Privacy policy
Privacy Policy
MedSense Labs, LLC d/b/a Brux Aware Last Updated: July 13, 2026
MedSense Labs, LLC, doing business as Brux Aware (“Brux Aware,” “MedSense Labs,” “we,” “us,” or “our”), operates this store and website and provides the Brux Aware smart mouthguard, mobile application, customer support, online purchasing, account management, and related products and services (collectively, the “Services”). Our online store is powered by Shopify. This Privacy Policy explains how we collect, use, disclose, retain, and protect Personal Information when you visit, access, purchase, register for, or use the Services or communicate with us.
If there is a conflict between our Terms of Service and this Privacy Policy about the handling of Personal Information, this Privacy Policy controls.
Important — General wellness product. Brux Aware is a general wellness product intended to help you become more aware of recognized clenching activity and related usage patterns. It is not intended to diagnose, treat, cure, mitigate, or prevent any disease or medical condition. Because Brux Aware includes a connected Product and Mobile App, we may collect Product, device, usage, diagnostic, and Wellness Activity Data in addition to the information ordinarily collected through an online store. Some laws may treat Wellness Activity Data as sensitive or consumer health data — see Sections 6 and 6A.
1. Personal Information We Collect
“Personal Information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with an individual or household. It does not include information that is lawfully de-identified, aggregated, or excluded under applicable law. Depending on how you interact with us, we may collect or process the following categories, including inferences drawn from them:
| Category | Examples |
|---|---|
| Contact information | Name, billing and shipping address, phone number, email address. |
| Account information | Username, password/credentials, account identifiers, preferences, settings, communication choices, account status. |
| Financial and payment information | Payment method, transaction details, billing information, fraud-screening information. Full card details are handled by third-party processors, not stored by us. |
| Commercial and transaction information | Items viewed, carted, purchased, returned, exchanged, canceled, or refunded; order history; promo codes; VIP benefits; subscriptions; shipping status; warranty information. |
| Product and Mobile App information | Product registration, serial/device identifiers, model, firmware and app version, Bluetooth pairing/sync status, battery/charging, connectivity, update status, diagnostics, performance, error logs. |
| Wellness Activity Data | Recognized clenching activity, frequency, duration, timing, intensity or similar measurements, trends, session history, feedback interactions, Brux Score or similar metrics, and notes/tags you enter. |
| Device and technical information | Device type/model, OS, browser, network information, IP address, device identifiers, language, region, time zone, app permissions. |
| Usage and internet activity | Pages/screens/features used, navigation, links clicked, searches, referring URLs, session dates/duration, email/ad interactions, crash reports, logs. |
| Approximate location | Country, state, region, or city-level location or time zone inferred from IP, shipping address, or device settings. |
| Communications and submitted content | Emails, support inquiries, chats, calls, warranty claims, feedback, reviews, survey responses, photos, videos, and other content you provide. |
| Inferences | Preferences, interests, likely product needs, engagement level, marketing segments, predictions. |
2. Sources of Personal Information
We collect Personal Information directly from you; automatically through the Services (Website, Product, Mobile App, cookies, pixels, SDKs, APIs, logs, and similar technologies); from Shopify and our service providers (ecommerce, payment, shipping, fulfillment, cloud, analytics, advertising, communications, support, fraud-prevention, and app-performance providers); and from partners and other third parties (app stores, social platforms, marketing/advertising partners, referral partners, authorized sellers, distributors, and data providers).
3. Information Collected Automatically
When you use the Services, we and third parties may automatically collect technical, device, usage, Product, app, diagnostic, security, and performance information, including IP address, browser/OS/app version and device identifiers; pages, screens, and features used; session duration and access times; Product pairing, firmware, battery, charging, connectivity, and sync information; crash reports, error logs, performance metrics, and security events; interactions with emails, ads, and campaigns; and approximate location inferred from IP, shipping address, or device settings. We do not currently collect precise GPS location unless a feature expressly requires it; if introduced, we will provide notice and request any required permission or consent.
4. Cookies, Pixels, SDKs, and Similar Technologies
We, Shopify, and other third parties use cookies, pixels, tags, SDKs, APIs, local storage, device identifiers, and similar technologies to operate the store, checkout, account, Product, and Mobile App; authenticate users and maintain security; remember preferences; detect fraud and technical problems; understand traffic and feature use; measure campaign performance and conversions; build audience segments; personalize content and advertisements; and support analytics, research, testing, and product improvement. You can manage certain technologies through our cookie banner, Shopify customer-privacy controls, browser and device settings, app permissions, or a “Your Privacy Choices” / “Do Not Sell or Share My Personal Information” link. Where required, we recognize legally valid opt-out preference signals such as Global Privacy Control (GPC) for the browser or device sending the signal.
