Privacy policy

1. Who we are

Hemva is made by Yo-Da Lai, ABN 84 992 526 369 ("we", "us"), in Australia. You can contact us about privacy at yda31416@gmail.com, in South-East Queensland, Australia.

We handle personal information in line with the Australian Privacy Principles in the Privacy Act 1988 (Cth). This policy explains what we collect, why, where it goes and how long we keep it.

2. What stays on your iPhone

You don't create an account to use Hemva. These things are stored in the app on your iPhone, and are not sent to us:

the photos you add, including the original photo, which Hemva always keeps
cutouts of each piece, which are made on your iPhone by a model that runs on the phone
piece details such as name, type, colour and fit, and whether a piece is available, in the wash or stored
outfits, saved looks, styles, your Love and Pass choices, what you wore and when
shop check photos and results
AI pictures and AI results that the app has already received

Outfit suggestions, swaps and shop check comparisons are worked out on your iPhone. They don't need the internet.

Like other app data, this can be included in your iPhone's iCloud or computer backup, depending on your iPhone settings. Apple handles those backups under its own terms. If you export a wardrobe backup from Hemva, the file goes wherever you choose to save or send it.

3. Camera, photos, calendar, location and reminders

Hemva asks for each permission only when you use the feature that needs it. You can change them at any time in your iPhone's Settings.

Camera: to photograph clothes for your wardrobe or a shop check.
Photos: to add the clothing photos you choose.
Calendar: if you tap the calendar option on the Outfits screen, Hemva reads the titles and start times of your events for today and tomorrow, on your iPhone, to suggest an outfit for an event like a dinner or the gym. It skips birthdays and holiday calendars. Nothing from your calendar is sent to us or to anyone else.
Location: if you tap the weather option, Hemva asks for your approximate location while you use the app and passes it to Apple's weather service (WeatherKit) to get today's temperature and chance of rain. We don't receive your location. Apple handles weather requests under its own privacy policy.
Notifications: the morning outfit reminder is off by default. If you turn it on, it is scheduled on your iPhone. No server is involved.

Before a photo is sent anywhere, Hemva makes a resized copy (at most 1,600 pixels on the long side) with photo metadata, such as where and when it was taken, removed. Your original stays on your iPhone.

4. Optional AI: what is sent

AI features are off until you turn on Enable phone AI in Profile, AI & processing. Hemva explains what will be sent before anything leaves your iPhone. When AI is on, the information below goes to Hemva's server, which passes it to OpenAI's API to do the work and returns the result to your iPhone.

Feature	What is sent	Why
Automatically organise new photos	Each new photo (or the frame you chose), and the pieces Hemva found in it	To find the clothes in the photo and suggest names, types, colours and style details
Clean AI picture of a piece	The photo of that one piece	To create a catalogue-style AI picture of it on a white background
Cutout checks	The photo and an image comparing it with Hemva's cutouts	To spot cutouts that are missing part of a piece
Luna outfit ranking	Text only: piece names, types, colours, patterns, fit, materials and style tags, your style's name and description, and the outfit options to choose between	To pick between strong outfit options
Style interpretation	The name and description you write for a style	To turn your description into style settings

Each request also carries random codes that identify the request, the piece or wardrobe it belongs to and the app's device token, plus technical details such as image size and a fingerprint (hash) of the image. These codes don't contain your name.

Anything inside a photo is sent with it. If a mirror photo shows your face, your body, other people or your room, that is part of what is sent. Crop or choose photos with that in mind. We instruct the AI not to identify people or guess personal traits, and we don't use photos to recognise anyone.

If Make a clean AI picture of each new piece is switched on, every new piece you add is sent once for a clean AI picture, without asking each time. You can switch this off on the same screen.

Calendar events, location, weather and your outfit history are not sent for any AI feature.

AI pictures can change small details of a piece. They are labelled as AI pictures, your original photo is kept, and outfits are matched on your real piece.

5. Device registration for AI

The first time you turn on AI, Hemva registers your iPhone with Hemva's server so the server can tell genuine copies of the app apart from anyone else, and keep track of your AI allowance. It uses Apple's App Attest service:

Your iPhone creates a security key that stays in its secure hardware, and Apple confirms to our server that the request comes from a genuine copy of Hemva.
Our server creates a random device code and a sign-in token for your iPhone. The token is kept in your iPhone's Keychain. Our server keeps only a scrambled (hashed) version of it.
This device code is pseudonymous: it isn't linked to your name, email, phone number or Apple Account by us. We still treat it as personal information.

The Keychain token can stay on your iPhone even after you turn AI off or delete the app. That's how iOS Keychain works; it isn't readable by other apps.

6. What Hemva's server keeps, and for how long

Hemva's server runs on Cloudflare. Our server code doesn't write your photos, IP address or request contents to logs.

