Privacy Policy

1

What we collect

LookFresh

Legal

Effective October 2, 2026

LookFresh is an AI-assisted styling service operated by LookFresh AI Inc., a Delaware corporation. This is what we collect, how we use it, and the choices you have.

On this page

1. 1 What we collect
2. 2 If you don’t have an account
3. 3 How we use it
4. 4 Wardrobe photos and AI
5. 5 Photos of you (try‑on)
6. 6 Sharing a look
7. 7 Community looks
8. 8 Emails we send
9. 9 Store links and cookies
10. 10 Who we share data with
11. 11 Where your data is kept
12. 12 How long we keep it, and security
13. 13 Weather and places
14. 14 Cookies and analytics
15. 15 Your choices and rights
16. 16 Your privacy choices
17. 17 Children
18. 18 Changes to this policy
19. 19 Contact

In short

• We don’t sell your data, and we don’t share it for ads.
• Your photos stay private. They’re used only to style you.
• Analytics only if you say yes. Decline and nothing optional loads.
• Delete anytime. Photos in your account; everything else with one email.

Contents

1. 1 What we collect
2. 2 If you don’t have an account
3. 3 How we use it
4. 4 Wardrobe photos and AI
5. 5 Photos of you (try‑on)
6. 6 Sharing a look
7. 7 Community looks
8. 8 Emails we send
9. 9 Store links and cookies
10. 10 Who we share data with
11. 11 Where your data is kept
12. 12 How long we keep it, and security
13. 13 Weather and places
14. 14 Cookies and analytics
15. 15 Your choices and rights
16. 16 Your privacy choices
17. 17 Children
18. 18 Changes to this policy
19. 19 Contact

• Email and sharing settings
• Ask for your data, or delete it

1 What we collect

• Account: your name and email, and a password we keep only as a hash — or, if you sign in with Google, the name, email and profile picture link Google shares with us — and a profile photo if you add one.
• Style quiz: your answers — style, occasion, colours, what you want from your wardrobe and, if you go deeper, fit and how you like to dress. The quiz is scored in your browser by our own rules, not by an AI. Signed in, the result is saved to your account; as a guest it stays in this browser until you create one.
• About you, if you answer: undertone, eye colour, face shape, hair length and body shape — each with “Rather not say”. They become colours and cuts we suggest. We never ask for your skin colour.
• What you set: sizes, budget, colours and pieces to avoid, favourite stores, and a city for your weather.
• Photos you upload: wardrobe photos, to read the clothes in them; photos of yourself only if you use try‑on.
• Your looks, bag and lists: the looks you’re shown and save, your bag and wishlist, and the shopping lists you make, with the status you give each piece (bought, not bought, and why if you say).
• Usage, only if you accept analytics: pages viewed, looks and pieces shown, opened, saved and clicked, links clicked, your browser and device, your IP address and the rough location it points to — linked to your account when you’re signed in.
• Without that consent, only what running the site needs: on your own shopping list, which pieces you open at a store through our link and what you mark bought (against your account, with no IP address); our server’s logs of each request’s IP address, browser and page, as every website keeps; and daily counts of what our pages showed, with no cookie or identifier.
• What stores tell us: a store that pays us a commission, or its affiliate network, may tell us that a purchase came through our link and its amount. We never see your payment details — the store handles your payment.
• Messages you send us with the contact form are emailed to our inbox, not stored on the site.

2 If you don’t have an account

Most of what a guest sets — the quiz result, sizes, city, bag, saved looks, what you viewed and searched — stays in this browser. The looks you’re shown and save are kept on our server under a random id for this browser (the lf_dev cookie) and move to your account if you create one. If you claim a free look preview with your email, we keep that address with the claim, plus that browser id, a fingerprint of your browser’s standard headers (browser, language, platform) and your network’s address range, so the free preview can’t be claimed twice. If you tick the box to hear from us, the address also joins the weekly email list.

3 How we use it

• To match looks and pieces to your weather, style, sizes and budget — and, from your about‑you answers, the colours and cuts that suit you.
• To keep your looks, bag and lists, and to show looks on you when you ask.
• To run, secure and improve LookFresh: to stop a free preview being claimed twice, to limit requests, to fix what breaks and — only with analytics consent — to see which picks get opened, saved and clicked, so the next ones are better.
• To send the emails described below. Marketing email only if you subscribe, and every one has an unsubscribe link.

