Privacy
Privacy Policy
Effective Date: July 2026 Last Updated: July 2026
This Privacy Policy (“Policy”) describes how Human Tales Technology Private Limited (“Company,” “THINGS,” “we,” “us,” or “our”) collects, uses, stores, and shares your personal information when you use the THINGS App and its associated services (collectively, the “Platform”).
By using the Platform, you consent to the practices described in this Policy. If you do not agree, please discontinue use of the Platform and delete your account.
For privacy-related grievances, contact our Grievance Officer at: ego@thingsapp.co
1. Information We Collect
1.1 Information You Provide Directly
- Account information: When you sign up using Sign in with Apple or Google Sign-In, we collect only the minimum data provided by these services to create your account. With Google Sign-In, we receive your name and email address. With Sign in with Apple, we receive only your email address (or, if you choose to hide your email, the private relay email address Apple generates on your behalf) — Apple does not share your name with us. We do not request or receive your profile photo, contacts, or any other data from your Apple or Google account beyond what’s stated here.
- Style quiz answers: if you complete the quiz on our app, we collect the responses you submit. Depending on the questions answered, this may include age range, height, body shape, clothing skin tone, occasions you dress for, gap in your wardrobe. These responses are used to generate your personalized feed.
- Front Facing Photo: if you use the virtual try-on feature in our mobile app, we process the full-body photos you upload to generate try-on images.
- Communications: Messages, feedback, and support requests you send to us
1.2 Information Collected Automatically
- Usage Data: Pages and products viewed, virtual try-ons completed, purchases initiated, and interactions with Ego
- Device Information: Device type, operating system, app version
- Log Data: IP address, access times, and error reports
1.3 Information Generated by AI Systems
- Ego Conversations: Your conversations with Ego are processed using the Google Gemini family of models, hosted on Google Cloud Platform (GCP) — Google Cloud Services, and stored to personalise your experience, improve the AI system, and maintain conversation context across sessions.
- AI-Inferred Preferences: Our AI systems, powered by the Google Gemini family of models hosted on Google Cloud Platform, analyse your activity — including saves, try-ons, dismissed items, and browsing pattern — to infer style preferences and wardrobe gaps. These inferences are stored as part of your user profile.
- ME Try-On Data: Photographs you upload for ME are processed using Google’s AI image-generation models, hosted on Google Cloud Platform, to generate virtual try-on outputs. Your photos are used solely for this purpose. See Section 3A (“Face Data”) below for more detail.
2. How We Use Your Information
We use your information for the following purposes:
2.1 To Operate and Personalise the Platform
- Generate your personalised AI-curated discovery feed
- Enable and improve ME virtual try-on functionality
- Power Ego’s conversational styling recommendations
- Maintain your account and profile
2.2 AI Agent Operations — Acting on Your Behalf
Our AI agents, including Ego, use your profile data, preferences, activity history, and body profile to search and retrieve products from our catalog on your behalf. This automated processing is central to the THINGS experience. By using the Platform, you authorise THINGS’s AI systems to perform this automated search and retrieval activity on your behalf using your personal data. You may withdraw this authorisation at any time by deleting your account.
2.3 To Improve Our AI Systems
We use anonymized and aggregated data from user interactions to train, evaluate, and improve our AI agents.
We do not use your uploaded photographs or private chats to train any AI models.
2.4 To Communicate With You
- Send transactional notifications (account, session updates)
- Notify you of changes to Terms, this Policy, or the Platform
- Respond to your support requests
2.5 To Ensure Safety and Legal Compliance
- Detect, investigate, and prevent fraud, misuse, and prohibited conduct (including misuse of ME)
- Comply with legal obligations, court orders, and law enforcement requests
- Enforce our Terms of Use, including pursuing legal action where required
2.6 Your Consent Before AI Processing
THINGS is an AI-native platform — AI powers all of its core features, including your Looks feed, ME virtual try-on, and Ego, your AI stylist.
Before you can use the app, THINGS will ask for your explicit consent to send your data to Google’s Gemini AI models, hosted on Google Cloud Platform, for this processing.
You must agree to this in order to use THINGS. If you do not agree, THINGS’s features will not be available to you.
If you decline, you may close the app and return at any time to review this consent and agree — THINGS will present this screen again on your next visit until you agree.
3. Face Data, Your Photograph and ME Try-On Data
Because the ME feature involves a photograph of your face, we treat this data with heightened care and want to be fully transparent about how it’s handled.
What we collect: A front-facing photo you voluntarily upload for the purpose of virtual try-on. We also collect body profile information you provide (such as height, body shape, and skin tone) to improve try-on accuracy.
