Privacy Policy

Last updated: 1 September 2026

This policy explains what LooksFormula does with your information, in plain terms. The short version: we use your photos to build your colour analysis report, we measure features of your face to do it, we never use those measurements to identify you, and we delete the photos within 24 hours of your report being ready.

1. Who we are

LooksFormula.com is operated from 4 Tai Cres, Hobsonville, Auckland, New Zealand. We are the data controller for the information described here. You can reach us at admin@looksformula.com.

2. Information we collect

Information you give us

Account details - your email address and a password, which we store hashed and cannot read. First and last name are optional.
Photos - the selfies you upload for analysis.
What you tell us about yourself - sex, and optionally eye colour, age, height and similar details you enter in the wizard. These help the analysis; you can skip the optional ones.
Support correspondence - anything you send us by email.

Information we create

Facial measurements taken from your photos - see section 3.
Your report - the palette, recommendations and generated images we produce for you.
Purchase and credit records - what you bought, when, and your credit balance.

Information collected automatically

Essential cookies - see section 9.
Server logs - IP address, browser type and pages requested, kept for security and troubleshooting.

We do not collect your payment card details. Card payments are handled entirely by Stripe. We receive only a confirmation that a payment succeeded, along with the last four digits and card brand for your receipt.

3. Photos and facial measurements

This is the part of the service that handles the most sensitive information, so it gets its own section.

What we measure. To produce your report we analyse your photos in two ways:

In your browser, before anything is uploaded, we check photo quality - whether a face is visible, large enough in frame, well lit, and facing the camera. This check runs on your device and the measurements it produces are not sent to us.
On our servers, once you submit, we measure the geometry of your face - the position and proportion of features - and sample the colour of your skin, hair and eyes. These measurements are what make the analysis personal to you rather than generic.

What we never do. We do not use these measurements to identify or authenticate you, to recognise you in any other photo, or to match you against any database. We do not sell them, and we do not share them for advertising. They exist to produce your report and nothing else.

How long we keep them. Our retention and destruction schedule is:

Uploaded photos - deleted within 24 hours of your report being ready.
Facial measurements - kept as part of your report for as long as you keep the report, so that it can be displayed to you. Deleted when you delete the report or close your account, and in any case no later than three years after your last activity.
Generated images in your report - kept until you delete them or close your account. You can delete any of them at any time from your account.

If you live in Illinois, Texas or Washington, your state has specific laws about biometric information. This section is the written notice and published schedule those laws require, and the consent screen you see before uploading is where you give permission. You can withdraw that permission at any time by deleting your report or emailing us.

4. How we use your information

To produce the colour analysis you asked for.
To create and run your account, and to let you sign back in.
To take payment and to keep records of what you bought.
To email you about your order and to tell you when a report is ready.
To answer your questions when you contact us.
To keep the service secure and to prevent abuse - this is what reCAPTCHA is for.
To meet our legal and accounting obligations.

We do not use your photos or measurements to train AI models, ours or anyone else's.

5. Who we share it with

We do not sell your personal information. We share it only with the companies that help us run the service, and only as much as each one needs:

Who	What for	What they receive
Stripe	Payments	Your email and payment details, which you enter on Stripe's own checkout page
Microsoft Azure	Hosting and file storage	All service data, stored encrypted
Bunny CDN	Delivering images and video	Your report's images, and the IP address requesting them
Brevo	Transactional email	Your email address and the contents of the message
Google reCAPTCHA	Blocking automated abuse	Your IP address and interaction signals
AI processing partners	Producing the analysis and the images in your report	Your photos and the details you entered in the wizard

Our AI processing partners currently include Google, OpenAI, Anthropic and specialist image providers, some of which we reach through gateway services. They process your photos on our instructions to produce your report, and are not permitted to use them for any other purpose, including training their own models.

We may also disclose information if the law requires it, or to protect our rights or someone's safety. If our business is ever sold or merged, your information may transfer with it, and we will tell you before that happens.

6. Signing in with Google or Facebook

If you choose to sign in with Google or Facebook, we receive your name, email address and profile picture from that provider so we can create or find your account. We do not receive your password, and we do not post anything to your account or read your contacts, posts or friends.

We use this information only to sign you in and to contact you about your reports. You can disconnect the connection at any time in your Google or Facebook settings, and you can ask us to delete your account entirely by emailing admin@looksformula.com.

7. Data retention

Uploaded photos - within 24 hours of your report being ready.
Reports and generated images - until you delete them or close your account, and no later than three years after your last activity.
Account details - until you close your account, then deleted within 30 days.
Purchase records - seven years, because tax and accounting law requires it.
Server logs - 12 months.

8. Data security

Your connection to us is encrypted with TLS, and files are encrypted at rest in Azure storage. Passwords are hashed, never stored in a form we can read. Access to production systems is limited to people who need it. No system is perfectly secure, but if a breach ever affects your personal information we will tell you and the relevant regulator as the law requires.

9. Cookies

We use only cookies that are strictly necessary for the site to work:

A sign-in cookie that keeps you logged in.
A signed cookie that lets you open a report you bought without signing in first.
Cookies set by Google reCAPTCHA to distinguish people from bots.

We do not use advertising or analytics cookies, and we do not track you across other websites. Our Cookie Policy has the detail. If that ever changes, we will ask your consent first.

10. International transfers

We are based in New Zealand and our service providers operate in the United States and the European Union, so your information will be transferred and processed outside your own country. Where information leaves the UK or European Economic Area, we rely on the European Commission's Standard Contractual Clauses or an adequacy decision to protect it.

11. Your rights

Whoever and wherever you are, you can ask us to:

Give you a copy of the information we hold about you.
Correct anything that is wrong.
Delete your account and everything in it.
Send your data to you or another service in a portable format.
Stop or limit certain processing.

Email admin@looksformula.com and we will respond within 30 days. We will not charge you or treat you differently for asking.

If you are in the EU, EEA or UK

Our legal basis for processing your photos and measurements is your consent, which you give on the screen before uploading and can withdraw at any time. For your account and orders it is performance of a contract; for security and fraud prevention it is our legitimate interests. You have the right to complain to your national data protection authority.

If you are in New Zealand

We handle personal information in line with the Privacy Act 2020 and its information privacy principles. You have the right to access and correct the information we hold about you, and to complain to the Office of the Privacy Commissioner at privacy.org.nz.

If you are in California

You have the right to know what we collect, to delete it, to correct it, and not to be discriminated against for exercising those rights. We do not sell or share your personal information as those terms are defined by the CCPA/CPRA, and we have not done so in the preceding 12 months.

12. Children

LooksFormula is not for people under 18, and you confirm your age before uploading anything. We do not knowingly collect information from children. If you believe a child has given us information, email us and we will delete it.

13. Changes to this policy

If we change this policy we will update the date at the top. If a change materially affects how we handle your photos or measurements, we will tell you by email and, where the law requires it, ask for your consent again.

14. Contact us

LooksFormula.com
4 Tai Cres, Hobsonville
Auckland, New Zealand
admin@looksformula.com