Privacy policy

Last updated: October 14, 2026

This page says what Shop Smart, Wear Confidence collects, who else handles it, how long we keep it, and what you can ask us to do. To reach us, use the Contact page.

What we collect

• Page visits. Vercel, our host, counts visits with its Web Analytics: the page, the referrer, your rough location, and your browser, system and device type. It sets no cookie. It tells visits apart with a hash of the request, which it discards after 24 hours. It is off on the Closet, size finder, sign-in and Account pages. On product, comparison and brand pages our own database also records the page, once per visit, with an id made from your IP address and browser. The id changes every day and is keyed with a secret, so it is never the address itself. We use both to see which pages people read.
• Store links. Every Shop link goes through our own server first. When you click one, we count the click: the piece, its brand and category, the store, where on the site the link was, the price shown and the time. No IP address, account or id goes with the count. A click from a creator's page also notes which creator's page it was, so we can pay creators their share. A Shop link can then pass through an affiliate network on the way to the store, whether or not the click earns us anything. The network can set its own cookies so a purchase or the click is credited to us. We also set one cookie of our own, vt_click, for 30 days. It holds the last piece you followed a Shop link for, and when. A product page uses it to ask whether you got the piece, and a review you write is marked privately as coming after a click. In the EU, the EEA, the UK and Switzerland we send you straight to the store: no network, no network cookie and no vt_click. Where you are comes from the country our host reads from your IP address. The click is still counted. When you click through to a store we partner with through Kutoku, your browser tells that store you came from smwearconfidence.com (the site address only, not the page).
• Searches. When you search the catalog we keep what you searched for, in lower case and up to 120 characters, with the filters, the first 20 results, how long it took and which result you opened. The same daily id as page visits goes with it. We use it to make search better. Your search also rides in the request address, so it reaches our host's request logs.
• The Ask assistant. What you type into Ask, up to the last 8 messages of the conversation, goes to Anthropic, the AI provider, to write the answer. So do your Ask settings: gender, budget, fit and size. Past a daily limit our own server answers instead and nothing goes to Anthropic. We keep a log of each question: your last message in lower case without punctuation, up to 100 characters, the category we read from it, your gender, budget and fit settings, how many pieces matched, and the same daily id. We use it to see what people look for and can't find. Don't type personal details into Ask.
• Reviews you write. A review needs an account. It goes up under your display name, copied onto the review when you send it, so changing your name later does not rewrite it. Your email is never on a review. A person reads each one before it goes up. We also note, privately, whether this browser followed a Shop link for the product before you wrote it. It is never shown on the review. If your session ends while you write one, this browser tab keeps what you wrote until you send it or close the tab. Take one down yourself from the Account page. Deleting your account deletes any review still waiting for a read or turned down, and the photo on every review. Your published reviews stay up as "(deleted user)" with your name and account off them. After that, each stays up until you ask on the Contact page to have it taken down. A review sent before reviews needed an account carries the name typed with it and no account, and comes down the same way.
• Photos you add. A photo needs an account. Before we store it we re-encode it, which removes its metadata, location included. A person checks each one before it goes up. It shows on that piece after the store's photos, labelled as a reader photo with your display name. Take one down yourself from the Account page. Deleting your account deletes every photo you added, on a review or on its own.
• Corrections and messages. If you send a correction or a message from the Contact page, we store your name, email, subject and message in our database, so we can check it and reply. If that fails, the form says so and nothing is kept. We delete messages after 12 months.
• Newsletter. If you sign up, we keep your email address, where you signed up and when. No email service is connected yet, so no newsletter is sent. There is no unsubscribe link yet. To come off the list, ask on the Contact page and we delete your address. Deleting an account does not touch it.
• Threads and posts you write from an account. Your display name is copied onto the thread or post when it publishes. Until you set one, it is Shopper and a number, which you can change on the Account page. The name on a post stays as it was, so changing your name later does not rewrite your old ones. Your email is never on a thread or a post. Sign in and take down your own, or ask on the Contact page. A thread or post that comes down, by you or by us, is hidden at once and deleted 30 days later. Deleting your account deletes any thread or post still waiting for a read, and any you took down. The rest stay up as "(deleted user)" with your name and account off them. After that, each stays up until you ask on the Contact page to have it taken down.
