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Privacy Policy

Last updated: 30th October 2025

This Privacy Policy explains how Idntfy (“we,” “us,” or “our”) collects, uses, discloses, and protects personal data when you use our services—whether via our embedded widget on third-party stores or by logging in at idntfy.me (the “Service”). Your use of the Service constitutes acceptance of this policy.

Data We Collect

Directly from You

  • Account details: Name, email address, password
  • Profile attributes: Height, gender
  • Authentication tokens: To keep you logged in

Inferred or Derived

  • Body measurements & sizing data: Generated by our third-party scan provider or derived from scan outputs
  • Style preferences: Based on browsing and purchase history

Automatically

  • Technical data: IP address, device/browser type, operating system, device identifiers
  • Usage data: Pages viewed, timestamps, clickstream data
  • Cookies & trackers: Functional cookies (required), plus analytics and marketing cookies if you opt in

How We Collect Data

  • User input: Sign-up forms, surveys, and scan requests
  • Automated means: Server logs, cookies, and web beacons
  • Third parties:
    • SwanAI: Provides body-scan measurements and virtual try-on data
    • E-commerce platforms: When Idntfy is installed on a merchant’s store, we are given access to orders created there, including customer details (name, address, email, and items purchased).

For **non-Idntfy users** (customers who have not signed up with Idntfy), the **only element we store is a hash of the customer’s email address**. All other order data is used transiently for service operation and is not retained.

For **Idntfy users**, relevant order data may be temporarily processed to link shopping history to personalized recommendations, in accordance with this Privacy Policy.

Why We Process Your Data

We process your data for the following purposes:

To provide and operate the Service.

We use your account details, height, gender, and body scan data to generate personalized style advice, sizing recommendations, and virtual try-ons. This processing is necessary for the performance of our contract with you.

To personalize your experience.

We analyze browsing and purchase history to tailor product suggestions and improve the relevance of recommendations. This is based on our legitimate interest in enhancing service quality.

To ensure security and system integrity.

We process technical and usage data to detect and prevent fraud, troubleshoot issues, and maintain platform reliability.

For customer support and communications.

We use your account details and usage logs to respond to inquiries, send important updates, and provide assistance.

How We Share Your Data

  • Service providers: SwanAI (for scans), hosting/CDN, and analytics services.
  • Merchants: We may tag orders or carts for attribution and share aggregated, non-identifying insights (e.g., trend reports).
  • No personal data is sold or shared with marketing or advertising partners.

International Data Transfers

All processing and hosting occur within the European Economic Area (EEA).

If we or any sub-processor transfer data outside the EEA, we rely on EU Commission adequacy decisions or standard contractual clauses to ensure adequate protection.

Data Retention

  • Account & profile data (including height, gender, and scan outputs): Retained until you delete your account.
  • Usage logs & analytics: Retained up to two years for trend analysis and fraud prevention.
  • Hashed email data for non-users: Stored securely and irreversibly hashed for de-identification.

Your Rights

Under applicable law (including the GDPR if you are in the EEA), you have the right to:

  • Access your personal data
  • Rectify inaccurate or incomplete data
  • Erase data (“right to be forgotten”)
  • Restrict or object to processing
  • Request portability of your data in a machine-readable format

To exercise these rights email nina@idntfy.me. We will respond within one month.

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Cookies & Tracking

  • Functional cookies: Always active to enable core functionality
  • Analytics & marketing cookies: Opt-in only

You can manage your preferences anytime via the cookie banner.

Children’s Privacy

Our Service is not intended for children under 16.

We do not knowingly collect data from minors. If you believe we have inadvertently done so, please contact us to request deletion.

Security Measures

We implement industry-standard safeguards, including:

  • Encryption of data in transit (TLS) and at rest
  • Access controls and authentication safeguards for our staff
  • Regular security audits and penetration testing

Incident Response

In the unlikely event of a data breach, we will notify affected users via email and post updates at https://www.idntfy.me within 72 hours of confirming the breach.

Changes to This Policy

We may update this Privacy Policy from time to time.

Material changes will be communicated by email at least 14 days before taking effect, and via a banner in your user profile.

Contact Us

If you have any questions or concerns about this policy, please contact:

Nina Skarra

Data Protection Officer
Email: nina@idntfy.me