Privacy Policy

Information we collect

We collect information you provide directly to us, information collected automatically when you use our Services, and information from third parties.

Information you provide:

• Account information — name, email address, password, and authentication information when you register or sign in.
• Profile information — style preferences, body measurements, apparel sizing, gender or presentation preferences, preferred fit, coverage preferences, color season, and other profile information you choose to provide.
• Photos and images — selfies used for color analysis, likeness-based features, and profile images; wardrobe and garment photos; marketplace images; and other images you choose to provide to features such as event analysis, shopping scans, or moodboards.
• Color-analysis data — characteristics derived from your selfie for purposes of generating your personal color analysis and Comprehensive Personal Color Profile ("CPCP"), including skin tone and undertone, skin depth, hair color and tone, eye color characteristics, color-season classification, confidence information, and associated color-palette data. See Section 06 for additional information.
• Body and fit information — measurements, apparel sizes, body-shape information, fit preferences, and related information you choose to provide for styling and AI-generated outfit features.
• Payment and transaction information — payment information is processed through our payment providers. We do not store full payment-card numbers. We may maintain transaction, subscription, marketplace, receipt, refund, and payout information associated with your account.
• Communications — messages and other information you send to our support team or otherwise provide to us.
• Waitlist information — information such as your email address submitted through parure.app before launch.
• Usage and planning information — outfits worn, occasions selected, wardrobe information, cost-per-wear information, trips, and calendar events you choose to sync or provide.

Information collected automatically:

• Usage data — features you access, outfits you generate, marketplace activity, and actions taken in the Services.
• Device information — device type, operating system, app version, device or advertising identifiers where permitted, and similar technical information.
• Location information — when you grant permission, location information used to provide weather-based recommendations. Coordinates sent to our weather provider are coarsened before transmission.
• Log and diagnostic information — IP address, access times, crash information, performance information, and similar technical data.
• Analytics and attribution information — information relating to use of the Services, subscriptions, and advertising attribution, subject to applicable permissions and consent requirements.

How we use your information

We use personal information to:

• Create and manage your account;
• Generate your personal color-season analysis and CPCP;
• Generate optional AI-created images or outfit previews depicting your likeness;
• Build and style outfit recommendations using your digital wardrobe;
• Analyze wardrobe items, shopping items, event images, moodboards, travel information, weather information, and other content when you choose to use the applicable feature;
• Provide marketplace functionality;
• Process payments, subscriptions, seller payouts, refunds, and transactions;
• Provide weather-based and calendar-based styling recommendations when you enable those features;
• Send transactional communications, including receipts, security alerts, and service-related notifications;
• Send marketing communications where permitted and with any consent required by applicable law;
• Personalize and improve the functionality, performance, and recommendation quality of the Services;
• Detect fraud, maintain security, troubleshoot errors, and protect the Services and our users; and
• Comply with applicable legal obligations.

We do not use your photos, selfies, color-analysis data, or likeness to train generalized AI models for advertising or unrelated purposes. We do not sell your photos, color-analysis data, or likeness to advertisers or use your name, image, or likeness in Parure advertising, marketing, or promotional materials without separate permission.

Where we use aggregated or de-identified information, we take reasonable measures designed to prevent the information from being associated with an identifiable individual.

How we share your information

We do not sell your personal information. We disclose personal information as necessary to operate and provide the Services, including to service providers and technology providers that perform services for us.

Depending on the features you use, these providers may include:

• Supabase — database, authentication, storage, and backend infrastructure;
• Anthropic — AI processing, including color analysis, outfit curation, garment analysis, event-photo analysis, shopping scans, travel and weather styling, and other AI-supported features;
• Google — Gemini/Imagen for AI-generated images and wardrobe-photo processing, and Google services such as Sign-In, Places, Maps, and Calendar where applicable;
• Cloudinary — garment-image processing, background removal, image optimization, and certain video processing;
• Stripe — marketplace payments, tax calculations, seller onboarding, payouts, refunds, and related payment services;
• RevenueCat — subscription and entitlement management;
• Mixpanel — product analytics;
• AppsFlyer — advertising attribution and campaign measurement;
• Sentry — crash and error monitoring;
• Resend — transactional and other email communications;
• WeatherAPI.com — weather information used for weather-based styling;
• Expo and applicable Apple/Google services — push notifications and mobile application infrastructure; and
• Amazon, Awin, and Commission Junction (CJ) — affiliate product catalog, search, and referral functionality.

The information disclosed depends on the feature you choose to use. For example, your selfie is transmitted to Anthropic when you request color analysis and may be transmitted to Google when you choose to use an AI-generated likeness or "On Model" feature.

