Privacy Policy

Last Updated: February 2026

Subline Ltd. ("Subline", "we", "us", or "our"), a company registered in the United Kingdom, is committed to protecting your privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your personal information when you use the Subline mobile application and website (collectively, the "Service").

Please read this Privacy Policy carefully. By accessing or using the Service, you acknowledge that you have read, understood, and agree to be bound by this Privacy Policy. If you do not agree with our policies and practices, please do not use the Service.

1. Information We Collect

We collect information in several ways when you use the Service:

1.1 Information You Provide Directly

Account Information: When you create an account using Google or Apple sign-in, we receive:

  • Email address

  • Name (first and last name, as provided by the authentication provider)

Profile Information: Information you choose to provide in your profile:

  • Birthday

  • Phone number

Style Preferences: Information you provide to personalise your experience:

  • Gender preference

  • Preferred sizes (for tops, bottoms, shoes)

  • Preferred colours

  • Preferred styles and occasions

  • Budget level

  • Body shape (optional)

1.2 Information Collected Automatically

Usage Data: We automatically collect information about how you interact with the Service:

  • Products you view, save to your wishlist, or add to your cart

  • Swipe actions (like, pass, add to cart)

  • Search queries

  • Time spent viewing products

  • Features you use

Device Information: We collect information about the device you use:

  • Device type and model

  • Operating system and version

  • Unique device identifiers

  • App version

Log Data: Our servers automatically record:

  • IP address

  • Access times and dates

  • Pages and features accessed

  • Referring URLs

1.3 Information from Third Parties

Authentication Providers: When you sign in with Google or Apple, we receive basic profile information as permitted by your privacy settings with those providers.

Partner Stores: We receive product catalogue information from our partner retailers, including product details, pricing, and availability. We do not receive information about your purchases from Partner Stores.

2. How We Use Your Information

We use the information we collect for the following purposes:

2.1 Providing the Service

  • Creating and managing your account

  • Displaying products and enabling browsing, searching, and filtering

  • Maintaining your wishlist and shopping cart

  • Redirecting you to Partner Store checkouts

  • Providing customer support

2.2 Personalisation

  • Generating personalised product recommendations based on your preferences and interactions

  • Tailoring the swipe feed to show products matching your style profile

  • Filtering products by your size, gender, and style preferences

  • Improving the relevance of search results

2.3 Service Improvement

  • Analysing usage patterns to improve features and user experience

  • Identifying and fixing technical issues

  • Developing new features and functionality

2.4 Communications

  • Sending essential service notifications (security alerts, account updates)

  • Sending marketing communications if you have opted in (you can opt out at any time)

  • Responding to your enquiries and support requests

2.5 Legal and Safety

  • Complying with legal obligations

  • Enforcing our Terms of Service

  • Protecting the rights, safety, and security of Subline, our users, and the public

3. Artificial Intelligence and Personalisation

3.1 How We Use AI

Subline uses artificial intelligence and machine learning technologies to enhance your experience:

  • Product Recommendations: We analyse your interactions (products viewed, saved, swiped) and stated preferences to suggest products you may like

  • Swipe Feed: The products shown in your discovery feed are selected based on your gender preference, past interactions, and style profile

  • Category Matching: We use AI to categorise and tag products, making it easier to find items that match your preferences

3.2 Your Control

You can influence how personalisation works by:

  • Updating your style profile preferences at any time

  • Swiping on products to indicate your preferences

  • Removing items from your wishlist or cart

3.3 No Automated Decision-Making with Legal Effects

We do not use your personal information for automated decision-making that produces legal effects or similarly significant effects on you.

4. How We Share Your Information

We do not sell your personal information. We share your information only in the following circumstances:

4.1 Service Providers

We share information with third-party service providers who perform services on our behalf:

Provider Purpose Data Shared Supabase Authentication and database hosting Account data, profile information, usage data Google/Apple Account authentication Authentication tokens only Shopify Checkout processing (via Partner Stores) Cart contents when you proceed to checkout

These providers are contractually obligated to protect your information and use it only for the purposes we specify.

4.2 Partner Stores

When you proceed to checkout, your cart contents are shared with the relevant Partner Store via Shopify to complete your purchase. The Partner Store's privacy policy governs their use of your information.

4.3 Legal Requirements

We may disclose your information if required to do so by law or in response to valid legal requests, such as:

  • Court orders or subpoenas

  • Government or regulatory requests

  • To protect our rights, privacy, safety, or property

4.4 Business Transfers

If Subline is involved in a merger, acquisition, or sale of assets, your information may be transferred as part of that transaction. We will notify you of any such change and any choices you may have.

5. Cookies and Similar Technologies

5.1 What Are Cookies

Cookies are small text files stored on your device when you visit a website. We use cookies and similar technologies to operate and improve the Service.

5.2 Types of Cookies We Use

Cookie Type Purpose Duration Essential Cookies Required for the Service to function (authentication, security, session management) Session or up to 1 year Analytics Cookies Help us understand how users interact with the Service and identify areas for improvement Up to 2 years

5.3 Your Cookie Choices

Most web browsers allow you to control cookies through their settings. You can:

  • Block all cookies

  • Delete existing cookies

  • Allow only certain types of cookies

Please note that blocking essential cookies may prevent you from using certain features of the Service.

