Privacy Policy

Last updated 11-06-2026

Who we are

Muse is an AI fashion and beauty companion built and operated by Muse, a UK company. Muse is in early access, invite only, and is being actively built by a small team. This policy explains what personal data we hold when you use Muse or join the waitlist, why we hold it, and the rights you have over it.

If anything here is unclear, write to us at hello@musefashion.me and a person on the team will answer.

What we collect

We only collect what Muse needs to style you well.

• Your email address, used to sign you in. Sign-in is passwordless: you enter your email and receive a 4-digit one-time code from no-reply@musefashion.me. There are no passwords, so none exist to be stored or stolen.
• Profile details you choose to add: name, UK postcode, body shape, measurements, clothing and shoe sizes, hair, eye and skin colouring, style preferences, material exclusions, budget preferences, and skin type and concerns.
• The wardrobe and outfit photos you upload.
• The styling guidance and looks Muse generates for you.
• If you join the waitlist on musefashion.me, your email address, collected solely so we can invite you when access opens.

Everything beyond your email is optional. You decide how much to share, and Muse works with whatever you give it.

Your photos, body details and analysis

Good styling advice only works if Muse knows you, so this is the most personal data we hold and the part we treat most carefully.

Your wardrobe and outfit photos travel over encrypted connections straight into private cloud storage in the Amazon Web Services London region, eu-west-2. They are never public. When the app shows you a photo, it uses a signed viewing link that expires after 1 hour. Your photos are never shared with third parties and never used to train AI models.

The same care applies to your measurements, your colouring, your skin type and concerns, and every other body detail you add. They exist for one purpose: so the guidance Muse gives you actually fits you, your shape and your skin.

When Muse generates your styling guidance, your details are processed through Amazon Bedrock, AWS's managed AI service. Styling and photo analysis runs in AWS's European regions; generated look images are created in AWS's US West region, under AWS's standard international data transfer safeguards. Amazon Bedrock does not use customer content to train models. Your details go in, your looks come out, and nothing about you becomes training data.

Why we use your data and the legal bases

UK GDPR requires a lawful basis for every use of your data. Ours are simple.

• Providing the service you ask for, including signing you in, holding your profile and wardrobe, and generating your styling guidance. Legal basis: performance of our contract with you.
• Keeping Muse and your data secure, for example protecting sign-in and storage against misuse. Legal basis: our legitimate interests.
• Holding your waitlist email and inviting you when access opens. Legal basis: your consent, which you can withdraw at any time by emailing hello@musefashion.me.

Where your data lives

Muse runs on Amazon Web Services in the London region, eu-west-2. Your account, profile, photos and generated looks are all stored there.

When Muse generates styling guidance, that processing runs through Amazon Bedrock in AWS's European regions; generated look images are the one exception - they are created in AWS's US West region, then stored back in London. The storage itself always stays in London.

How long we keep it

We keep your data for as long as your account is active. Delete your account at any time from My Profile in the app (instant), or ask us at hello@musefashion.me - either way your data goes with it. See how deletion works.

If you are on the waitlist and change your mind, tell us at hello@musefashion.me and we will remove your email.

What we never do

• We never sell or rent your data.
• We never show you advertising.
• We never use advertising trackers or cross-site tracking cookies.
• We never make your photos public or share them with third parties.
• We never use your photos or content to train AI models.

The only thing Muse keeps on your device is a session token, held in secure storage on mobile and browser storage on the web, purely to keep you signed in.

Your rights

Under UK GDPR you have the right to:

• Access a copy of the personal data we hold about you.
• Correct anything that is wrong.
• Have your data erased.
• Restrict how we use it.
• Receive your data in a portable format.
• Object to how we use it.

To exercise any of these, email hello@musefashion.me. You also have the right to complain to the UK regulator, the Information Commissioner's Office, at ico.org.uk.

Our suppliers

Muse is built on a short list of suppliers, each with a clear job.

• Amazon Web Services: private cloud storage and infrastructure in the London region, AI processing through Amazon Bedrock (European regions; generated look images in the US West region), content delivery through Amazon CloudFront, and sign-in and invitation emails through Amazon SES.
• PostHog: privacy-respecting product analytics, hosted in the EU. It tells us which features are used and where people get stuck, tied to your account id - never sold, never used for advertising.
• Sentry: error and crash reporting, hosted in the EU (Frankfurt), so we find out about problems before you have to tell us.
• Open-Meteo: local weather for your daily styling, looked up by postcode area only - your full postcode and identity never leave Muse.
• Google Fonts: the typefaces on our pages are fetched from Google's servers, which means Google sees the IP address making the request.
• Standard development tooling used to build and run the service.

That is the whole list. No advertising networks, no data brokers.

Changes to this policy

Muse is in early access and being actively built, so this policy will evolve as the product does. When we make a change that affects how we handle your data, we will update this page and let you know by email before it takes effect.

Contact

Questions, requests, or anything you are unsure about: hello@musefashion.me. A person on the team reads every message.