Morph Privacy Policy

Last updated: July 9, 2026

Morph ("we," "our," or "us") provides an AI-powered hair health application (the "App") that helps users assess and track their hair health over time. This Privacy Policy explains what information we collect, how we use it, and the choices you have.

By using Morph, you agree to the collection and use of information as described in this policy.

1. Information We Collect

• Account Information - When you create an account, we collect your email address and any name you provide.
• Hair Profile Information - During onboarding, we collect information you provide about your hair, including hair type, texture, primary concerns, history of the issue, previous treatments tried, hair goals, and general location used for climate context in your personalized routine.
• Scalp and Hair Photos - Morph's core feature requires you to take photos of your scalp and hair, including Crown, Front, Left, and Right angles, using your device's camera. These photos are uploaded to our servers and analyzed to generate your Hair Health Score and personalized routine. Because these photos relate to your hair and scalp condition, we treat them as sensitive information and collect them only with your consent when you choose to run a scan.
• Subscription and Payment Information - If you subscribe to Morph, payment is processed through Apple's In-App Purchase system and managed via RevenueCat. We do not directly collect or store your credit card or payment details; this is handled entirely by Apple and RevenueCat.
• Usage Information - We collect information about how you use the App, such as scan frequency, routine completion, screens viewed, and app interactions. This is used to understand product usage and improve the experience, and is processed through our analytics provider (see Section 3).

2. How We Use Your Information

We use the information we collect to:

• Generate your Hair Health Score and personalized hair care routine
• Track your progress over time and display your scan history
• Maintain and improve the App's functionality and accuracy
• Understand how the App is used through product analytics, so we can improve it
• Communicate with you about your account, subscription, or app updates
• Process subscription payments and manage entitlements

We do not use your scalp or hair photos, or any hair profile information, for advertising purposes, and we do not sell your personal data to third parties. We do not use your scan photos to train or improve AI models.

3. How Your Information Is Shared

We share information with the following third parties, solely to operate the App:

• Supabase - Our backend provider, used for account authentication, database storage, and secure storage of your scan photos.
• Google (Gemini API) - Your scan photos and hair profile data are sent to Google's Gemini AI model to generate your Hair Health Score and routine. This processing happens per-scan and is used only to return your results to you.
• RevenueCat - Used to manage subscription status and process entitlements. RevenueCat receives subscription and transaction data from Apple but does not receive your scan photos or hair profile data.
• Superwall - Used to display and test our subscription paywall. Superwall receives limited device and interaction data related to how the paywall is presented, but does not receive your scan photos or hair profile data.
• PostHog - Our product analytics provider, used to understand how the App is used (for example, scan frequency, onboarding steps completed, and feature interactions) so we can improve the experience. PostHog does not receive your scan photos.
• Apple - Payment processing for subscriptions occurs through Apple's In-App Purchase system, subject to Apple's own privacy practices.

We do not share your data with data brokers, advertisers, or any third party for marketing purposes.

4. Data Storage and Retention

Your scan photos and hair profile data are stored securely in our database via Supabase for as long as your account remains active, so that you can view your progress and scan history over time. You may request deletion of your account and associated data at any time, as described in Section 6.

5. Data Security

We take reasonable technical and organizational measures to protect your information, including encrypted data transmission (HTTPS) and access controls on our database. However, no method of electronic storage or transmission is 100% secure, and we cannot guarantee absolute security.

6. Your Rights and Choices

You may:

• Access the personal information associated with your account through the App's Profile tab
• Delete your account and data at any time through the in-app account deletion option in the Profile tab, or by contacting us at the email below
• Opt out of communications such as marketing emails, via the unsubscribe link in any email we send

If you are located in the European Economic Area, United Kingdom, or California, you may have additional rights under GDPR or CCPA, including the right to request a copy of your data or object to certain processing. Your information may be processed and stored outside your country of residence, including by our providers in other regions; where required, we rely on appropriate safeguards for these transfers. Contact us to exercise any of these rights.

7. Children's Privacy

Morph is not directed at children under 13, and we do not knowingly collect personal information from children under 13. If you believe a child has provided us with personal information, please contact us and we will delete it.

8. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of material changes by updating the "Last updated" date at the top of this page, and where appropriate, through an in-app notice.

9. Contact Us

If you have questions about this Privacy Policy or wish to exercise your data rights, contact us at morphinghair@gmail.com.

Morph - See your hair grow back.