5.4 Do Not Track

Some browsers include a "Do Not Track" (DNT) feature. The Service does not currently respond to DNT signals, as there is no industry standard for handling such requests.

6. Data Retention

6.1 Active Accounts

We retain your personal information for as long as your account is active and as needed to provide you with the Service.

6.2 Account Deletion

When you request account deletion:

  • We will delete or anonymise your personal information within 90 days

  • Some information may be retained longer if required for legal, regulatory, or legitimate business purposes (such as resolving disputes or enforcing our agreements)

  • Anonymised or aggregated data that cannot identify you may be retained indefinitely

6.3 Inactive Accounts

We may delete accounts that have been inactive for an extended period after providing notice to the associated email address.

7. Data Security

We implement appropriate technical and organisational measures to protect your personal information, including:

  • Encryption of data in transit (TLS/SSL)

  • Encryption of sensitive data at rest

  • Secure authentication mechanisms

  • Regular security assessments

  • Access controls limiting who can access your data

However, no method of transmission over the internet or electronic storage is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

8. International Data Transfers

Your personal information is stored and processed within the European Union. We do not transfer your personal data outside the EU/EEA.

If this changes in the future, we will ensure that any international transfers are protected by appropriate safeguards, such as:

  • Standard Contractual Clauses approved by the European Commission

  • Adequacy decisions by the European Commission

  • Other legally recognised transfer mechanisms

9. Your Rights Under UK GDPR

If you are located in the United Kingdom or European Economic Area, you have the following rights regarding your personal information:

9.1 Right of Access

You have the right to request a copy of the personal information we hold about you.

9.2 Right to Rectification

You have the right to request that we correct any inaccurate or incomplete personal information.

9.3 Right to Erasure ("Right to be Forgotten")

You have the right to request that we delete your personal information in certain circumstances, such as when the data is no longer necessary for the purposes for which it was collected.

9.4 Right to Restrict Processing

You have the right to request that we restrict the processing of your personal information in certain circumstances.

9.5 Right to Data Portability

You have the right to receive your personal information in a structured, commonly used, machine-readable format and to transmit it to another controller.

9.6 Right to Object

You have the right to object to the processing of your personal information in certain circumstances, including processing for direct marketing purposes.

9.7 Rights Related to Automated Decision-Making

You have the right not to be subject to decisions based solely on automated processing that produce legal or similarly significant effects on you.

9.8 Exercising Your Rights

To exercise any of these rights, please contact us at contact@sublineapp.com. We will respond to your request within one month, as required by law. In some cases, we may need to verify your identity before processing your request.

9.9 Right to Lodge a Complaint

If you believe we have not handled your personal information properly, you have the right to lodge a complaint with a supervisory authority. In the United Kingdom, this is the Information Commissioner's Office (ICO):

10. Children's Privacy

The Service is not intended for children under 16 years of age. We do not knowingly collect personal information from children under 16. If you are a parent or guardian and believe your child has provided us with personal information, please contact us at contact@sublineapp.com, and we will take steps to delete such information.

11. Third-Party Links and Services

The Service may contain links to third-party websites, applications, or services, including:

  • Partner Store websites

  • Shopify checkout pages

  • Social media platforms

This Privacy Policy does not apply to third-party services. We encourage you to review the privacy policies of any third-party services you visit or use. We are not responsible for the privacy practices of third parties.

12. Marketing Communications

12.1 Opt-In Communications

We only send marketing communications (such as promotional emails, new feature announcements, or personalised offers) if you have explicitly opted in to receive them.

12.2 Opting Out

You can opt out of marketing communications at any time by:

  • Clicking the "unsubscribe" link in any marketing email

  • Updating your notification preferences in the app settings

  • Contacting us at contact@sublineapp.com

Please note that even if you opt out of marketing communications, we may still send you essential service-related messages (such as security alerts or changes to our Terms).

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors.

When we make changes:

  • We will update the "Last Updated" date at the top of this policy

  • For material changes, we will notify you by email or through a notice in the Service

  • Your continued use of the Service after changes are posted constitutes your acceptance of the updated policy

We encourage you to review this Privacy Policy periodically.

14. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

Subline Ltd.

Email: contact@sublineapp.com

We aim to respond to all enquiries within 30 days.

15. Legal Basis for Processing (UK GDPR)

Under the UK General Data Protection Regulation (UK GDPR), we must have a legal basis for processing your personal information. We rely on the following legal bases:

Processing Activity Legal Basis Providing the Service, managing your account Contract: Necessary for the performance of our contract with you Personalising recommendations and the swipe feed Legitimate Interests: To provide you with a better, more relevant experience Sending marketing communications Consent: Only with your explicit opt-in consent Improving the Service and fixing issues Legitimate Interests: To maintain and improve our Service Complying with legal obligations Legal Obligation: Required by applicable laws Protecting against fraud and abuse Legitimate Interests: To protect the security and integrity of the Service

Where we rely on legitimate interests, we have conducted a balancing test to ensure that our interests do not override your fundamental rights and freedoms.

By using Subline, you acknowledge that you have read and understood this Privacy Policy.