Stiled — Stop Guessing, Start Shopping

Privacy Policy

Company: Stiled Labs Inc.
Effective Date: August 25, 2026
Contact: privacy@stiled.app

Stiled Labs Inc. ("Stiled," "we," "us," or "our"), a Delaware corporation, operates the Stiled AI fashion assistant available at stiled.app, via SMS and iMessage, and through Instagram direct messages. This Privacy Policy describes how we collect, use, store, and share your information when you use our service.

By creating an account or using Stiled, you agree to this Privacy Policy. If you do not agree, do not use the service.

1. Information We Collect

Account and Profile Information

When you create a Stiled account, we collect your full name, email address, gender and shopping preferences, reference brand and size, and shopping frequency.

Body Measurements

To provide fit recommendations, we collect your height and weight, chest, waist, hip, and inseam measurements, arm length, body shape details (weight distribution, build type, and proportions), and jeans size and size system preferences. This information constitutes health-adjacent personal information and sensitive personal information under applicable privacy laws including the California Consumer Privacy Act (CCPA).

Photos

We collect a face photo, used to analyze your skin tone and color season and to generate virtual try-on images, and a body photo, used to generate virtual try-on images and improve fit accuracy. Your photos are stored in our secure cloud storage. Your face and body photos are processed by Google Gemini (an AI service operated by Google LLC) solely to generate virtual try-on images. We do not use your photos for advertising and do not sell them to third parties. These photos are never made publicly visible.

Passport Photos

Separately, you may choose to upload a portrait and a full-body photo to display on your Fashion Passport. These passport photos are a different category from the face and body photos above: they are not biometric, they are not analyzed, and they exist solely to be displayed. Uploading a passport photo automatically converts it to black and white and, for the full-body photo, removes the background. If you turn on public sharing for your Fashion Passport, your passport photos become visible at a public web address that does not require an account to view; if you turn sharing off, they are removed, though we cannot retrieve or delete a copy that was already viewed, downloaded, or cached by someone else before you turned sharing off. Your face and body photos, described above, are never included on your public Fashion Passport under any circumstance.

Skin Tone and Color Analysis

From your face photo, we derive your skin tone hex value, skin depth and undertone, Monk skin tone scale value, Fitzpatrick scale value, color season (for example, warm autumn or cool winter), and a personalized color palette. This information is used exclusively to provide color and clothing recommendations. We do not sell, lease, or trade this data.

SMS and Phone Number

If you use Stiled via SMS or iMessage, we collect your phone number when you activate Stiled, the content of SMS messages you send to our service, and any photos you send via MMS. SMS message content is stored in our database to enable our AI to respond to your requests and maintain conversation context.

Instagram Direct Messages

If you message our Instagram account, we receive your Instagram-scoped user ID — an identifier Instagram issues that is specific to our account and cannot be used to identify you anywhere else — and the content of the messages you send us, which includes any post you share into the conversation. We store the text of the conversation and the products we found for you, so the assistant can follow what you asked for. We do not store the images from a post you share or a photo you send: they are held only in memory for as long as it takes to identify the garments. To search for a garment by picture we create a cropped image of it, which is stored only for as long as the search takes and then deleted. If you choose to connect your Instagram conversation to a Stiled account, we store the link between the two so both use the same profile and the same balance.

Shopping and Product History

When you analyze a product through Stiled, we collect the product URL, product details (brand, category, price, and images), fit scores and size recommendations we provide, virtual try-on images generated for you, and records of purchase links you click.

Payment Information

If you purchase Stamps — the credits Stiled uses for features such as virtual try-on — your payment is processed by Stripe on Stripe's own hosted checkout page. Stripe collects your card details and billing information directly. Stiled never receives or stores your card number, security code, or any other payment card data. We retain only the fact that a purchase completed, the number of Stamps credited to your account, and Stripe's transaction and checkout session identifiers.

Technical and Usage Data

We collect pages and features you interact with (via PostHog analytics), device and browser information, IP address, and referral codes.

