Privacy Policy

This Privacy Policy applies to the website of the Meitalic brand (the "Website"), operated by מילשי בעמ, company no. [Company no.], of [Address] (the "Company" or "we"). This policy is addressed to all users of the Website.

Use of the Website, including browsing, registering, joining the customer club or making a purchase, constitutes agreement to this policy. If you do not agree to its terms, please refrain from using the Website. Please note that you are under no legal obligation to provide personal information; however, without certain details we will not be able to provide some of the services (for example, completing an order and delivery).

In the course of operating the Website we may collect the following types of information:

• Identity and contact details: full name, email address, phone number, delivery address and billing address.
• Payment details: payment on the Website is made through an external, secure payment processor. Full credit card details are not stored on the Company's servers; at most, we keep the last four digits of the card and a transaction reference for record-keeping and service purposes.
• Order history: details of the products purchased, purchase dates, amounts, returns and credits.
• Customer club and points: membership details, points balance, membership tier, date of birth (if provided) and benefits redeemed.
• Usage and browsing data: IP address, browser and device type, pages viewed, time spent and referral source, collected using cookies and measurement tools (see section 6).
• Information provided voluntarily: customer service inquiries, product reviews, answers to skin-matching questionnaires and correspondence with us.

The information is collected and processed for the following purposes:

• Processing and managing orders: payment processing, delivery, sending status updates and handling returns.
• Managing the user account and the customer club, earning points and redeeming benefits.
• Providing customer service and responding to inquiries.
• Sending marketing mailings and updates, subject to consent, as set out in section 7.
• Personalizing the user experience, including product recommendations.
• Statistical analysis, measurement and improvement of the Website, the products and the service.
• Preventing fraud, securing the Website and enforcing the terms of use.
• Complying with legal obligations, including tax, bookkeeping and record-keeping obligations.

The information is processed in accordance with the provisions of the Privacy Protection Law, 5741-1981 and the regulations enacted under it, including the Privacy Protection Regulations (Data Security), 5777-2017, and with regard to the provisions of Amendment No. 13 to the Law, which came into force in August 2025.

The processing of information relies on one or more of the following bases:

• Your consent, given knowingly, expressly or by implication, when providing your details (for example, signing up for a mailing list).
• Performance of a contract: processing required to carry out the transaction you requested, including the supply of products.
• Legal obligation: processing required to comply with legal provisions that apply to us.
• Legitimate interest: including fraud prevention, system security and service improvement, balanced against your rights.

The Company's database is managed and registered to the extent required by law, and the Company acts in accordance with the guidelines of the Privacy Protection Authority.

We do not trade in your personal information and we do not sell it. Information will be transferred to third parties only in the following cases:

• Service providers ("holders"): payment and clearing companies, shipping and delivery companies, hosting and cloud infrastructure providers, mailing systems, customer management systems and advertising and measurement platforms, all solely for the purpose of providing the service and subject to confidentiality and information security undertakings.
• Legal requirement: a court order, a demand by a competent authority or a legal provision requiring disclosure.
• Protection of rights: in the event of a legal dispute, a breach of the terms of use or suspected fraud.
• Structural change: a merger, acquisition or transfer of the Company's business, provided that the transferee undertakes to comply with this policy.

The Website uses cookies and similar technologies (pixels, tags, local storage) for proper operation, measurement and marketing. The main categories are:

You can block or delete cookies through your browser settings, and opt out of personalized advertising through the Google and Meta management tools. Blocking essential cookies may impair the functioning of the Website.

Advertising messages by email, text message (SMS) or instant messaging will be sent in accordance with the provisions of section 30A of the Communications (Telecommunications and Broadcasting) Law, 5742-1982, and only after receiving your explicit prior consent ("opt-in"), or under the exception set out in the law for existing customers who provided their details in the course of a purchase.

• Every advertising message will include a simple, free option to unsubscribe ("unsubscribe from the mailing list" / replying "remove").
• You may also unsubscribe at any time by contacting customer service using the details in section 14.
• Unsubscribing from marketing mailings does not prevent the sending of operational messages relating to orders you have placed (order confirmations, shipping updates and the like).
• Direct-mail approaches based on information from a database will state your right to be removed from the mailing database, in accordance with section 17F of the Privacy Protection Law.

We retain personal information only for as long as necessary to fulfill the purposes for which it was collected, in accordance with the purpose limitation principle. The retention periods by type of information are as follows:

• Orders and invoices: order data (amounts, items, payment status) is retained for at least 7 years in accordance with tax and bookkeeping requirements, even if you have meanwhile asked to delete your personal details (see "Right to deletion" in section 9 below).
• Account and club data: for as long as the account is active; after an approved deletion request, the identifying details (name, email, phone, address) are replaced with anonymized values within a reasonable time of the approval.
• Records of mailing consent: a record of when and through which form you agreed to receive marketing mailings is retained indefinitely, even if you have been removed from the mailing list, since this is the evidence the Company relies on to prove that consent was lawfully given; the record itself is not used for any other purpose.
• Active mailing data: until you are removed from the mailing list (by yourself or at your request), plus the record of the removal itself as described above.
• Information no longer needed: will be deleted or anonymized in a way that does not allow identification, subject to the statutory retention periods above.

Under the Privacy Protection Law you have, among other things, the following rights:

• Right of access: to review the information held about you in the Company's databases (section 13 of the Law).
• Right to correction: to request the correction of information that is not correct, complete, clear or up to date (section 14 of the Law).
• Right to deletion: to request the deletion of information used for direct mailing, as well as the deletion of information collected or processed unlawfully. You can submit a "delete my information" request yourself through My account → My information; the request is reviewed and approved by us, and after approval your identifying details (name, email, phone, address) are replaced with anonymized values. Orders you have placed are not deleted: the accounting data of the order (amount, items, payment) is retained without identifying details for the retention period set by law (see section 8 above).
• Withdrawal of consent: to withdraw consent you gave to processing based on consent, without affecting the lawfulness of processing carried out before the withdrawal.

To exercise your rights you can contact us using the contact details in section 14, or use the self-service tools in your personal area. We will handle your request within a reasonable time and in accordance with the time limits set by law. You also have the right to file a complaint with the Privacy Protection Authority.

The Company implements physical, technological and organizational security measures in accordance with the Privacy Protection Regulations (Data Security), 5777-2017, including: encryption of traffic (SSL/TLS), need-based restriction of access permissions, payment processing through a PCI-DSS compliant provider, backups, monitoring and access controls.

However, we cannot guarantee absolute immunity against intrusion into our systems. In the event of a severe security incident, we will act in accordance with the reporting and notification obligations set by law.

The Website is intended for users aged 18 and over. We do not knowingly collect personal information from minors under the age of 18 without the consent of a parent or guardian. If you become aware that a minor has provided us with information without such consent, please contact us and we will act to delete it as soon as possible.

Some of our service providers (such as cloud, analytics and mailing services) store or process information on servers located outside Israel. Such transfer of information is carried out in accordance with the Privacy Protection Regulations (Transfer of Data to Databases Abroad), 5761-2001, and to countries or entities that ensure an adequate level of protection for the information.

We may update this policy from time to time, among other things following legislative changes or changes in the Website's activity. The binding version is the version published on the Website at the time of use, and the date of the last update will appear at the top of the document. A material change will be brought to users' attention by reasonable means.

For any question, request or complaint regarding privacy and personal information, you can contact us:

• Email: hello@meitalic.com
• Phone: 054-950-2280
• Mail: מילשי בעמ, [Address]

We will make every effort to respond to every inquiry as soon as possible and no later than the time limits set by law.