HackingRetail & ConsumerRetailStolen CredentialsData ExfiltratedCustomer Data InvolvedEmployee Data InvolvedDelayed DiscoveryIdentity (basic)Government IDFinancial accountMediumResolved

Self Esteem Brands, LLC

bd_7e6c29488896605f · schema v1 · pii pii-v1

Severity

Medium

Discovered

Jun 5, 2024

Filed

Dec 20, 2024

To disclose

28 weeks

Affected

Not disclosed

Linked

10 filings

Confidence

66%

Full breach record for Self Esteem Brands, LLC →

Self Esteem Brands, LLC experienced unauthorized access to its network. An external actor accessed employee email accounts starting prior to December 19, 2023, and viewed/obtained files from servers between June 5-6, 2024. Affected data includes names, Social Security numbers, driver's license numbers, and potentially financial account and passport information. The company engaged a cybersecurity firm, notified law enforcement, and is offering credit monitoring to affected individuals.

J jump to incidentP pin to compareR raw source

Incident timeline

undetected · 169 days

discovery → filing · 28 weeks / 198 days

Dec 19, 2023

Begins

Jun 5, 2024

Discovered

Dec 20, 2024

Filed

vs. sector median

+19 wks slower

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

Linked disclosures

Why this link?

Regulatory filings (9) · sorted by filing gap

Massachusetts State AGbd_49f1026cea5210a12024-12-20Verified
New Hampshire State AGbd_80ed207d3d6f0c9a2024-12-20Verified
Maine State AGbd_bd2975cd1730d4282024-12-20Verified
Indiana State AGbd_d668b8732d379fba2024-12-20Verified

Show 5 more filings ↓up to 362d gap

Vermont State AGbd_f133c7f5a01fadae2024-12-20Candidate
Nebraska State AGbd_43a51c0944a967e02025-02-05 · +47dVerified
Vermont State AGbd_449efc28b3d2e54e2025-02-05 · +47dVerified
California State AGbd_f56833f3df66d5692025-02-05 · +47dCandidate
Maryland State AGbd_2bbb16e4e60228442025-12-17 · +362dVerified

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

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

Discovered: Jun 5, 2024
Breach occurred: Dec 19, 2023 – Jun 6, 2024
Undetected for: 169 daysoccurrence → discovery
Materiality determined: —
Notification sent: —
Affected individuals: Not disclosed
Data types: Identity (basic)Government IDFinancial account
Data elements: Social Security number
Attack vector: Unauthorized Access
MITRE ATT&CK: T1078 Valid AccountsT1114 Email CollectionT1041 Exfiltration Over C2 Channel
Threat actor: External
Regulator citations: Notified law enforcement
Initial access: valid_credentials

During the incident: Implemented response protocols
Took measures to contain the activity
Launched an investigation
Engaged a cybersecurity firm
Notified law enforcement
Offering one year of access to Equifax Complete Premier credit monitoring
Changes made: Taken and are taking steps to enhance existing security measures
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 28 weeks(198 days from discovery to filing)
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

New Hampshire State AGDec 20 · first

Maine State AGDec 20 · first

Indiana State AGDec 20 · first

Vermont State AGDec 20 · first

California State AGDec 20 · first · this page

Nebraska State AG+47d

Vermont State AG+47d

California State AG+47d

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://oag.ca.gov/ecrime/databreach/reports/sb24-596545
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Dec 20, 2024
Raw hash: 2e20700827be7c44ec5140d63c4a0ad3b02b8da2d737da38340180e8926a6096

Linked disclosures

Regulatory filings (9) · sorted by filing gap

Reporting entitySelf Esteem Brands, LLC

Victim entitySelf Esteem Brands, LLC

Incidentdiscovered Jun 5, 2024

Stated responseImplemented response protocols

Complianceclock not assessable

Extraction provenanceno artifact recorded

Source provenanceoag.ca.gov