17. Dispute Resolution, Arbitration and Class Action Waiver
17.1 Scope. You and 100% PURE agree that any dispute, claim or controversy arising out of or relating to the Services, the Site, any product bought from us, our privacy or data practices, marketing communications, or these Terms, whether based in contract, statute, tort or any other legal theory, and including whether a claim must be arbitrated (a "Claim"), will be resolved as set out in this Section 17. This Section is governed by the Federal Arbitration Act.
17.2 Exceptions. Either of us may (a) bring an individual Claim in small claims court if it qualifies and stays there, or (b) ask a court for an injunction to stop infringement or misuse of intellectual property.
17.3 Informal resolution first. Before starting arbitration or a small claims case, the party with a Claim must send a written Notice of Dispute to the other. Notices to us go to Purity Cosmetics, Inc., Attn: Legal, 2221 Oakland Road, San Jose, CA 95131, with a copy to [email protected]. The notice must be individual to one person and include: your name, mailing address, phone number and the email address used with your account or orders; a description of the Claim and the facts; the specific relief and amount you seek; and your personal signature, even if you have a lawyer. A notice covering more than one person is not valid for anyone. For 60 days after a valid notice is received, the parties will try in good faith to resolve the Claim, including through an individual phone or video call of up to 30 minutes if either party asks, which you will attend personally (your lawyer may join). Statutes of limitations and filing deadlines are paused while this process runs. Neither party may start arbitration until it is complete. An arbitrator or court may enforce this Section 17.3, including by pausing or dismissing an arbitration started without it.
17.4 Binding individual arbitration. If the Claim is not resolved, it will be decided only by binding arbitration before JAMS, under its Streamlined Arbitration Rules and Procedures (or its Comprehensive Rules if a Claim is over $250,000) and the JAMS Policy on Consumer Arbitrations Pursuant to Pre-Dispute Clauses Minimum Standards of Procedural Fairness, as changed by these Terms. JAMS rules are at jamsadr.com. If there is a conflict between the JAMS rules and these Terms, these Terms control, except where the Consumer Minimum Standards require otherwise. YOU AND 100% PURE ARE EACH GIVING UP THE RIGHT TO A JURY TRIAL AND TO GO TO COURT, except as stated in Section 17.2. The arbitrator may award the same individual relief a court could, including statutory damages and attorneys' fees where the law allows, but only for the individual party making the Claim.
17.5 Fees. If you are a consumer, your share of the JAMS fees will not be more than $250, or the lower amount the JAMS consumer rules set, and we will pay the rest of the JAMS filing, administrative and arbitrator fees. Each party pays its own attorneys' fees and costs unless the law or the arbitrator's award provides otherwise. The arbitration will take place in the county where you live, or by phone or video, unless we both agree otherwise.
17.6 Class action and jury waiver. CLAIMS MAY BE BROUGHT ONLY IN AN INDIVIDUAL CAPACITY, AND NOT AS A PLAINTIFF OR CLASS MEMBER IN ANY CLASS, COLLECTIVE, CONSOLIDATED OR REPRESENTATIVE PROCEEDING. The arbitrator may not combine more than one person's claims and may not award relief to anyone other than the individual party. The JAMS Class Action Procedures do not apply. If a court decides that this Section 17.6 cannot be enforced for a particular claim or type of relief, that claim or relief (and only that) will be decided in court, after the individual arbitration of all other claims is finished, and the court case will be paused until then.
17.7 Mass arbitration. If 25 or more similar Notices of Dispute or demands for arbitration are submitted by or with the help of the same or coordinated lawyers or organizations ("Mass Filing"), the following applies in addition to the rest of this Section 17: (a) the JAMS Mass Arbitration Procedures and Guidelines apply; (b) the claims will be filed and heard in batches of no more than 50 claimants each, in an order chosen by the parties (or at random if they cannot agree), and no more than one batch may proceed at a time; (c) one arbitrator will hear each batch, unless the parties agree otherwise; (d) fees for the remaining claims will not be due, and their claims will be paused, until their batch begins; (e) statutes of limitations for paused claims are tolled while they wait; and (f) the parties will in good faith discuss resolving the remaining claims after each batch, including through mediation. A court will have authority to enforce this Section 17.7 if any party disputes it. This Section 17.7 is meant to make mass filings efficient and fair for both sides, and nothing in it limits an individual's right to arbitrate their own Claim.
17.8 Thirty day right to opt out. You can opt out of arbitration under this Section 17 by sending a signed letter or email stating that you opt out, with your name, mailing address and the email address used with your account, to the address in Section 17.3, within 30 days after you first accept these Terms. Opting out does not affect any other part of these Terms or any earlier arbitration agreement you have with us.
17.9 Severability. If any part of this Section 17 is found unenforceable, the rest stays in effect, except as stated in Section 17.6.
17.10 Changes and earlier disputes. This Section 17 applies to Claims first raised after its effective date. Any dispute for which a Notice of Dispute, demand letter or arbitration demand was sent to us before the effective date of these Terms will continue to be governed by the dispute resolution terms in effect when it was first raised. If we change this Section 17 in the future, the change will not apply to a Claim you already raised with us, and you may reject a material change within 30 days of it taking effect, in which case the most recent version you accepted will continue to apply.