Privacy Policy

BestFace (listed on the App Store as "自分史上最高の顔に - BestFace"; the "App") is a service provided by fre-ease Inc. ("we" or "us"). This Privacy Policy (the "Policy") sets out how information is handled in the App and on the related website (together, the "Service"). It has been prepared to comply with Japan's Act on the Protection of Personal Information (the "APPI") and the Apple App Store Review Guidelines.

The App measures your face in three dimensions using the TrueDepth camera on your iPhone. We treat information about the shape of your face as information that calls for particular care, and this Policy therefore describes as specifically as we can what is captured, what is stored, what is transmitted, and how it can be deleted. Please also review our Terms of Service for the conditions of use.

Company:

fre-ease Inc.

Service:

BestFace (自分史上最高の顔に - BestFace)

Supported OS:

iOS 18.0 or later (a device with a TrueDepth camera is required)

Contact:

m.takahashi@fre-ease.com

Responsible for personal data:

Our representative director

• Personal information: Personal information as defined in the APPI — information about a living individual that can identify that individual by name or other description, including personal identification codes.
• Face 3D data: The face mesh (a set of vertex coordinates), measured depth values, and blend shapes that the App captures through the TrueDepth camera and ARKit, together with the 3D model (.obj), texture image, thumbnail, and front-facing photo generated from them. We treat face 3D data as information comparable to biometric data and handle it only within the scope set out in this Policy.
• Measurements: The numbers calculated on your device from the face 3D data (the measured value of each item, the BESTFACE SCORE, and the symmetry, proportion, quality, and streak scores). No facial image can be reconstructed from these numbers alone.
• Onboarding answers: The multiple-choice and free-text answers you provide during initial setup, covering your goals and daily habits.
• Coach conversation: The messages you type on the AI coach screen and the coach's replies to them.
• AI features: The following features, which use third-party AI services: (1) the AI coach (generating coaching text and replies; Anthropic), (2) the 7-week face image (an image showing how you may look after keeping up your habits; Google Vertex AI), and (3) the Glow-Up Report (try-on images of suggested hairstyles, and before/after images of groomed eyebrows; Google Vertex AI, with Anthropic used to read your eyebrow shape and check the quality of the images).
• Generated images: Images created from your front-facing photo by AI features (2) and (3).

Information handled by the App falls into four groups, distinguished by where it lives and where it is sent. The sections that follow are organized around this distinction.

1. Stays entirely on your device: capturing the face mesh, measuring depth, every geometric measurement and score calculation, storage of the 3D model, texture, thumbnail, and front-facing photo, records written to the in-app database (SwiftData), and your onboarding answers. All of this happens only on your iPhone.
2. Stored on our servers if you sign in and hold an active paid subscription: the measurement JSON, the 3D mesh (.obj), the front-facing photo (.jpg), and your onboarding answers. These are stored in a private area that belongs to you on Google Firebase, the cloud platform we use. Until a subscription is active, they stay on your device only.
3. Sent to third-party AI services for the AI features (only if you agree in the App): for the AI coach (Anthropic), numbers, onboarding answers, and the messages you type; for the 7-week face image (Google) and the Glow-Up Report (Google and Anthropic), your front-facing photo and text instructions describing the image to create. The 3D mesh and depth data are never sent. See Section 6 for details.
4. Sent to Google for usage analytics: a record of the screens you view and the actions you take in the App, along with a per-device identifier and similar information. We use Google Analytics for Firebase. Face photos, 3D meshes, scores, and coach conversations are never sent. See Section 10.3 for details.

If you use the App without signing in, none of the above is stored on our servers (usage analytics, described in Section 10.3, is sent whether or not you are signed in). Even when you are signed in, nothing from a scan — including your face photo and 3D mesh — leaves your device until a paid subscription is active, AI features are also available only after you subscribe, so nothing is sent to any third-party AI service before then (the "AI coach" during onboarding is a demo and sends nothing). In either case, your data cannot be carried over if you change or reset your device.

All processing related to the face scan runs on your iPhone. The camera feed during a scan and the depth information captured by the TrueDepth sensor are held only in your device's memory while the scan is processed, and are never transmitted off the device in that raw form. What a scan does save on your device is the following.

This data is stored in the App's own area (SwiftData and the App's file storage), protected by the iOS sandbox, and cannot be read by other apps. Deleting (uninstalling) the App from your device removes all of it.

Scores are produced by deterministic logic running on your device: the same scan always yields the same numbers, and AI is never used to generate a score.