2. How We Use Your Information

We use your information to provide personalized fit scoring and size recommendations, generate virtual try-on images, provide color-match recommendations based on your skin tone, enable SMS-based shopping assistance, send follow-up messages related to products you have analyzed, improve the accuracy of our recommendations over time, analyze usage patterns for product development, and prevent fraud and maintain security.

We use automated decision-making (AI) to generate fit scores and recommendations. These are provided as guidance only and are not guaranteed to be accurate for every individual or garment.

3. AI and Personalization

Almost everything Stiled tells you is generated rather than looked up, so it is worth being plain about how.

Fit and size — we compare the measurements you gave us against the brand's own published size chart for that garment. Where a brand publishes no usable chart, we fall back to a general estimate, which is less accurate.

Color — we score how well a garment's color works with the skin tone values derived from your face photo.

Virtual try-on — an AI image model renders the garment onto your own full-body photo. The result is a generated image, not a photograph of you wearing the item.

What we show you — your stated brands, budget, fit preference and dislikes shape which products you see and in what order.

Memory — we keep short notes about preferences you mention in conversation, so you do not have to repeat yourself.

Three commitments about this. Our AI providers are contractually prohibited from using your data to train their own models. We do not use your data to make decisions with legal or similarly significant effects — these are recommendations about clothing, and what you buy is your call. And every output can be wrong: fit varies with body shape, garment construction and fabric, and a generated image is an approximation.

You can correct anything we hold about you, or delete your account and everything in it, from your profile settings at any time.

4. Data Sharing with Third Parties

We share your data with service providers who help us operate Stiled, only to the extent necessary to provide our services. We do not sell, rent, or trade your personal information to third parties for marketing or advertising purposes.

These providers fall into the following categories:

• Cloud hosting and database providers — store your profile data, photos, and product history.
• Messaging infrastructure providers — process your phone number, message content, and any photos sent via MMS/iMessage, to enable two-way communication with Stiled.
• Instagram (Meta Platforms, Inc.) — carries messages between you and our Instagram account. Meta receives your messages because it operates the messaging service itself; what we send back to you passes through Meta for the same reason. Your use of Instagram is governed by Meta's own privacy policy, not this one.
• AI processing providers — receive photos and product images to generate virtual try-on images and other AI-generated recommendations. Their API terms prohibit using this data to train their own models.
• Product search providers — receive product search queries and image URLs to help find similar items.
• Personalization and memory providers — store short notes about your preferences, drawn from your conversations with Stiled, so that later answers reflect what you have already told us.
• Analytics and error-monitoring providers — receive usage events, which may include a user identifier, and technical error reports with personal details removed, to help us understand how people use Stiled and to fix faults.
• Payment processors — collect and process your payment and billing information when you make a purchase. Stiled never receives or stores your card number or any other payment card data — that stays with the processor.

We keep an accurate, current list of the specific providers within each category and will share it on request — contact privacy@stiled.app. Section 5 below, and our separate Biometric Privacy Notice, describe biometric-data sharing specifically — that disclosure is deliberately more detailed than this section, not less.

5. Biometric Data

If you choose to use Stiled's color-season feature, we analyze a photo of your face to derive skin tone characteristics. This may constitute biometric information under the Illinois Biometric Information Privacy Act (BIPA, 740 ILCS 14) and comparable laws, and we treat it with the elevated protections those laws require — informed opt-in consent before any analysis, no sale or lease of the data, and a stated retention and destruction schedule.

Because this disclosure deserves more detail than a general privacy policy can give it without burying it, the full notice — what we derive, why, who (if anyone) it's shared with, how long we keep it, and your rights — lives in its own document: our Biometric Privacy Notice, which we treat as part of this Privacy Policy.

6. Sensitive Personal Information — California Residents (CCPA)

For California residents, the following categories of information we collect qualify as "sensitive personal information" (SPI) under the California Consumer Privacy Act (CCPA) and its 2026 amendments:

• Biometric data (skin tone analysis derived from face photos)
• Health-adjacent data (height, weight, and body measurements)
• Contents of private communications (SMS message content)
• Racial or ethnic origin as may be inferred from skin tone analysis

We use SPI only to provide the services you requested — fit scoring, color recommendations, and virtual try-on. We do not use SPI for targeted advertising or cross-context behavioral advertising.