5. How We Use Personal Information
We use Personal Information to: create, maintain, authenticate, and manage accounts; process payments, purchases, shipments, returns, refunds, exchanges, warranties, and subscriptions; register, pair, sync, operate, update, and troubleshoot the Product and Mobile App; display Wellness Activity Data, history, scores, trends, and insights; personalize features, content, recommendations, and offers; provide customer support; conduct testing, analytics, research, quality assurance, and product development; and improve reliability, algorithms, usability, and performance. We also use Personal Information for marketing and advertising (promotional communications by email, text, mail, or other channels; ad delivery; measurement; audience creation; personalization) subject to your choices and applicable law; for artificial intelligence and automated tools to analyze activity, improve functionality, personalize experiences, assist support, and detect security issues (these tools are not intended to provide medical diagnoses or treatment recommendations); for security and fraud prevention; for communications about your account, orders, Product, warranties, updates, and service matters; and for legal and business purposes (compliance, records, audits, claims, corporate transactions, and protecting rights and safety).
6. Wellness Activity Data
Wellness Activity Data is information generated through your use of the Product or Mobile App relating to recognized clenching activity, Product usage, feedback interactions, user-entered wellness observations, and similar metrics intended to support general wellness awareness. Wellness Activity Data may be considered sensitive, health-related, or consumer health information under certain laws, even though Brux Aware is a general wellness product and the information is not intended to constitute a medical record, diagnosis, medical opinion, or treatment recommendation.
We use Wellness Activity Data to provide Product and Mobile App functionality; display history, trends, scores, and insights; personalize settings and feedback; improve performance, algorithms, models, and future features; conduct analytics, research, testing, and development; provide support; maintain security and prevent misuse; and comply with law and protect legal rights.
We do not sell Wellness Activity Data, and we do not disclose identifiable Wellness Activity Data to advertising partners for targeted advertising. Cloud, infrastructure, analytics, software-development, support, and security vendors may process Wellness Activity Data as necessary to perform services for us under contractual confidentiality and use restrictions. We may also disclose it at your direction, with your consent, in connection with a corporate transaction, or as required or permitted by law.
Unless we expressly agree otherwise in a separate written agreement, MedSense Labs is not acting as a healthcare provider, health plan, or HIPAA business associate merely because you purchase or use Brux Aware. Other federal or state privacy and breach-notification laws may nevertheless apply.
6A. Consumer Health Data (Washington “My Health My Data,” Nevada, and Similar Laws)
Some state laws — including the Washington My Health My Data Act (MHMDA), Nevada SB 370, and comparable provisions in other states — define “consumer health data” broadly to include information linked to you that could identify your past, present, or future physical or mental health, including bodily functions. To the extent Wellness Activity Data or other information we collect is “consumer health data” under those laws, the following applies:
- Categories collected. Recognized clenching/grinding activity and related measurements, timing, trends, scores, and any wellness notes you enter; associated Product, app, and account identifiers used to provide these features.
- Purposes. To provide the awareness features you request, operate and improve the Product and Mobile App, provide support and security, and as otherwise described in this Policy.
- Sources and recipients. Collected from you and from the Product/Mobile App. We share consumer health data only with service providers/processors that help us provide the Services under contract, at your direction or with your consent, for legal compliance, or in a corporate transaction. We do not sell consumer health data, and we do not share it for targeted advertising.
- Consent. Where these laws require it, we will obtain your separate affirmative consent (a) to collect consumer health data beyond what is necessary to provide a product or service you requested, and (b) to share consumer health data, and we will not condition provision of the Product on consent you are not required to give. You may withdraw consent at any time by emailing hello@bruxaware.com; withdrawal is prospective and does not affect processing already performed.
- Your rights. You may confirm whether we process your consumer health data, access it, and request its deletion, and we will honor those requests as required by law. We will also direct our processors to delete it, subject to limited legal exceptions.
- No health-location geofencing. We do not use geofences around health-care facilities to identify or track consumers or to send health-related advertising.
- Access controls. Access to consumer health data is limited to personnel and contractors who need it to provide the Services, under appropriate safeguards.
To exercise consumer-health-data rights, email hello@bruxaware.com with the subject line “Consumer Health Data Request.”
6B. Biometric Information
Brux Aware detects clenching/grinding through sensor and pressure data. We do not use this information to identify you and do not collect “biometric identifiers” (such as fingerprints, faceprints, voiceprints, or retina/iris scans) as defined by the Illinois Biometric Information Privacy Act (BIPA) or similar laws. If we ever introduce a feature that collects biometric identifiers, we will provide the notice and obtain the written consent those laws require before collection.
7. How We Disclose Personal Information
We may disclose Personal Information to: Shopify, which hosts and supports the Services and may act as an independent controller/business for certain processing (see Shopify’s Consumer Privacy Policy and Privacy Portal); vendors and service providers (ecommerce, payments, cloud/hosting, software development, analytics, app monitoring, support, communications, shipping, fulfillment, returns, warranty administration, fraud prevention, security, IT, accounting, and insurance); advertising, analytics, and marketing partners (for non-health data — identifiers, device and usage information, approximate location, commercial information, and inferences — to measure and personalize advertising, subject to your choices); payment, shipping, and fulfillment providers; business and promotional partners (authorized sellers, distributors, referral and loyalty partners); professional advisers and participants in corporate transactions (financing, merger, acquisition, restructuring, or asset sale); legal and protection recipients (to comply with law or legal process, enforce agreements, prevent fraud, and protect rights and safety); and at your direction or with your consent.