Where we use AI, this policy says so: reading wardrobe photos, the stylist that builds an outfit from them, checking a try‑on photo, and making look images. The looks of the week and the order you see things in are worked out by our own rules. We do not sell your personal information.

4 Wardrobe photos and AI

Wardrobe photos are sent to OpenAI to read the clothes in them. When you ask the stylist for an outfit from them, OpenAI or Anthropic gets the names of those clothes, the occasion and the weather, and from your profile your style words, colours you like and avoid, fit, occasions, budget band, values, dislikes and sizes — never your name, email or photos of you.

Photos are stored linked to your account and never shown to anyone else; outfits made from them stay private too. Delete a photo in your account and its file is removed from our storage; outfits already made from it keep their own picture until you delete them too.

Manage my photos

5 Photos of you (try‑on)

Try‑on is optional. Before you add a photo of yourself, we ask for your consent and record when you gave it. Each photo is checked automatically (one person, clothed, full length, not a child). A photo we can’t use stays in your account, visible only to you, until you delete it — except one turned away as not clothed, which is deleted at once. If a photo is turned down only for how it was taken (your head or feet cut off, your face not clear, too dark or blurry), you can choose to use it anyway. Photos are used only to show looks on you: they are sent to our AI providers in the United States — OpenAI, Anthropic or Replicate for that check, Replicate to make each render — and for nothing else.

Your photos and the looks made on you are never shown to other shoppers and our admin tools can’t open them. We never post them anywhere. If you save one to your device and send it yourself, whoever you send it to can keep it. Delete one photo and the looks made from it go too; delete them all and your consent is withdrawn.

My try‑on photos

6 Sharing a look

When you share a look made for you, we make a copy that holds only its pieces and style: not your name, city, sizes or photos. Anyone with the link can see that copy until you delete the look or stop sharing it. We count how many times a link is opened, not who opened it.

A look of the week has its own public page already, so sharing one sends that page. A photo of a look on you is never put on our site: it goes from your device, stamped “AI try‑on · lookfresh.ai”, and its link opens the look without the photo.

7 Community looks

Nothing you make is shown to other shoppers unless you choose to show it. After you save a look made only from catalogue pieces, or see it on a model, we may ask whether to show it to other shoppers; saying yes shows that look and turns “Show to other shoppers” on for your account. Looks from your wardrobe or your own photos are never shown to other shoppers.

A look you show is seen by other shoppers without your name or anything about you. They see its picture on a model (never on you), its pieces and how often it was saved, and can save a copy. Switch it off in Settings → Privacy — it withdraws every look at once — or withdraw a single look from its card. Shoppers can report a look to us, and we may hide it; we keep which account or browser sent a report only so the same report is not counted twice. When we started asking first, we switched this off for every account and withdrew every look, so nothing is shown until you choose.

8 Emails we send

• About your account: a welcome, password‑reset links, and a notice when your password changes.
• About your shopping lists: an email when you make one and, if pieces are still marked “to buy” three days later, one reminder. Reminders are on until you switch them off in Settings.
• The weekly email, only if you subscribe. We keep your address, where you signed up, your style, gender and budget filter so it shows pieces for you, the place you chose — as its forecast area, never the exact point — so it follows your weather, and which looks we sent so none repeats. With an account it also lists saved pieces that got cheaper. Every weekly email has a one‑click unsubscribe that needs no login; after that we keep the address marked unsubscribed so it isn’t emailed again.

Our emails are delivered by Resend.

9 Store links and cookies

Pieces link to their page on the store’s own site, and you buy there. Links to a store that pays us a commission (Princess Polly) go through its affiliate programme, as described below. Links to every other store go straight to the store and add only our tags (utm_source=lookfresh and two more), which tell the store the visit came from LookFresh and nothing about you.

When a store’s affiliate programme pays us, its links may pass through an affiliate network such as Impact or Partnerize, or carry the programme’s own code. The network then sees the click — as any site you visit sees your IP address and browser — and can set its own cookie to credit the sale. It never gets your name or email from us. See our Affiliate Disclosure.

Once you’re on a store’s site, it may set its own cookies, under its own privacy policy. Product photos load straight from the stores’ image servers at Shopify, so, as with any image on the web, your browser’s request reaches Shopify.

