Effective 7 September 2026 · Last updated 9 September 2026
MakeMe turns a makeup look you love into the steps and products behind it. To do that it needs the photo, video or link you send it. This page says exactly what happens to that, and to everything else the app knows about you.
The short version. Your photos and videos are never uploaded whole. The still frames we take from them are analysed and then deleted — within 24 hours at the very most — never used to train anyone's AI model, and never sold or given to advertisers. What we keep is the breakdown itself, the looks and products you choose to save, and the answers you gave in the intro, held in your own account so the app works on your next phone. We do not run face recognition or identify anyone from a photo. You can delete all of it from inside the app or by emailing us.
MakeMe is an iOS app operated by DDL Ventures ("MakeMe", "we", "us"). We are the controller of the personal data described here.
Questions, requests, or anything about this policy: Support@trymakeme.com.
Those frames very often contain a face, because a makeup look is on one. We treat them as sensitive and handle them accordingly: see "Faces, and what we do not do with them".
MakeMe carries no advertising SDK, no third-party analytics SDK, and no tracking pixels. We do not track you across other companies' apps or websites, and we do not ask for the App Tracking Transparency permission because we have nothing to ask for.
Purchases are handled by Apple. We never see your card, your Apple Account details, or your billing address. Apple tells our subscription provider (RevenueCat) whether a purchase went through and whether it is still active, and the app asks that one question — are you subscribed — before it opens.
| Permission | Why |
|---|---|
| Photo library | To let you pick the look you want broken down. The app reads only what you pick. |
| Camera | Only if you take a photo or video inside the app. |
| Notifications | Only if you turn them on. One notification, when a video analysis you started has finished. That is the only kind we send. |
You can change any of these at any time in iOS Settings, and the rest of the app keeps working.
The frames you send us are read by an AI model that describes makeup: the shade on the lid, the finish on the skin, the shape of a liner. That is all it is asked to do.
We do not use facial recognition. We do not create, store or compare a faceprint, a face template, or any other biometric identifier. We cannot and do not try to work out who is in a photo, match one photo to another, or identify anyone from an image. Nothing in MakeMe is used for surveillance, identity verification, or building a profile of your face.
We share personal data only with the services that make the app work, and only what each one needs. None of them may use it for their own purposes or sell it.
| Who | What they get | Why |
|---|---|---|
| Anthropic (Claude) | The frames, on-screen text and transcript of one analysis. When you ask Makey something, your question and the details of the look it is about | To read the look and return the breakdown. Sent through their commercial API, which does not train models on the data it receives. |
| Supabase | Your account, your saved looks and their frames, your intro answers, your products and routines | The database and file storage behind your account. Rows are locked to your own account by row-level security. |
| RevenueCat | Your account identifier and the App Store receipt for your purchase | To tell the app whether your subscription is active, and to keep it working when you reinstall or move phones. |
| Apple | Your purchase, and your name and email if you use Sign in with Apple | Billing, and signing in. Apple's own privacy policy applies to what they hold. |
| Apple (push notifications) | A device token, and the fact that one analysis has finished | To deliver the single notification that tells you your breakdown is ready. Nothing about the look travels in it. |
| Retailer and brand websites | An ordinary web request from our server, with no information about you | To find the official photo and price of a product we name. |
We will also disclose data if the law requires it, to enforce our Terms of Service, or to protect someone's safety. If MakeMe is ever sold or merged, your data may move with it, and this policy travels with your data until it is replaced by one you are told about.
We do not sell your personal information, and we do not share it for cross-context behavioural advertising — under the CCPA's definitions or anyone else's. We have never done so.
| What | Where | How long |
|---|---|---|
| The photo or video you sent | Your phone only | Never uploaded whole. |
| The frames taken from it, for one analysis | Your account's private space on our server | A photo analysis holds them in memory and discards them when it ends. A video analysis writes them to a private folder only your account can read, so the analysis can finish while you are in another app, and deletes them when it finishes or within 24 hours, whichever comes first. |
| Frames of a look you saved | Your account's private folder | Until you delete the look or your account |
| The breakdown, your products, routines and answers | Your account | Until you delete them or your account |
| Your questions to Ask Makey, and its answers | Your account | Until you delete them or your account |
| A notification token for one video analysis | Our database | Deleted with the job it belongs to, within 24 hours |
| Analysis diagnostics (no images) | Our database | 90 days, then deleted automatically by a nightly job |
| Purchase records | RevenueCat and Apple | As long as our tax and accounting obligations require |
Deleting your account deletes your looks, frames, products, routines, answers and profile. Diagnostics are unlinked from you at the same time and cannot be traced back afterwards.
