Who we are
Makeup Reality is operated by One Frequency Inc. (“we”, “us”). This policy covers makeupreality.com and the Makeup Reality apps for iPhone and Android. Mira, the artist in the app, is an AI.
What this website collects
- Waitlist: your email address, the date and version of the terms you agreed to, and where you came from (UTM campaign tags, the page you landed on, and the referring site's address without any query string). Once email confirmation is switched on, we'll send you a link to confirm your signup. A signup that isn't confirmed is deleted about 14 days after the last confirmation email we sent for it.
- Founding Creators applications: name, email, handle, platform, follower range, and, only if you choose to share them and tick the box that allows it, your skin depth, undertone, and eye shape from a short list. We use those answers only to build a founding group that covers every skin tone and eye shape and to match your looks with people who share your features. They're never sent to our email tool. Until our own database takes over signups, we don't keep them at all: they're dropped the moment you submit. Once it does, they're kept only there and deleted once founding spots are decided, no later than 90 days after you apply.
- Accounts: when you create an account, we keep your email address and a sign-in ID from Amazon Cognito, your plan, the history of what you've agreed to (which consent, which version, when you said yes, and when you turned it off), and the result of the age check: a yes or no and the date. The birth year you type is used once for that check and isn't stored. Sign-in keeps its tokens in your browser tab only, never in cookies, and they're gone when you close the tab.
- What you do in the app: the looks you import, your renders and recipes, the products in your bag, the messages you type to Mira and her replies, your Mirror Mode lessons and check-my-work results (never audio or a transcript of what you said), any reports you send us, and which product links you tapped and when, plus usage details such as how long a lesson ran and what the AI cost us. They're kept with your account so the app works the same on your next visit, and purged within 30 days of deleting your account, except product-link taps (see “How long we keep it”). “Download my data” on your account page gives you a copy, including your most recent link taps.
- Usage analytics: page views and a few actions (for example, that the waitlist form was shown or submitted), with your browser type and approximate location derived from your IP address. Page addresses are recorded without anything after the “?”, and account pages aren't tracked at all. Analytics on this site sets no cookies and stores nothing in your browser beyond the current tab session.
- Bot protection: forms use Cloudflare Turnstile, which checks browser signals and your IP address to tell people from bots.
This site sets no advertising or tracking cookies, so there's no cookie banner.
How we use it
- To send you early access, launch news, and occasional updates. Every email has an unsubscribe link.
- To review creator applications and contact applicants.
- To understand which pages and campaigns work, in aggregate.
- To keep the forms free of spam and abuse.
We don't sell your personal information, and we don't share it for cross-context behavioral advertising.
Who processes it for us
- Cloudflare hosts this site and runs Turnstile.
- Amazon Web Services (United States) runs our own waitlist database (Amazon Aurora) and sends confirmation emails (Amazon SES), once they take over signups.
- Customer.io stores waitlist and applicant contacts and sends our campaign emails, like launch news. Once email confirmation is on, those go only to confirmed contacts.
- PostHog (US cloud) processes site analytics.
- Amazon Cognito (Amazon Web Services, United States) handles account sign-in and stores your email address and sign-in details.
- Stripe (United States) takes Mira Pro payments on the website and holds your card details; we never see your full card number. In the apps, Apple or Google takes the payment and tells us only the subscription's plan and status.
Each acts on our instructions under its own data-processing terms. When the app launches, we'll list its additional providers here before it collects anything.
Face data
This section covers the Makeup Reality apps. The website collects no face scans, photos, or face geometry.
Face data from the TrueDepth camera (iPhone)
On iPhone, the app uses Apple's ARKit face tracking with the TrueDepth camera, and only after you agree to the face-data consent screen. It reads the face mesh, head position and angle, and facial expression values (such as eye blinks), and uses them only for these purposes:
- Face scan: to guide you through the scan (head position, holding still, closing your eyes) and to measure your eyelid depth, which tells us whether your eyes are hooded, deep-set, or monolid. That measurement becomes the face profile categories described below.
- Live-face check before render photos: to confirm that one real face is in frame, facing the camera, and blinks before the app takes the photos for a render.
- Mirror Mode and Shade Try-On (when available): to place guides and a product shade on your face live.
TrueDepth data (the face mesh, depth, landmarks, head pose, expression values, and measurements made from them) is processed on your phone, in memory, and dropped as soon as each step is done. It is never saved on the phone, never uploaded to our servers, never stored by us, and never shared with or sold to anyone, including our service providers. It is never used for advertising, marketing, identifying you, or data mining. The only thing that leaves your phone is the short list of categories in your face profile (below), which you can see, change, or delete in the app at any time.
Photos for a render are ordinary color photos from the front camera, with no depth data and no metadata. They're covered under "Images sent to AI models" below.
On an iPhone or iPad without a TrueDepth camera, the live-face check uses Apple's Vision framework on the device instead: in each camera frame it finds the face, its angle, and whether the eyes are open, under the same rules. The face scan isn't offered there; you set your face profile by hand.
On Android, the app uses Google's MediaPipe running on the device for the same purposes, under the same rules. MediaPipe itself sends Google usage and performance statistics about the library. Google's notice says these statistics don't include images or face landmarks. They go from Google's library straight to Google, not through our servers.
Shade Try-On
Shade Try-On runs entirely on your phone: the camera frames and the map of your face are never saved or sent. If you tap Save a photo, one picture with a visible "AI · Makeup Reality" mark is kept on your phone only, for the share sheet. We never upload it, and it is deleted when you sign out or withdraw your face consent.
