Selca - Privacy Policy

Effective Date: August 21, 2026

Last Updated: August 21, 2026

This Privacy Policy explains how Kite Labs, Inc. ("Kite Labs," "we," "us," or "our") collects, uses, shares, and protects your information when you use the Selca mobile application, the Selca website at selca.app, the "Ask Selca" in-app assistant, and any related features (together, the "Service"). By using the Service, you agree to the practices described here.

Read this Policy together with our Terms of Service, which govern your use of the Service. If a term is defined in the Terms, it has the same meaning here.

Selca is a Korean beauty styling product. It describes appearance and styling only. It is not a medical or health service, and it does not diagnose, treat, or make claims about any skin or health condition.

1. A Quick Summary

For people who want the short version:

Photos are optional. Every analysis works from quiz answers alone. A photo you share is used to produce your result and then deleted. We do not store face geometry or biometric templates.
We do not sell your personal information, and we do not use it for cross-context behavioral advertising.
We do not use your photos or personal content to train AI models.
You can delete your account and data at any time in the app.
Ask Selca is an automated assistant. The messages you send to it are processed by AI to answer you and are kept so it can remember your conversation.

The sections below give the full detail.

2. Information We Collect

2.1 Information You Provide Directly

Account information:

Email address (provided directly or through Sign in with Apple or Google Sign-In)
Username and display name
Self-reported region, used to enable or disable photo features by jurisdiction

Analysis inputs:

Quiz answers (closed-choice selections about your features, preferences, and skin)
A face photo, only if you choose to use the optional Skin scan (see Section 3). The photo is deleted after processing, and only derived skin-tone measurements are kept.

Ask Selca messages:

The text messages and questions you send to the Ask Selca in-app assistant, and the responses it generates for you
Summaries and remembered styling preferences that Ask Selca derives from your conversation to keep context (see Section 4)

Shelf and purchases:

Products you add to your shelf
Records of one-time in-app purchases. We receive purchase confirmations from the app store. We never see or store your payment card details.

Support and waitlist:

If you contact support, the email address and message content you send us
If you join the waitlist on our website, your email address and, where available, the marketing source that referred you, the referring URL, and campaign parameters

2.2 Information Collected Automatically

In the app:

Device type, operating system, app version, and time zone
Usage events (screens viewed and features used), collected through analytics tools and associated with your account
Crash and error reports

When you ask the app to suggest your region, we send your IP address to a third-party geolocation service to estimate your state. We do not store the result of that lookup.

On the website:

Anonymous, first-party usage events such as page views and button clicks, tied to a random per-visit identifier held in your browser, not to your name or email
A first-touch attribution cookie that records which link brought you to the site, so we can understand which campaigns work
Standard server logs, including IP address and user agent, used for security and to reduce spam on the waitlist

We do not collect your precise location.

3. Face Photos and Biometric Data

Only one feature uses a photo of your face: the optional Skin scan. The animal face test, personal color, and skin blueprint analyses run entirely from quiz answers and never use a photo. Here is how the Skin scan works.

The photo is optional. You can use Selca fully without ever taking one.
The photo is read, then deleted. When you run a Skin scan, your photo is used only to measure skin-tone and color values, and the photo itself is deleted right after processing, on every path including errors. It is never added to your profile.
Only numbers are kept. The Skin scan saves derived, non-image measurements (skin-tone and color values such as CIELAB, ITA, and a Monk Skin Tone band, per facial zone) plus basic capture details (device model and camera settings), so it can compare future scans to your own baseline. These are not images and cannot reconstruct your face.
No face geometry is stored. We do not create or retain faceprints, face templates, face-geometry scans, or any other biometric identifier used to recognize you.
No training on your photos. Your photos are never used to train AI models, ours or anyone else's.
Regional availability. The Skin scan is turned off in regions with specific biometric-consent laws (currently Illinois, Texas, and Washington), and where your region is unknown. You can decline the Skin scan and still use everything else.

If you are in a state with a biometric privacy law, note that the Skin scan does not create a biometric identifier or template of you. It derives color measurements from a photo that is then deleted, those measurements are not disclosed or sold, and the feature is disabled entirely in Illinois, Texas, and Washington.

4. Ask Selca and Automated Processing

Ask Selca is an automated, in-app assistant that answers beauty and styling questions. It is part of the app and does not send or receive carrier text messages (SMS or iMessage). To provide it:

The text messages you send to Ask Selca are processed by AI models to generate a response.
We store your conversation, and we also generate and store short summaries of it and a set of remembered styling preferences (for example, a noted undertone or a shade you like) so the assistant can keep context across sessions. You can remove all of this by deleting your account.
Ask Selca produces styling opinions about appearance only. It does not give medical, dermatological, or professional advice, and you should not rely on it as a substitute for a qualified professional.
We do not use your Ask Selca messages to train third-party foundation models, and our AI providers are contractually restricted from using your content to train their models.

Your analyses and Ask Selca results are generated by automated systems. If you are in a jurisdiction that gives you rights regarding automated decisions, note that these results are styling suggestions with no legal or similarly significant effect, and you can contact us with questions about how they are produced.

5. How We Use Information

We use your information to:

Run the analyses and Ask Selca conversations you request and show you your results
Maintain your account, profile, and shelf
Process one-time purchases and deliver what you bought
Send push notifications you have enabled, such as an analysis being ready, restock reminders, or a weekly brief
Operate, secure, and debug the Service, including preventing fraud and abuse
Understand aggregate usage so we can improve the Service
Respond to your support requests and, if you joined the waitlist, tell you when Selca is available
Comply with legal obligations

We do not use your data to make medical assessments.

