Last updated: May 2026
Appearance Ltd (“we”, “us”, “our”) builds Appearance: a service that lets you create your Appearance once, try real styles and products on yourself, and connect with businesses when you want to make a look real.
This policy explains what personal data we collect, why we use it, who helps us process it, and the choices you have.
When you sign in, we collect the account identifiers needed to create and protect your account, such as your email address, sign-in provider ID, display name, and user ID. We also require a verified mobile phone number for SMS verification and invite access. For phone verification, we store verification status, a hashed phone number, and the last four digits of the number.
Appearance uses a short face scan so you can see styles and products on yourself. When you scan, we collect face and head photographs from the scan flow, including a front image and, when captured, additional angles and an expression reference image.
On supported iOS devices, Apple ARKit/TrueDepth is used live during capture to guide face framing, head rotation, lighting and quality checks, and capture timing. The photographs from the scan are stored in Firebase Cloud Storage under a path scoped to your account.
You can bring inspiration into Appearance from places such as Instagram, Pinterest, Photos, links, and partner business profiles. Depending on what you choose, we collect the image, video frame, link, caption, product or style details, source platform, source URL, and import details needed to show the item and create a preview.
If you connect Instagram, we collect the account and content data needed for that connection, such as an account ID, username, profile picture URL, imported media, captions, permalinks, and access tokens.
We store the generated previews and saved looks you create so you can return to them in Appearance.
Appearance helps turn saved decisions into real appointments or purchases. If you use booking or calendar features, we collect the information needed to display the booking or add it to your calendar, such as business name, service, appointment time, venue, booking link, contact details, confirmation details, and source provider.
Businesses may provide profile information, contact details, booking links, calendar or scheduling configuration, staff details, services, styles, products, posts, images, captions, prices, locations, and integration credentials.
With your permission, we collect device location to show nearby Appearance businesses. We also collect device information needed to run the app, deliver push notifications, and provide support, such as push notification tokens, device name, and device model.
We use personal data to:
Your scan photographs, selected style or product inputs, and imported images or links may be processed by Google Gemini and OpenAI to create previews. We use face scan data only to provide your Appearance experience and the previews you request.
We disclose personal data to service providers that help us operate Appearance, including:
We may also disclose personal data if required to comply with law, protect the rights and safety of our users or businesses, or complete a corporate transaction such as a merger, acquisition, or financing.
We keep personal data for as long as needed to provide Appearance, comply with legal obligations, resolve disputes, and enforce our agreements. Face scan photographs, generated previews, imported content, and saved looks are retained while your account is active or until you delete them or delete your account. Location data is cached for up to 24 hours.
Account deletion removes your account, face photographs, generated previews, and other account data from the Appearance Firebase project.
Appearance stores data on Google Cloud infrastructure in the europe-west2 (London) region. We use HTTPS for data in transit and protect integration credentials and tokens with encryption.
Depending on where you live, you may have rights to access, correct, delete, transfer, or object to certain uses of your personal data. You can also withdraw permission for features such as calendar access, location, notifications, and connected integrations through the app or your device settings.
To exercise your rights, contact us at hello@appearance.app.
Where UK or European privacy law applies, we process personal data to provide the service you request, with your consent for features that need device or integration permissions, for our legitimate interests in securing, maintaining, and operating Appearance, and to comply with legal obligations.
Appearance is intended for people aged 13 and over. If we become aware that a child under 13 has provided personal data, we will delete it promptly.
We may update this Privacy Policy from time to time. We will notify you of material changes through the app or via email. Your continued use of the service after changes take effect constitutes acceptance of the updated policy.
If you have questions about this Privacy Policy or our data practices, contact us at hello@appearance.app.
Appearance Ltd
Governing law: England and Wales