8. Sale, Sharing, and Targeted Advertising
We do not sell Personal Information for monetary compensation. However, certain disclosures to advertising, analytics, social-media, and marketing partners may be considered a “sale,” “sharing,” or use for “targeted advertising” under some state laws even when no money changes hands. The categories that may be involved are identifiers, device information, internet activity, approximate location, commercial information, ad interactions, and inferences. We do not “sell” or “share” Wellness Activity Data or consumer health data, and we do not use them for targeted advertising. You may opt out via our cookie banner, Shopify customer-privacy controls, a “Your Privacy Choices” / “Do Not Sell or Share My Personal Information” link, a recognized opt-out preference signal (GPC), or by emailing hello@bruxaware.com. We do not knowingly sell or share the Personal Information of individuals under 16 without required authorization.
9. De-identified and Aggregated Information
We may create, use, retain, disclose, or commercialize aggregated or de-identified information for lawful purposes (analytics, benchmarking, research, algorithm and product development, and publication of general trends). We will maintain and use such information in de-identified form, take reasonable measures to prevent re-identification, and not attempt to re-identify it except as permitted by law for testing, validation, or compliance.
10. Third-Party Websites and Services
The Services may link to or interact with third-party sites, apps, app stores, social platforms, payment processors, advertising services, and shipping providers that process information under their own policies. We are not responsible for the privacy or security practices of services we do not operate.
11. Children’s Data
The Services are directed to adults and are not directed to children under 13, and we do not knowingly collect Personal Information directly from children under 13 without any required consent. A parent or guardian may purchase and manage a Product for a household member who is 13 or older, as described in the Terms of Service, and remains responsible for that use and any account. If you believe a child under 13 has provided information to us, contact hello@bruxaware.com and we will investigate and take appropriate action.
12. Security and Retention
Security. We use administrative, technical, and physical safeguards designed to protect Personal Information, which may include encryption, access controls, authentication, logging, monitoring, backups, vendor oversight, incident response, and personnel procedures. No system or transmission is completely secure, and we cannot guarantee absolute security. Protect your credentials and devices and notify us promptly of suspected unauthorized access.
Retention. We retain Personal Information for as long as reasonably necessary to provide and improve the Services, maintain records, complete transactions, administer warranties and returns, comply with legal and contractual obligations, prevent fraud, resolve disputes, enforce agreements, and support legitimate business interests. Retention periods vary by type and sensitivity of information, purpose, legal requirements, and anticipated claims. Information may remain temporarily in protected backups or archives until deleted or overwritten in the ordinary course. We may retain aggregated or de-identified information for any lawful period.
13. Your Rights and Choices
Depending on where you live, you may have rights to access/know, correct, delete, obtain a portable copy, opt out of sale/sharing/targeted advertising or certain profiling, limit the use of sensitive Personal Information, appeal a denied request, and exercise these rights free from unlawful discrimination. Submit a request through any privacy controls in the Services or by emailing hello@bruxaware.com. We may need to verify your identity or an authorized agent’s authority. We may deny or limit requests where permitted by law (for example, to complete a transaction, comply with law, prevent fraud, keep required records, or defend legal claims).
Marketing choices. Opt out of promotional emails via the unsubscribe link, and of marketing texts by following the message instructions; we may still send transactional and service messages.
California residents have rights under the California Consumer Privacy Act (as amended), including to know, access, correct, delete, opt out of sale/sharing, limit use of sensitive Personal Information, and receive equal service. We honor recognized opt-out preference signals such as GPC.
14. Account Closure and Data Deletion
You may request account closure or deletion via account features or by emailing hello@bruxaware.com. Closing an account does not necessarily result in immediate deletion of all information; we may retain information reasonably necessary to complete transactions, process returns or warranty claims, comply with law, prevent fraud, resolve disputes, enforce agreements, and defend claims. Where technically feasible and legally permitted, eligible Wellness Activity Data may be deleted or de-identified after a verified request, subject to applicable exceptions.
15. International Users
The Services are operated from the United States and intended primarily for U.S. users. Information may be transferred to and processed in the United States or other jurisdictions where we, Shopify, or our providers operate, where privacy laws may differ from those where you live.
16. Complaints and Appeals
If you have a complaint about our privacy practices, contact us below. Depending on where you live, you may have a right to appeal our response or to lodge a complaint with your applicable privacy or data-protection authority (in Washington, you may also have rights under the MHMDA, which provides a private right of action through the state Consumer Protection Act).
17. Changes to This Policy
We may update this Policy to reflect changes in our Services, products, technologies, vendors, practices, or legal obligations. We will post the revised Policy and update the “Last updated” date, and where required by law we will provide additional notice or obtain consent before material changes take effect.
18. Contact Us
MedSense Labs, LLC — doing business as Brux Aware Email: hello@bruxaware.com Mailing address: 2 N. Lake Ave., Suite 520, Pasadena, CA 91101 Website: www.bruxaware.com