Privacy Policy
Last updated: 26 August 2026
This Privacy Policy explains how DressUp ("DressUp", "we", "us") collects, uses, stores, shares, and protects your information when you use the DressUp mobile app and related services (the "Service"). It includes a dedicated section on face data, because DressUp uses photos of you to create your personal avatar. By using the Service you agree to this Policy.
1. Information we collect
Account information
When you create an account we collect your email address. If you use Sign in with Apple, we receive the name you choose to share and either your email address or Apple's private relay address. We never receive your Apple password.
Photos of your wardrobe
We collect the photos you take or upload of your clothing, shoes, and accessories so we can remove backgrounds, tag each item, and build your digital wardrobe.
Face data and likeness (photos of you)
To generate your personal avatar and to visualise outfits on you, you may choose to provide photos of yourself, including a headshot and a full-body photo. These images contain your face and likeness. Providing them is optional — the wardrobe features work without them — but they are required to use the avatar and on-model visualisation features. See Section 4 for exactly how this data is handled.
Style profile
Optional details you enter to improve styling (such as fit, sizing, and style preferences), and the outfits and looks you save.
Purchases
If you subscribe, your purchase is processed by Apple and managed through our subscription provider, RevenueCat. We receive subscription status and transaction identifiers. We never receive or store your card or payment details.
Usage and device data
Basic technical and diagnostic data — such as app version, device type, error logs, and feature usage — used to keep the Service reliable and secure.
2. How we use your information
- Provide and operate the Service — cataloguing your wardrobe, generating your avatar, and styling outfits.
- Authenticate you and keep your account secure.
- Process subscriptions and prevent abuse of usage limits.
- Diagnose problems, improve reliability, and provide support.
- Comply with legal obligations.
We do not sell your personal information, and we do not use your photos or face data for advertising or marketing.
3. How your data is processed and shared
We use a small set of trusted service providers ("subprocessors") to run the Service. They may process your data only on our instructions and only to perform their function. We do not sell your data or share it for others' marketing.
| Provider | Purpose | Data involved |
|---|---|---|
| Apple | Sign in with Apple; App Store purchases | Account identifier, subscription status |
| Cloudflare | App hosting, image storage (R2), caching, and database routing | All app data, including your photos and avatar |
| Neon | Primary database | Account, wardrobe, style, and avatar records |
| OpenRouter & Google | AI image processing — background removal, tagging, avatar and outfit generation | Your wardrobe photos and, for avatar/visualisation, your face & likeness photos |
| Resend | Sending sign-in ("magic link") and account emails | Email address |
| RevenueCat | Subscription management | Purchase/subscription identifiers |
Your images are sent to our AI processors solely to produce the result you asked for (for example, a cleaned item image or your avatar). We do not use your images to train our own models. We may also disclose information if required by law or to protect the rights and safety of our users.
4. Face data — our commitments
We treat the photos of your face and likeness with special care, consistent with Apple's App Store requirements for face data. Specifically:
What we will and will not do with your face data
- Consent first. We only collect photos of you after you choose to add them for avatar or visualisation.
- Single purpose. Your face and likeness photos are used only to generate and display your avatar and to visualise outfits on you.
- No advertising. We never use your face data for advertising, marketing, or profiling.
- No identification. We do not use your face data for facial recognition, identity verification, or to build any biometric identity database, and we do not match you against other people.
- No sale, no onward sharing. We never sell your face data and never share it with third parties except the AI processor(s) above, strictly to render your avatar or visualisation on our instructions.
- You stay in control. You can delete your avatar or your account at any time; doing so deletes the source photos of you and the generated avatar images (see Section 6).
5. Data retention
We keep your information for as long as your account is active or as needed to provide the Service. Your wardrobe photos, face/likeness photos, and generated avatars are retained until you delete them or delete your account. Limited records may be kept where required for legal, security, or accounting reasons, after which they are deleted or anonymised.
6. Your choices and rights
Depending on where you live, you may have the right to access, correct, export, or delete your personal information, and to object to or restrict certain processing. You can exercise these in the app or by contacting us:
- Delete your avatar / face data: remove your avatar in the app, which deletes the source photos and generated images.
- Delete your account: use Delete Account in the app to permanently remove your account and associated data.
- Access or export: contact us and we will provide a copy of your data.
7. Security
Data is encrypted in transit (HTTPS/TLS) and stored with access controls on infrastructure operated by our subprocessors. No method of transmission or storage is perfectly secure, but we work to protect your information using industry-standard measures.
8. International transfers
Our providers may process and store data in the United States and other countries. Where required, we rely on appropriate safeguards for such transfers.
9. Children
DressUp is not directed to children under 13 (or the minimum age required in your country), and we do not knowingly collect their data. If you believe a child has provided us data, please contact us and we will delete it.
10. Changes to this Policy
We may update this Policy from time to time. We will revise the "Last updated" date above and, for material changes, provide notice in the app.
11. Contact us
Questions or requests about your privacy or this Policy: privacy@dressupinc.app.