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 data, what it never does with it, and how you stay in control. 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 your own style there is, and that is exactly why we do not sell it. We use it to dress you and to make Cher better. We do not sell it, license it, or share it with advertisers or data partners.
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
To improve Cher, we sometimes look at data that has been aggregated or stripped of anything that identifies you, such as which categories get worn most or how pieces tend to be combined. That is used inside Cher to make styling better. It is not sold or licensed to anyone.
What we do not do
We do not sell your data. We do not share it with brands, retailers, advertising or marketing partners, or data brokers. We do not use it to build advertising audiences. This is a deliberate choice about what Cher is: an app that is on your side is one that has no reason to make you buy things, and we have kept our incentives clean to keep it that way.
We never sell or share the photos you upload, the raw images, or any facial or biometric data. We never sell your password, and we do not knowingly collect data from anyone under 13.
How Cher is funded
By subscription. That is the whole model, and it is why we can make this promise plainly.
Your controls
- Turn off usage analytics from Profile → Privacy → Don’t send usage analytics.
- 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.
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 data? Email hello@usecher.com.