What	How long
Photos and images you send	Not stored. They pass through to OpenAI and are discarded once the request ends.
AI results: suggested labels, rankings and AI pictures	About 24 hours, so your iPhone can collect a result if the connection drops. Then they are deleted automatically.
Request records: the random codes above, task type, status, times, image fingerprints and sizes, and the AI usage and cost of each request	Full request details are kept for 30 days, then trimmed to a content-free cost receipt to run your AI allowance and stop a request being charged twice. Deleted immediately when you use Delete my AI data (see section 11).
Device registration: device code, the security key's public part and ID, hashed token, when it was created or renewed, whether it has been revoked	Kept while your device registration exists. Deleted immediately when you use Delete my AI data in the app, or when you ask us.
AI allowance: how much of your allowance is reserved and used	Kept while your device registration exists. Deleted when you use Delete my AI data.
Subscription link (see section 7)	Kept while the subscription is linked to your device code. Deleted immediately when you use Delete my AI data in the app, or when you ask us.
Daily totals for the whole service: number of registrations and total AI spend for each day	Kept as service statistics. They don't identify anyone.

Cloudflare processes IP addresses to deliver traffic and protect the service from attacks, under its own privacy policy.

7. Subscriptions and purchases

Any Hemva subscription is bought, billed and managed by Apple through the App Store. We don't receive your name, email, payment card or Apple Account details.

If AI is on, the app sends Apple's signed record of your Hemva subscription to Hemva's server, so the server can give your iPhone the right AI allowance. The server checks Apple's signature and keeps the transaction ID, the original transaction ID, the product, its expiry date and whether it was a test or live purchase. It uses these to link the subscription to one device code at a time and to stop a refunded purchase being used again.

8. The waitlist and this website

If you join the waitlist, we keep your email address, the time you joined, the version of the sign-up wording you agreed to, and, if you arrived from one of our links, a short label for that link (such as "tiktok"). It is stored with Cloudflare.

We use your email only to tell you about Hemva: that it's available, and a small number of updates before launch. We send these emails using Google Gmail (USA). Every email has an unsubscribe link, or you can email us. We keep the list for 12 months after launch, or until you unsubscribe or ask us to delete your email, whichever comes first.

This website sets no cookies, runs no analytics or advertising scripts, and loads nothing from other websites. To stop abuse of the sign-up form, we keep a one-way scrambled (hashed) version of your IP address in a counter that deletes itself after about an hour. Cloudflare, which hosts the site, processes IP addresses to deliver it.

We don't sell personal information and we don't share it for advertising. These companies handle some of it to provide Hemva:

OpenAI (USA) processes AI requests when you turn AI on. Under OpenAI's API terms, it doesn't use API data to train its models by default and may keep requests for a limited time to monitor for abuse. Its current terms are at openai.com/policies.
Cloudflare (USA, with servers worldwide) runs Hemva's server, hosts this website and stores the waitlist.
Apple provides the App Store, purchases, App Attest, WeatherKit and iCloud backups, under Apple's own privacy policy.
Google Gmail (USA) sends waitlist emails.

We may disclose information if Australian law requires it.

10. Information sent overseas

OpenAI processes AI requests in the United States. Cloudflare may process and store data in the United States and in other countries where it runs servers, including Australia. We use these providers because they're needed to run the optional AI and the website. We choose providers that make security and confidentiality commitments, but overseas law may differ from Australian law.

11. How to stop, delete or get a copy

Stop AI: turn off Enable phone AI in Profile, AI & processing. Nothing more is sent. Results already on your iPhone stay there.
Stop single AI features: each automatic AI feature has its own switch on the same screen.
Calendar and location: turn them off in iPhone Settings, Hemva.
Get a copy of your wardrobe: Profile, Export wardrobe backup.
Delete your wardrobe: delete the Hemva app. That removes the wardrobe, photos and history from your iPhone. Export a backup first if you want to keep them. Copies in your iCloud or computer backups follow your backup settings.
Delete what Hemva's server holds: in Hemva, open Profile, then AI & processing, and tap Delete my AI data. Hemva's server immediately deletes your AI results, request records, allowance ledger, subscription link and device registration, and forgets the sign-in on your iPhone. Your wardrobe on your iPhone is not touched. If you've already deleted the app, email yda31416@gmail.com and we'll help remove any remaining records. If you turn AI on again later, your iPhone registers as new.
Leave the waitlist: use the unsubscribe link in any email, or email us.
Access or correction: you can ask what we hold about you and ask us to correct it. We'll answer within 30 days.

Deleting the app doesn't cancel a subscription. Cancel it in iPhone Settings, your name, Subscriptions.

12. Security

Everything sent to Hemva's server and this website uses an encrypted connection (HTTPS). The app's token is stored in the iPhone Keychain, and our server keeps only a hash of it. Our server never holds your OpenAI or Apple credentials, and the OpenAI key never reaches your iPhone. No system is perfectly secure. If a data breach is likely to cause you serious harm, we'll tell you and the Office of the Australian Information Commissioner as the law requires.

13. Children

Hemva isn't designed for children. If you're under 18, please ask a parent or guardian before turning on AI or buying a subscription.

14. Changes and complaints

If we change this policy, we'll update the date at the top. If a change affects what is sent from the app, the app will explain it before anything new is sent.

If you have a concern, email yda31416@gmail.com and we'll respond within 30 days. If you're not satisfied, you can complain to the Office of the Australian Information Commissioner at oaic.gov.au or on 1300 363 992.