If you sign in with Sign in with Apple and hold an active paid subscription, the following is stored on the cloud platform we use (Google Firebase) so that your data survives a new device or a reinstall. Signing in is optional, and none of this is sent to our servers unless you do. Scans taken before you subscribe stay on your device only; once a subscription becomes active, those earlier scans are stored on our servers along with new ones.

• Measurement JSON: the measured value of each item, your scores, and scan timestamps.
• 3D mesh (.obj): the shape data generated by the scan.
• Front-facing photo (.jpg): the front-facing image taken during the scan.
• Onboarding answers: the answers used to tailor your routine and coaching text.
• Generated images: the 7-week face image, the Glow-Up Report's hairstyle try-on images and eyebrow before/after images, and a copy of the front-facing photo used to create them. We keep them so we can show you the same images when you open them again.
• Profile name and icon image: the name shown on your face card and the icon image you chose. If you choose a photo of your own face, that image is stored under the same conditions.
• Coach conversation: the exchanges on the AI coach screen (your messages and the coach's replies). We keep them so the coach can answer in the context of what you discussed before, and so you can pick the conversation back up on a new device.
• Account information: the user identifier provided by Sign in with Apple, and your email address if you chose to share it (a relay address if you chose Apple's Hide My Email).

Your coach conversation is stored whenever you are signed in, whether or not you hold a subscription (signing in is required to use the AI coach). You can delete it from within the App at any time — see Section 13.

If our staff need to connect to stored data for maintenance or to investigate a fault, they do so only to the minimum extent necessary for that purpose and in accordance with our internal procedures. We do not routinely view your face photos or 3D mesh.

The App's AI features use the two third-party AI services below. Requests go through our Cloud Functions for Firebase; your device never sends data to them directly. These are the only third-party AI services the App uses.

6.1 Consent before sending

Before we send anything to a third-party AI service for the first time, the App explains what will be sent, who it is sent to (Anthropic and Google), and why, and asks for your consent. If you do not agree, the AI features do not run and none of your information is sent to any third-party AI service. Scanning, measurements, scores, and the rest of the App remain available without the AI features.

Even after you agree, data is sent only when you use an AI feature (the AI coach when you send a message, the Glow-Up Report when you tap the create or re-diagnose button, and the 7-week face image during setup right after you subscribe). Consent cannot be withdrawn, but nothing is sent unless you use an AI feature. Anything already sent is handled as described in 6.5, and all data stored on our servers is deleted when you close your account (Section 13).

The "AI coach" shown during onboarding is a demo that answers multiple-choice questions with prepared text. It sends nothing to any third-party AI service.

6.2 AI coach (Anthropic)

To generate coaching text tailored to you and replies on the AI coach screen, we send the following to Anthropic.

• Numbers such as your measurements and scores
• The answers you gave during onboarding
• Numbers describing how your routine is going, such as streak counts
• The messages you type on the AI coach screen
• The most recent exchanges, so the coach can answer in context

No photos or images are sent to the AI coach.

6.3 7-week face image (Google) and Glow-Up Report (Google and Anthropic)

The following features, available with a paid subscription, create new images based on your face, so they send your front-facing photo.

Your face-shape classification and the positions of facial landmarks on the photo are used only on our servers to crop and composite images, and are never sent to any third-party AI service. We never create images that change your bone structure (nose, eye shape, jaw, and so on). Generated images, together with the front-facing photo used to create them, are stored in your private area on Google Firebase, our cloud platform, and no one but you can view them.

6.4 Limited purpose

What we send to third-party AI services is used only to generate the text and images described above. It is never used for identity verification, facial recognition, or to identify you. We never use what is sent, or the generated text and images, to train AI or machine-learning models.

6.5 How each provider handles your data

Anthropic: We use Anthropic's API (its developer platform). Anthropic does not use API inputs or outputs to train its models. Anthropic deletes what it receives within the period set out in its policies (currently within 30 days as a rule); content flagged as a possible violation of its usage policy may be kept longer to prevent abuse. For details, see its privacy policy (https://www.anthropic.com/legal/privacy) and its explanation of data retention (https://privacy.claude.com/en/articles/7996866-how-long-do-you-store-my-organization-s-data).

Google: We use Vertex AI on Google Cloud (its enterprise offering). Google does not use Vertex AI inputs or outputs to train its models without our permission. What it receives is held only temporarily, as needed to generate the image and to prevent abuse under its terms, and then deleted. For details, see Google Cloud's documentation (https://cloud.google.com/vertex-ai/generative-ai/docs/data-governance).

