Privacy Policy

2. DATA WE COLLECT ABOUT YOU

2.1 Information You Give Us Directly

When you create an account or use our services, you may provide us with:

• Identity data: full name, username, date of birth, and gender (optional);
• Contact data: email address, telephone number, and delivery or billing address;
• Profile and style data: body measurements (optional), style preferences, clothing size, colour preferences, budget range, lifestyle descriptors, and any style quizzes you complete;
• Financial data: payment card details, billing information, and transaction history (processed via PCI-DSS compliant third-party payment processors — Styailist does not store full payment card numbers);
• User-generated content: photos you upload to our virtual wardrobe, style boards, reviews, ratings, and comments;
• Communications: messages sent to us via contact forms, email, live chat, or social media.

2.2 Information We Collect Automatically

When you use the Platform, we automatically collect:

• Device data: device type, operating system, browser type and version, device identifiers, and IP address;
• Usage data: pages visited, features used, content viewed or saved, session duration, clickstream data, search queries, and interaction logs;
• Location data: general geographic location inferred from your IP address; precise location data only if you expressly grant permission via your device settings;
• Cookies and similar technologies: see Section 9 (Cookies) for full details.

2.3 Information from Third Parties

We may receive information about you from third parties, including:

• Social media platforms: if you choose to connect your social media account (e.g., Instagram, Pinterest) to the Platform, we may receive publicly available profile information and content, subject to your privacy settings on those platforms;
• Brand Partners: brands you engage with via the Platform may share purchase history or engagement data with us to enable personalised recommendations, subject to their own privacy notices and your consent where required;
• Analytics and advertising partners: aggregated and pseudonymised audience data used to improve our services;
• Identity verification providers: where age verification or identity confirmation is required.

2.4 Sensitive Data — Special Protections

Styailist does not require you to provide special category data (such as health information, racial or ethnic origin, or biometric data) as a condition of using the Platform. If you voluntarily provide information that could be considered sensitive (for example, by describing a disability-related styling need), we will treat it with the highest level of care, process it only with your explicit consent, and store it with additional security controls. You may request deletion of any such data at any time.

2.5 Data Relating to Children

The Platform is not directed at individuals under the age of 16. We do not knowingly collect personal data from children under 16. If you are a parent or guardian and believe your child has provided us with personal data, please contact us at privacy@styailist.com and we will promptly delete it. Where users are between 16 and 18, we apply additional safeguards and limit the data we collect and process.

3. HOW WE USE YOUR DATA

3.1 To Provide and Improve Our Services

We use your data to: create and manage your account; deliver personalised styling recommendations, curated brand matches, and outfit suggestions; enable virtual wardrobe management and wishlist features; process transactions and fulfil any orders placed through the Platform; provide customer support and resolve any issues; and continuously improve and personalise your Platform experience.

3.2 Personalisation and AI-Powered Styling

The heart of Styailist is personalisation. We use your style profile, preferences, browsing behaviour, and interaction history to power our AI and machine learning systems, which generate personalised styling recommendations and content. You can update or delete your style profile at any time via your account settings. You may also request a human review of any AI-generated recommendation that has been applied to your account.

3.3 Communications

We may contact you by email, push notification, or in-Platform message for the following purposes:

• Service communications: transactional and account-related messages (e.g., order confirmations, password resets) — these cannot be opted out of while you hold an account;
• Marketing and promotional communications: style inspiration, new brand launches, exclusive offers, and curated content — these are sent only with your consent and you may opt out at any time;
• Surveys and feedback requests: to improve our services — always optional.

3.4 Analytics and Research

We use aggregated, anonymised, or pseudonymised data to: understand how consumers use the Platform; identify trends in fashion and styling preferences; conduct internal research; and develop new features and services. This processing does not allow us to identify you as an individual.

3.5 Safety, Security, and Legal Compliance

We use your data to: detect, prevent, and respond to fraud, abuse, and security threats; enforce our Terms and Conditions; comply with applicable laws and regulatory requirements; and respond to lawful requests from courts and public authorities.

4. LEGAL BASES FOR PROCESSING YOUR DATA

Under the UK GDPR and EU GDPR (as applicable), we process your personal data on the following legal bases:

• Contract: to perform our contract with you, including providing the Platform's core features and processing transactions;
• Legitimate Interests: for fraud prevention, Platform security, analytics, and service improvement, where your interests and rights do not override ours;
• Consent: for marketing communications, non-essential cookies, and processing of any sensitive data you voluntarily share; you may withdraw consent at any time;
• Legal Obligation: where processing is required to comply with a legal obligation binding on Styailist.

Where we rely on legitimate interests, you have the right to object. Please see Section 10 for details.

5. SHARING YOUR DATA

5.1 What We Share and With Whom

We do not sell your personal data to third parties. We may share your data with:

• Service providers and sub-processors: companies that provide services on our behalf (cloud hosting, payment processing, analytics, email delivery, customer support tools). All are bound by data processing agreements with equivalent data protection standards;
• Brand Partners: aggregated and anonymised trend and preference data may be shared with brand partners to help them understand general consumer preferences. We do not share your identifiable personal data with brand partners without your explicit consent, except where required to fulfil a transaction you initiate;
• Stylists and consultants: where you request a personalised styling session, relevant profile information may be shared with the stylist assigned to your session, subject to strict confidentiality obligations;
• Analytics and advertising partners: pseudonymised usage data to measure Platform performance and deliver relevant advertising, subject to your cookie and marketing preferences;
• Legal and regulatory authorities: where required by law or court order.

5.2 Social Sharing

If you choose to share content from Styailist to social media platforms, you do so at your own discretion. Styailist is not responsible for the privacy practices of those platforms. We encourage you to review their privacy policies before sharing.

5.3 Business Transfers

If Styailist undergoes a merger, acquisition, or asset sale, your personal data may be transferred to the relevant successor entity, subject to equivalent data protection obligations. We will notify you in advance by email if this occurs.

6. INTERNATIONAL DATA TRANSFERS

Styailist primarily processes your data within the United Kingdom and the European Economic Area. Where we transfer data outside these regions, we ensure that appropriate safeguards are in place — such as Standard Contractual Clauses or adequacy decisions — to ensure your data receives a level of protection equivalent to UK and EU standards. You may request details of the specific safeguards in place by contacting privacy@styailist.com.

7. HOW LONG WE KEEP YOUR DATA

We keep your personal data only for as long as necessary for the purposes described in this Policy, or as required by law. Our standard retention periods are:

• Account data: retained for the duration of your account and for 3 years after account deletion, to comply with legal obligations and resolve disputes;
• Transaction and financial records: retained for 7 years for tax and accounting compliance;
• Style profile and preference data: retained while your account is active; deleted within 30 days of account deletion upon your request;
• Marketing preferences and consent records: retained for 5 years from the date of consent or last interaction;
• Technical logs: retained for up to 12 months;
• Customer support records: retained for 3 years from closure of the relevant inquiry.

When your data is no longer needed, it will be securely deleted or anonymised. You can request deletion at any time — see Section 10.

8. HOW WE PROTECT YOUR DATA

We take the security of your personal data seriously and implement robust technical and organisational measures including:

• Encryption of data at rest (AES-256) and in transit (TLS 1.2+);
• Secure, hashed storage of passwords — we never store passwords in plain text;
• Multi-factor authentication for account access;
• Regular security audits and penetration testing by accredited third parties;
• Strict internal access controls based on the principle of least privilege;
• Employee data protection training;
• Incident response procedures with rapid breach notification protocols.

If we become aware of a data breach that is likely to affect your rights and freedoms, we will notify you promptly and report to the relevant supervisory authority within 72 hours, as required by law.

IMPORTANT: No online platform can guarantee absolute security. You are responsible for keeping your account credentials secure and for logging out of shared devices. Please notify us immediately at privacy@styailist.com if you suspect unauthorised access to your account.

9. COOKIES AND TRACKING TECHNOLOGIES

9.1 What Are Cookies?

Cookies are small text files placed on your device by websites you visit. We also use similar technologies such as web beacons, pixels, and local storage. These technologies help us operate the Platform, understand how you use it, and show you relevant content and advertising.

9.2 The Cookies We Use

• Strictly Necessary Cookies: essential for the Platform to function (e.g., login sessions, shopping basket). These cannot be disabled.
• Functional Cookies: remember your preferences (e.g., language, size settings) to enhance your experience.
• Analytics Cookies: help us understand how users interact with the Platform so we can improve it (e.g., Google Analytics, with IP anonymisation enabled).
• Marketing and Targeting Cookies: used to deliver relevant advertising and measure campaign effectiveness. These are only placed with your consent.
• Social Media Cookies: placed when you interact with social sharing features.