Your rights as a California resident:

• Right to know what personal information we collect and how we use it
• Right to delete your personal information
• Right to correct inaccurate information
• Right to limit our use and disclosure of your sensitive personal information to what is necessary to provide the requested service
• Right to opt out of the sale or sharing of your personal information (we do not sell or share personal information for advertising purposes)
• Right to non-discrimination for exercising your privacy rights

To exercise any of these rights, contact us at privacy@stiled.app. We will respond within 45 days.

7. Other U.S. State Privacy Rights

Several states beyond California now have their own consumer privacy laws — including Virginia, Colorado, Connecticut, Utah, Texas, Oregon and Montana, with others taking effect over time. If you live in one of them, you have rights along these lines:

• To know what personal data we hold about you and get a copy of it
• To correct anything inaccurate
• To have your data deleted
• To receive your data in a portable format
• To opt out of targeted advertising, the sale of personal data, and profiling that produces legal or similarly significant effects

On that last one: we do not sell personal data, we do not use it for targeted advertising, and we do not profile anyone for decisions with legal or similarly significant effects. Our profiling decides which clothes to show you and what size to suggest — nothing that affects your rights, finances or access to services. So there is nothing to opt out of, but the right exists and we will honor a request rather than argue about it.

Most of these states also treat biometric data and precise health-related information as sensitive, requiring your opt-in consent before it is processed. That is already how Stiled works: we ask separately and specifically before analyzing any photo of your face, and you can withdraw that consent at any time.

To exercise any of these, contact privacy@stiled.app. We respond within 45 days, and we will tell you if we need longer. If we turn a request down, you may appeal by replying to our response, and we will give you a written answer with our reasoning.

8. Users in the United Kingdom and European Economic Area (UK GDPR / GDPR)

If you are in the UK or the EEA, the UK GDPR and the EU GDPR apply to you in addition to the sections above, and this section governs where the two differ.

Who is responsible for your data

Stiled Labs Inc., a Delaware corporation at 5227 North 7th Street, STE 65972, Phoenix, AZ 85014, is the data controller. You can reach us at privacy@stiled.app.

Our lawful basis for each use

• Explicit consent (Art. 9(2)(a)) — your face photo, and the skin tone, undertone, Monk Skin Tone Scale and Fitzpatrick values we derive from it. These are biometric data, and the Monk and Fitzpatrick values may reveal information about your racial or ethnic origin and your skin's sun sensitivity. We ask for that consent on its own, in plain words, before any analysis runs.
• Explicit consent (Art. 9(2)(a)) — your full-body photo, used to generate virtual try-on images.
• Explicit consent (Art. 9(2)(a)) — your body measurements. Height, weight and exact physical dimensions can reveal information about your health, so we treat them as special category data rather than ordinary profile data.
• Contract (Art. 6(1)(b)) — your name, phone number, size preferences, product history and message content, which we need in order to run the service you asked for.
• Contract and legal obligation (Art. 6(1)(b), 6(1)(c)) — payment records, which we keep for tax and accounting purposes.
• Legitimate interests (Art. 6(1)(f)) — security, fraud prevention and error monitoring, balanced against your rights and never used for advertising.

Withdrawing consent stops future processing; it does not make past processing unlawful. If you withdraw consent for the face photo, the colour-season feature stops working for you and the rest of Stiled carries on.

Automated decisions and profiling

Stiled builds a style and sizing profile about you automatically. Your measurements are compared against each brand's published size chart to produce a fit score and a recommended size; your answers about brands, fit preference and budget shape which products you are shown; and your derived skin tone is used to score how well a garment's colour suits you. Virtual try-on images are generated by an AI model from your own photos.

These are recommendations about clothing. They do not produce legal effects and we do not consider them to significantly affect you in the sense of Article 22, so we do not treat them as decisions you can demand human review of. They are also not guaranteed to be right — they are guidance, and you decide what to buy. If you disagree with something we have derived about you, you can correct it, or delete your account and everything in it.