• Translations. When the site owner chooses to translate a thread, a post or a review, its text is sent to Anthropic, the AI provider, to draft the translation. Your name, email and account are not sent with it. He reads the draft before it goes up. The words as written stay on the page under See original.
• Looks you share. A shared Look is public. Anyone can see it in the Looks gallery, and it can show beside matching pieces for other shoppers and count toward the pairings in "Wear it with". It shows the outfit's name and pieces, never your name or email. A person reads each one before it goes up. Shared while you are signed in, a Look is linked to your account. The link is never public. It is how you take the Look down yourself, from the Account page. Deleting your account deletes any Look still waiting for a read or turned down. The ones that are up stay, with your account off them, and stop counting toward pairings. After that, or for a Look shared while signed out, which has no link to anyone, ask on the Contact page to have it taken down.
• Settings, saves and your closet. Choices like your comparison items are stored in your browser's localStorage. So are your likes, your saved pieces and lists, and your outfits, with or without an account. So is your closet, the record of what you tell us you own, under the key wv_closet_v1. We never send your closet to our servers: no account carries it, there is no copy of it here, and nothing derived from it in any link you click. Clear it whenever you like with "Clear this closet" on the Closet page, which removes it from this browser. Every key we keep in your browser is in the tables below.
• Saved pieces and lists. Pieces you save and the lists you make stay in this browser. With an account they are copied to it, and removing one on a device removes it on your other devices at the next sync.
• Brands you follow. The brands you follow stay in this browser, under the key wv_follows_v1. No account carries them. To show what is new, the Following page asks our server about one brand at a time, so no single request lists the brands you follow. Our code keeps no copy of these requests. Vercel's request logs keep each request address, which names the brand, for as long as its plan keeps logs. The brands you follow never change the order of anything on the site.
• Looking up your saves. To show your likes, your saved pieces and your outfits, your browser sends their product ids to our server in the request address. The Likes, Saved and Outfits pages ask for the pieces on them, and "Because you saved" asks for up to 3 of them to find similar pieces. Our code keeps no copy of these requests. Vercel's request logs keep the address for as long as its plan keeps logs. Discover also sends a few of them, in the body of its requests (below).
• Discover. Each time Discover loads more pieces, your browser sends our server, in the body of the request: the latest pieces you liked, saved, asked for more like, looked at closely or swiped past quickly there, and the pieces of outfits you saved there; up to 3 of your likes and 2 of your saved pieces from this browser; the pieces you marked Not for me; the pieces and outfits it has shown you; outside the EU, the EEA, the UK, Switzerland and Quebec, a few pieces you acted on in earlier visits and the pieces it showed you in the last 14 days (below); your gender setting; any words in its search box; and, on the first request, the piece a link opened Discover on. No cookie goes with it. The server uses these to pick the next pieces. Our code writes none of it to a database or a log. A piece counts as looked at closely when it stays on screen for a few seconds, or you swipe through its photos or open its reviews or its product page. Outside the EU, the EEA, the UK, Switzerland and Quebec, Discover also keeps a short record in this browser, under the key wv_feed_v1, so your next visit starts where you left off. It holds the pieces you liked, saved, asked for more like or looked at closely there, the pieces you marked Not for me, and the pieces it showed you. Older entries count for less and drop off: a look or a More like this after about 3 weeks, a like, a save or a saved outfit after about 3 months, Not for me after 90 days, a piece it showed you after 14 days. Reset my feed, in the More menu on any card, clears the record, and likes and saves you made before it stop steering Discover. The record is not copied to your account and never holds your closet. To tell which applies, our server reads the country and region your request comes from, as our host reports them, and keeps neither. In the EU, the EEA, the UK, Switzerland and Quebec, Discover keeps what you do there in the page's memory only, so leaving or reloading the page clears it. If you open Discover there with a record kept on a visit somewhere else, its first request can still carry pieces from that record; the answer tells your browser to delete the record, and the rest of the visit leaves it out. What you like or save there is kept in this browser, as anywhere on the site. Words you search for also sit in the page address. Opening a card's reviews asks our server for that piece by its product id in the request address, as a product page does. To answer quickly, the server keeps short-lived copies of search answers and product lookups in its memory, with nothing that says who asked. A limiter that caps how many requests one connection can make counts them in server memory under a hashed id, never in a database.