If you are in the UK, EU or somewhere with similar law, our legal bases are: performance of a contract (we cannot break down a look without the look, or keep your library without storing it); legitimate interests (keeping the service up, stopping abuse, fixing what breaks — balanced against your privacy, which is why diagnostics carry no content); consent (camera, photos and notifications, each asked for separately and withdrawable in iOS Settings); and legal obligation (tax records for purchases).
Where a photo you send is treated as special category data because of what can be inferred from a face, we rely on your explicit consent, given when you choose that photo and ask for it to be analysed. You can withdraw it by deleting the look, and by not sending another.
Wherever you live, you can ask us to: show you what we hold, correct it, delete it, hand it over in a portable file, restrict or object to what we do with it, and withdraw consent you have given. Most of it you can do yourself in the app, in Settings. For the rest, email Support@trymakeme.com and we will answer within 30 days.
We will never charge you, refuse you a feature, or give you a worse price for exercising a right. If you are in the EEA or UK you may also complain to your data protection authority; if you are in California you may appeal a refusal by replying to our answer.
If you live in California, the CCPA gives you the rights in section 7 and asks us to set out what we collect in its own categories. In the twelve months before the date at the top of this page we collected:
| Category | What that means in MakeMe | Why |
|---|---|---|
| Identifiers | Your anonymous account identifier, your install identifier, and your name and email if you use Sign in with Apple | To give your looks somewhere to live, to stop one device flooding the service, and to sign you in |
| Commercial information | That you hold a subscription, and the products you save to your shop | To open the app for you, and to keep your shelf |
| Internet or network activity | Analysis diagnostics: the outcome, timing and size of a request, with none of its content | To keep the service up and to fix what breaks |
| Sensitive personal information | The frames you send us, which usually show a face | Only to read the makeup in them and give you the breakdown |
| Inferences | The style traits the app draws from the looks you save, and your intro answers | To make what the app suggests fit you |
We collect all of it from you, either because you gave it to us or because your use of the app produced it. We disclose it only to the providers listed in section 4, and only so they can do the job named there.
We do not sell your personal information and we do not share it for cross-context behavioural advertising. We have never done either, and we do not do it with the data of anyone we know to be under 16.
We use sensitive personal information only for the purposes the CCPA allows without a right to limit: performing the service you asked for, and keeping it secure. We do not use it to work out anything about your characteristics, so there is nothing here for a "limit the use of my sensitive personal information" request to switch off.
You may make a request yourself in the app, or by email, and you may use an authorised agent with written permission. We will not treat you differently for asking. If we refuse a request you may appeal by replying to our answer, and you may also complain to the California Privacy Protection Agency or the Attorney General.
MakeMe is not for children under 13, and we do not knowingly collect anything from one. If you are between 13 and the age of digital consent where you live (16 in much of the EU), you need a parent or guardian's permission to use MakeMe. If you believe a child under 13 has used the app, email us and we will delete the account and everything in it.
We are based in the United States and our providers process data in the United States and the European Union. When data leaves the UK or EEA we rely on the European Commission's Standard Contractual Clauses, or the UK Addendum, in our contracts with those providers.
Everything travels over TLS. Your rows and files are locked to your own account at the database level, so one account cannot read another's, and our API keys live only on the server, never in the app. No system is perfect, and we will tell you and the relevant regulator without undue delay if a breach affects you.
Some "Buy" links in MakeMe are affiliate links, and we may earn a commission if you buy through one. Following one takes you to the retailer's own site, where their privacy policy applies. We do not pass them your name, your email, your photos, or anything else about you; the retailer sees an ordinary visit with a code that says it came from us.
Reading a look is automated: a model looks at the frames and writes the breakdown. What comes out is a list of makeup steps and products, and nothing else. MakeMe makes no automated decision that has a legal effect on you or anything similarly significant — no decision about credit, employment, insurance, housing, education, the price you pay, or whether you may use the service. Nothing in the app scores you, ranks you, or decides anything about you as a person.
The app does draw light preferences from what you save — that you lean warm, that you like a soft flush — to order what it suggests. You can see those on your profile, change what feeds them by deleting a look, and clear them by deleting your account.
If we change this policy we will update the date at the top, and if the change matters we will tell you in the app before it takes effect. Continuing to use MakeMe after that means the new version applies.
DDL Ventures — Support@trymakeme.com