Purpose Brands, LLC Breach Incident Score: Analysis & Impact (PUR3203232111425)

In this Rankiteo incident briefing, we review the Purpose Brands, LLC breach identified under incident ID PUR3203232111425.

The analysis begins with a detailed overview of Purpose Brands, LLC's information like the linkedin page: https://www.linkedin.com/company/purpose-brands-llc, the number of followers: 16008, the industry type: Wellness and Fitness Services and the number of employees: 28436 employees

After the initial compromise, the video explains how Rankiteo's incident engine converts technical details into a normalized incident score. The incident score before the incident was 786 and after the incident was 720 with a difference of -66 which is could be a good indicator of the severity and impact of the incident.

In the next step of the video, we will analyze in more details the incident and the impact it had on Purpose Brands, LLC and their customers.

On 06 June 2024, Self Esteem Brands LLC (dba Purpose Brands) disclosed Data Breach issues under the banner "Purpose Brands (Self Esteem Brands) Data Breach".

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.

The disruption is felt across the environment, and exposing Names, Social Security numbers and Tax identification numbers, plus an estimated financial loss of {'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'}, 'compensation': {'ordinary_losses': 'Up to $2,000 (documented out-of-pocket expenses + $80 for lost time)', 'extraordinary_losses': 'Up to $5,000 (identity theft/fraud)', 'alternative_cash_payment': '$25 (one-time, no documentation required)'}}.

In response, while recovery efforts such as Class action settlement offering compensation and credit monitoring continue, and stakeholders are being briefed through Notices sent to affected individuals with claim instructions (unique ID/PIN provided).

The case underscores how Settled (class action lawsuit resolved; no further details on forensic investigation), with advisories going out to stakeholders covering Notices sent to affected individuals with claim instructions (ID/PIN provided for online claims).

Finally, we try to match the incident with the MITRE ATT&CK framework to see if there is any correlation between the incident and the MITRE ATT&CK framework.

The MITRE ATT&CK framework is a knowledge base of techniques and sub-techniques that are used to describe the tactics and procedures of cyber adversaries. It is a powerful tool for understanding the threat landscape and for developing effective defense strategies.

Rankiteo's analysis has identified several MITRE ATT&CK tactics and techniques associated with this incident, each with varying levels of confidence based on available evidence. Under the Initial Access tactic, the analysis identified Valid Accounts (T1078) with moderate to high confidence (70%), supported by evidence indicating cybersecurity incident between Dec 2023-Jun 2024; no specific vector but implies unauthorized access. Under the Collection tactic, the analysis identified Data from Local System (T1005) with high confidence (95%), supported by evidence indicating exposing sensitive personal data including SSNs, tax IDs, financial/health records. Under the Exfiltration tactic, the analysis identified Exfiltration Over Alternative Protocol: Exfiltration Over Unencrypted/Obfuscated Non-C2 Protocol (T1048.003) with moderate to high confidence (85%), supported by evidence indicating data exfiltration such as Likely (files containing personal information exposed). Under the Impact tactic, the analysis identified Data Encrypted for Impact (T1486) with lower confidence (30%), supported by evidence indicating no ransomware confirmed, but high sensitivity of data suggests potential dual-purpose exfiltration/encryption and Inter Process Communication (T1659) with lower confidence (40%), supported by evidence indicating no direct evidence; implied by multi-month breach window (Dec 2023–Jun 2024). Under the Credential Access tactic, the analysis identified Unsecured Credentials: Credentials In Files (T1552.001) with moderate to high confidence (80%), supported by evidence indicating exposure of financial account details, payment card information suggests credential material in compromised files. These correlations help security teams understand the attack chain and develop appropriate defensive measures based on the observed tactics and techniques.