Privacy Policy

About This Policy

This Privacy Policy describes which personal data Dewigrose LLP (“we”, “us”) collects when you use Robella — the website robella.app and our web application (the “Service”) — why we collect it, who we share it with and what choices you have. Dewigrose LLP is the controller responsible for your personal data. This Policy should be read together with our Terms of Use.

Photos of you and details about how you look are personal. Our approach is simple: we collect what the Service needs in order to work, we use your photos only to style you, and we never sell your personal data.

Data We Collect

Data you give us

• Account details — your email address and, if you choose to add it, your name.
• Style profile answers — for example, your style preferences, lifestyle, favourite colours, height, clothing sizes, answers about your figure and your styling goals.
• Photos — selfies, full-length photos of yourself and photos of your clothes that you upload.
• Wardrobe and chat content — items you add, outfits you save, your feedback and the messages you send to the AI stylist.
• Support messages — anything you write to our support team.

Data collected automatically

• Usage data — the features you use, reports and outfits you view, try-ons you generate and session times.
• Device and technical data — IP address, browser and device type, language and time zone.
• Approximate location — your country and city, derived from your IP address or entered by you, which we also use to match daily outfits to your local weather.
• Attribution data — how you found us, such as campaign parameters in the link you clicked.

Payment data. Your payments are handled by our checkout and payment partners. We receive only details such as your plan, the amount and currency, the payment status and a limited transaction reference. We never see or store your full card number.

Photos and Appearance Data

Your photos and information about your appearance — such as skin tone, hair and eye colour, body shape, measurements and sizes — are sensitive by nature, even where the law does not formally treat them as a special category of data. We handle them with extra care:

• We process them on the basis of your consent, which you give when you upload photos and complete your style profile, and only to provide your colour analysis, body shape result, style report, virtual try-on and wardrobe features.
• We do not use your photos to recognise or identify you, and we do not create biometric templates or face prints for identification purposes.
• We do not sell your photos or appearance data, we do not use them to build advertising profiles, and we do not allow them to be used to train third-party AI models without your separate consent.
• You can delete individual photos or your whole account at any time. Withdrawing your consent does not affect processing that took place before you withdrew it.

Please upload only photos of yourself or of people who have agreed to it, and never upload images of minors or explicit images — see our Terms of Use.

How and Why We Use Data

We use personal data for the purposes below, relying on the legal basis shown in brackets:

• to set up your account, sign you in and keep it secure (performance of a contract);
• to analyse your style profile answers and photos and produce your colour analysis, body shape result, style report and capsule wardrobe (performance of a contract; consent for photos and appearance data);
• to generate try-on images, daily outfits — including weather-based suggestions — and replies from the AI stylist (performance of a contract; consent);
• to take payments, manage subscriptions, prevent fraud and handle refunds (performance of a contract; legal obligation);
• to send service emails and, if you have opted in, occasional product news that you can unsubscribe from at any time (performance of a contract; consent);
• to study aggregated usage in order to fix bugs and improve features (legitimate interests);
• to meet our legal, tax and accounting obligations and respond to lawful requests (legal obligation).

AI Processing

To create your styling results, try-on images, outfits and chat replies, the relevant data — for example the photo you selected, your style profile answers, wardrobe items or your message — is sent to AI service providers. They act as our processors under written agreements: they may use this data only to produce the requested output for us, and not for their own purposes, including training their own models.

Results are generated automatically, but they do not involve decisions that have legal or similarly significant effects on you. Please do not include sensitive information about yourself or other people in your chat messages.

Who Receives Your Data

We share personal data only with service providers that help us operate Robella and that are bound by confidentiality and data protection commitments:

• hosting, storage and infrastructure providers;
• our checkout and subscription platform and the payment processors it works with (for example, Stripe);
• email delivery services;
• product analytics and error monitoring tools;
• AI service providers processing data on our instructions.

We may also disclose data when the law requires it, to protect the rights and safety of our users, ourselves or others, or to a successor in a merger, acquisition or sale of assets, in which case this Policy will continue to apply. We do not sell personal data, and we do not share it for cross-context behavioural advertising.

Cross-Border Transfers

Some of our providers are based, or process data, outside your country, including outside the EEA and the UK. When your data leaves these regions, we rely on lawful transfer mechanisms such as the European Commission’s Standard Contractual Clauses or the UK International Data Transfer Addendum, together with additional safeguards where needed.

Security and Retention

We protect your data with industry-standard measures, including encryption in transit, access restrictions and monitoring. Only a small number of authorised staff can access your photos, and only when it is necessary — for instance, to deal with a support request you have made.

We keep your data for as long as your account exists. When you delete a photo, it is removed from your account and from our active systems; any remaining copies in backups are erased in the normal backup cycle. After you close your account, we delete or anonymise your personal data within 30 days, except for records we are legally required to keep, such as payment and tax records.

Your Privacy Rights

Depending on where you live — including under the GDPR, the UK GDPR and the California Consumer Privacy Act (CCPA) — you may have the right to:

• find out what personal data we hold about you and get a copy of it;
• have inaccurate data corrected or your data erased;
• restrict or object to certain processing, including processing based on our legitimate interests;
• withdraw your consent at any time, for example by deleting your photos;
• receive your data in a portable format;
• know which categories of data we collect and why, and opt out of the sale or sharing of personal data — we do not sell or share it in that sense;
• not be treated differently for exercising your rights;
• complain to your local data protection authority.

Send your request to [email protected] from the email address linked to your account. We may need to verify your identity, and we will reply within 30 days.

Cookies and Similar Technologies

We use strictly necessary cookies and local storage to keep you signed in and remember your preferences, and analytics technologies to understand how the Service is used. Where the law requires it, we ask for your consent before using non-essential cookies. You can manage cookies in your browser settings, but blocking essential cookies may stop you from signing in.

Age Requirements

Robella is intended for people aged 16 and over, or older where the age of digital consent in your country is higher; users under 18 need a parent’s or guardian’s permission. We do not knowingly collect personal data from children, and photos of minors must not be uploaded. If you believe a child has given us personal data, contact us and we will delete it.

Changes to This Policy

We may update this Privacy Policy from time to time. The latest version will always be on this page with its effective date at the top, and if the changes are significant we will also tell you by email or in the Service.

Contact

Questions about your data or a privacy request? Write to us: