Privacy Policy

• We don't sell products, so we never have your payment or delivery details, because brands handle purchases on their own websites
• We don't sell your personal information
• Scan photos are read to identify the product and then deleted, and we never analyze faces
• Brands see totals (views, clicks, scans), not who you are
• You can download or delete your data at any time

This policy explains how Truemuse Incorporated ("Truemuse") handles personal information when you use our website, apps, Lumi (our AI shopping assistant), Scan and the brand portal in the United States. When you click through to a brand's website, the brand's own privacy policy applies there.

Information you give us: your email address and optional profile details (display name, skin type, hair type, language); reviews and review photos; saved products and searches; messages you send through our forms; job applications; and, for brand portal users, name, work email and role, plus the business details and documents a brand gives us (such as certificates). Brands pay through Stripe, so we never see their full card numbers.

Lumi and Scan: the questions you ask Lumi, and the photos or barcodes you scan. Your chat stays on your device, not in your account. Photos are processed in memory to read the product label and are not stored. We record that a scan happened and which product it matched, without linking it to you.

Information collected automatically: device and browser type, pages viewed, and your IP address, which we use for security and to limit abuse (kept for up to 30 days). Advert views and clicks to brand websites are counted without identifying you. See our Cookie Policy.

• To run Truemuse: sign-in, saved items, reviews, Lumi and Scan
• To show brands how their adverts perform, using totals only
• To keep Truemuse safe: preventing fraud, fake reviews, spam and abuse
• To answer your messages and, if you opt in, send alerts about new arrivals
• To send our newsletter (launch news, new brands and beauty tips), if you sign up. Every email has an unsubscribe link
• To improve Truemuse and meet our legal obligations

We share personal information only with service providers who help us run Truemuse under contracts that limit their use of it: hosting, database, email delivery, AI processing (Anthropic, for Lumi and Scan) and, for brands, payment processing (Stripe). When you play a brand's video on an advert, it's streamed by YouTube (Google) in privacy-enhanced mode; see our Cookie Policy. We may also share information to comply with the law, to protect people's safety or rights, or as part of a merger or sale of our business.

Your published reviews show your display name, rating and optional skin type. When you click "Shop on the brand's website", the brand learns the visit came from Truemuse, but we don't send them your name or email. We don't sell personal information, and we don't share it for cross-context behavioral advertising.

Some laws (for example in Washington, Nevada and Connecticut) treat information about skin conditions or concerns as consumer health data. We only store your skin or hair type with your consent, we use it only to provide the feature you're using, we don't sell it, and we don't use it for advertising. You can delete it at any time. Our Consumer Health Data Privacy Policy has the details.

Depending on your state, you may have the right to access, correct, delete or get a copy of your personal information, and to opt out of its sale, sharing or use for targeted advertising. You can download or delete your data from your account page, or make a request on our Your Privacy Choices page or by emailing contact@truemuse.us. We'll verify your request by email, and you can use an authorized agent. If we deny your request, you can appeal by replying to our decision. We won't treat you differently for using your rights.

We honor the Global Privacy Control (GPC) signal as a request to opt out of sale, sharing and targeted advertising.

If you live in a state with a privacy law, such as California, Colorado, Connecticut, Delaware, Iowa, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Tennessee, Texas, Utah or Virginia, you have the rights described above, and this section is our notice of them. It covers the past 12 months.

What we collect, why, and who receives it:

• Identifiers (email address, display name, IP address): to run your account, keep Truemuse secure and limit abuse. Shared with our hosting and email delivery providers
• Saved items (saved products and searches): to give you your lists. Stored by our hosting and database providers
• Internet activity (pages viewed, advert views and clicks to brand websites): counted to show brands totals, without identifying you
• Content you give us (reviews, review photos, messages, job applications): to publish reviews, answer you and consider applicants. Reviews are public
• Skin type and hair type, only with your consent: to fill in your review form and show matching products. See our Consumer Health Data Privacy Policy
• Questions to Lumi and photos or barcodes in Scan: to answer you. Processed by our AI provider, and photos aren't stored
• Work details (brand portal users' name, work email and role; applicants' résumés): to run brand accounts and hiring

Sensitive information. Skin and hair type can count as sensitive personal information in some states. We collect it only with your consent, use it only to give you the feature you chose, and never sell it, share it for advertising or use it to build a profile of you.

Sale and sharing. In the past 12 months we have not sold personal information or shared it for cross-context behavioral advertising, and we don't knowingly do either for anyone under 16.

How to use your rights. Make a request on Your Privacy Choices or email contact@truemuse.us. We'll confirm it's you by emailing the address on your account, and we'll answer within 45 days (we may take up to 45 more days if we tell you why). Requests are free, though we may decline ones that are excessive or repeated. You can use an authorized agent if you give them written permission and we can verify your identity. If we say no, you can appeal by replying to our decision, and we'll answer within 60 days. If you're still not satisfied, you can contact your state attorney general.

California Shine the Light. We don't share personal information with other companies for their own direct marketing.

Do Not Track. Truemuse doesn't track you across other websites, so a Do Not Track signal doesn't change what we do. We do honor the Global Privacy Control signal.

These companies process information for us under contracts that limit what they can do with it. This is the list at launch, and we'll update it if it changes:

• Vercel: website hosting
• Neon: database
• Cloudflare: storing photos, logos and files
• Resend: sending sign-in links and other emails
• Anthropic: the AI behind Lumi and Scan
• Stripe: brand subscription payments (brands only)
• YouTube (Google): playing brand videos, only when you press play

Truemuse is for people in the United States, and we keep your information on servers in the United States.

Truemuse isn't directed to children under 13, and we don't knowingly collect their personal information. If you believe a child has given us information, email contact@truemuse.us and we'll delete it.

• Account, saved items and reviews: until you delete your account
• Messages to our team: up to 2 years
• Advertising inquiries from brands: up to 2 years, or for as long as the brand has a Truemuse account if it becomes one
• Newsletter (your email, if you signed up): until you unsubscribe, then deleted within 30 days
• Job applications: up to 2 years, unless you ask us to delete them sooner
• IP addresses used for security and rate limits: up to 30 days
• Scan photos: not stored

• Lumi questions: not saved by Truemuse
• Sign-in links and codes: deleted within a day after they're used or expire
• Advert views, clicks and scans: kept as totals per product, without identifying anyone
• Brand accounts: while the brand has an account, and invoices and billing records for as long as tax law requires

We use encryption in transit, passwordless sign-in, access controls and other safeguards to protect your information. No system is perfectly secure; see our Security page for how to report a concern.

We'll post any changes here and update the date above; significant changes will be announced on Truemuse or by email. Questions or requests: contact@truemuse.us, or Truemuse Incorporated, 788 NE 23rd Street, Suite 2301, Miami, Florida 33137, United States.