Office workers surrounding a table with a computer

Privacy Policy

Effective date: 14 April 2026

1. Introduction

MiM (“we”, “us”, “our”) is committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, store, and share your personal data when you access or use the MiM platform, including our website, applications, and all related services (collectively, the “Platform”).

We are Aesir Technology LTD, doing business as MiM, a company registered in England at 3rd Floor, 86–90 Paul Street, London EC2A 4NE. For the purposes of applicable data protection legislation (including the UK General Data Protection Regulation and the EU General Data Protection Regulation), Aesir Technology LTD is the data controller.

By using the Platform, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with our practices, please do not use the Platform.

2. Information We Collect

We collect information in the following categories:

2.1 Account Data

When you register for an account, we collect:

  • Name and email address.
  • Username and password.
  • Profile information (biography, profile photo, social media links).
  • For Creators: Studio details, service descriptions, and pricing.

2.2 Fan Inputs

When a Fan books a Service and completes intake stages, we may collect:

  • Style preferences and fashion interests.
  • Body measurements.
  • Photographs (e.g., of current wardrobe items, outfits, or body shape).
  • Questionnaire responses related to lifestyle, budget, and style goals.

2.3 Creator-Generated Content

When Creators deliver Services, we may process:

  • Style guides and recommendations.
  • Curated shopping lists and product links.
  • Media (images, video) produced as part of a deliverable.

2.4 Payment Data

Payment processing is handled by Stripe. We do not store full payment card details on our servers. We receive from Stripe limited payment information such as the last four digits of your card, card type, and transaction identifiers. Please refer to Stripe’s Privacy Policy for details on how they handle your payment data.

2.5 Usage and Analytics Data

We automatically collect information about how you interact with the Platform, including:

  • Pages viewed, features used, and actions taken.
  • Device information (browser type, operating system, device identifiers).
  • IP address and approximate location.
  • Referring URLs and search terms.
  • Session duration and frequency of visits.

2.6 Communications

We collect messages exchanged between Creators and Fans through the Platform, as well as any communications you send to our support team.

3. How We Use Your Information

We use the information we collect for the following purposes:

  • Platform operation: To create and manage your account, process Requests, facilitate payments, and deliver Services.
  • Communication: To send transactional notifications (e.g., booking confirmations, delivery updates) and, where you have opted in, marketing communications.
  • Matching and discovery: To help Fans discover Creators and Services relevant to their interests.
  • Safety and moderation: To detect, investigate, and prevent fraudulent, harmful, or prohibited activity on the Platform.
  • Improvement: To analyse usage patterns, conduct research, and improve Platform features and user experience.
  • Marketing and promotion: With your consent or as permitted by law, to use publicly visible Creator profile content (name, image, biography) for promotional purposes related to the Platform, including on our website, social media, emails, and advertising. Creators may request removal of specific content from future promotional use by contacting us.
  • Legal compliance: To comply with applicable laws, regulations, and legal processes.

4. AI and Automated Processing

MiM may use artificial intelligence (“AI”) models and automated systems to enhance the Platform experience. This section explains how your data may be used in connection with these features.

4.1 What Data May Be Processed

The following categories of data may be processed by AI systems:

  • Fan inputs: Style preferences, body measurements, photographs, and questionnaire responses.
  • Creator content: Style guides, recommendations, and media.
  • Usage data: Aggregated and anonymised analytics about platform interactions.

4.2 Purposes of AI Processing

AI processing is used to:

  • Assist Creators in generating style recommendations and deliverables.
  • Improve matching between Fans and Creators.
  • Enhance the overall quality and personalisation of the Platform experience.
  • Detect potentially harmful or prohibited content.

4.3 Safeguards

We implement the following safeguards for AI processing:

  • Data minimisation: Only the data necessary for the specific AI feature is processed.
  • Anonymisation: Where possible, data is anonymised or pseudonymised before being processed by AI systems.
  • Human oversight: Creators review and approve all AI-assisted outputs before they are delivered to Fans. AI outputs are suggestions, not final deliverables.
  • Contractual protections: Third-party AI providers are bound by data processing agreements that restrict how they may use your data.

4.4 Your Rights Regarding AI Processing

You have the right to:

  • Request information about how your data has been used in AI processing.
  • Object to AI-based processing of your personal data.
  • Opt out of AI-assisted features where applicable by contacting us at the details in Section 14.

Please note that opting out may limit the availability of certain Platform features.

5. Third-Party AI Providers

Certain Platform features may involve sending data to third-party AI service providers. The categories of data shared with these providers include Fan inputs (style preferences, measurements, photographs) and Creator content (style guides, recommendations), strictly for the purpose of powering AI-assisted features.

All third-party AI providers are:

  • Bound by data processing agreements that prohibit them from using your data for their own purposes.
  • Required to implement appropriate technical and organisational security measures.
  • Prohibited from retaining your data beyond what is necessary to provide the service.

We do not sell your personal data to AI providers or any other third party.

6. Information Sharing

We may share your personal data with the following categories of recipients:

  • Creators and Fans: Information necessary to facilitate Requests (e.g., a Fan’s style preferences are shared with the Creator they book).
  • Payment processors: Stripe, to process payments and payouts.
  • AI service providers: As described in Sections 4 and 5 above.
  • Affiliate partners: Limited analytics data (not personal data) may be shared with affiliate partners in connection with product links included in Creator deliverables.
  • Service providers: Third-party companies that help us operate the Platform (e.g., hosting, analytics, email delivery), bound by data processing agreements.
  • Legal and regulatory authorities: Where required by law, regulation, or legal process, or to protect the rights, safety, or property of MiM, our users, or the public.

We do not sell your personal data.

7. Session Recordings

MiM may record live video sessions between Creators and Fans for the purposes of dispute resolution, quality assurance, and platform safety.

  • Consent: By participating in a live session on the Platform, both parties consent to the recording of that session.
  • Storage: Recordings are stored securely with access restricted to authorised MiM personnel.
  • Retention: Recordings are retained for up to 90 days following the session, unless a longer retention period is required for an ongoing dispute or investigation.
  • Access: Recordings are only reviewed where necessary, such as to investigate a reported dispute or policy violation.
  • Deletion: You may request the deletion of a session recording by contacting us at the details in Section 14, subject to any legal or operational requirement to retain it.

8. Cookies and Tracking Technologies

We use cookies and similar technologies to operate and improve the Platform. These include:

  • Essential cookies: Required for the Platform to function (e.g., authentication, security).
  • Analytics cookies: Help us understand how users interact with the Platform so we can improve it.
  • Preference cookies: Remember your settings and choices.

You can manage your cookie preferences through your browser settings. Disabling certain cookies may affect Platform functionality.

9. Data Security

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction. These measures include encryption in transit and at rest, access controls, and regular security assessments.

However, no method of transmission or storage is completely secure. While we strive to protect your data, we cannot guarantee absolute security.

10. Data Retention

We retain your personal data for as long as necessary to fulfil the purposes described in this Privacy Policy, unless a longer retention period is required or permitted by law. Specifically:

  • Account data: Retained for the duration of your account and for up to 12 months after account closure.
  • Request data (Fan inputs, Creator content): Retained for the duration of your account and for up to 24 months after account closure or Request completion, whichever is later.
  • Payment data: Retained as required by applicable tax and financial regulations (typically 7 years).
  • Usage data: Retained in anonymised or aggregated form indefinitely for analytical purposes.
  • Session recordings: Retained for up to 90 days (see Section 7).

11. Your Rights

Depending on your location, you may have the following rights regarding your personal data:

11.1 Rights Under GDPR (UK and EU)

  • Access: Request a copy of the personal data we hold about you.
  • Rectification: Request correction of inaccurate or incomplete data.
  • Erasure: Request deletion of your personal data (“right to be forgotten”).
  • Restriction: Request that we restrict processing of your data in certain circumstances.
  • Portability: Request your data in a structured, commonly used, machine-readable format.
  • Objection: Object to processing based on legitimate interests or for direct marketing purposes.
  • Automated decision-making: Right not to be subject to decisions based solely on automated processing that produce legal or similarly significant effects. This includes AI-assisted processing as described in Section 4.

11.2 Rights Under CCPA (California)

If you are a California resident, you have the right to:

  • Know what personal information we collect, use, and disclose.
  • Request deletion of your personal information.
  • Opt out of the sale of your personal information (we do not sell personal data).
  • Non-discrimination for exercising your privacy rights.

To exercise any of these rights, please contact us using the details in Section 14.

12. Children’s Privacy

The Platform is not intended for users under the age of 16. We do not knowingly collect personal data from individuals under 16. If we become aware that we have collected personal data from a user under 16, we will take steps to delete that data promptly and terminate the associated account.

If you are a parent or guardian and believe your child has provided us with personal data, please contact us at the details in Section 14.

13. International Data Transfers

Your personal data may be transferred to and processed in countries other than the country in which you reside. These countries may have data protection laws that differ from those of your country.

Where we transfer personal data outside of the UK or European Economic Area, we ensure that appropriate safeguards are in place, such as Standard Contractual Clauses approved by the relevant authorities, or transfers to countries deemed to provide an adequate level of data protection.

14. Contact Us

If you have any questions about this Privacy Policy, wish to exercise your data protection rights, or want to opt out of AI-assisted processing, please contact us at:

  • Email: privacy@trymim.com
  • Post: Aesir Technology LTD, 3rd Floor, 86–90 Paul Street, London EC2A 4NE, England

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. We will notify you of material changes by posting the updated policy on this page and updating the “Effective date” above.

We encourage you to review this Privacy Policy periodically to stay informed about how we protect your data.