Under each provider's API and cloud terms and data processing terms, we have confirmed that each protects your information to a standard equal to or higher than this Policy.

6.6 Storing your coach conversation

Your coach conversation is stored in a private area that belongs to you on Google Firebase, the cloud platform we use. It is kept so the coach can answer in the context of what you discussed before, and no other user can view it. You can delete it at any time with "Start a new conversation" at the top right of the coach screen, and it is also deleted when you close your account.

Generated text and images are for reference and do not represent a medical assessment or judgment. Generated images are not a guarantee of how you will look. The AI never creates or alters a score or a measurement; all numbers are determined by the measurement logic running on your device.

Because of its nature, we believe face 3D data warrants more care than other information. We treat it as information comparable to biometric data and handle it as set out below.

The face scan is unavailable on devices without a TrueDepth camera. The App does not access Face ID biometric data (the Apple authentication data held in the Secure Enclave).

We use the information we collect for the following purposes.

• Measuring your face, calculating scores, and displaying the analysis
• Showing your trend over time and the change since your previous scan
• Presenting a morning and evening routine and coaching text suited to you
• Creating and showing the 7-week face image and the Glow-Up Report images (if you agree)
• Storing data for signed-in users and carrying it across devices
• Confirming subscription entitlements and managing purchases
• Responding to your inquiries and verifying your identity
• Detecting and fixing defects and improving the quality of the Service
• Improving the App by analyzing how it is used (for example, which screens are viewed, where people stop using it, and how far they get in the purchase flow)
• Complying with legal obligations

We do not handle personal information beyond what is necessary to achieve these purposes without your prior consent. We do not use the information for advertising, and we do not use it to train AI or machine-learning models.

The App requests iOS permissions only as far as its features require. Each is used only if you grant it, and you can change any of them at any time in iOS Settings.

• Camera (including the TrueDepth camera): used only for the face scan. The camera runs only when you start a scan, never at any other time. Without this permission the face scan cannot be used. Change it under Settings > Privacy & Security > Camera.
• App Tracking Transparency: the App does not track you across other companies' apps or websites, and it never asks for tracking permission. It does not collect the advertising identifier (IDFA). Usage analytics (Section 10.3) covers only what you do inside the App. We never use face 3D data or measurements for advertising targeting.
• Sign in with Apple: used to create the account that stores your data and carries it across devices. Apple provides us only with a user identifier and, if you choose to share it, your email address; choosing Hide My Email replaces it with a relay address. Signing in is optional.
• Notifications: may be used to send routine reminders. Change this at any time under Settings > Notifications.

We use the following third-party services to operate the Service. The table shows exactly what reaches each of them. We send data to third-party AI services (Anthropic and Google Vertex AI) only after obtaining your consent in the App. We do not provide, sell, or rent your personal information to any third party other than these providers.

Privacy policies: Google https://policies.google.com/privacy · Anthropic https://www.anthropic.com/legal/privacy · Apple https://www.apple.com/legal/privacy/ · RevenueCat https://www.revenuecat.com/privacy/

10.1 Payment information

In-app purchases are processed through Apple's App Store (StoreKit). Payment details such as credit card numbers are handled by Apple and never reach us. RevenueCat processes only an anonymous identifier and purchase information, in order to validate purchases and track subscription status.

10.2 Disclosure required by law

We may disclose information without your consent where required by law, where it is necessary to protect a person's life, body, or property and obtaining consent is difficult, or in the other circumstances permitted by the APPI.

10.3 Usage analytics (Google Analytics for Firebase)

To understand how the App is used and improve it, we use Google Analytics for Firebase, provided by Google (Google LLC, United States). For example, we look at which onboarding and setup screens are viewed, where people stop, and how far they get in the purchase flow. We never use it to serve ads or to track you across other companies' apps or websites.

• What is sent: the screens you view and the actions you take in the App (button taps, signing in or skipping sign-in, starting, completing, or cancelling a purchase). Along with these, an identifier that Firebase issues per device (the app instance ID) and the device and OS information and approximate region that the SDK collects automatically are sent.
• If you sign in with Apple: we also send your Firebase user ID, so that the record of your actions is linked to your account.
• Onboarding answers that are sent: only your multiple-choice answers about how you found the App, your age range, the areas you want to improve, what holds you back, how you want to feel, and your reason to glow up. Your ethnicity, skin concerns, face photos, scores, and coach messages are never sent.
• What is not sent: we do not collect the advertising identifier (IDFA), and sending information used for ad personalization is turned off.