What we use it for: Solely to generate a virtual try-on image showing how a product may look on you. This is the only purpose for which your photo is used.
How it is processed: Your photo is sent via encrypted connection to Google Cloud Platform, where it is processed by Google’s AI image-generation models solely to render your try-on image, then returned to the THINGS app. Google’s processing of your data is governed by Google Cloud’s data processing terms, which require confidentiality, security, and data protection obligations consistent with this Policy.
We do not use your photo to identify or track you. THINGS does not use your photo for facial recognition, biometric identification, or to verify or authenticate your identity in any way. Your photo is not used to track your activity across sessions, apps, or devices, and is not linked to any advertising or tracking identifier.
Where it’s stored: Your profile picture, ME try-on photos, Ego chat transcripts, and personalized feed data are stored on secure Google Cloud Platform servers, protected by encryption both in transit and at rest.
How long we retain it: Your photo is retained for as long as it remains in your Profile. You may delete your profile photo or your ME try-on photos at any time — independent of deleting your account — via Profile → Delete Photo. If you delete your account, your photo and all associated data are permanently deleted. See Section 5 (“Data Retention”) for backup timelines.
Your delete rights: You have the right to delete your try-on photos and your profile photo at any time from within the app, without deleting your account. You also have the right to delete your entire account and all associated data — including your photo — directly from the app. See “Section 15: Account Deletion” below.
Consent: Before your photo is used for ME, THINGS asks for your explicit consent via an in-app prompt, as described in Section 2.6. THINGS is an AI-native platform, and ME is one of its core AI features; if you decline this consent, ME (along with the app’s other AI-dependent features) will not be available to you. You may return and grant consent at any time.
We do not:
- Use your photo to train AI models — Google does not use your photo or your private data to train its own models, and neither do we.
- Share your photo publicly.
- Sell your photo or use it for advertising.
- Retain your photo after account or photo deletion.
If ME is misused to generate images of another person without consent, THINGS will cooperate fully with law enforcement investigations, including providing relevant account and session data in response to valid legal process.
4. Sharing Your Information
THINGS does not sell your personal information. We may share your information in the following limited circumstances:
4.1 Third-Party Sellers
When you initiate a purchase, we dont share any information (such as your name and contact details) with the Third-Party Seller.
4.2 AI Service Providers
THINGS uses the Google Gemini family of models, hosted on Google Cloud Platform (GCP) — Google Cloud Services, to power Ego’s conversational styling and ME’s virtual try-on rendering.
We use Google Cloud’s Vertex AI platform — including Google’s Gemini large language models (for Ego’s conversational styling) and Google’s image-generation model (for ME’s virtual try-on) — to power these features. When you use Ego or ME, your relevant data (as described in Section 1 and Section 3) is transmitted to Google Cloud’s servers for processing under Google’s data processing terms, which include confidentiality, security, and data protection obligations equivalent to those in this Policy.
Before your data is first sent to Google for these purposes, THINGS asks for your explicit consent via an in-app screen, as described in Section 2.6.
You may withdraw consent at any time by deleting your account.
4.3 Legal and Safety Disclosures
We may disclose your information to:
- Law enforcement, courts, or regulatory bodies in response to valid legal process or to comply with applicable law
- Relevant authorities where we believe disclosure is necessary to prevent harm, investigate fraud, or protect the rights and safety of THINGS, its users, or the public
- In the case of misuse of ME or other prohibited conduct, to relevant authorities as part of our legal cooperation obligations
4.4 Business Transfers
In the event of a merger, acquisition, or sale of assets, your information may be transferred to the successor entity, subject to the same privacy protections as described in this Policy.
4.5 With Your Consent
We may share your information for any other purpose with your explicit consent.
Note: Apple and Google are used solely as sign-in/authentication providers and do not receive or process any of your THINGS activity, profile, photos, or Ego conversations. This is distinct from our use of Google Cloud Platform for AI processing, described in Section 4.2.
5. Data Retention & Backup Data
We retain your personal information for as long as your account is active or as needed to provide services to you.
Photo data and body profile information collected via ME are permanently deleted when you delete your ME photo from within the app, delete your profile picture or when you delete your account — whichever is earlier.
Deleted data may remain in encrypted backups for the duration as required by applicable law post-deletion.
