Terms and Conditions

1 Eligibility

1.1 Adult Contracting Requirement

You must be at least eighteen (18) years old, or the age of legal majority in your jurisdiction, to create an account, purchase products, subscribe, enter into these Terms, or otherwise use the Services in a capacity that forms a binding legal agreement.

1.2 Child and Minor Use

LUUA's Services include experiences designed for children and minors (including journals, app practices, and classroom programs serving ages 3 to 17). Children and minors may use the Services only under the authorization, involvement, and supervision of a parent, legal guardian, caregiver, school, teacher, or other authorized adult or institution, as permitted by applicable law.

Children under thirteen (13) in the United States may not create or maintain their own LUUA account. In jurisdictions with an equivalent age of digital consent (e.g., sixteen in many EU member states), the local age applies. Children's information is governed by additional protections described in our Privacy Policy and the LUUA Children's Privacy Notice.

1.3 Authority

If you use the Services on behalf of a child, family, school, district, institution, employer, government entity, or other organization, you represent and warrant that you have the authority to bind that person or entity to these Terms and that you accept these Terms on their behalf.

1.4 Geographic Scope

LUUA actively serves users in the United States, Venezuela, Colombia, Mexico, and broader Latin America. The Services may be available in other countries. If you access the Services from a jurisdiction where the Services are restricted or unlawful, you are responsible for compliance with local laws.

2 Account Registration and Security

2.1 Account Information

You agree to provide accurate, current, complete, and lawful information in connection with your account, and to keep that information updated. This includes your name, email address, shipping address (where applicable), payment information, and language preference.

2.2 Account Responsibility

You are solely responsible for:

• maintaining the confidentiality of your login credentials;
• restricting access to your account and connected devices;
• all activities occurring under your account; and
• any use of the Services by children, minors, family members, or others connected to, authorized through, or supervised under your account.

2.3 Unauthorized Use

You must notify LUUA promptly at security@luuaplay.com if you suspect unauthorized access to your account or any security breach.

3 Description of Services

The Services include, without limitation:

• Physical journals for ages 3–5 (Etapa I, redesigned visual-first), 6–9, 10–12, 13–17, and adults, available in English, Spanish, and bilingual editions;
• The LUUA mobile application, with breathwork practices, meditations, body-scan experiences, guided rituals, daily prompts, and related wellness content;
• LUUA en el Aula institutional programs, including Teacher's Guides, classroom journals, family extension materials, training, and implementation support for schools;
• LUUA en Casa family programs, including printable materials, downloadable resources, and family ritual cards;
• Merchandise, including affirmation water bottles, apparel, accessories, and lunchboxes;
• Editorial and educational content, including the LUUA blog, newsletters, founder notes, and community resources;
• Partnership-delivered experiences, including programs offered jointly with summer camps, schools, and other authorized partners.

The Services are provided for educational, informational, personal-development, creative, reflective, and general wellness purposes only. The Services are subject to the LUUA Master Disclaimer, which is incorporated into these Terms by reference.

4 Important Disclaimer; No Professional Services

Nothing on the Services constitutes medical advice, psychological evaluation, or treatment of any kind. If you or a child in your care are experiencing emotional, mental, behavioral, or physical health concerns, please consult a qualified professional.

If you or someone in your care is in crisis, please contact emergency services immediately:

• United States: 988 Suicide & Crisis Lifeline, or 911
• Colombia: Línea 106 (Bogotá) or the local emergency number
• Venezuela: Sociedad Venezolana de Psiquiatría or the local emergency number
• Mexico: SAPTEL 55 5259-8121, or 911
• European Union: 112
• Other countries: your local emergency number

Your use of the Services is also subject to the LUUA Master Disclaimer, which is hereby incorporated by reference.

5 Parent, Guardian, Educator, and Institutional Responsibility

If you permit a child or minor to use the Services, you acknowledge and agree that you are solely responsible for:

• determining whether the Services are appropriate for that child or minor, including their age, developmental stage, and emotional readiness;
• supervising the child's or minor's use of the Services;
• ensuring that any required parental notices, permissions, authorizations, or institutional approvals have been obtained, including consents required under COPPA (United States), GDPR (European Union), LOPDP (Venezuela), Habeas Data (Colombia), LFPDPPP (Mexico), and other applicable child-protection or data-protection laws;
• evaluating ongoing emotional, developmental, educational, and situational appropriateness for that child;
• seeking qualified professional support where needed; and
• ensuring the child has access to a safe environment while using the Services.

