This Privacy Policy explains how Demhaj Labs Ltd, trading as Aina, collects, uses, stores and shares personal information when you use the Aina mobile app, website and related services.
1. Who we are
Demhaj Labs Ltd is the controller responsible for the personal information described in this Policy unless we state otherwise.
Registered office: 21 Park Road, Enfield, England, EN3 6SP
Email: hello@myaina.com
Website: myaina.com
2. Scope of this Policy
This Policy applies to Aina's mobile application, public website, wishlist and board features, product-link tools, account services, avatars, virtual try-on, generated images, credits, Aina Plus subscriptions, support and related services (together, the “Service”).
Third-party retailers, Apple, Google and other services operate under their own privacy notices. Aina does not control the information you provide directly to a retailer when you visit or buy from that retailer.
3. Local and cloud storage
Guest use
If you use wishlist features without signing in, wishlist metadata and selected images may be stored locally in Aina's app storage on your device. Clearing app data, uninstalling Aina, losing the device or replacing it may remove unsynchronised guest content.
Signed-in use
If you sign in, wishlist items, boards and certain generated content are associated with your account and may be stored in Aina's cloud database and image storage. Aina may also keep temporary local caches so content loads correctly.
4. Information we collect
| Category | Examples | Where it comes from |
|---|---|---|
| Account and authentication | Email address, display name, account ID, sign-in provider, session information and account settings. | You, Apple, Google and our authentication provider. |
| Wishlist content | Outfit screenshot or product image, optional outfit name, optional source URL, source domain, save date, item ID and deletion state. | You, your device photo library, clipboard when you tap Paste, or the device share sheet. |
| Product-page data | Product name and main product image retrieved from a product page when available. | The product URL you submit and the relevant retailer page. |
| Board and organisation data | Board title, board ID, item-to-board relationship and creation date. | You and your use of Aina. |
| Usage and entitlement data | Successful save count, reset timestamp, free or Aina Plus status, credits and feature usage. | Your use of Aina, our systems and subscription provider. |
| AI inputs and outputs | Selfie or reference image, avatar, selected outfit image, generation instructions, provider job information and generated result. | You, Aina and our AI generation provider. |
| Purchase and subscription information | Store product ID, transaction or receipt reference, trial, renewal, expiry, refund and entitlement state. | Apple, Google and our subscription provider. We do not receive your full payment-card details. |
| Technical and security information | App version, operating system, device class, IP address, request logs, error information and security events where collected. | Your device and our service providers. |
| Support information | Your email, message, attachments, issue details and our responses. | You. |
5. Wishlists, source links and boards
When you save an outfit, we process the image, optional outfit name, optional source URL, optional board, save date and your account or guest identifier. Signed-in users' wishlist items and boards are stored in our cloud systems. Images selected from a device may be uploaded to cloud storage.
A source link is stored only when you provide one or Aina successfully receives one through a supported sharing flow. If you upload only an image or screenshot, Aina may not be able to identify or retain the original shopping page.
If you delete a board, the outfits in that board may remain in All Outfits without a board. Deleting a saved outfit removes it from your visible wishlist and begins Aina's deletion process described in section 15.
6. Product-link processing
If you submit or share a product URL, Aina sends that URL to our product-data service to attempt to retrieve limited information such as the product name and main image. We use this information to prepare the wishlist item you requested.
Retrieved information comes from the page you supplied. It may be incomplete, unavailable or later become outdated. Aina is not responsible for the retailer page and does not receive information you provide directly to the retailer.
7. Photos, avatars and virtual try-on
Aina processes face and body images to create visual avatars and fashion previews. We do not use these images to verify your identity, authenticate your account, recognise you across services, create a faceprint for identification or track you.
When you request avatar creation or virtual try-on, the relevant images and generation instructions are sent to our AI generation provider. The current app does not save the original selfie in Aina's avatar database, but the selfie is transmitted to the AI provider to perform your request. Generated avatars and try-on results may be saved to your Aina account until you delete them or your account, subject to section 15.