Legal bases (for users in the EEA and UK). Where the GDPR or UK GDPR applies, we rely on: your consent (for optional photo processing and marketing emails, which you can withdraw at any time); performance of a contract (to provide the features you request and process purchases); our legitimate interests (to secure, debug, and improve the Service, and to reduce spam), balanced against your rights; and legal obligation (to comply with applicable law).

6. How We Share Information

We do not sell your personal information, and we do not share it for cross-context behavioral advertising or targeted advertising. We share information only in these ways:

Service providers that operate on our behalf and are bound to use your data only to provide their service to us. These fall into a small number of categories: cloud hosting and database, AI model processing, product and website analytics, crash reporting, push-notification delivery, email delivery, and geolocation lookup (to estimate your region from your IP address).
Sign-in and app store providers (Apple, Google) to authenticate you and process purchases.
Legal and safety. We may disclose information if required by law, or where we believe in good faith that disclosure is necessary to protect the rights, property, or safety of Selca, our users, or the public.
Business transfers. If Selca is involved in a merger, acquisition, or sale of assets, information may transfer to the successor. We would notify you of any such change and of any choices you may have.

Selca has no social features. Your results, shelf, profile, and Ask Selca conversations are never visible to other users.

We can provide the current list of the specific providers we use on request. See Section 15.

7. Cookies and Website Analytics

The Selca website uses a small set of first-party cookies and similar storage:

Attribution cookie. Records the first link that brought you to the site (for example, a campaign link) so we can measure which campaigns work. It does not identify you by name.
Session storage for analytics. Holds a random per-visit identifier used to count anonymous page views and clicks. It is not linked to your account or email.

We do not use third-party advertising cookies or cross-site tracking. Most browsers let you block or delete cookies in their settings. Blocking them will not prevent you from using the site.

8. Data Retention

Account data, analysis results, shelf data, and Ask Selca history (including conversation summaries and remembered preferences) are kept while your account is active.
Face photos are deleted right after the Skin scan that used them completes.
Skin-scan measurements (the derived skin-tone and color values, not images) are kept while your account is active so future scans can compare to your baseline.
Waitlist entries are kept until you unsubscribe or ask us to delete them, or until we no longer need them for launch communications.
Website analytics events are anonymous and retained in aggregate.
Deleting your account. When you delete your account, we deactivate it immediately and sign you out of every session, and we stop using your data to provide the Service. You can restore your account within 30 days by signing back in. If you want your account and associated data permanently erased, contact us and we will erase it, except for limited records we must keep to comply with law, resolve disputes, or enforce our agreements.

9. Your Rights and Choices

Everyone can:

Access and update their profile in the app.
Delete their account and data at any time in Settings > Privacy & account.
Manage notifications by category inside the app, or turn them off entirely in your device settings.
Skip photos. Do not share a photo, and everything still works.
Unsubscribe from waitlist or marketing email using the link in the email.

9.1 California (CCPA/CPRA)

If you are a California resident, you have the right to know what personal information we collect and how we use and share it, to access and delete it, to correct inaccurate information, and to not be discriminated against for exercising these rights. Because we do not sell or share personal information for cross-context behavioral advertising, there is nothing to opt out of on that front. Any facial data derived from a photo you share is treated as sensitive personal information, used only to provide the feature you requested. To exercise your rights, contact us at the address in Section 15. We will verify your request through your account email.

9.2 EEA, UK, and Similar Jurisdictions

If the GDPR or UK GDPR applies, you have the right to access, correct, delete, restrict, or object to the processing of your personal data, to data portability, and to withdraw consent at any time. You may also lodge a complaint with your local data protection authority. To exercise these rights, contact us at the address in Section 15.

We will not charge you or deny you service for exercising any privacy right.

10. Security

We use reasonable, industry-standard safeguards to protect your information, including encryption in transit, encrypted session storage on your device, and access controls on our servers. No system is perfectly secure. Please notify us immediately if you suspect unauthorized access to your account.

11. Children

The Service is not directed to children under 13, and we do not knowingly collect personal information from them. If we learn that a user is under 13, we will terminate the account and delete its data. A parent or guardian can contact us to request deletion of a minor's account.

12. International Users and Data Transfers

We operate the Service from the United States, and our servers are located there. If you use the Service from outside the United States, your information will be transferred to and processed in the United States, where data protection laws may differ from those in your country. Where required, we put appropriate safeguards in place for such transfers.

13. Third-Party Links and Affiliate Relationships

The Service may include links to retailer websites (such as Amazon, Olive Young Global, or YesStyle). We may earn a commission when you buy through these links, and your price never changes. Once you leave Selca for a third-party site, that site's own privacy policy governs your visit. We are not responsible for the practices of sites we do not operate.

14. Changes to This Policy

We may update this Privacy Policy from time to time. If we make material changes, we will notify you in the app or by email before they take effect. The "Last Updated" date at the top reflects the latest revision. Your continued use of the Service after an update takes effect means you accept the revised Policy.

15. Contact Us

Questions, requests, or concerns about privacy or this Policy:

Kite Labs, Inc. Email: luke@heykite.app

We will respond to privacy requests within the timeframe required by applicable law.