Lyft Inc. wants people to know that the company is on an upward trajectory, but the pink furry mustaches are going away.

Uber Technologies Inc. hired law firm Hogan Lovells data-privacy experts to conduct an internal data-privacy review, moving to tamp down criticism after an executive discussed prying on journalists private lives.

Lyft has partnered with almost 30 U.S. companies to start a commuter service.