Leanne — Privacy Policy

Last updated: 20 August 2026

---

1. Who we are

Leanne ("we", "us", "our") is a mobile application providing style, wardrobe, shopping and confidence support to its users ("you"). For the purposes of applicable data protection laws (including the UK GDPR and the Data Protection Act 2018), the Data Controller is Ian Roy Williams, trading as Leanne.

Contact for privacy matters: privacy@leannestyle.co.uk

This app is currently offered in the United Kingdom only.

2. What information we collect

• Account information: information provided by Apple Sign-In or Google Sign-In (name/email as shared by those providers), used to create and secure your account.
• Device identifier: a device-level identifier used solely to apply fair-use rules to the free tier and prevent abuse of free access through repeated account creation.
• Profile and preference data: any personalisation settings you choose to provide.
• Wardrobe data: clothing/accessory items you add, including category, colour, size, season and notes.
• Mirror data: appearance-feature selections you make while using the interactive mirror; images used in this feature.
• Photos ("User Content"): images you choose to upload for outfit-suggestion features. We refer to photos and any other media you upload as "User Content" throughout this policy and in our Terms and Conditions, where the ownership, licence, and your responsibilities regarding this content are set out in full.
• Dream Board data: items, collections, notes and budget targets you save.
• Shopping and budget data: shopping lists, budgets and trip plans you create.
• Academy progress: lessons completed, in progress, or locked, and your overall progress.
• Subscription and usage data: your tier (Free/Plus/VIP), AI usage counts, and billing status (billing itself is handled by Apple, and by Google Play where applicable once an Android version is released, not stored directly by us).
• Advertising and tracking data: if you grant permission via the App Tracking Transparency prompt, our third-party networks (Google AdMob and Skimlinks) collect device advertising identifiers (IDFA), IP addresses, and app interaction events to serve relevant advertisements and to track affiliate shopping commissions. If you do not grant permission, you will still see advertising, but it will not be personalised to you.
• Usage and diagnostic data: information about how the app is used, for the purpose of fixing bugs and improving the service.

We do not knowingly collect more information than is needed to provide each feature.

3. How we use your information

We process your data based on specific legal grounds (such as fulfilling our contract with you, our legitimate business interests, or your explicit consent) for the following purposes:

• To provide and personalise services: to operate, maintain, and improve the app's features, including tailoring wardrobe suggestions, styling tips, and interactive mirror outputs to your preferences.
• To manage subscription tiers: to operate our subscription tiers (Free/Plus/VIP) via Apple billing, and via Google Play billing where applicable once an Android version is released, keep track of your feature usage limits, and enforce our fair-use rules.
• To monetise and display advertisements: to serve relevant advertisements within the app via Google AdMob, using device identifiers to measure ad performance, provided you have given tracking permission via the App Tracking Transparency prompt.
• To process affiliate commission: to track outbound shopping clicks and purchases via Skimlinks and our affiliate programme partners, to ensure accurate attribution of referral commissions.
• To communicate with you: to send essential system notifications, account confirmations, or critical support updates regarding your account.
• To prevent abuse and fraud: to detect, investigate, and prevent fraudulent activity, unauthorised account access, or systematic abuse of our free-tier access rules, including the device-linked free-tier rule described below.
• To comply with legal obligations: to meet any applicable legal, regulatory, or tax obligations within the United Kingdom.

4. Device-linked free tier and abuse prevention

To keep the free tier fair for everyone and to protect our cloud infrastructure costs, we link free-tier usage allowances to your physical device as well as your registered user account.

The tracking mechanism. For this purpose, the app uses a privacy-compliant, non-permanent device identifier known as an Identifier for Vendors (IDFV). We do not collect or store permanent hardware identifiers such as IMEI or MAC addresses.

Enforcement rules. If a device's free allowance has already been used, creating a new account on that same device will not receive a new free allowance. Access to the free tier on that device remains restricted unless the original account is signed back into, or a paid subscription is active.

Subscription cancellation. If a paid subscription is later cancelled, the account and associated device return to standard free-tier eligibility, subject to our fair-use limits.