We may also disclose information:

• For marketplace transactions, where information must be processed or made available to complete a transaction;
• At your direction, including when you choose to share content through the Services;
• For legal and safety purposes, where disclosure is required or permitted by law or reasonably necessary to protect rights, safety, security, or the integrity of the Services; and
• In connection with a business transaction, such as a merger, acquisition, financing, reorganization, or sale of all or part of our business or assets.

Photo and image data

Photos are used throughout certain Parure features.

Selfies submitted for color analysis are stored in a private storage environment maintained through Supabase and are transmitted to Anthropic for AI-assisted color analysis. Anthropic processes the image for purposes of generating the requested analysis; Anthropic is not Parure's long-term storage location for the selfie.

If you choose to use an AI-generated likeness or "On Model" feature, your selfie or a previously generated likeness image may also be transmitted to Google Gemini/Imagen together with information necessary to generate the requested image.

Wardrobe and garment photographs may be stored as part of your digital wardrobe and may be transmitted to service providers where necessary to provide features you request, including garment analysis, image cleanup, or background removal.

Other images you voluntarily submit, such as event photographs, shopping-item photographs, or moodboards, may be processed by our AI providers when necessary to provide the feature you requested.

You may request deletion of your selfie and associated color-analysis data independently of the remainder of your account, subject to retention permitted or required by applicable law. See Section 06.

Color analysis, facial image data, and consent

How the color analysis works

If you choose to use Parure La Plee's color-analysis feature, you provide a selfie that is analyzed to generate your personalized color analysis and Comprehensive Personal Color Profile ("CPCP").

The color-analysis process evaluates color-related characteristics from regions of the image associated with your skin, hair, and eyes. Depending on the analysis, these characteristics may include skin tone, undertone and depth, hair tone and depth, and eye color characteristics such as hue, saturation, and warmth.

These characteristics are evaluated using a weighted color-classification process to generate information such as your color-season classification, a confidence score, and associated color-palette information. This information is then used to provide personalized color, wardrobe, outfit, and shopping recommendations.

What the color analysis does not do

Parure's CPCP color-analysis technology is not designed to identify or authenticate you based on your face.

The CPCP color-analysis process:

• does not use facial recognition to determine your identity or match you against an identity database;
• does not measure or map your facial geometry for identification or authentication;
• does not create a faceprint or face-geometry template for identifying you in another image; and
• uses the characteristics derived from your selfie to generate color-analysis and styling information.

Some privacy laws impose additional requirements on technologies that process facial images or biometric identifiers. We handle facial-image and color-analysis data in accordance with applicable privacy laws and provide notices and obtain consent where required for the processing performed.

Third-party AI processing

When you request color analysis, your selfie is transmitted to Anthropic's Claude AI service for analysis. The image and instructions relating to the requested analysis are provided to Anthropic to generate characteristics used for your color-season analysis and CPCP.

Parure stores your selfie and derived profile information through its backend and storage infrastructure, including Supabase.

Your choice and consent

Before processing your selfie for color analysis, we provide notice regarding the processing and obtain your affirmative consent where required by applicable law. Consent is not preselected or assumed.

You may decline to use the color-analysis feature and continue using other available portions of the Services that do not require color analysis.

Retention and deletion

Parure retains your selfie and associated color-analysis information while necessary to provide the applicable features and for the purposes disclosed at collection.

You may withdraw your consent or request deletion of your selfie and associated color-analysis information. The Services are designed so that withdrawal of the applicable consent deletes the stored selfie, generated likeness-based outfit images, and related profile fields and records the withdrawal of consent.

Parure's systems are also designed to automatically delete stored selfies and generated likeness-based outfit images six (6) months after they are created, even if you have not withdrawn consent.

Deletion from third-party providers is subject to the applicable provider's processing and retention practices. We do not represent that deletion from Parure's systems automatically constitutes deletion from a third-party provider unless that provider's applicable contractual terms and retention practices provide for such deletion.

Your likeness and AI-generated images

Parure offers optional features that can generate images depicting your likeness wearing clothing or styled outfits.

When you choose to use an applicable "On Model" or other likeness-based feature, Parure may transmit your selfie or a previously generated likeness image to Google Gemini/Imagen. Depending on the requested feature, the information transmitted may also include photographs of selected garments and styling or fit information such as body-shape or measurement-derived descriptors, apparel sizes, age range, preferred fit, coverage preferences, color season, occasion, season, or mood.

These features are optional. We obtain affirmative consent where required before using your selfie or other personal information to generate an AI-created depiction of your likeness.

AI-generated images may be stored in your account so that they can be displayed or reused as part of the Services.

Nothing about using these features transfers ownership of your name, image, or likeness to Parure except for the limited rights necessary to provide the features you choose to use.

We do not use your face, likeness, avatar, or AI-generated images depicting you in Parure advertising, promotional materials, social media, press, or app-store marketing without separate permission.

When you delete your selfie, withdraw the applicable consent, or delete your account, associated likeness-based images are deleted in accordance with our applicable deletion procedures.