An ordinary photo can contain personal information. Aina does not intentionally use a biometric-recognition system or process your images for the purpose of uniquely identifying you.
8. How we use information and our legal bases
| Purpose | Information | UK legal basis |
|---|---|---|
| Create and maintain an account. | Account, authentication and session information. | Performance of our contract with you. |
| Save and synchronise wishlist items and boards. | Wishlist, image, source-link, board and account information. | Performance of our contract with you. |
| Retrieve product-page information. | The URL you submit and retrieved product data. | Performance of our contract with you. |
| Provide avatars and AI try-on. | User-selected images, instructions, job information and outputs. | Performance of our contract with you. |
| Administer Aina Plus, purchases and credits. | Account identifier, product, receipt and entitlement state. | Performance of contract and legal obligations for required business records. |
| Protect Aina and prevent abuse. | Account, security, device, request and event information. | Our legitimate interests in securing and operating the Service. |
| Diagnose faults and improve reliability. | Error, performance and feature-use data actually collected. | Our legitimate interests in maintaining a reliable Service. |
| Respond to support and rights requests. | Account, message, attachment and support history. | Contract, legal obligation and our legitimate interests in resolving requests. |
| Send optional marketing. | Email address and marketing preference. | Your consent or another lawful basis available under applicable law. |
Where we rely on legitimate interests, we consider whether the processing is necessary, proportionate and consistent with your reasonable expectations. You may object as explained in section 18.
9. Device permissions and clipboard
Aina requests camera or photo-library access only when you choose a feature that needs it, such as adding an outfit screenshot, creating an avatar or saving a generated image. You can change permissions through device settings.
Aina accesses clipboard text only when you tap a Paste control. We use the returned text to fill the outfit-name or source-link field you selected.
10. Service-provider categories
We use specialist service providers to operate Aina. They may process information on our behalf for the purposes described in this Policy. The categories below explain the functions they perform without listing our current suppliers. You may contact us for more information about recipients relevant to your information where applicable.
| Provider category | Role |
|---|---|
| Cloud platform provider | Authentication, database, image storage and backend functions. |
| Subscription and entitlement provider | Subscription, entitlement and credit administration. Aina shares the account identifier needed to associate paid access with your Aina account. |
| AI generation provider | AI input hosting, avatar and try-on generation, job processing and generated-output hosting. |
| Product-data retrieval provider, where active | Retrieval of limited product-page data from a URL you submit. |
| App-store and sign-in platforms | Authentication, app distribution, purchases, subscription management and store records. |
| Professional advisers and public authorities | Legal, accounting, security or regulatory support where necessary or required by law. |
We do not sell your uploaded selfies, wishlist images or generated try-on images. We do not share them with advertisers for targeted advertising.
11. AI provider processing and model training
Aina does not use your uploaded images or generated results to train models owned by Demhaj Labs Ltd unless we first explain the proposed use and obtain any consent required by law.
AI inputs and outputs are processed by third-party providers under their applicable agreements and policies. We provide only the information needed to perform the generation request, operate and secure the feature, investigate faults and prevent misuse. You can ask us for current provider information at hello@myaina.com.
12. Purchases and subscriptions
The app store through which you subscribe processes payment. Aina and its subscription-management provider may receive a transaction reference, store product, trial, renewal, expiry, refund and entitlement state so we can unlock and restore paid features. We do not receive your full payment-card number from the app store.
Deleting your Aina account or uninstalling Aina does not automatically cancel an app-store subscription. You must cancel Aina Plus through the store account used to subscribe.
13. International transfers
Demhaj Labs Ltd is based in the United Kingdom. Some providers may process information in other countries, including countries outside the UK. Where UK law requires a transfer safeguard, we use an applicable mechanism such as UK adequacy regulations, the UK International Data Transfer Agreement, the UK Addendum to approved contractual clauses or another lawful safeguard.
You may contact us for more information about the safeguard relevant to your information.