5. Third parties we share data with

We do not sell your personal information. To provide the app's core services, manage monetisation, and process feature requests, we share specific categories of data with the following third-party service providers:

• Rork Auth: for authentication (Sign in with Apple / Google Sign-In processed through our development platform's managed authentication system).
• Our backend infrastructure (Cloudflare Workers and secure storage): to store and process the data described above. We apply comprehensive data security measures, including encryption of data in transit and at rest, strict per-account data isolation (each user's data is only accessible to that user's own authenticated account — no user can read or write another user's data), and zero-data-retention configuration on AI-processing requests wherever technically available from our providers.
• AI providers (including Anthropic and Google, via our AI gateway): to process chat messages and generate outfit images. We request zero data retention and disallow use of your data for provider model training on every request where this is supported. One infrastructure hop in this path (our development platform's own proxy) has not been independently confirmed by us to apply the same retention standard; see Section 6 for full detail.
• RevenueCat: we share transaction identifiers and receipt tokens with RevenueCat to validate, manage, and activate your subscription tier (Plus/VIP) and to restore purchases.
• Google AdMob: to serve advertising to Free-tier users, and to allow you to earn additional free uses by choosing to watch a rewarded advertisement. AdMob may collect device advertising identifiers, IP addresses, and app interaction data as described in Section 5A below.
• Skimlinks and affiliate networks: to facilitate affiliate shopping links. When you tap a product link, these partners may process device identifiers and outbound tracking parameters to attribute referral commissions. These partners may act as independent data controllers once you leave the app for their site.

5A. Advertising, tracking, and your choices

If you are shown advertising (Free tier), we use a consent management platform that runs before advertising is initialised. You will be asked whether you consent to personalised advertising. If you decline or opt out, you will still see advertising, but it will be generic contextual advertising rather than customised to your behaviour. Google AdMob and its network partners act as independent third-party data controllers for this purpose; their data practices are governed by their own privacy terms.

6. Affiliate and advertising disclosure

To help support the operational and infrastructure costs of providing Leanne as a free service, we use the following monetisation methods:

• Affiliate referral links: some product and retail links generated within the app are affiliate tracking links, managed via Skimlinks or direct retailer partnerships. If you follow an outbound link to a merchant site and complete a purchase, we may earn a small financial commission. This does not alter or increase the price you pay.
• Advertising: advertisements are displayed to Free-tier users via Google AdMob. This revenue helps fund the cost of providing the app's AI-driven styling tools.

6A. The one part of our data path we could not independently verify

When you use Leanne's AI features — such as sending styling messages or uploading photos for outfit analysis — your data passes through the following path: this app → our backend infrastructure (Cloudflare Workers and secure storage) → our development platform's own infrastructure proxy → our AI gateway → the AI model provider (Anthropic or Google).

We have independently verified and configured strong protections at every hop under our direct control, including enforceable zero data retention (ZDR) configurations on both our AI gateway and the AI model providers themselves, so that your queries and photos are not retained or used for model training at these points.

The one exception: our development platform's own infrastructure proxy, sitting in the middle of this path, forwards your data correctly and without alteration — we have verified this — but its own background logging or retention practices have not been independently confirmed to us in writing at the time of writing.

Our commitment: we have no operational reason to believe your data is exposed or stored inappropriately at this hop. We remain engaged with our platform provider to clarify this point, and we will update this policy — and require renewed consent — the moment this status changes.

7. Data retention and account deletion

We retain your personal data and User Content only for as long as your account remains active. You can delete your account at any time directly through the app's settings. Upon confirming your account deletion:

• Immediate production purge: your wardrobe records, Dream Board configurations, style profile, saved looks, uploaded photos, and usage history are permanently deleted from our active production systems immediately.
• Backup lifecycle: encrypted server backups containing this data (retained strictly for disaster recovery and system integrity) are automatically and permanently purged after 30 days. Our infrastructure provider maintains a rolling 30-day backup history, and any backup data older than this is permanently deleted.
• De-identified abuse prevention: a non-personal record linked to your device identifier (IDFV) is retained to enforce our fair-use free-tier policy and prevent repeated free-tier abuse. This record contains no personal information and cannot be used to identify you or reconstruct your account.
• Authentication tokens: the underlying sign-in credential link with our authentication provider (Rork Auth) may not be independently deletable via an available API at this time. It grants no access to any data once your account has been deleted, and signing in again afterwards creates a new, empty account.
• Statutory obligations: some records (such as billing history) may be retained for longer where we are legally required to do so.

7A. Your responsibility for your own content, and device security

You upload and manage your personal data and photos within Leanne at your own discretion. You are solely responsible for maintaining any backups of your content that you wish to keep outside the app. We do not guarantee the app will be error-free or uninterrupted, and we do not guarantee that our infrastructure providers will never experience downtime. This app handles personal and potentially sensitive data; you are responsible for your own device security (such as using a passcode or biometric lock) to prevent local exposure of data stored or cached on your device.

8. Your legal rights and account deletion

As a user residing in the United Kingdom, you are granted specific statutory rights under the UK GDPR and the Data Protection Act 2018 regarding your personal data. These include the right to access, rectify, restrict, export (portability), or object to the processing of your data, alongside the right to erasure ("the right to be forgotten").

In-app data export. You can request a complete copy of your data at any time directly within the app, by navigating to Settings → Account → Get a Copy of My Data. This includes your wardrobe, Dream Board, style profile, saved looks, consent record, and declared year of birth, delivered as a downloadable file with a plain-English guide to what is and is not included (for example, styling photos are never stored and so cannot be included, and calendar events and Academy progress are kept only on your device).