Cookies, analytics, and tracking

Our website may use cookies and similar technologies to operate the site, remember preferences, understand usage, and, where applicable and permitted, measure marketing activity.

The mobile application also uses software development kits and similar technologies rather than relying solely on browser cookies.

We use providers including Mixpanel for product analytics and AppsFlyer for attribution and campaign measurement. Depending on the service and your settings, analytics or attribution information may include a Parure user identifier, email address, subscription information, product-usage information, device identifiers, advertising attribution information, and purchase-event information.

Where required, advertising tracking is subject to applicable device permissions, including Apple's App Tracking Transparency framework.

Our Services also contain affiliate links and shopping functionality involving third-party retailers and affiliate networks, including Amazon, Awin, and Commission Junction (CJ). When you interact with an affiliate link, the applicable retailer or affiliate network may receive information necessary to process and attribute the referral. Once you visit a third-party retailer, its own privacy practices apply.

Data retention

We retain personal information for as long as reasonably necessary to provide the Services, fulfill the purposes described in this Privacy Policy, comply with legal obligations, resolve disputes, and enforce our agreements.

In general:

• Account and profile information is retained while your account remains active and as otherwise reasonably necessary for the purposes described in this Policy.
• Wardrobe and outfit information is retained until you delete the applicable information or your account, subject to applicable retention requirements.
• Selfies and associated color-analysis information are subject to the specific retention and deletion practices described in Section 06.
• Stored selfies and generated likeness-based outfit images are designed to be deleted automatically six (6) months after they are created.
• AI-generated likeness images are also deleted when the applicable underlying selfie or account is deleted or applicable consent is withdrawn, subject to the operation of our deletion procedures.
• Payment and transaction records may be retained for the period required by applicable tax, accounting, financial, fraud-prevention, and other legal requirements.
• Consent records may be retained as reasonably necessary to document the consent provided or withdrawn.
• Aggregated or de-identified information may be retained for longer periods where it can no longer reasonably be linked to you.

When you request deletion of your account, we will delete or de-identify personal information in accordance with our applicable deletion procedures, except where retention is permitted or required by law.

Your rights and choices

Depending on where you live, you may have rights regarding your personal information, including rights to:

• access personal information we maintain about you;
• correct inaccurate information;
• request deletion of personal information;
• withdraw consent where processing is based on consent;
• request portability of certain information;
• object to or restrict certain processing;
• opt out of marketing communications; and
• manage device permissions, including location, calendar, photo, camera, notification, and applicable tracking permissions.

You may also withdraw your consent to color analysis and request deletion of your selfie and associated color-analysis information without necessarily deleting your entire account.

The availability and scope of these rights depend on applicable law.

Children's and minors' privacy

Parure La Plee is intended solely for individuals who are 18 years of age or older. You may not create an account or use the Services if you are under 18.

We do not knowingly collect personal information, photographs, facial-image data, color-analysis data, or other personal information from individuals under 18.

If we learn that an individual under 18 has created an account or provided personal information to us, we will take reasonable steps to terminate the account and delete the individual's personal information, subject to retention permitted or required by applicable law.

If you believe an individual under 18 has provided personal information to Parure La Plee, please contact us.

International users — UK, EEA, Canada, and Australia

Parure La Plee is operated by S9 Enterprises LLC from Orlando, Florida, United States. We offer the Services in the United States, United Kingdom, European Economic Area, Canada, and Australia.

Who is responsible for your information

S9 Enterprises LLC d/b/a Parure La Plee is the controller of the personal information described in this Privacy Policy where applicable law uses that terminology.

International transfers

Parure is based in the United States, and many of our service providers process information in the United States or other countries outside your jurisdiction.

Service providers

Our service providers may include Supabase, Anthropic, Google, Cloudinary, Stripe, RevenueCat, Mixpanel, AppsFlyer, Sentry, Resend, WeatherAPI.com, Expo, Apple, and other providers described in this Privacy Policy.

The specific information processed by each provider depends on the Parure feature used.

Automated processing

Parure uses automated systems to provide features such as color analysis, outfit recommendations, garment analysis, and AI-generated images.

These features provide styling, organizational, or shopping recommendations and are not intended to make decisions that produce legal effects concerning you or similarly significantly affect your rights, access to essential services, or financial position.

Where applicable law provides rights relating to automated processing, you may exercise those rights as described in this Privacy Policy.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time. When we do, we will update the "Last updated" date.

If we make material changes, we will provide additional notice where required by applicable law. Where applicable law requires consent to a new or materially different use of personal information, we will obtain the required consent before beginning that processing.

We will not rely solely on continued use of the Services where applicable law requires affirmative consent to the changed processing.

Contact us

If you have questions, concerns, or requests regarding this Privacy Policy or your personal information, please reach out: