Privacy Policy
Effective: April 15, 2026
This Privacy Policy (the "Privacy Policy") serves to inform you of our policies and procedures regarding the collection, use and disclosure of the information we receive when you access and use the website (the "Site"), mobile application (the "App"), services, software, content, AI Functions, and all other products and services (all of the foregoing collectively, the "Services") owned, controlled or offered, directly or indirectly, by RUHAH Inc. (together with its subsidiaries and affiliates, "RUHAH", "we," "our" or "us"). At RUHAH, we consider the privacy and the security of personal data to be extremely important and strive to use Personal Information (as defined below) only in ways outlined in this Privacy Policy.
The Privacy Policy is incorporated by reference into our Terms of Service, currently available at Terms & Conditions. Any terms used herein and not defined will have the meanings given to them in the Terms of Service.
By using the Services, you hereby warrant and represent that you have read, understand and agree to this Privacy Policy and the Terms of Service, and that you are over 18 years of age. PLEASE DO NOT USE, INSTALL OR ACCESS THE SERVICES IF YOU DO NOT AGREE TO THIS PRIVACY POLICY.
If you have any questions or suggestions concerning our privacy practices, please email us at contact@ruhah.com. Please also contact us if you would like to request data access or deletion, or to exercise any other rights as a data subject.
1. What We Mean by Personal Information
For purposes of this Privacy Policy, "Personal Information" means any information from or about a person that either identifies that person directly or that makes that person identifiable when it is combined with other information from or about that person from any source.
2. Information We Collect
Information You Provide To Us
When you use the Services or otherwise communicate with us, we collect information that you provide to us directly. For example, we collect information in the following circumstances: you (i) visit the Site or use the App, (ii) register for the Services or create an account or profile (an "Account"), (iii) access the Services through social networking sites or third party services, (iv) subscribe to newsletters; (v) purchase a product or service through the Site or App, (vi) upload photographs or content to your digital closet or as posts, (vii) invite your friends to join the Services, "share" the Services on social networking sites or perform other similar actions; (viii) request technical support; (ix) otherwise use our online Services where Personal Information is required for such use and/or participation, and (x) when you contact us via the Site or App or when you otherwise communicate with us.
The information you provide to us directly may include, without limitation:
- Account Information: Name, username, email address, phone number, profile picture, bio, and any other information you decide to provide when creating an Account.
- Shipping & Billing Information: Name, shipping address, billing address, and contact details required to fulfill orders placed through the Services.
- User Content: Photographs, images, captions, comments, and other content you upload, post, or share through the Services, including items added to your digital closet and posts shared with other users.
- Communications: Information you provide via email, through the "Contact" section, or by using the contact details listed on various parts of the Site, including your name, email address, reason for inquiry, and any other information you decide to provide.
- Marketing Preferences: Information you provide to subscribe to our newsletters and updates, including your email address. You may always unsubscribe by following the included instructions.
- Any other information you may want to share with us.
Information Collected When You Use AI Image Features
Our Services include AI-powered features that allow you to take or upload photographs of clothing items to digitize your wardrobe ("AI Image Features"). When you use these features:
- Image Processing: Photographs you take or upload are transmitted directly to our third-party AI service providers (including OpenRouter and OpenAI) for the sole purpose of enhancing the image and extracting item information (such as category, color, and style).
- No Human Review: RUHAH does not store, view, or have access to the original photographs you take or upload for AI Image Features. Images are processed automatically by our AI service providers and are not retained by them beyond the time necessary to complete the processing.
- Resulting Item Data: The enhanced product image and associated metadata (item name, category, tags) are saved to your digital closet as part of your Account. You may delete these items at any time through your Account settings.
Marketplace & Payment Information
RUHAH operates a marketplace where independent brands ("Brand Partners") sell their products. When you make a purchase through the Services:
- Payment Processing: All payments are processed securely through Stripe, our third-party payment processor. RUHAH does not collect, store, or have access to your full credit card, debit card, or other payment method details. Stripe collects and processes your payment information in accordance with its own privacy policy.
- Order Fulfillment: Your name, shipping address, and contact details are shared with the Brand Partner from whom you purchase products, solely for the purpose of fulfilling and delivering your order and handling any related customer service inquiries. Brand Partners are contractually obligated to use your Personal Information only for these purposes.
- Returns & Refunds: All returns, exchanges, and refunds are handled directly by the respective Brand Partner. RUHAH facilitates communication but is not responsible for the Brand Partner's handling of returns.
Information Automatically Collected
Most of the data we collect in and through the Site, the App, and the Services is technical in nature and is collected and processed automatically through application programming interfaces, software development kits, cookies, and similar software-based technologies. This may include:
- Device Data: Device advertising IDs, device type, operating system, and similar hardware qualifiers.
- Usage Data: Search terms entered, pages viewed, features used, and interaction with the Services.
- Network and Internet Information: URLs, Internet Protocol (IP) addresses, inferred geolocation based on IP, click streams, and network/Wi-Fi access points.
- App-Specific Data (Capacitor): When you use our mobile App, we may collect device tokens for push notifications, app version, and crash reports to improve app stability.
Information You Share on Third Party Websites or through Social Media Services
The Services may include links to third party websites and social media services. Your use of these third party websites and social media services may result in the collection or sharing of information about you by these third parties. We encourage you to review the privacy policies and settings on the third party websites and social media services with which you interact.
How We Use Cookies and Other Technologies
Some features of the Site and the Services require the use of "cookies"—small text files stored on your device's hard drive. We use cookies to authenticate logins, remember preferences, and measure which pages and features are most frequently used.
| Type of Cookies | Description | Managing Settings |
|---|---|---|
| Required Cookies | Enable you to navigate the Site and use its features, such as accessing secure areas and processing transactions. | Because required cookies are essential to operate the Site, there is no option to opt out of these cookies. |
| Analytics Cookies | Help us understand how users interact with the Site by collecting and reporting information anonymously. | You may disable these through your browser settings or our cookie preference center. |
| Marketing Cookies | Used to deliver advertisements relevant to your interests. | You may opt out through your browser settings or our cookie preference center. |
We and our service providers may also use "pixel tags," "web beacons," "clear GIFs," or similar means in connection with the Services and HTML-formatted email messages to track the actions of users, determine the success of marketing campaigns, and compile aggregate statistics about Site usage and response rates.
3. How We Use Collected Information
We use the information we collect for the following purposes:
| Purpose | Lawful Basis (UK/EU GDPR) |
|---|---|
| To provide, maintain, and improve the Services, including creating and managing your Account | Performance of a contract; Legitimate interests |
| To process and fulfill orders placed through the Services | Performance of a contract |
| To personalize your experience, including AI-powered styling recommendations | Legitimate interests; Consent (where required) |
| To communicate with you about your Account, orders, and customer service inquiries | Performance of a contract; Legitimate interests |
| To send you marketing communications (where you have opted in) | Consent |
| To send you service-related announcements and updates | Legitimate interests |
| To monitor and analyze usage and trends to improve the Services | Legitimate interests |
| To detect, investigate, and prevent fraudulent transactions and other illegal activities | Legal obligation; Legitimate interests |
| To enforce our Terms of Service and other policies | Legitimate interests |
| To comply with legal and regulatory requirements | Legal obligation |
| To send push notifications through our mobile App (where you have enabled them) | Consent |
Push Notifications (Mobile App)
Our mobile App may send you push notifications about new followers, comments on your posts, outfit recommendations, private commission requests, and other account-related updates. You may enable or disable push notifications at any time through your device settings or within the App's notification preferences. We collect and store your device token solely for the purpose of delivering these notifications and do not share it with third parties for marketing purposes.
AI Functions and Personalization
Our Services include AI-powered features designed to provide personalized styling recommendations and other customized experiences. When you interact with these features (for example, by rating recommendations, saving items, or providing feedback), that information is used to improve the relevance of recommendations made specifically to you. We may also use aggregated and de-identified data derived from user interactions to improve the overall quality and functionality of the Services. Such aggregated data does not identify you personally.
4. How We Share Personal Information
We may disclose Personal Information with the following categories of third parties:
| Category | Purpose | Examples |
|---|---|---|
| Service Providers | To help us deliver and develop the Services | Cloud storage, AI/ML service providers (OpenRouter, OpenAI), email marketing platforms, analytics providers, customer support tools |
| Payment Processors | To process payments for orders | Stripe (RUHAH does not store your payment details) |
| Brand Partners | To fulfill orders and handle customer service related to purchases | Name, shipping address, and contact details shared with the specific brand(s) you purchase from |
| Public Authorities | To comply with legal obligations or protect our rights | Law enforcement, regulatory bodies, courts |
| Business Transfers | In connection with a merger, acquisition, or sale of assets | Purchaser of our business and their professional advisors |
We do not sell your Personal Information to third parties for their direct marketing purposes.
5. Data Retention
We retain Personal Information related to your Account for as long as your Account is active or as needed to provide you with the Services. If you delete your Account, we will delete or anonymize your Personal Information within 30 days, unless retention is required by law (for example, for tax or accounting purposes).
- AI Image Processing: Original photographs submitted for AI Image Features are not stored by RUHAH and are deleted by our AI service providers immediately after processing.
- User Content: Posts, comments, and items in your digital closet are retained until you delete them or delete your Account.
6. Your Rights Under UK and EU GDPR
If you are located in the United Kingdom or the European Economic Area, you have the following rights under the UK GDPR and EU GDPR:
| Right | Description |
|---|---|
| Right to Access | You may request a copy of the Personal Information we hold about you. |
| Right to Rectification | You may request that we correct inaccurate or incomplete Personal Information. |
| Right to Erasure ("Right to be Forgotten") | You may request that we delete your Personal Information, subject to legal exceptions. |
| Right to Restrict Processing | You may request that we limit how we use your Personal Information. |
| Right to Data Portability | You may request a copy of your Personal Information in a structured, machine-readable format. |
| Right to Object | You may object to our processing of your Personal Information based on legitimate interests or for direct marketing. |
| Right to Withdraw Consent | Where processing is based on consent, you may withdraw that consent at any time. |
To exercise any of these rights, please contact us at contact@ruhah.com. We will respond to your request within one month. If we require more time, we will inform you of the reason and extension period.
You also have the right to lodge a complaint with a supervisory authority:
- UK: Information Commissioner's Office (ICO) at ico.org.uk
- EU: Your local data protection authority
7. Data Security
We implement appropriate technical and organizational measures to protect your Personal Information against unauthorized access, loss, destruction, or alteration. These measures include encryption, secure server infrastructure, access controls, and regular security reviews.
However, no method of transmission over the Internet or electronic storage is 100% secure. While we strive to protect your Personal Information, we cannot guarantee its absolute security.
Data Breach Notification
In the event of a data breach that poses a risk to your rights and freedoms, we will notify affected individuals and applicable regulatory authorities within 72 hours of becoming aware of the breach, in accordance with GDPR requirements.
8. International Data Transfers
RUHAH is based in the European Union. Your Personal Information may be transferred to, stored on servers in, and accessed from countries outside the UK or EEA, including the United States, where our service providers may be located.
Whenever we transfer your Personal Information outside the UK or EEA, we ensure it is protected by implementing at least one of the following safeguards:
- Transferring to a country covered by an adequacy decision from the European Commission or UK Government; or
- Using Standard Contractual Clauses (SCCs) approved by the European Commission and/or the ICO.
You may contact us at contact@ruhah.com for details on the specific safeguards applied to your data.
9. Children's Privacy
The Services are not intended for individuals under the age of 18. We do not knowingly collect Personal Information from anyone under 18. If we become aware that we have collected Personal Information from a child under 18, we will delete that information promptly. If you believe a child under 18 has provided us with Personal Information, please contact us at contact@ruhah.com.
10. Third Party Links
The Services may contain links to third party websites, including those of our Brand Partners. This Privacy Policy applies only to the Services. We do not exercise control over third party websites and are not responsible for their privacy practices. We encourage you to read the privacy policies of any third party websites you visit.
11. Do Not Track Signals
Some web browsers transmit "do-not-track" signals to websites. Because there is no industry standard for how these signals should be interpreted, we currently do not take action in response to these signals.
12. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, legal requirements, or operational needs. When we make changes, we will update the "Effective" date at the top of this page and notify you by email or through the Services where required by law. Your continued use of the Services after any changes constitutes your acceptance of the updated Privacy Policy.
13. Contact Us
If you have any questions, concerns, or requests regarding this Privacy Policy or our privacy practices, please contact us at:
Email:contact@ruhah.com
Postal Address:
Ruhah Inc.
[Your Registered Business Address]
[City, Country, Postcode]
© 2026 Ruhah Inc. All rights reserved.