Specific backup retention periods:
| Data Type | Backup Retention Period |
|---|---|
| Account information | Duration of account + as required by applicable law post-deletion |
| Ego conversation history | Duration of account + as required by applicable law post-deletion |
| ME profile photographs | Until deleted by user or upon account deletion, whichever is earlier. Backup is retained as required by applicable law post-deletion |
| Activity logs | Duration of account + as required by applicable law post-deletion |
| AI-inferred preferences | Deleted immediately upon account deletion. Backup is retained as required by applicable law post-deletion |
| Legal hold data | As required by applicable law |
You may request deletion of your data at any time by deleting your account directly within the app, or by contacting us at ego@thingsapp.co. Deletion requests will be processed subject to applicable legal retention obligations.
6. Data Security
Users’ profile pictures, ME try-on photos, Ego chat transcripts, and personalized feed data are stored on secure Google Cloud Platform servers, protected by encryption both in transit and at rest.
We implement industry-standard technical and organisational measures to protect your personal information, including:
- Encryption and SSL/TLS protocols for data in transit
- Encrypted storage for sensitive data, including photographs
- Access controls limiting internal access to personal data on a need-to-know basis
- Regular security assessments and vulnerability monitoring
While we take data security seriously, no system is completely immune to breach. In the event of a data breach affecting your personal information, we will notify you and relevant authorities as required by applicable law, as promptly as practicable.
7. Cookies and Tracking Technologies
THINGS App uses activity logs, memory and traces data and similar technologies to:
- Maintain your session and authentication
- Analyze app usage and improve performance
- Personalize content and recommendations
8. AI and Automated Decision-Making
THINGS uses automated AI systems to make personalised recommendations, generate your feed, and provide styling advice. These systems make inferences about your preferences based on your activity. You have the right to:
- Understand that automated processing is occurring (we are informing you now through this Policy)
- Request information about how inferences about you have been made
- Correct inaccurate preference data through your Profile settings or by contacting us
- Opt out of automated personalisation by deleting your account
9. Children’s Privacy
THINGS is not intended for users under the age of 18. We do not knowingly collect personal information from minors. If we become aware that a minor has provided us with personal information, we will delete such information promptly. If you believe a minor has created an account, please contact us at ego@thingsapp.co.
10. Third-Party Links and Brands
The Platform may contain links to third-party websites or facilitate connections to Third-Party Sellers. This Policy does not apply to third-party websites or their privacy practices. We encourage you to review the privacy policies of any third-party site you visit or brand you transact with.
11. Your Rights
Under applicable Indian law and to the extent available, you have the right to:
- Access the personal information we hold about you
- Correct inaccurate or incomplete personal information
- Delete your personal information, subject to legal retention requirements
- Withdraw consent for data processing where consent is the legal basis
- Lodge a grievance with our Grievance Officer
To exercise any of these rights, contact: ego@thingsapp.co
We will respond to your request within 30 days.
12. Data Transfers Outside India
THINGS may store and process your data on servers located outside India (for example, cloud infrastructure providers). By using the Platform, you consent to the transfer of your data to jurisdictions outside India. We ensure that any such transfer is subject to appropriate safeguards consistent with applicable Indian data protection law.
13. Changes to This Policy
We may update this Policy from time to time. Material changes will be notified to you via in-app notice before taking effect. The date at the top of this Policy reflects the most recent update. We encourage you to review this Policy periodically. Your continued use of the Platform after an updated Policy takes effect constitutes your acceptance of the revised Policy.
14. Governing Law
This Policy shall be governed by and construed in accordance with the laws of the Republic of India. Any disputes arising from this Policy shall be subject to the exclusive jurisdiction of the courts at Mumbai, Maharashtra, and to binding arbitration as described in our Terms of Use.
15. Account Deletion
You may delete your THINGS account and all associated personal data — including your profile photo, body information, style preferences, activity history, and chat history — directly within the app.
To delete your account: Go to Profile → Delete Account.
Upon confirmation, your account and all personal data will be permanently deleted. This action is irreversible. After deletion, you will not be able to recover your account, preferences, or try-on history.
Deleted data may remain in encrypted backups for the duration as required by applicable law post-deletion.
If you face any issues deleting your account in-app, contact us at ego@thingsapp.co.
16. Data Ownership
You retain ownership of the photographs you upload. By uploading them, you grant THINGS a limited license solely to process, store, and generate virtual try-ons and provide the Services. We do not sell your uploaded photographs.
17. Contact and Grievance Officer
For any questions, concerns, or data requests related to this Policy:
Grievance Officer / Privacy Contact Human Tales Technology Private Limited Email: ego@thingsapp.co Mumbai, India
Grievances will be acknowledged within 48 hours and resolved within 30 days of receipt.
