Self Esteem Brands LLC (operating as Purpose Brands) experienced a **cybersecurity incident** between **December 19, 2023, and June 6, 2024**, exposing sensitive personal data of U.S. consumers. The breach compromised **names, Social Security numbers, tax IDs, driver’s license/passport numbers, financial account details, payment card information, health records, and health insurance data**. The company settled a class-action lawsuit, offering affected individuals reimbursement for **documented losses (up to $5,000 for identity theft/fraud, $2,000 for out-of-pocket expenses)**, compensation for lost time ($80 max), and **two years of credit monitoring with $1M identity theft insurance**. The breach led to potential **identity theft, financial fraud, and reputational harm**, with the settlement fund covering administrative costs, legal fees, and payouts to victims. The incident underscores risks of **unauthorized access to highly sensitive personal and financial data**, though the company denied wrongdoing.
Source: https://www.claimdepot.com/settlements/self-esteem-settlement
Purpose Brands, LLC cybersecurity rating report: https://www.rankiteo.com/company/purpose-brands-llc
"id": "PUR3203232111425",
"linkid": "purpose-brands-llc",
"type": "Breach",
"date": "12/2023",
"severity": "85",
"impact": "4",
"explanation": "Attack with significant impact with customers data leaks"{'affected_entities': [{'customers_affected': 'U.S. residents notified of the '
'breach (exact number '
'undisclosed)',
'industry': 'Health/Wellness (Franchise Business, '
'e.g., Anytime Fitness)',
'location': 'United States',
'name': 'Self Esteem Brands LLC (dba Purpose Brands)',
'type': 'Corporation'}],
'customer_advisories': 'Eligible individuals can file claims for compensation '
'(up to $5,000), credit monitoring (2 years), or a $25 '
'cash payment. Deadline: December 31, 2025.',
'data_breach': {'data_exfiltration': 'Likely (files containing personal '
'information exposed)',
'personally_identifiable_information': ['Names',
'Social Security '
'numbers',
'Tax identification '
'numbers',
'Driver’s license '
'numbers',
'Passport numbers'],
'sensitivity_of_data': 'High (includes SSNs, tax IDs, health, '
'and financial data)',
'type_of_data_compromised': ['Personally Identifiable '
'Information (PII)',
'Financial Data',
'Health Information']},
'date_detected': '2024-06-06',
'description': 'A cybersecurity incident affecting Self Esteem Brands (doing '
'business as Purpose Brands) occurred between December 19, '
'2023, and June 6, 2024, exposing sensitive personal '
'information of U.S. consumers. The breach led to a class '
'action lawsuit, with the company agreeing to a settlement '
'offering compensation, credit monitoring, and identity theft '
'protection to affected individuals.',
'impact': {'brand_reputation_impact': 'Class action lawsuit and settlement',
'data_compromised': ['Names',
'Social Security numbers',
'Tax identification numbers',
'Driver’s license numbers',
'Passport numbers',
'Financial account information',
'Payment card information',
'Health information',
'Health insurance information'],
'financial_loss': {'compensation': {'alternative_cash_payment': '$25 '
'(one-time, '
'no '
'documentation '
'required)',
'extraordinary_losses': 'Up to '
'$5,000 '
'(identity '
'theft/fraud)',
'ordinary_losses': 'Up to '
'$2,000 '
'(documented '
'out-of-pocket '
'expenses + '
'$80 for '
'lost '
'time)'},
'settlement_fund': {'administration_costs': '$14,400',
'attorneys_fees': '$150,000',
'class_representative_award': '$3,000',
'credit_monitoring_costs': 'Dependent '
'on '
'valid '
'claims',
'payments_to_class_members': 'Dependent '
'on '
'valid '
'claims'}},
'identity_theft_risk': 'High (SSNs, financial, and health data '
'exposed)',
'legal_liabilities': 'Class action lawsuit settled; company denies '
'wrongdoing',
'payment_information_risk': 'High (payment card and financial '
'account information exposed)'},
'investigation_status': 'Settled (class action lawsuit resolved; no further '
'details on forensic investigation)',
'post_incident_analysis': {'corrective_actions': 'Settlement agreement '
'(compensation, credit '
'monitoring) to mitigate '
'harm to affected '
'individuals.'},
'references': [{'source': 'Class Action Settlement Notice'},
{'source': 'Settlement Administrator Contact'}],
'regulatory_compliance': {'legal_actions': 'Class action lawsuit settled (no '
'admission of wrongdoing)'},
'response': {'communication_strategy': 'Notices sent to affected individuals '
'with claim instructions (unique '
'ID/PIN provided)',
'recovery_measures': 'Class action settlement offering '
'compensation and credit monitoring'},
'stakeholder_advisories': 'Notices sent to affected individuals with claim '
'instructions (ID/PIN provided for online claims).',
'title': 'Purpose Brands (Self Esteem Brands) Data Breach',
'type': 'Data Breach'}