Privacy policy
Lebacify is a virtual try-on service and a trade name of Ariamax, registered in the Netherlands under KvK number 42005482 (BTW NL005427752B87), with its registered office in Rijswijk, the Netherlands ("Lebacify", "we", "us"). This policy explains what personal data we process when you use lebacify.com and the Lebacify web app, why we process it, and the rights you have under the General Data Protection Regulation (GDPR).
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1. Who is responsible for your data
Ariamax is the data controller for all processing described in this policy. We have not appointed a data protection officer; our privacy contact above handles all data protection matters.
2. What data we collect
Account data
- Email address and password (stored hashed), or the identifier provided by your sign-in provider.
- Language preference and account settings.
- Birth year and gender (used to set up your closet and for outfit suggestions), your country, and — only if you add it — your phone number.
The avatar and your photos
- The avatar — the body for your closet is an avatar you design, not a photo of you. You pick a skin tone, build, height, hair style and color, face features and, if you want, a heritage and a place, and an AI image model draws a person from these picks in a standard standing pose. You see the result and must accept it before it is used; you can ask for a new one or change your picks. The avatar is an invented person. It does not have to look like you, and Lebacify does not ask you to make it look like you: the picks describe the avatar, not you. We use the picks only to draw the avatar and delete them as soon as you accept one. To prepare the accepted avatar for try-ons we detect its body outline, its face and body landmarks and the areas covered by clothing. This happens on the invented image and is never used to identify anyone.
- Clothing photos — photos of your garments, laid out on a surface or worn by you, used to build your digital closet. Our AI detects the individual garments and cuts them out; the rest of the photo is not used for anything else. Only upload photos that show other people with their permission.
- Generated images — the try-on images created from the avatar and your clothing photos, and the premium images and outfit opinions you ask for.
- Body photos — if you prefer, a closet can be built on a photo of yourself, or of an adult who gave you permission. Only adults can use this, and never upload a photo of a child. Before the upload you confirm this in the app. The AI first makes a version of the photo in a standard standing pose; you check it and accept it before it is used. We keep the original photo and the accepted version, together with the detected face and body landmarks (the positions of the eyes and the body joints) and the areas covered by underwear. They are used only to place clothes and privacy masks on the body, never to identify anyone. You can delete the photo or the closet at any time.
Payments
- We do not collect or store credit-card numbers or any other financial details. Payments are handled entirely by our payment provider, Stripe; we only receive confirmation that a payment succeeded, which plan or credit pack was bought, and your resulting credit balance.
Usage data
- Log data: IP address, browser type, pages viewed, timestamps, and error reports.
- In-app events (e.g. an outfit was generated), used to keep the service reliable and improve it.
- Cookie-based analytics and advertising data — only with your consent, as described in our cookie policy.
3. Why we process it, and on what legal basis
| Purpose | Data used | Legal basis (art. 6 GDPR) |
|---|---|---|
| Providing the service: your account, closet, and try-on renders | Account data, avatar picks, photos, generated images | Performance of a contract (art. 6(1)(b)) |
| Processing your purchases | Payment confirmation, plan and credit data (never card details) | Performance of a contract (art. 6(1)(b)) |
| Keeping the service secure and fixing errors | Log data | Legitimate interest (art. 6(1)(f)) in a secure, working service |
| Product analytics (Google Analytics 4) | Usage data, cookies | Consent (art. 6(1)(a)) |
| Advertising measurement (Google Ads) | Usage data, cookies | Consent (art. 6(1)(a)) |
| Responding to your messages | Contact details, message content | Legitimate interest (art. 6(1)(f)) in answering you |
| Keeping a record of body-photo confirmations and an audit trail of generated images (to handle misuse reports) | Confirmation time and text version, image fingerprints, account email and phone number | Legitimate interest (art. 6(1)(f)) in handling complaints and legal claims |
| Drawing the avatar from your picks | Avatar picks: skin tone, build, height, hair, face, optional heritage and place (they describe the avatar, not you) | Performance of a contract (art. 6(1)(b)) |
We do not use your photos or avatars to train AI models, and we do not sell personal data.
4. AI processing and processors
Try-on images are generated by AI image models. To draw the avatar, to prepare a body photo and to put clothes on them, we send a text description built from your picks, the avatar image or body photo and the garment photos to image-generation services from Google, OpenAI and BytePlus — directly or through Segmind, a platform that gives access to these models. Separating the person or a garment from the background runs on our own software: on our server, on rented machines at RunPod, or at Segmind. We use their business services, which process your data only to produce the result for us and are not allowed to use it to train their models. Your picks and photos are processed for one purpose only: creating your closet and your try-on images. Your account data, avatars and photos are stored in European datacenters, and every provider that processes data on our behalf — hosting, AI infrastructure, payments (Stripe) — is bound by a data processing agreement. Analytics and advertising involve Google only after your consent, as described in the cookie policy.
Where a supporting provider processes data outside the European Economic Area, transfers rely on an adequacy decision — including the EU-US Data Privacy Framework where the provider is certified — or on the European Commission's Standard Contractual Clauses.
Before you upload a body photo, the app asks you to confirm how that photo is used, including by the AI services named above; we keep the time of that confirmation and the version of the text you agreed to. Designing an avatar needs no such confirmation: the avatar is not a photo of you.
5. How long we keep your data
- Account data, avatars and photos: for as long as your account exists. Deleting a photo or a closet removes it immediately. The avatar picks are deleted as soon as you accept an avatar.
- Closing your account deletes the account, its avatars, your photos, your closets and your generated images immediately. Only the two records below outlive the account.
- Log data: up to 31 days. In-app event log (including body-photo confirmations): up to 2 years.
- Analytics and advertising data: per the retention settings described in the cookie policy.
- Image audit trail: for every premium image and every dressed image you download or share, we keep a small numeric fingerprint of the image (not the image itself) together with the email address and phone number on the account at that moment. It is kept permanently so that, if someone reports misuse of a generated image, we can trace who made it. Reports sent through our legal form are kept as well. The same fingerprint is kept for every AI-drawn avatar and for every AI-generated version of a body photo.
- Body photos: for as long as the closet exists. If you have not signed in for 24 months, we delete the body photo, its standard-pose version, the masks and the face and body landmarks automatically; we email you a month before that happens. Avatars are not affected.
6. Your rights
Under the GDPR you can ask us at any time to:
- access the personal data we hold about you;
- correct inaccurate data;
- delete your data ("right to be forgotten");
- restrict or object to processing based on legitimate interest;
- receive your data in a portable format;
- withdraw consent at any time (this does not affect processing before withdrawal).
Email to exercise any of these rights. You also have the right to lodge a complaint with the Dutch supervisory authority, the Autoriteit Persoonsgegevens (autoriteitpersoonsgegevens.nl).
7. Cookies
We use essential cookies, and — only with your consent — analytics and advertising cookies. Details, providers, and lifetimes are listed in our cookie policy, where you can also change your choice.
8. Children
Lebacify is not directed at children under 18, and we do not knowingly process their data. If you believe a child has created an account, contact us and we will delete it.
9. Changes to this policy
We may update this policy as the service evolves. Meaningful changes will be announced in the app or by email. The date at the top always shows the latest revision.