• Counting how picks are used. When the "Because you saved" strip shows, when you save a piece from it, and when you open the Share sheet for a Look or share one, your browser sends our server a count: which strip or sheet, and what happened. The count names no product and carries no id and no cookie. We keep daily totals for 400 days. The rate limiter, which caps how many counts one connection can send, keeps a hashed id of it for about a week and never the IP address. Nothing is sent when your browser has Global Privacy Control switched on.
• Counting how Discover is used. While you use Discover, your browser adds up a few numbers for the visit: how many cards it showed you, how long they were on screen, how many you swiped past quickly, how many you liked, saved, shared, saved in an outfit, opened, swiped through the photos of, asked for more like, marked Not for me or followed to a store, whether you liked or saved anything, whether you opened a store, and whether you tapped Reset my feed. The numbers are grouped by how far down the feed a card was, by which kind of list it came from, and by whether Discover started from the record above. A few times a visit, and when you leave the page, your browser sends the totals to our server. They name no product and carry no id and no cookie, and nothing is stored in your browser for them. We keep daily totals for 400 days and use them to judge changes to Discover. They never decide which pieces you see. Until November 8, 2026, about one visit in ten does not start from the record and leaves out quick swipes and the new way of judging a close look, so the two can be compared. That visit still leaves out pieces you marked Not for me and still adds to the record. Which one you get is not stored. A limiter that caps how many totals one connection can send counts them in server memory under a hashed id, never in a database. Nothing is sent when your browser has Global Privacy Control switched on, and we do not count known crawlers or AI agents.
• Where a like came from. A piece you like from that strip or in Discover is marked as coming from our picks, and any other like as liked elsewhere. A piece in an outfit is marked as picked by you, or as coming from one of our starter outfits until you swap it. The marks let us tell our own suggestions apart from your choices. They stay with the piece in your browser, go to your account with it when you have one, and are in the account export. A Look you share keeps the marks on its pieces, so they are public with it.
• Product photos and clips. Many product photos and every product clip load straight from the store's own servers, often Shopify's. As with any site you load, those servers see your IP address, your browser and that the request came from this site.
• Creators. A creator with a page here gave us their name, handles, a short bio and the photos and clips on it. We keep those, the code on their Shop links, what we pay them, and the licence they gave: who said yes, what it covers, where we may use it, the date, where the written yes is kept and when it was revoked. We use them to show the page, to pay them and to show what they allowed. Their photos and clips load from the host they sit on, which sees your IP address and browser as a store's servers do.
• IP addresses. Vercel sees your IP address with every request, as any host does, and keeps it in its request logs for as long as its plan keeps logs. Our own code stores no IP address. Where it counts or limits requests it keeps a keyed hash instead: about an hour for rate limits, up to 7 days for daily caps.
• Your account. Supabase runs our sign-in and database. Your password goes from your browser to Supabase and is stored only as a one-way hash. We never see it. Your email address sits on the account so you can sign in and so we can find your rows. Supabase also records sign-ins, with the IP address and browser used. Sign-up and password emails go out through ZeptoMail. With an account, your likes, your saved pieces and lists, and your outfits are copied to the account when you sign in on a device, so they follow you to the next one. Your closet and your measurements never leave the device. Likes and outfits only add: unliking on one device does not delete the account copy. The Account page exports what your account holds as one file, and deletes the account in one action: your profile, email, likes, saved pieces, lists, outfits and every photo you added go, and so does anything still waiting for a read, a review or Look we turned down and a post you took down. Your published threads, posts and reviews stay up as "(deleted user)", and your Looks stay up. Messages, newsletter sign-ups and the logs above are not tied to your account, so they are not in the export and deleting the account does not touch them.

