Morph Privacy Policy
Last updated: October 19, 2026
Morph ("Morph", "we", "our", "us") is an iPhone app, operated by Morph, that helps you understand visible characteristics of your hair from guided photos and track them over time. This policy explains what we collect, why, who we share it with, and your choices.
1. Information we collect
Account information. When you sign in with Apple or Google we receive your email address and, if you share it, your name. We do not offer password sign-in and never see your Apple or Google password.
Your answers. During onboarding you can tell us your name, date of birth, gender, how you heard about Morph, and information about your hair: the changes you've noticed, how long and how fast, shedding, family history of hair loss, treatments you have tried (for example minoxidil or finasteride), hair type, scalp symptoms, goals, what has held you back, and whether you have seen a professional. You can edit these in the app.
Scan photos. Each scan is four photos of your head (front, crown, left side, right side) taken with your camera or chosen from your photo library. Photos are re-encoded on your device before upload, which removes location and other embedded metadata. We treat these photos as sensitive.
Scan results. Your Hair Health Score, the four dimension scores (density, hairline, thickness, scalp health), the Norwood stage your photos most closely resemble, written findings, and changes between scans.
Care you track. Treatments and care you choose to add, their schedules, reminder settings, your time zone, and which days you checked them off.
Feedback and requests. Messages you send from the app. When you send feedback about an analysis you can choose "Include my scan photos", which lets the Morph team view that scan's four photos to understand the problem. Nothing is copied; the photos stay in your account.
Usage and device information. Screens viewed, features used, app version, device type, and events such as starting a scan, completing onboarding or starting a subscription. Parts of some sessions may be recorded as screen recordings to help us fix problems; screens showing your scan photos and results are excluded from recording.
Purchases. Subscriptions are purchased through Apple. We receive your subscription status and transaction identifiers, never your card details.
We do not collect your location, contacts, or data from Apple Health, and we do not track you across other companies' apps or websites.
2. How we use information
To create your account and sign you in; to analyse your photos and produce your results; to show your history, progress comparisons and care tracking; to send the reminders you turn on; to provide and manage your subscription; to answer support requests and feedback; to understand how the app is used and fix problems; and to keep Morph secure (for example, limiting how many scans can run in a short time).
Your answers give context to the written explanations in your results. They do not change your scores.
We do not sell your personal information, we do not use your photos or health-related answers for advertising, and we do not use your photos to train AI models.
3. Processing on your device
The photo overlays in your results (the hair highlight, hairline trace and density map) are produced on your iPhone. Camera quality checks during a scan also run on your device.
4. Who we share information with
We share information only with service providers that help us run Morph, and only for that purpose:
- Supabase — hosting, database, sign-in and private photo storage.
- Google (Gemini API) — when you run a scan, your four photos, your age and gender, and your hair-related answers are sent to Google's Gemini model to produce your results. Your name and date of birth are not sent. Before every scan the app asks for your consent to this. Under Google's paid API terms, Google does not use this content to train its models.
- Apple and Google — Sign in with Apple and Google Sign-In.
- Apple — subscription billing, and the App Store rating prompt.
- RevenueCat — subscription status and entitlements. It receives an account identifier and purchase information, not your photos or answers.
- Superwall — showing and testing subscription offers. It receives an account identifier, your first name, the goals and hair concerns you chose in onboarding, and device and interaction data. It does not receive your photos, results, treatments, family history or scalp symptoms.
- PostHog (United States) — product analytics and session recordings as described in §1. It does not receive your scan photos.
We may also disclose information if required by law, to protect the rights and safety of our users or others, or as part of a sale or reorganisation of Morph, in which case this policy will continue to apply.
5. Storage, security and retention
Photos are stored in a private storage area that only your account can read, through links that expire after one hour. Data is encrypted in transit. Your data is stored in the United States, and our providers may process it in other countries. No system is perfectly secure.
We keep your information while your account is active. When you delete your account, your photos, scans, answers, care records and feedback are deleted from our systems immediately, and from backups within 30 days. Feature requests you submitted are kept without any link to you. Analytics data held by our providers is deleted on their normal schedules.
6. Your choices and rights
- Edit your answers in Profile → Personal Details.
- Delete your account at any time in Profile → Delete Account. This cannot be undone. Deleting your account does not cancel an App Store subscription; cancel it in your Apple ID settings.
- Notifications can be turned off in Profile → Tracking Reminders or in iOS Settings.
- Photo sharing for feedback is off unless you switch it on for that message.
- Depending on where you live (for example the EEA, UK or California), you may have rights to access, correct, delete or port your data, and to object to or restrict processing. Email support@morph.hair and we will respond within the time the law requires. Where consent is the basis (for example AI analysis of your photos), you can withdraw it by not running further scans and deleting your account.
7. Children
Morph is not for children under 13, and the app does not allow a date of birth under 13. If you believe a child under 13 has given us information, email support@morph.hair and we will delete it.
8. Changes
We will update the date above when this policy changes, and tell you in the app if a change is significant.