9.3 Your Cookie Choices

When you first visit the Platform, you will be presented with a cookie consent banner. You may accept all cookies, reject non-essential cookies, or manage your preferences category by category. You can change your cookie preferences at any time via the Cookie Settings link in the footer of the Platform. Please note that disabling certain cookies may affect the functionality of the Platform.

10. YOUR PRIVACY RIGHTS

Depending on where you are located, you may have the following rights in relation to your personal data. We take these rights seriously and will respond to all valid requests within one calendar month (or as otherwise required by law).

10.1 Right to Access

You have the right to request a copy of the personal data we hold about you, along with information about how it is used. Submit requests to privacy@styailist.com. The first request is free of charge.

10.2 Right to Rectification

If any personal data we hold about you is inaccurate or incomplete, you have the right to request correction. You can update most profile information directly via your account settings.

10.3 Right to Erasure (Right to Be Forgotten)

You may request that we delete your personal data in certain circumstances, including where the data is no longer necessary for the purposes for which it was collected, or where you withdraw consent. We will comply unless we have a legal obligation or overriding legitimate interest to retain the data. Account deletion can be initiated via account settings; full deletion of all data is processed within 30 days.

10.4 Right to Restriction of Processing

You may request that we restrict processing of your data while a dispute about its accuracy or our use of it is being resolved.

10.5 Right to Data Portability

Where processing is based on consent or contract, you have the right to receive your personal data in a structured, commonly used, machine-readable format and to request that we transfer it directly to another service provider where technically feasible.

10.6 Right to Object

You have the right to object to processing based on our legitimate interests, including profiling. We will cease such processing unless we can demonstrate compelling legitimate grounds. You also have an absolute right to opt out of direct marketing at any time.

10.7 Rights in relation to Automated Decision-Making

Where we use automated processes (including AI) to make decisions that significantly affect you, you have the right to: request human review of the decision; express your point of view; and contest the decision. We will always tell you when a significant automated decision has been made about your account.

10.8 CCPA Rights (California Residents)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) / California Privacy Rights Act (CPRA), including: the right to know what personal information is collected, disclosed, or sold; the right to opt out of the sale or sharing of personal information; the right to non-discrimination for exercising your rights; and the right to correct inaccurate personal information. To exercise CCPA rights, contact privacy@styailist.com or use our Do Not Sell My Personal Information link in the Platform footer.

10.9 How to Exercise Your Rights

To exercise any of the above rights, please contact us at privacy@styailist.com with your full name, account email address, and a description of your request. We may ask for proof of identity before processing your request. We will always respond within one calendar month.

11. MARKETING AND COMMUNICATION PREFERENCES

We will only send you marketing communications with your consent. You can opt out of marketing at any time by: clicking the unsubscribe link in any marketing email; updating your communication preferences in your account settings; or contacting us at privacy@styailist.com. Opting out of marketing will not affect the delivery of service-related communications (such as order confirmations or password resets).

12. LINKS TO THIRD-PARTY PLATFORMS

The Platform may contain links to third-party websites, applications, and social media platforms. Styailist is not responsible for the privacy practices of those third parties. We encourage you to review their privacy policies before providing any personal data to them.

13. CHANGES TO THIS POLICY

We may update this Policy from time to time to reflect changes in our practices, technology, or legal requirements. We will notify you of material changes by sending an email to your registered address and/or displaying a prominent notice on the Platform at least 30 days before the changes take effect. The revised Policy will show the updated effective date at the top. Your continued use of the Platform after the effective date constitutes acceptance of the revised Policy.

14. CONTACT US AND HOW TO COMPLAIN

If you have any questions, concerns, or requests relating to this Policy or how your data is used, please contact us:

• Email: privacy@styailist.com
• Data Protection Officer, Styailist Ltd., [Registered Address]

We aim to respond to all inquiries within 5 business days.

If you are not satisfied with our response, or believe we are processing your data unlawfully, you have the right to lodge a complaint with the UK Information Commissioner's Office (ICO) at www.ico.org.uk or by calling 0303 123 1113. If you are based in the EU, you may also contact your local supervisory authority.