10 Who we share data with

Service providers that run parts of LookFresh. Each gets only what its job needs. Most process data in the United States.

Affiliate networks and stores: only the technical identifiers needed to attribute a click or purchase, never your name or email. Today that is the tags on our links, and the click the affiliate network of a store that pays us records.

Legal reasons: if the law requires it, or to protect our users or the service. We don’t sell your personal information or share it for advertising.

11 Where your data is kept

Your account, photos, looks and everything else we keep are on our own server, which we rent from a hosting company; photos are in private folders. Private files are served only to you, once we’ve checked it’s you; our AI service reads a wardrobe photo through a link that expires within minutes. Collages of catalogue photos, which contain no one’s personal photo, are public. Because most of the providers above are in the United States, some of your data is processed there wherever you use LookFresh from.

12 How long we keep it, and security

Your account and what’s in it stay until you delete them or ask us to — photos and looks until you delete them, the weekly email until you unsubscribe. Some things have their own clock:

• The analytics visit cookie (lf_sid) lasts 30 days; the browser id (lf_dev) a year.
• A password‑reset link works for one hour.
• The city your connection points to is remembered on your device for a week; the looks you’ve seen, for 14 days.
• A try‑on photo we can’t use stays in your account, visible only to you, until you delete it — except one turned away as not clothed, which is deleted at once.
• Files nothing uses any more are removed within a day.

We haven’t set automatic time limits yet for analytics records, guests’ looks and free preview claims; until we do, we keep them, and delete them when you ask.

Security: everything travels encrypted (HTTPS). Passwords are stored only as hashes. Uploaded photos are stored without their camera data, which can include where they were taken. Private files are served only to their owner, and our admin tools can’t open them.

13 Weather and places

Forecasts come from MET Norway, the Norwegian Meteorological Institute. If you share your device’s position, only our server sees it, and it rounds it to an area about 25 km across before asking for a forecast. Place search runs on our own copy of GeoNames, so what you type isn’t sent to anyone. 1

14 Cookies and analytics

Essential cookies keep you signed in (and let your private photos load), and give this browser its random id (lf_dev), which keeps a guest’s looks and counts the free preview. Your cookie choice, and a guest’s sizes, city and bag, are kept in your browser’s storage.

If you accept analytics, we also set a visit cookie (lf_sid), record the pages you visit with your IP address, load Microsoft Clarity (which records how pages are used, on servers in the United States), and ask ipwho.is for the city your connection comes from. Decline and nothing optional loads; change your mind any time, and withdrawing also forgets the city we found.

15 Your choices and rights

In your account you can edit your name, sizes and style, delete photos and looks, switch community sharing and list reminders on or off, and unsubscribe from the weekly email. Cookie settings are at the bottom of every page.

By email to hello@lookfresh.ai, ask for a copy of your data, a correction, or your account to be deleted. We answer within 30 days.

Deleting your account removes your profile, quiz answers, sizes, photos and looks, your bag, wishlist and weekly email subscription, from our database and storage. We keep, with your account and email removed: your shopping lists (which pieces, and their status) for our records, what our AI providers charged us, and analytics records — ask, and we delete the analytics records too. A free preview claim keeps its email so the preview can’t be claimed again.

Depending on where you live (for example California or the EU), you may have additional rights of access, correction, deletion and portability. Email us to exercise them; asking never changes how we treat you.

16 Your privacy choices

We don’t sell your personal information and don’t share it for targeted advertising, so under US state privacy laws there’s nothing to opt out of. If that ever changed, this policy would say so first, and you’d get a “Do not sell or share” switch before it happened.

17 Children

LookFresh is not directed to children under 13, and we do not knowingly collect personal information from them. If you believe a child under 13 has given us data, email us and we will delete it. Try‑on is for adults only: our Terms require you to be 18 or older to use it, and its automatic check turns away a photo of a child — and nobody can choose to use such a photo anyway.

18 Changes to this policy

If we make a material change to this policy, we will post the new version here and update the date. For significant changes we will also tell you by email or on the site.

1. Weather: MET Norway. Places: GeoNames. Both are open data under the Creative Commons Attribution 4.0 licence.

19 Contact

Privacy questions and requests: LookFresh AI Inc. · hello@lookfresh.ai

Something unclear?

Ask us in plain words. A person reads every message.

Write to us Back to top

Your choices

• Email and sharing
• Manage my photos
• Get or delete my data