In-app account deletion. You can exercise your right to erasure instantly and at any time directly within the app, by navigating to Settings → Account → Delete Account. This process is automated, requires no contact with support, and immediately triggers the production data purge described in Section 7. Deletion is permanent and cannot be undone or recovered.

Web-based deletion request. A web-based account deletion request option is also available at leannestyle.co.uk/delete-account, for use without needing to open or reinstall the app. (This is required by some app platforms; it is offered here as good practice regardless of which platform you use.)

8A. Data isolation and access control

Every user's data is technically isolated within our infrastructure. Database rules ensure that data can only be read, modified, or written by the specific user's own authenticated account. No user can cross-access, view, or modify another user's profile, wardrobe data, or uploaded imagery. This sandboxing is enforced at the infrastructure level, independent of the app's interface.

8B. Sensitive personal data

Leanne's Academy, chat, and styling features may allow you to voluntarily share nuanced or sensitive personal information with Leanne — for example, body-feature attributes, style-confidence notes, health-related context, or anything else you choose to disclose in conversation.

Explicit consent. We only process this information because you have chosen to share it and have given your explicit, separate consent to this specific processing, via the consent screen shown at first use.

Security and purging. This data is encrypted in transit and at rest, treated with the highest security protocols, and is permanently deleted from our live systems upon account deletion, as described in Section 7.

Risk mitigation. We maintain an internal Data Protection Impact Assessment (DPIA) that details our operational methods for minimising security risks and protecting user privacy in relation to this data.

9. Children's privacy and age verification

The Leanne app is strictly intended for use by individuals aged 16 and over. It is not directed at, marketed to, or intended for children below this age.

Verification method. Age eligibility is verified via a self-declared year of birth collected on your device during account registration. This information is never sent to, or stored on, our servers — it stays entirely on your device. Because of this, a fresh install of the app will ask you to confirm your year of birth again, since nothing is retained centrally to check against.

User responsibility. You represent and warrant that the age information you provide during registration is accurate. We rely on this self-certification in good faith to gate access to the app's services.

Falsified accounts. We are not responsible for inaccurate or fraudulent age information knowingly provided by a user to bypass these controls. If we discover, or are notified, that we have inadvertently collected data from someone under the age of 16, we will promptly and permanently delete the account, any uploaded photos, and all associated data from our servers.

10. Security and data breach protocol

We implement robust administrative, technical, and organisational security measures to protect your personal data and User Content from unauthorised access, alteration, or accidental destruction.

Our protections include full encryption in transit and at rest, secure authentication, protected backend credentials, strict per-account data isolation, and zero-data-retention configuration on AI processing wherever supported by our providers.

System limitations. No method of transmission or storage over the internet is 100% secure. We do not guarantee that the app or the third-party infrastructure it relies on will always be available or error-free.

Data breach protocol. In the event of a security compromise or data breach affecting your personal information, we will notify the UK Information Commissioner's Office (ICO) within seventy-two (72) hours of becoming aware of it, where feasible, in line with UK data protection law. Where a breach is likely to result in a high risk to your rights and freedoms, we will also notify affected users without undue delay.

10A. Professional services and medical advice disclaimer

Leanne uses automated artificial intelligence language models and image-generation pipelines to produce interactive style, wardrobe, shopping, and confidence suggestions.

Entertainment and information only. The app is provided strictly for educational, informational, and general entertainment purposes. Leanne is an automated conversational assistant and does not possess human judgement, nor is it a licensed medical professional, clinical psychologist, counsellor, therapist, or healthcare provider.

User discretion required. Any lifestyle, wellbeing, or personal confidence information you voluntarily choose to discuss with Leanne is shared entirely at your own risk and discretion.

Exclusion of advice. You must not rely on Leanne's text or image outputs as professional advice, medical diagnosis, therapeutic counselling, or clinical treatment. Always seek the guidance of a qualified, human professional regarding any physical or mental health matters. We are not liable for real-world actions or purchasing decisions made based on outputs generated by the app.

11. Changes to this policy

We may update this policy from time to time to reflect changes in our app's features, infrastructure, or applicable UK legal requirements.

Minor updates (such as typo or formatting fixes) will be updated directly on this page, with a revised "last updated" date.

Material updates — significant changes to how we process your personal data, changes to our third-party data handlers, or structural changes to our AI data pipeline — will be actively communicated to you within the app, via app update notes, or through an in-app prompt requiring your renewed consent.

12. Contact us and your right to complain

If you have questions, concerns, or requests regarding this policy, your data, or your statutory rights, contact us at privacy@leannestyle.co.uk.

If you are a UK resident and believe your personal information has been mishandled, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.