-party retail locations or unaffiliated companies.

By visiting our Site or providing us with your personal information, you acknowledge and consent to the practices outlined in this Privacy Policy. If you do not agree, you should refrain from using our Site or submitting personal information.

1. Information We Collect

We collect personal information in order to provide our services, fulfill orders, improve your customer experience, and comply with legal obligations. The types of personal information we may collect include:

We may collect contact details and personal identifiers, such as your full name, billing and shipping address, email address, telephone number, and account login credentials. In addition, we may collect demographic information, including your age and gender, when voluntarily provided to us.

When you purchase from Second Bloom, we collect commercial and transactional information, such as details of products purchased, returned, or considered, order history, and related customer communications. We also collect payment details, including payment method and card information (number, expiration date, billing address), processed securely through third-party providers.

Automatically, we may collect device and technical information, including IP address, browser type and version, operating system, geolocation approximations, clickstream data, time spent on pages, and interactions with the Site. This helps us understand usage patterns and improve the functionality of the Site.

You may also provide user-generated content, such as customer service inquiries, product reviews, survey responses, or photos you choose to submit. From time to time, we may collect wellness-related information, such as self-reported lifestyle and wellness preferences or concerns if you voluntarily share them through surveys or quizzes. While we may use this information to improve our services and product recommendations, we do not collect or maintain medical records.

Finally, we may generate inferences about your preferences or interests based on the information we collect, for purposes of product recommendations, advertising, and analytics.

For business partners, vendors, or contractors, we may also collect professional information, contact details, and financial account data where necessary to fulfill contractual or business obligations.

2. How We Collect Information

We may collect personal information directly from you when you place an order, create an account, sign up for marketing communications, respond to surveys, or otherwise interact with our Site.

We also automatically collect information through cookies, log files, pixel tags, and other technologies when you use our Site or open our emails. These technologies may capture information about your device, browsing behavior, and interactions with our content.

If you engage with us through social media platforms such as Facebook, Instagram, TikTok, Pinterest, or YouTube, we may collect limited information that those platforms share with us based on your settings and interactions.

For business interactions, if you provide services to Second Bloom or communicate with us in a professional capacity, we may collect your contact details, financial information, and relevant professional information for the purpose of conducting business.
 

3. How We Use Your Information

We use your personal information for multiple purposes, including:

• To process orders, accept payments, ship products, and provide customer service.
• To communicate with you, including order confirmations, updates, responses to inquiries, and promotional messages.
• To manage accounts, subscriptions, and customer relationships.
• To personalize your experience, including product recommendations and marketing tailored to your interests.
• To operate and improve our Site, evaluate usage patterns, and analyze performance.
• To administer contests, promotions, or surveys when applicable.
• To ensure security, prevent fraud, and comply with legal obligations under Swedish and U.S. law.

We may also use your personal information in other ways for which we provide specific notice at the time of collection.
 

4. Sharing of Information

We may disclose personal information to trusted third parties in the following circumstances:

Service Providers: We share information with vendors who process payments, ship products, provide IT hosting, analytics, marketing, and other operational support.

Corporate Transactions: In the event of a merger, acquisition, divestiture, or sale of assets, your information may be transferred as part of the business transaction.

Advertising and Analytics Partners: We may share limited data, such as cookie identifiers and online activity, with partners who provide advertising or measurement services.

Legal Obligations: We may disclose information if required by law, court order, or to protect the rights and safety of Second Bloom, our users, or others.

With Your Consent: In situations where you specifically authorize disclosure.

We do not sell your personal information for monetary value. However, certain disclosures of cookie and online activity data may be considered a “sale” or “sharing” under U.S. state privacy laws.

5. Cookies and Tracking

We use cookies, pixels, and similar technologies to make our Site function properly, enhance your browsing experience, and serve relevant advertising.

Cookies are small text files stored on your device. Some are strictly necessary for the operation of the Site, while others help us analyze usage or deliver personalized marketing.

You may manage or disable cookies through your browser settings. Please note that some Site features may not function properly without cookies.

We may also use analytics providers, such as Google Analytics, to help us understand user behavior. These providers may collect information about your device and usage over time and across different websites.

At present, Second Bloom does not respond to “Do Not Track” browser signals.

6. Children’s Privacy

Our Site is not directed to or intended for children under 16 years of age. We do not knowingly collect personal information from children under 16. If we learn that such information has been collected, we will promptly delete it.

7. Storage and Retention

We take reasonable technical, administrative, and physical safeguards to protect your personal information against loss, misuse, unauthorized access, disclosure, alteration, or destruction.

We retain information only for as long as necessary to fulfill the purposes described in this Privacy Policy, comply with legal requirements, resolve disputes, and enforce our agreements. Retention periods vary depending on the type of information and applicable law.

8. Links to Other Websites

Our Site may provide links to third-party websites for convenience. These websites operate independently and may have their own privacy policies. We are not responsible for their content, practices, or privacy standards.

9. Policy Updates

We may revise this Privacy Policy from time to time. Any updates will be posted on this page with a new effective date. If material changes are made, we may also notify you directly (e.g., by email or prominent notice on our Site).

10. U.S. State Privacy Rights

Residents of certain U.S. states are afforded additional privacy rights under applicable state laws.

California Residents (CCPA/CPRA)

If you are a California resident, you have rights under the California Consumer Privacy Act (as amended by the California Privacy Rights Act), including the right to:

• Request that we disclose what categories of personal information we have collected, used, or shared.
• Request access to the specific personal information we maintain about you.
• Request deletion of personal information, subject to legal exceptions.
• Request correction of inaccurate personal information.
• Opt out of the “sale” or “sharing” of personal information as defined by California law.
• Receive equal service and pricing even if you exercise your privacy rights.

California residents may also have the right to request details about our disclosures of personal information to third parties for their direct marketing purposes (“Shine the Light” law).
 

You may exercise these rights by contacting us at support@trysecondbloom.com. We may verify your identity before processing requests.

Colorado, Connecticut, Utah, and Virginia Residents

Residents of these states may have rights to access, correct, delete, or opt out of the processing of personal information for purposes of targeted advertising or sale. To exercise these rights, contact us at support@trysecondbloom.com.

If your request is denied, you may have the right to appeal by contacting the same address.
 

Nevada Residents

Nevada residents may opt out of the sale of their personal information. Second Bloom does not currently sell personal information under Nevada law, but opt-out requests may still be submitted to support@trysecondbloom.com.
 

11. Canadian Residents

Canadian residents may request access to, correction of, or deletion of their personal information by contacting us at support@trysecondbloom.com.
 

We may verify your identity before granting access. Requests may be refused in limited circumstances, such as where disclosure would reveal another individual’s personal information or where we are legally required to retain the data.

Consent may be withdrawn at any time, subject to legal or contractual restrictions. However, without certain information, we may be unable to provide you with products or services.
 

12. Governing Law

This Privacy Policy is governed by the laws of Sweden. For customers located in the United States, we also comply with the applicable privacy and consumer protection laws of the relevant U.S. state.
 

13. Contact Us

For questions, concerns, or requests regarding this Privacy Policy, please contact us at:

📧 support@trysecondbloom.com