What we don't do

• You don't need an account to read the site, save pieces or keep a closet.
• We don't sell your personal information or share it for cross-context advertising.
• No advertising or affiliate script runs on our pages. The only outside script is Vercel's analytics, served from our own domain, and it sets no cookie.

Who else handles it

• Vercel hosts the site, keeps its request logs and runs our analytics.
• Supabase holds our database and uploaded photos and runs sign-in.
• ZeptoMail, by Zoho, sends sign-up and password emails.
• Anthropic writes Ask answers and translation drafts.
• The affiliate networks, Sovrn (VigLink), Awin, CJ, Rakuten Advertising and Kutoku, get your click when a Shop link passes through one of them, outside the EU, the EEA, the UK and Switzerland.
• The stores get your visit when you follow a Shop link, and their image servers, such as Shopify's, get a request when a product photo loads.

Tracking across sites

Once you follow a Shop link, any affiliate network it passes through and then the store can set their own cookies, and the network can recognise your browser on other sites that use it. We don't control that. Their policies above say what they do. Sovrn's opt-out is in its Privacy Center, and blocking third-party cookies in your browser stops most of it. Visitors in the EU, the EEA, the UK and Switzerland get plain store links, with no network in between. Our own code does not follow you to other sites.

Do Not Track and Global Privacy Control

We don't respond to Do Not Track. With Global Privacy Control switched on, your browser sends no pick counts and no Discover counts (above). It changes nothing else here.

Cookies and browser storage

Our analytics set no cookie. These are the cookies and the browser storage the site uses. Discover uses the same keys as the rest of the site, plus wv_feed_v1. You can clear or block them in your browser. Sign-in needs its cookie, and your saves need localStorage.

How long we keep it

• Contact messages: 12 months.
• Page visit records, searches and the Ask log: 13 months.
• Store click counts: 25 months.
• Threads and posts that come down: 30 days after.
• Pick counts: daily totals, 400 days.
• Discover counts: daily totals, 400 days.
• Rate limit ids: about an hour. Daily caps: up to 7 days.
• Your account and what it holds: until you delete it.
• Published reviews, posts, threads, photos and Looks: while they are up.
• A creator's page, photos and clips: while the page is up. Ask on the Contact page and we take them down and delete them.
• A creator's licence record: kept after a takedown, as proof of what was allowed and when.
• Newsletter sign-ups, and reviews and Looks we turned down: no set period. Ask and we delete them.

We delete each kind once it passes its period. Deleted data can stay in Supabase's automatic backups until they roll over, up to 30 days (Supabase backups). Vercel's request logs keep IP addresses for as long as its plan keeps logs (Vercel log limits).

Children

The site is not for children. Accounts are for people 16 or over. We don't knowingly collect data from anyone under 13. If we learn an account belongs to someone under 16, we delete it. Tell us on the Contact page.

If you are under 18, you can remove anything you posted: take it down while signed in, or ask on the Contact page. Removal may not be complete. Someone may have copied it, and backups keep it for a while.

Your rights

You can ask for a copy of what we hold about you, a correction or deletion, or object to a use of it. With an account, most of it is on the Account page. For the rest, ask on the Contact page with [PRIVACY] at the start of the subject. For something with no account on it, send the page address and the name it went up under. We confirm within 10 business days and finish within 30 days.

Page visit records, searches, the Ask log and click counts carry no name, email or account, so we can't look them up for one person. They go on the schedule above.

Changes to this policy

When we make material changes, we update the "Last updated" date at the top of this page. We may also note significant changes in a banner on the homepage.