HackingRetail & ConsumerRetailStolen CredentialsData ExfiltratedCustomer Data InvolvedEmployee Data InvolvedIdentity (basic)Government IDFinancial accountFinancial credentialsHealth (basic)PHIMediumContained

Self Esteem Brands, LLC

bd_43a51c0944a967e0 · schema v1 · pii pii-v2

Severity

Medium

Discovered

Jan 23, 2025

Filed

Feb 5, 2025

To disclose

—

Affected

8state residents only

Linked

10 filings

Confidence

66%

Full breach record for Self Esteem Brands, LLC →

Self Esteem Brands, LLC submitted a supplemental data breach notification to the Nebraska Attorney General on February 5, 2025, covering 8 additional Nebraska residents. The incident involved unauthorized access to servers and employee email accounts between December 19, 2023, and June 6, 2024. Affected data included names, SSNs, driver's license numbers, financial account information, and payment card data. The company engaged a cybersecurity firm, notified law enforcement, and provided one year of credit monitoring services to affected individuals.

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Incident timeline

undetected · 401 days

Dec 19, 2023

Begins

Jan 23, 2025

Discovered

Feb 5, 2025

Filed

This filing is one of 10 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (9) · sorted by filing gap

Vermont State AGbd_449efc28b3d2e54e2025-02-05Verified
California State AGbd_f56833f3df66d5692025-02-05Candidate
Massachusetts State AGbd_49f1026cea5210a12024-12-20 · +47dVerified
California State AGbd_7e6c29488896605f2024-12-20 · +47dCandidate

Show 5 more filings ↓up to 315d gap

New Hampshire State AGbd_80ed207d3d6f0c9a2024-12-20 · +47dVerified
Maine State AGbd_bd2975cd1730d4282024-12-20 · +47dVerified
Indiana State AGbd_d668b8732d379fba2024-12-20 · +47dVerified
Vermont State AGbd_f133c7f5a01fadae2024-12-20 · +47dCandidate
Maryland State AGbd_2bbb16e4e60228442025-12-17 · +315dVerified

Name: Self Esteem Brands, LLC
norm: self esteem brands

Name: Self Esteem Brands, LLC
norm: self esteem brands
Industry: Retail & Consumerllm

Discovered: Jan 23, 2025
Breach occurred: Dec 19, 2023 – Jun 6, 2024
Undetected for: 401 daysoccurrence → discovery
Materiality determined: —
Notification sent: Feb 5, 2025
Affected individuals: 8state-resident count only
Data types: Identity (basic)Government IDFinancial accountFinancial credentialsHealth (basic)PHI
Attack vector: Unauthorized Access
MITRE ATT&CK: T1078 Valid AccountsT1114 Email Collection
Threat actor: External
Regulator citations: Filed initial notice to Nebraska Attorney General on December 20, 2024
Initial access: valid_credentials

During the incident: Engaged a cybersecurity firm
Notified law enforcement
Mailed notification letters via First-Class mail
Offered complimentary, one-year membership to credit monitoring and identity protection services
Established a dedicated, toll-free call center
Changes made: Implemented response protocols
Took measures to contain the activity
Launched an investigation
Enhanced existing security measures
Source: Quoted from the filing itself, not independently verified.

Compliance flags: — (clock not assessable for this source)

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 10 filings · 8 states

View merged incident ↗

Massachusetts State AGDec 20 · first

California State AGDec 20 · first

New Hampshire State AGDec 20 · first

Maine State AGDec 20 · first

Indiana State AGDec 20 · first

Vermont State AGDec 20 · first

Vermont State AG+47d

California State AG+47d

Nebraska State AG+47d · this page

Maryland State AG+362d

Pattern: first filing Dec 20 (MA), last Dec 17 (MD) — a 362-day rolling notification. Rolling spreads often mean counsel is filing as thresholds trip per state. Why this link?

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://nebraska.gov/ago/data-breach/documents/Self Esteem - Nebraska Attachment Supplemental.pdf
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Feb 5, 2025
Raw hash: 823a501ddf2ae729c7fa02d00cf1f1d5c3267eb19de73e0d42b04e7056264af3

Linked disclosures

Regulatory filings (9) · sorted by filing gap

Reporting entitySelf Esteem Brands, LLC

Victim entitySelf Esteem Brands, LLC

Incidentdiscovered Jan 23, 2025

Stated responseEngaged a cybersecurity firm

Complianceclock not assessable

Extraction provenanceno artifact recorded

Source provenancenebraska.gov