14. Security
We use technical and organisational measures intended to protect personal information, including access controls, provider controls, encrypted network transmission where supported, security updates and account authentication. No online service is completely secure, and we cannot guarantee absolute security.
Please use a strong password, keep account credentials private and avoid uploading images or information that you do not want processed as described in this Policy.
15. Retention and deletion
We keep personal information only for as long as needed for the purpose for which it was collected, to operate your account, complete deletion and backup cycles, protect the Service, resolve disputes and meet legal, tax, accounting or regulatory obligations.
| Information | Retention approach |
|---|---|
| Active account, cloud wishlist and boards | While the account is active or until you delete the relevant content, subject to necessary operational and legal retention. |
| Guest wishlist | On your device until you delete it, clear app data, uninstall Aina or lose access to the device. |
| Generated avatars and try-on results saved to an account | Until you delete the item or account, then during the applicable deletion and backup cycle. |
| AI inputs and provider copies | For generation, security, fault investigation and the provider's applicable operational retention period. |
| Purchase records | For the period needed for accounting, tax, fraud prevention, refunds, disputes and legal obligations. |
| Support and security records | For as long as reasonably needed to resolve the request, protect the Service and keep necessary business records. |
When information is no longer needed, we delete or anonymise it, or restrict it until deletion is possible. Limited residual copies may remain temporarily in protected backups until they are overwritten through the normal backup cycle.
16. Delete your account or content
You can delete certain wishlist items, boards, avatars and try-on results inside Aina. You can request deletion of your account in the app under Settings or through our external account-deletion page.
We may retain narrowly limited information where required by law or necessary for tax, accounting, security, fraud prevention or dispute resolution. We do not use retained information for unrelated purposes.
17. Website cookies and similar technology
Our public website does not currently use advertising cookies. It may use strictly necessary hosting or local technologies required to deliver, secure and maintain the site. If we introduce non-essential analytics or marketing technologies, we will update this Policy and request consent where required.
18. Your privacy rights
Depending on the law that applies, you may have the right to access your information, correct it, request deletion, restrict processing, object to processing, receive portable data and withdraw consent where consent is the basis. You also have the right to object to direct marketing at any time.
To exercise a right, email hello@myaina.com. We may ask for information needed to verify that the request relates to you.
You may complain to the UK Information Commissioner's Office through ico.org.uk/make-a-complaint. We would appreciate the opportunity to address your concern first, but you do not have to contact us before approaching the ICO.
19. Marketing and notifications
We send marketing only where permitted by law. You can unsubscribe through the message or by contacting us. We may still send service communications such as account, purchase, security or support notices.
If Aina offers push notifications, the app will request platform permission. You can change notification settings on your device. A trial reminder is provided only where it is actually shown and supported by the applicable app or store flow.
20. Children's privacy
Aina is not intended for children under 13, and children under 13 must not create an account or submit personal information. If you are under the age of majority where you live, use Aina only with permission from a parent or legal guardian.
If you believe a child has provided information contrary to this section, contact hello@myaina.com.
21. Images of other people
Do not upload a photo of another person unless you have permission and a lawful basis to use it. This includes personal photos, model images and screenshots containing an identifiable person. We may remove content or restrict an account where content is uploaded without permission or infringes another person's rights.
22. Third-party retailers and links
Aina may store or display links to third-party retailers and product pages. We are not responsible for their privacy practices, availability or content. Read the retailer's privacy notice before providing information to it.
23. Business transfers
If Demhaj Labs Ltd takes part in a merger, acquisition, financing, restructuring or sale of assets, information may be transferred as part of that transaction, subject to applicable law and appropriate confidentiality and security measures.
24. Changes to this Policy
We may update this Policy to reflect changes in Aina, law or our providers. If a change materially affects how we use personal information, we will provide an appropriate notice in the app, by email or through the Service before the change takes effect where required.
25. Contact us
For privacy questions, rights requests or complaints, contact:
Website: myaina.com
Registered office: 21 Park Road, Enfield, England, EN3 6SP
Company number: 16841903