Your rights

• Access — a copy of the personal data we hold about you
• Rectification — correction of anything inaccurate
• Erasure — deletion of your data ("right to be forgotten")
• Restriction — pause our processing while a dispute is resolved
• Portability — your data in a machine-readable format, or sent directly to another provider
• Objection — to processing carried out under legitimate interests
• Withdrawal of consent — at any time, for anything we do on the basis of consent
• Not to be subject to solely automated decisions producing legal or similarly significant effects. Our fit scores and recommendations are automated, but they are guidance about clothing and do not produce such effects.

To exercise any of these, contact privacy@stiled.app. We respond within one month, extendable by two further months for complex requests, and we will tell you if we need that extension. You can delete your account and its data yourself at any time from your profile settings.

Who receives your data

The categories of processor set out in Section 4 apply here too, each acting only on our instructions and under a data processing agreement. We do not sell your data and we do not share it for advertising. We will name the specific provider in any category on request.

Transfers outside the UK and EEA

Stiled operates from the United States and our processors handle data there, so your personal data — including your photos and the values derived from them — is transferred outside the UK and EEA. Depending on the provider, we rely on either the EU–US Data Privacy Framework and its UK Extension, or on the European Commission's Standard Contractual Clauses together with the UK International Data Transfer Addendum, agreed as part of our data processing agreement with them.

We will provide details of the transfer mechanism and safeguards in place for any specific provider on request.

How long we keep your data

We keep your data for as long as your account is active. When you delete your account we delete the associated data within 30 days, as described in Section 13. Biometric data is deleted with your account, or sooner if you withdraw consent for it specifically.

Complaints

You have the right to complain to a supervisory authority. In the UK that is the Information Commissioner's Office ( ico.org.uk). In the EEA it is the authority in the country where you live or work. We would rather hear from you first at privacy@stiled.app, but you do not have to contact us before contacting them.

9. Cookies and Similar Technologies

Our website uses cookies and similar browser storage for two purposes: to keep you signed in and to keep your session secure, and to understand how the site is used through PostHog analytics.

The sign-in and security cookies are strictly necessary — the site cannot work without them, and they are set without asking. The analytics cookies are not necessary, and where consent is required for them we ask before setting them.

We do not use advertising cookies, and we do not allow third parties to track you across other websites through our site.

Do Not Track

Browsers can send a "Do Not Track" signal, but no common standard was ever agreed for what a site should do with one, so we do not respond to them. In practice this changes nothing for you: the behavior those signals exist to prevent — tracking you across other companies' websites, and advertising based on it — is something Stiled does not do at all.

10. Links to Retailers and Other Websites

Stiled regularly sends you to other companies' websites — that is much of the point. When we find you a product or check a garment's fit, the link we send goes to the retailer selling it.

Once you tap through, you are on their site, under their privacy policy and their terms, not ours. We have no control over what they collect, what they store, or how they use it, and we are not responsible for it. If you are unsure, read the policy on the site you have landed on.

We do pass a small amount of information in those links so that we can tell which recommendations were useful — that is described in Section 1 under Shopping and Product History. We do not share your measurements, your photos, or anything derived from them with any retailer.

11. SMS Communications — TCPA

Stiled provides its core service through SMS and iMessage. By texting our number (+1 (628) 276 4070), you consent to receive automated AI responses from our assistant.

This is an inbound-first service — you initiate every conversation and we respond. Stiled does not send unsolicited marketing messages. All messages are direct responses to your product requests or follow-up messages about products you specifically asked us to analyze.

To stop receiving messages, reply STOP at any time. Stiled will send a single confirmation message and stop all further messages. To resume, text START. For help, text HELP. Message and data rates from your carrier may apply. Message frequency depends on your usage.

12. Instagram Direct Messages

Stiled also operates an assistant inside Instagram direct messages. By sending our Instagram account a message, you consent to receive automated AI responses from that assistant.

As with SMS, this is an inbound-first service — you start every conversation and we respond. We do not send unsolicited messages.

Instagram identifies you to us by an account-scoped identifier rather than by your name, email address or phone number. On its own it tells us nothing beyond the fact that the same person is writing again. You are not required to create a Stiled account to use the assistant in Instagram, and if you never create one, that identifier and your conversation are all we hold.

