Data Policy
How your data powers Cher
Last updated: July 21, 2026
Cher is operated by Phinke, LLC. This Data Policy explains how Cher uses, shares, licenses, and sells data, and how you stay in control of it. It works alongside our Privacy Policy, which covers your rights and choices in full. If the two ever conflict, the Privacy Policy governs your personal information.
In plain terms: your closet is one of the most detailed pictures of real-world style and shopping there is. We use it to run and improve Cher, and we also share and sell data to partners. You can opt out of that selling and sharing at any time.
The data that powers Cher
- Closet and outfit data: the items you save, how you combine them, and details like brand, category, color, and season.
- Style preferences: sizes, colors, and style types you set.
- Photo-derived data: garment attributes and descriptions the app generates from the photos you provide.
- Usage data: how you interact with features, on a device tied to a randomly generated identifier.
De-identified and aggregated data
Wherever we can, we work with data that has been aggregated or stripped of information that directly identifies you. Examples include which brands trend across regions, how often certain categories get worn, and how shoppers combine pieces. We may use, share, license, and sell this de-identified and aggregated data freely.
What we sell
The information we may share, license, or sell is about what people buy, from which brands, and in which sizes and styles. Concretely, that means the brands and retailers you buy from or show interest in, your clothing and shoe sizes, your style preferences, and the categories of items in your closet, along with aggregated and de-identified versions of the same. Subject to your choices, we may sell this to:
- Brands and retailers: to understand demand and how their products sell across sizes and styles.
- Advertising and marketing partners: to reach relevant audiences and measure results.
- Analytics and measurement providers: to understand product usage and market behavior.
- Data partners: who combine or resell insights derived from shopping and style data.
What we never sell
We never sell or share the photos you upload, the raw images, or any facial or biometric data. Those are used only inside the app to identify your clothing and build your closet. What we may sell is the structured information about your clothing, such as brand, size, style, and category, and what you buy, even when it was originally identified from a photo, but never the pictures themselves. We also never sell your password or data from users we know to be under 13.
Why we do this
Sharing and selling this data helps fund Cher, keeps core features affordable or free, and lets us keep improving how the app styles you. It also powers trend and market insights that make the broader Cher experience better.
Your controls
- Opt out of selling and sharing from Profile → Privacy → Do Not Sell or Share My Personal Information, or email info@thinkphinke.com.
- Edit or remove items from your closet at any time.
- Delete your account from Profile → Delete Account, which erases your data after a 30-day grace period.
Opting out stops future selling and sharing of your personal information. Data already shared or sold, and aggregated or de-identified data, may not be recoverable.
Security and retention
We store data on reputable infrastructure (Google Firebase) and keep it for as long as your account is active or as needed to run the app and meet legal obligations. See our Privacy Policy for full detail on retention and deletion.
Contact
Questions about how we use or sell data? Email info@thinkphinke.com.