LUUA is not responsible for supervising children, monitoring child wellbeing in real time, intervening in crises, or making decisions concerning any child's safety, education, health, development, or emotional state. Schools, teachers, camps, and other institutional users assume parallel responsibility for the children and students in their care.

6 Acceptable Use

You agree not to:

• use the Services for any unlawful, fraudulent, harmful, abusive, deceptive, harassing, defamatory, infringing, or hateful purpose;
• use the Services in violation of any applicable law, regulation, contract, or third-party right;
• represent or use the Services as a substitute for therapy, medical care, crisis support, educational diagnosis, special education services, or professional judgment;
• use the Services to exploit, endanger, groom, sexualize, or harm children;
• reverse engineer, decompile, disassemble, scrape, copy, frame, mirror, or otherwise attempt to derive source code, ideas, algorithms, training data, or underlying structures from the Services, except as expressly permitted by applicable law;
• interfere with, disrupt, or impose unreasonable load on the Services, servers, or networks;
• upload or transmit viruses, malware, malicious code, or any harmful content;
• access or attempt to access accounts, data, or systems without authorization;
• use the Services to develop, train, or improve a competing product, AI model, or service;
• misrepresent your identity, age, authority, affiliation, or relationship to a child or institution;
• submit any content that violates applicable law or the rights of others; or
• circumvent any technical or content-access restrictions of the Services.

7 User Content

7.1 Ownership

To the extent the Services allow you to submit, upload, create, post, or transmit content — including journal entries, reflections, text, photographs, audio, video, classroom submissions, testimonials, or other materials ("User Content") — you retain ownership of your User Content, subject to the rights granted below.

7.2 License to LUUA

You grant LUUA a non-exclusive, worldwide, royalty-free, transferable, sublicensable license to host, store, reproduce, process, adapt, modify, translate, display, and use your User Content solely as necessary to operate, maintain, improve, secure, and provide the Services; to enforce these Terms; to comply with applicable law; and as otherwise described in our Privacy Policy.

7.3 Marketing Use of User Content

With your express opt-in consent (and, where applicable, the consent of a parent or guardian for content involving a minor), LUUA may use User Content in marketing, social media, case studies, or promotional materials. You may withdraw consent at any time by contacting privacy@luuaplay.com, and we will cease prospective marketing use, though we cannot recall content already distributed.

7.4 Responsibility for User Content

You are solely responsible for your User Content and for ensuring that you have all rights, consents, and permissions necessary to submit it, including consents from any third parties (including minors and their guardians) depicted, identified, or referenced in the content.

7.5 Prohibited User Content

You may not submit User Content that is unlawful, infringing, abusive, defamatory, harmful, sexually explicit, sexually exploitative of minors, threatening, discriminatory, hateful, or otherwise objectionable, as determined by LUUA in its sole discretion.

8 Intellectual Property

8.1 Ownership

The Services — including all software, text, graphics, illustrations, watercolor designs, logos, characters, mascots, journal designs, layouts, prompts, workflows, curricula, audiovisual materials, voice recordings, trademarks ("LUUA," "luua," "LUUA en Casa," "LUUA en el Aula," "LUUA en la Empresa," and related marks), service marks, trade dress, interfaces, compilations, and other content and intellectual property — are owned by LUUA LLC or our licensors and are protected by applicable copyright, trademark, trade-secret, and proprietary rights laws.

8.2 Limited License

Subject to your compliance with these Terms, LUUA grants you a limited, revocable, non-exclusive, non-transferable, non-sublicensable license to access and use the Services for your personal, family, classroom, or internal organizational use, as expressly permitted by the Services and any applicable institutional agreement.

8.3 Permitted Uses

You may:

• view and interact with the Services for personal, non-commercial use;
• print or download materials we explicitly offer for download (e.g., family extension cards, free PDFs);
• reproduce LUUA-provided classroom materials within your own classroom under the terms of an Institutional Agreement, if any; and
• reference LUUA in non-commercial educational discussion and editorial coverage with appropriate attribution.

8.4 Restrictions

Except as expressly authorized in writing by LUUA, you may not copy, reproduce, distribute, publish, publicly display, publicly perform, create derivative works from, sell, license, lease, sublicense, or otherwise commercially exploit any portion of the Services. You may not remove, alter, or obscure any copyright, trademark, or attribution notices.

9 Purchases, Subscriptions, Fees, and Payments

9.1 Pricing and Currency

Prices are displayed at the time of purchase in your selected currency (USD, COP, VES, or others as available). LUUA reserves the right to change pricing at any time, but changes do not apply to orders already placed and accepted.

9.2 Order Acceptance

Your placement of an order constitutes an offer to purchase. We accept your offer when we send order confirmation. We may decline orders for any reason, including inventory limits, pricing errors, suspected fraud, or compliance concerns.

9.3 Payment

We accept payment through major credit and debit cards, digital wallets, and other methods displayed at checkout. Payment is processed through third-party processors (Stripe, Shopify Payments, Apple Pay, Google Pay, or equivalent), subject to their own terms. LUUA does not store complete card numbers.

9.4 Shipping and Delivery

Shipping times and costs vary by destination. International orders may be subject to customs duties, import taxes, and brokerage fees, which are the buyer's responsibility. Title and risk of loss transfer to you upon delivery to the common carrier.

9.5 Returns and Refunds

Physical products may be returned within thirty (30) days of receipt in original, unused condition for a full refund of the purchase price (shipping not included). Personalized, customized, opened consumable, or downloadable digital products are non-refundable except where required by law. Refunds are processed to the original payment method within fourteen (14) business days of receipt of the returned product.

9.6 Subscriptions and Auto-Renewal

If you purchase a subscription to LUUA app content, premium membership, or any other recurring Service:

• you authorize LUUA and its payment processors to charge your payment method on a recurring basis;
• the subscription will automatically renew at the end of each billing period at the then-current renewal price unless cancelled before the renewal date;
• you may cancel at any time through your account settings, the relevant app store, or by contacting support@luuaplay.com — cancellation takes effect at the end of the current paid period;
• refunds are not provided for partial subscription periods unless required by applicable law; and
• we will provide notice of price changes in accordance with applicable consumer-protection laws (including, where applicable, the California Automatic Renewal Law).

9.7 App Store Purchases

Purchases made through the Apple App Store or Google Play are subject to the platform's own terms, billing, and refund policies, which take precedence over our own for those transactions.

9.8 Taxes

Prices may or may not include applicable sales tax, VAT, or other taxes depending on jurisdiction. Where required, applicable taxes will be calculated and displayed at checkout.

9.9 Promotions and Discounts

Promotional codes, discounts, and offers are subject to their stated terms. LUUA reserves the right to modify or revoke promotions at its discretion. One promotional code per order unless otherwise specified.

10 Institutional and Partnership Users

Schools, school districts, camps, organizations, and other institutional users (collectively, "Institutional Users") may access the Services through a separate Institutional Agreement, Pilot Agreement, or Partnership Agreement. To the extent any term of such an Institutional Agreement conflicts with these consumer Terms, the Institutional Agreement controls for that institution but does not modify these Terms as applied to other users.

Educators, administrators, and staff acting on behalf of Institutional Users represent that they have authority to bind the institution and accept the Institutional Agreement.

Partner-delivered experiences (e.g., programs delivered jointly with summer camps, schools, or other authorized partners) may be governed by additional terms specific to those experiences. LUUA is not responsible for the conduct, policies, or actions of partners except as expressly stated in our agreements with them.

11 Privacy

Your use of the Services is subject to the LUUA Privacy Policy, available at luuaplay.com/legal/privacy, which is incorporated into these Terms by reference. The Privacy Policy describes what information LUUA collects, how we use and share it, and what rights you and your child may have, including under COPPA, GDPR, CCPA/CPRA, LOPDP, Habeas Data, LFPDPPP, LGPD, and other applicable laws.

12 Third-Party Services

The Services may contain links to, integrations with, or functionality provided by third-party platforms (including but not limited to Shopify, Stripe, Klaviyo, Sanity, Bunny.net, monday.com, Higgsfield, Kling AI, the Apple App Store, Google Play, Anima2, and other named partners). LUUA does not endorse, control, or assume responsibility for any third-party services, and your interactions with them are at your own risk and subject to their own terms and privacy policies.

13 Service Modifications and Availability

LUUA may modify, suspend, discontinue, or restrict all or any part of the Services at any time, with or without notice, to the fullest extent permitted by law. We are not liable for any unavailability, interruption, delay, data loss, feature change, or discontinuation of the Services.

We are not liable for delays or failures caused by circumstances outside our reasonable control, including internet outages, third-party service failures, force majeure events, or governmental actions.

14 Termination

14.1 Termination by You

You may stop using the Services at any time and may cancel your account through your account settings or by contacting support@luuaplay.com.

14.2 Termination by LUUA

LUUA may suspend, restrict, or terminate your access to the Services, with or without notice, if:

• you violate these Terms, the Privacy Policy, or the Master Disclaimer;
• LUUA reasonably believes your use poses a risk to users, children, institutions, third parties, or LUUA;
• required by law, regulation, court order, or governmental authority;
• a child-safety, fraud, abuse, payment, or security concern arises; or
• LUUA discontinues all or part of the Services.

14.3 Effect of Termination

Upon termination, the rights granted to you under these Terms cease immediately. Sections that by their nature should survive termination will survive, including disclaimers, limitations of liability, indemnification, intellectual property, dispute resolution, governing law, and general provisions.

15 Disclaimers

16 Limitation of Liability

To the fullest extent permitted by applicable law, LUUA shall not be liable for any indirect, incidental, special, consequential, exemplary, punitive, or enhanced damages, or for any loss of profits, revenue, data, business, goodwill, educational outcomes, or other intangible losses, arising out of or relating to the Services or these Terms, even if LUUA has been advised of the possibility of such damages.

To the fullest extent permitted by applicable law, LUUA's total aggregate liability for all claims arising out of or relating to the Services or these Terms shall not exceed the greater of: (a) the amount you paid to LUUA for the Services in the twelve (12) months preceding the event giving rise to the claim; or (b) one hundred U.S. dollars (US $100.00).

Some jurisdictions do not allow certain limitations, so some of the above may not apply to you to the extent prohibited by law. If you are a resident of Venezuela, Colombia, Mexico, Brazil, the European Union, the United Kingdom, California, or another jurisdiction with non-waivable consumer protections, those protections remain available to you.

17 Indemnification

You agree to defend, indemnify, and hold harmless LUUA, our affiliates (including Exentur LLC and other named partners), licensors, service providers, officers, directors, employees, contractors, agents, and representatives from and against any and all claims, demands, actions, proceedings, liabilities, damages, judgments, awards, losses, costs, and expenses, including reasonable attorneys' fees, arising out of or relating to:

• your use of the Services;
• your violation of these Terms, the Privacy Policy, the Master Disclaimer, or any applicable law;
• your User Content;
• your misuse or unauthorized use of the Services;
• your infringement or violation of any rights of any person or entity; or
• any use of the Services by a child or minor under your supervision, authority, account, care, classroom, camp, or institution.

18 Dispute Resolution; Arbitration; Class Action Waiver

18.1 Informal Resolution

Before filing any formal claim, you agree to attempt to resolve the dispute informally by sending written notice to legal@luuaplay.com describing the nature of the dispute, your contact information, and the relief sought. The parties agree to attempt good-faith resolution for at least thirty (30) days before initiating formal proceedings.

18.2 Binding Arbitration

Except to the extent prohibited by applicable law, any dispute, claim, or controversy arising out of or relating to these Terms or the Services that is not resolved informally shall be resolved by final and binding arbitration administered by the American Arbitration Association ("AAA") under its Consumer Arbitration Rules, then in effect. Arbitration shall take place in Hartford, Connecticut, unless otherwise required by applicable law or agreed by the parties (including by virtual hearing where the AAA permits).

18.3 Exceptions

Either party may bring an individual claim in small claims court if eligible. Either party may seek injunctive or equitable relief in a court of competent jurisdiction for misuse of intellectual property, unauthorized access, confidentiality breaches, or safety-related issues affecting children, users, or institutions.

18.4 Class Action Waiver

To the fullest extent permitted by applicable law, you and LUUA agree that each may bring claims against the other only in an individual capacity and not as a plaintiff, class member, or representative in any purported class, collective, consolidated, private attorney general, or representative proceeding.

18.5 Jury Trial Waiver

To the fullest extent permitted by applicable law, you and LUUA waive any right to a jury trial.

18.6 LATAM and Non-Waivable Consumer Rights

If you reside in a jurisdiction whose consumer-protection laws prohibit pre-dispute mandatory arbitration or class-action waivers (including but not limited to Venezuela, Colombia, Mexico, Brazil, and EU member states), the arbitration and waiver provisions above do not apply to you to the extent of such prohibition. In that case, disputes will be resolved in the competent courts of your jurisdiction or as required by applicable law.

19 Governing Law

These Terms and any dispute arising out of or relating to these Terms or the Services shall be governed by and construed in accordance with the laws of the State of Connecticut, United States, without regard to conflict-of-laws principles, except to the extent superseded by applicable federal law or by consumer-protection laws of your jurisdiction that cannot be waived (including those of Venezuela, Colombia, Mexico, Brazil, the European Union, the United Kingdom, and certain U.S. states such as California). Disputes that are not subject to arbitration under Section 18 shall be resolved exclusively in the state or federal courts located in Hartford County, Connecticut, except where local consumer-protection laws require otherwise.

20 Changes to the Services or Terms

LUUA may update the Services and these Terms from time to time. Material changes will be communicated by posting the updated Terms at luuaplay.com/legal/terms with a revised "Last Updated" date and, where required by law or otherwise appropriate, by email or in-app notice. To the extent permitted by applicable law, your continued use of the Services after the updated Terms become effective constitutes your acceptance of the revised Terms.

21 Electronic Communications

You consent to receive communications from LUUA electronically, including notices, disclosures, updates, receipts, agreements, and records. You agree that electronic communications satisfy any legal requirement that such communications be in writing, to the extent permitted by law. You may withdraw this consent at any time, but doing so may limit your ability to use the Services.

22 SMS, Email, and Messaging

If you provide your phone number or email address and opt in to messaging from LUUA, you consent to receive transactional and marketing communications (which may include SMS, WhatsApp, and email) from LUUA and our authorized service providers. Message and data rates may apply. You may opt out of marketing communications at any time by following the unsubscribe instructions in any message, replying "STOP" to SMS messages, or contacting privacy@luuaplay.com. Transactional communications (such as order confirmations, security alerts, and required notices) will continue as necessary to provide the Services.

23 Export, Sanctions, and Compliance

You represent and warrant that you are not located in, under the control of, or a national or resident of any country or region subject to comprehensive U.S. sanctions, and that you are not on any U.S. government list of prohibited or restricted parties. You agree to comply with all applicable export controls and sanctions laws.

24 General Provisions

24.1 Entire Agreement

These Terms, together with the Privacy Policy, the Master Disclaimer, any Institutional Agreement applicable to your use, and any other policies or terms expressly incorporated by reference (including the Refund Policy, Cookie Policy, and Children's Privacy Notice), constitute the entire agreement between you and LUUA regarding the Services and supersede any prior or contemporaneous understandings.

24.2 Severability

If any provision of these Terms is held unlawful, void, or unenforceable, that provision shall be limited or severed to the minimum extent necessary, and the remainder shall remain in full force and effect.

24.3 No Waiver

No waiver by LUUA of any provision or right shall be deemed a further or continuing waiver of that provision or right.

24.4 Assignment

You may not assign or transfer these Terms without LUUA's prior written consent. LUUA may assign these Terms at any time in connection with a merger, acquisition, restructuring, sale of assets, or by operation of law.

24.5 Force Majeure

LUUA shall not be liable for any delay or failure to perform resulting from causes beyond its reasonable control, including natural disasters, infrastructure failures, labor disputes, governmental actions, war, terrorism, civil unrest, public-health emergencies, sanctions, or third-party service failures.

24.6 Headings and Interpretation

Headings are for convenience only and do not affect interpretation. "Including" and similar words are not limiting.

24.7 Relationship of the Parties

Nothing in these Terms creates a partnership, agency, joint venture, employment, fiduciary, or franchise relationship between you and LUUA.