When you share a post or send a photo, we look at the image to identify the garments in it and then search for those garments. The photo itself is held in memory only and is never saved. To search by picture we also create a cropped image of each garment and pass it to our image-search provider, and we delete that crop as soon as the search returns. What we keep afterwards is the text description of what was found and the products we showed you.

You may choose to connect an Instagram conversation to a Stiled account. Connecting means the two share one profile and one balance, so a try-on you buy in one place works in the other, and what you have told the assistant in one place is available in the other. Connecting is your choice, it requires proving you control both, and you can ask us to disconnect them at any time.

To stop receiving messages from the assistant, reply STOP in the conversation and it will not message you there again. Reply START if you change your mind. You can also simply stop writing to it, or block or report the account from within Instagram. If you would rather speak to a person, reply HELP or email support@stiled.app.

To have your Instagram data deleted, email privacy@stiled.app and tell us the Instagram account you messaged us from. You do not need a Stiled account to ask, and you do not need to create one. We delete the conversation, the account-scoped identifier, and the record of what we found for you, within 30 days. Stopping the assistant and deleting your data are separate requests: replying STOP silences it but does not by itself erase what we already hold, so ask for deletion explicitly if that is what you want.

Meta operates the Instagram service and your use of Instagram is governed by Meta's own privacy policy and terms, not by this policy.

13. Data Retention

We retain your personal information — including your profile, measurements, photos, product history, skin tone data, and SMS message history — for as long as your account is active. We keep this data to provide you with consistent, personalized service and to improve our recommendations over time.

When you delete your account, we permanently delete the data associated with your account — including your profile data, photos, product history, and skin tone data — within 30 days. Some anonymized, non-identifiable aggregate analytics data may be retained for product improvement purposes.

If you have ever messaged us from a phone number other than the one currently on your account, a photo sent from that earlier number may be stored in a way our deletion process cannot automatically trace back to your account. Contact privacy@stiled.app if you believe this applies to you and we will locate and delete it manually.

You can delete your account at any time from your profile settings page.

If you have only ever used the assistant inside Instagram and never created a Stiled account, there is no settings page for you to use, because there is no account to sign in to. Email privacy@stiled.app instead, telling us the Instagram account you messaged us from, and we will delete your conversation and the identifier behind it within 30 days.

14. Photo and Image Storage

Your face photo and body photo are stored in Stiled's secure cloud storage (Supabase) and are sent to Google Gemini only when generating a virtual try-on image. These photos are stored privately and are never made publicly visible.

Passport photos are stored separately from your face and body photos. While public sharing is turned off, they are stored privately, the same as any other photo in your account. While public sharing is turned on, copies of your passport photos are stored at a public web address that requires no account to view.

Virtual try-on images generated for you are stored in our cloud storage. Secure access links are generated for sharing and are valid for 7 days. The underlying image files are retained for the duration of your account.

Fit summary cards and color palette cards generated for you may be accessible via direct link while your account is active.

15. Children's Privacy

Stiled is intended for users 13 years of age and older, consistent with our Terms of Service. We do not knowingly collect personal information from anyone under 13. If you believe we have collected data from a child under 13, contact us at privacy@stiled.app and we will delete it promptly.

16. Data Security

We use industry-standard security measures including encrypted data transmission (HTTPS/TLS), row-level security on our database ensuring users can only access their own data, authentication required for all sensitive API endpoints, and webhook signature verification for SMS message processing.

No security system is impenetrable. In the event of a data breach affecting your personal information, we will notify you as required by applicable law.

17. Changes to This Policy

We may update this Privacy Policy from time to time. We will post the updated policy at stiled.app and update the effective date. For material changes, we will provide notice via email or in-app notification. Your continued use of Stiled after changes take effect constitutes acceptance of the updated policy.

18. Contact Us

For privacy questions, data requests, or to exercise your rights:

Stiled Labs Inc.
5227 North 7th Street, STE 65972
Phoenix, AZ 85014
privacy@stiled.app