Last updated: 26 May 2026
MyShade ("we", "us", or "our") operates the MyShade mobile application and website (the "Service"). This Privacy Policy explains how we collect, use, disclose, and protect your personal information in accordance with the Australian Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs), the EU General Data Protection Regulation (GDPR), and the California Consumer Privacy Act (CCPA).
We are the data controller responsible for your personal information. Our contact details are provided in Section 17 below.
We collect the following categories of personal information:
We do not collect biometric data. While photos are used for shade analysis, no biometric identifiers or templates are extracted or stored.
If you are located in the European Economic Area (EEA), UK, or Switzerland, we process your personal data under the following legal bases:
We use your personal information to:
When you use our shade matching feature, photos are processed to analyse your skin tone. We do not store or retain your photos after processing is complete. Photos are used solely for the purpose of providing you with accurate shade recommendations and are discarded immediately after analysis. No biometric templates or facial recognition data is created or stored.
The App requests access to your device camera and photo library exclusively for shade matching purposes. You can revoke these permissions at any time through your device settings without affecting other App features.
Third-Party Photo Processing: Your photos are sent to our Shade Match API for real-time processing. The API extracts only the dominant skin tone (a hex color value) from your cheek area. The original photo is immediately discarded and never stored on our servers. For complete details on how the Shade Match API handles your photo data, please visit the API Privacy Policy.
When you use our AI Beauty Assistant chatbot feature, your messages and optional beauty profile information are sent to OpenAI (a third-party AI service provider located in the United States) to generate responses.
OpenAI is contractually obligated under a Data Processing Agreement to protect your data with the same or equal level of security we maintain. OpenAI commits to safeguarding your information in accordance with applicable privacy laws.
We retain your personal information for as long as your account is active or as needed to provide you with our services. Specifically:
When you delete your account or request data deletion, we will immediately erase your personal data from our systems, except where we are required by law to retain certain records.
We do not sell, rent, or trade your personal information to third parties for monetary or other valuable consideration. We do not share your personal information for cross-context behavioural advertising. This applies to all users, including California residents under the CCPA/CPRA.
Your personal information is stored securely using industry-standard encryption (TLS in transit, AES-256 at rest). We use Supabase, a trusted cloud platform, to manage authentication and data storage.
Your data may be transferred to and processed in countries outside your country of residence, including the United States. For transfers from the EEA/UK, we rely on Standard Contractual Clauses (SCCs) approved by the European Commission, or other appropriate safeguards as required by applicable law, to ensure your data receives adequate protection.
We use the following third-party services that may process your data:
These providers process data on our behalf under data processing agreements and are contractually obligated to protect your data and only use it as instructed by us.
Our shade matching feature uses automated processing to suggest foundation shades based on photo analysis. This is not used to make decisions that produce legal or similarly significant effects on you. The results are recommendations only, and you are free to disregard them. You can request human review of any automated result by contacting us.
Depending on your location, you may have the following rights regarding your personal information:
You can exercise most of these rights directly in the App (Settings → Manage account). For any request, contact us at support@my-shade.com. We will respond within 30 days (or 45 days for CCPA requests if an extension is needed).
Under the Australian Privacy Act, you have the right to lodge a complaint with the Office of the Australian Information Commissioner (OAIC) at www.oaic.gov.au if you believe we have breached the Australian Privacy Principles.
If you are in the EU/EEA, you have the right to lodge a complaint with your local Data Protection Authority (DPA). You also have the right to not be subject to decisions based solely on automated processing that produce legal or significant effects.
The Service is intended for users aged 13 and above (16 and above in jurisdictions where GDPR sets the age of digital consent at 16). We do not knowingly collect personal information from children under the applicable minimum age. If we become aware that we have collected information from a child below the applicable age, we will delete it promptly. Parents or guardians who believe their child has provided us with personal data may contact us to request deletion.
We may update this Privacy Policy from time to time. We will notify you of material changes at least 14 days in advance through the App or via email. Your continued use of the Service after the effective date of changes constitutes acceptance of the updated policy. If required by GDPR, we will seek fresh consent for material changes to how we process your data.
MyShade is the data controller responsible for your personal information. If you have questions, concerns, or wish to exercise your privacy rights, please contact us at:
MyShade Support
Email: support@my-shade.com
For GDPR-related enquiries, you may also contact your local Data Protection Authority. For Australian privacy concerns, you may contact the OAIC at www.oaic.gov.au.