What syncs: a short profile
After you agree to a clear consent screen, your phone turns its scan into a few plain categories: undertone (cool, neutral, warm, olive), a Monk Skin Tone bucket from 1 to 10, eye shape (for example almond, hooded, monolid, deep-set), and optionally lip shape, brow shape, and skin texture (used only to adapt base technique, never shown as a judgment). It's stored with your account on Amazon Web Services in the United States, and used only to tailor your renders, recipes, and Mira's makeup advice, which means those categories are included in the requests to the AI models listed below. You can see, change, or delete that profile in the app. Withdrawing your face consent deletes it, and deleting your account purges it within 30 days.
Everything face-derived we store
This is the full list. Nothing else derived from your face is stored with your account:
- Your face profile (the categories above) and the record of your face consent.
- Renders you save, until you delete them.
- Before and after photos of finished looks you choose to save (see Mirror Mode below).
- For each Mirror Mode check, three numbers your phone measured about the makeup in that zone: colour difference, coverage, and symmetry. No images.
- A copy of your Monk Skin Tone bucket (1 to 10) on each lesson, so we can check Mirror Mode works equally well for every skin tone. It's also sent to our analytics as that 1 to 10 bucket, never your raw skin colour. Deleting your face profile or turning off face features clears it.
You can download all of it, and delete it, from your account.
Images sent to AI models
Some features need an image, and each one sends only what it needs, only when you use it:
- Renders: the photos you take for a render are first screened for safety by Amazon Nova 2 Lite, then edited by Stability AI's image-editing models. We run both on Amazon Bedrock (Amazon Web Services). Those photos are deleted right after your render, and within a day at the latest. A photo you upload but never use for a render is also deleted within a day at the latest.
- Profile check: to confirm your undertone and depth categories, a photo may be checked by an image model on Amazon Bedrock. Only the categories are kept.
- Check my work: the guides on your camera run on your phone, and your phone checks each step itself first. Only when it can't tell does the app send small crops, cut on your phone: the zone you're working on (an eyelid, a cheek) as it looks now and, if you have a render, the same zone from it. Our servers never get your whole face. On Amazon Bedrock, an AI model compares them and sends back a one-line makeup tip. The crops are deleted as soon as the tip comes back, and a crop that's uploaded but never used is deleted within about 2 hours. We keep only the result, the tip, and the three numbers listed above.
- Looks you import: screenshots and links you share are stored as the look reference. Photos of other people are references only, never render targets.
Mirror Mode
- Live voice: when you talk with Mira, your microphone audio streams to Amazon Nova 2 Sonic on Amazon Bedrock for the live conversation. No camera images go on that stream. When you ask her a question, the text of what you said, with up to 20 recent turns of your conversation, also goes to Mira's chat model (Claude on Amazon Bedrock) so she can answer. We don't store the audio, and we don't keep a transcript or the text of anything you say out loud. (Messages you type to Mira are different: they're kept with your account, as listed above.)
- Your before-and-after clip: it's made on your phone and never uploaded to us. It only leaves your phone if you share it somewhere.
- Saving a finished look: the before and after photos are optional. If you save them, they're stored in your account until you delete that finished look or the look itself, turn off face features (withdraw your face consent), or delete your account. Turning off face features deletes them; deleting your account purges them within 30 days. If you don't save them, no photos from the lesson are kept.
Renders
Before a render runs, the change you asked for is checked to be makeup-only, with no reshaping, slimming, or smoothing. If a render ever isn't, report it and we'll fix it. Every render carries a visible “AI · Makeup Reality” mark and a signed C2PA content credential that records it was made with AI. Renders you save are stored encrypted under your account. Delete a render and it's gone from your account right away and erased from our storage within 24 hours. The rest are purged within 30 days of deleting your account.
Where it's processed
Our app servers, storage, and the AI models that make renders, run Mira's voice, and check your work run on Amazon Web Services in the United States. We don't use Google's Gemini, and we don't host or store user data on Google Cloud; if that ever changes, we'll update this page before it does. On Android, MediaPipe's usage and performance statistics go to Google, as described above.
Ages 13 and up
Makeup Reality is for people 13 and older; if you are under 18, you need a parent's or guardian's permission. We don't knowingly collect information from children under 13. When someone tells us at sign-up that they are under 13, we close the account and keep nothing from the answer. If you believe a child under 13 has an account, email hello@makeupreality.com and we'll delete it.
If you are under 18, we send you no marketing email or notifications unless you turn them on, and our product analytics never build a personal profile of you.
Your choices and rights
Once you have an account, you can do most of this yourself under Account, then Privacy and data: see your face profile and delete it, turn consents off, download everything we hold about you, or delete your account. You can also ask us to show you, correct, or delete the information we hold about you, or to stop emailing you, by writing to hello@makeupreality.com. Depending on your state, you may have additional rights, including the right to appeal a decision about your request; reply to our answer to appeal. We won't treat you differently for making a request.
How long we keep it
Waitlist and applicant contacts are kept until you unsubscribe or ask us to delete them, or until we no longer need them for the purposes above. Once email confirmation is on, a signup that's never confirmed is deleted about 14 days after the last confirmation email we sent for it. Founding Creators self-descriptions are deleted no later than 90 days after applying. When you delete your account, it closes right away and can't be undone; your data is purged within 30 days. We keep two things after that, with no name and no email: a de-identified record of which consents were given and when, for 3 years as proof of consent, and a record of each product-link tap (which product, when, the page, app screen, email or post it came from, and your browser type) that we need to reconcile affiliate payouts. App data is deleted as described in the face-data section.
Security
Data is encrypted in transit and at rest with our providers, and access is limited to the people and systems that need it. No system is perfectly secure; if something goes wrong we'll tell you as the law requires.
Changes and contact
We'll post changes here and update the date at the top. For material changes to how we handle face data, we'll ask for your consent again in the app. Questions: hello@makeupreality.com.