Privacy Policy

Last updated: March 2026

Flore Inc. ("Flore," "we," "us," or "our") operates the Good Guys Probiotics brand and the website goodguysprobiotics.com ("Site"). This Privacy Policy describes how we collect, use, disclose, and protect your personal information when you visit our Site, use our services, or purchase our products.

Because our products involve the collection and processing of health-related data, including microbiome data that may constitute Protected Health Information ("PHI"), we take your privacy extremely seriously. Flore Inc. operates as a HIPAA Business Associate. For details on our PHI practices, please also review our Notice of Privacy Practices.

1. Information We Collect

1.1 Information You Provide Directly

• Contact information: Name, email address, phone number, shipping address, and billing address.
• Account credentials: Username and password when you create an account.
• Health and symptom data: Responses to our health and wellness questionnaire, including digestive symptoms, dietary preferences, allergies, current medications, and health goals.
• Lab reports and microbiome data: Microbiome test results, stool sample analysis data, gut flora composition reports, and any related lab reports you upload or that are transmitted to us by a healthcare provider.
• Payment information: Credit or debit card details, processed through our third-party payment processor (we do not store full card numbers).
• Communications: Messages, emails, or other communications you send to our support team.

1.2 Information Collected Automatically

• Device and browser data: IP address, browser type, operating system, device identifiers, and screen resolution.
• Usage data: Pages visited, time spent on pages, referral URLs, click patterns, and navigation paths.
• Cookies and similar technologies: See Section 8 below.

1.3 Information from Third Parties

• Healthcare providers: If a covered entity or healthcare provider shares your PHI with us for the purpose of formulating your personalized probiotics.
• Analytics providers: Aggregated and anonymized usage data from analytics services.

2. How We Use Your Information

• Product formulation: We use your health data, symptom responses, and microbiome data to create personalized probiotic formulations tailored to your gut health profile.
• Order fulfillment: Processing, manufacturing (at our facility in Joliet, IL), shipping, and delivering your personalized probiotics.
• Customer support: Responding to inquiries, troubleshooting, and providing product guidance.
• Communication: Sending order confirmations, shipping updates, formula update notifications, and (with your consent) marketing communications.
• Product improvement: Analyzing aggregated, de-identified data to improve our formulations and services.
• Legal compliance: Meeting regulatory obligations, including HIPAA requirements.
• Security: Detecting and preventing fraud, unauthorized access, and other harmful activities.

3. Protected Health Information (PHI)

Flore Inc. is a HIPAA Business Associate. Certain health information you provide — including microbiome data, health symptoms, and lab reports — may constitute PHI under the Health Insurance Portability and Accountability Act ("HIPAA").

We handle PHI in accordance with HIPAA regulations, our Business Associate Agreements with covered entities, and our Notice of Privacy Practices. PHI is:

• Used only for the purposes described in our Notice of Privacy Practices and applicable Business Associate Agreements.
• Stored using encryption at rest and in transit.
• Accessible only to authorized personnel with a legitimate need.
• Never sold to third parties.
• Never used for marketing without your explicit written authorization.

4. How We Share Your Information

We do not sell your personal information. We may share information with the following categories of third parties:

We may also disclose information when required by law, in response to valid legal process, to protect our rights, or in connection with a merger, acquisition, or sale of assets.

5. CCPA/CPRA Rights (California Residents)

If you are a California resident, the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA) provides you with additional rights:

• Right to Know: You may request disclosure of the categories and specific pieces of personal information we have collected about you, the sources of that information, our purposes for collecting it, and the categories of third parties with whom we share it.
• Right to Delete: You may request deletion of your personal information, subject to certain exceptions (e.g., legal obligations, completing a transaction).
• Right to Correct: You may request correction of inaccurate personal information.
• Right to Opt Out of Sale/Sharing: We do not sell personal information. We do not share personal information for cross-context behavioral advertising.
• Right to Limit Use of Sensitive Personal Information: You may limit the use and disclosure of your sensitive personal information to purposes necessary to provide the services you requested.
• Right to Non-Discrimination: We will not discriminate against you for exercising your privacy rights.

To exercise any of these rights, contact us at support@goodguysprobiotics.com. We will verify your identity before processing your request and respond within 45 days.

6. Data Retention and Deletion

We retain your personal information only as long as necessary for the purposes outlined in this policy:

• Account and order data: Retained for the duration of your account plus 3 years after your last order, or as required by law.
• Health and microbiome data: Retained for 6 years from the date of collection, consistent with HIPAA requirements, unless you request earlier deletion.
• Payment data: Retained by our payment processor per their retention policies; we do not store full payment details.
• Analytics data: Aggregated and anonymized data may be retained indefinitely.

To request deletion of your data, contact support@goodguysprobiotics.com. Note that certain data may be retained as required by law, including HIPAA record retention requirements.

7. Security Measures

We implement industry-standard technical and organizational measures to protect your information, including:

• TLS/SSL encryption for all data transmitted between your browser and our servers.
• AES-256 encryption for data at rest, including health and microbiome data.
• Role-based access controls limiting data access to authorized personnel.
• Regular security audits and vulnerability assessments.
• Employee training on data privacy and HIPAA compliance.
• Incident response and breach notification procedures.

No method of transmission or storage is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

8. Cookies and Analytics

We use cookies and similar tracking technologies to enhance your experience:

• Essential cookies: Required for Site functionality, such as maintaining your session and shopping cart.
• Analytics cookies: Help us understand how visitors interact with the Site (e.g., pages visited, traffic sources). We use analytics services that collect anonymized data.
• Preference cookies: Remember your settings and preferences for a better experience.

You can manage cookie preferences through your browser settings. Disabling certain cookies may affect Site functionality.

9. Children's Privacy

Our Site and services are not directed to individuals under the age of 13. We do not knowingly collect personal information from children under 13. If we become aware that we have collected personal information from a child under 13 without parental consent, we will take steps to delete that information promptly. If you believe a child under 13 has provided us with personal information, please contact us at support@goodguysprobiotics.com.

10. Third-Party Links

Our Site may contain links to third-party websites or services. We are not responsible for the privacy practices of those third parties. We encourage you to review their privacy policies before providing any personal information.

11. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of material changes by posting the updated policy on this page with a new "Last updated" date. For significant changes affecting PHI, we will provide additional notice (e.g., via email).

12. Contact Us

If you have questions about this Privacy Policy or wish to exercise your privacy rights, please contact us:

Flore Inc. (dba Good Guys Probiotics)
Email: support@goodguysprobiotics.com
Website: goodguysprobiotics.com