The App has no setting that turns off only this analytics. To stop it, uninstall the App. If you are signed in, choosing "Delete all data and close account" (Section 13.1) deletes your account, and records are no longer linked to it after that.

Google's privacy policy: https://policies.google.com/privacy · How Google uses data: https://policies.google.com/technologies/partner-sites

Google Firebase, the cloud platform we use, is operated by Google LLC (United States), and the third-party AI services — Anthropic and Google (Vertex AI) — are US companies whose processing servers may also be located outside Japan, including in the United States and other countries. The information described in Section 10 may therefore be transferred outside Japan and stored or processed there. The data protection regime in the destination country may differ from Japan's.

When personal data is provided to a third party located abroad, we take the measures required under the APPI — through contracts and other means — to ensure that the recipient continues to apply appropriate safeguards. Data is sent to third-party AI services (Section 6) only after the App has told you that the recipient is a US company and you have agreed. If you would like details of the destination countries or the safeguards in place, contact us at m.takahashi@fre-ease.com and we will provide what information we can.

• On-device data: retained until you delete it or uninstall the App. Uninstalling removes all data held on the device.
• Server-side data: retained while your account exists and deleted when you close it. Deleting an individual scan also deletes the files tied to that scan.
• Coach conversation: retained while your account exists, and deleted when you clear the conversation in the App or close your account.
• Generated images: retained while your account exists and deleted when you close it.
• What is sent to third-party AI services: processed only as needed to generate text and images, and never used by either provider for training. Anthropic deletes it within the period set out in its policies (currently within 30 days as a rule; content flagged as a possible violation of its usage policy may be kept longer); Google holds it temporarily as set out in its terms and then deletes it.
• Billing information: retained by Apple and RevenueCat under their own policies and applicable statutory retention requirements.
• Inquiry records: kept for a reasonable period after your inquiry is resolved, to the extent necessary.

13.1 Deleting from within the App

Choosing "Delete all data and close account" in your profile removes not only the data on your device but also everything stored for you on our servers — the measurement JSON, the 3D mesh, the front-facing photo, generated images, your onboarding answers, your coach conversation, and your account information. Deletion cannot be undone.

If you only want to remove a single scan, deleting that scan in the App removes the 3D mesh, photo, and measurements attached to it.

If you only want to remove your coach conversation, choose "Start a new conversation" at the top right of the coach screen. The conversation stored on our servers is deleted as well, and the coach starts again from its greeting. Your scans and records are unaffected.

13.2 Deleting by uninstalling

Uninstalling the App removes all data stored on your device. If you were signed in, however, your server-side data remains. To remove that as well, use "Delete all data and close account" before uninstalling.

13.3 Requesting deletion by email

Closing your account does not automatically cancel your subscription. To stop billing, cancel under Settings > Apple ID > Subscriptions on your device.

Under the APPI, you may make the following requests regarding the personal information we hold about you.

• Notification of the purpose of use
• Disclosure of retained personal data (including specifying delivery in electronic form)
• Correction, addition, or deletion where the content is inaccurate
• Suspension of use or erasure
• Suspension of provision to third parties
• Disclosure of records of third-party provision

Send your request by email to m.takahashi@fre-ease.com. Once we have confirmed that you are the individual concerned or an authorized agent, we will respond without undue delay to the extent required by law, at no charge. We may be unable to comply where the law requires us to retain the information, or where doing so would harm the rights or interests of another person; in that case we will explain why.

We take the following measures to prevent leakage, loss, or damage to the information we handle, and to keep it secure.

• Technical measures: HTTPS/TLS encryption in transit, encryption of stored data, security rules that block access by anyone other than the account owner, private (non-public) storage buckets, and an authentication layer that identifies and verifies each user.
• Organizational measures: access rights limited to the minimum necessary for the work involved, with arrangements in place to review how data is handled.
• Device-side measures: data on your device is isolated from other apps by the iOS sandbox and data protection features.

While we work to keep your information secure, no transmission over the internet or electronic storage can be guaranteed to be one hundred percent secure.

The App is not directed at children under 13, and we do not knowingly collect personal information from them. If we learn that we have collected information from a child under 13, we will delete it promptly.

If you are under 18, please use the App only with the consent of a parent or guardian, given with an understanding that the App handles face 3D data and offers a paid subscription. Parents and guardians who wish to have a child's data deleted may contact us at m.takahashi@fre-ease.com.

The App measures the shape of your face, presents it as numbers, and supports you in building daily habits. It is not intended for medical diagnosis, treatment, or prevention, and it is not a medical device. The numbers, scores, and coaching text it displays are not medical assessments or medical advice.

If you have concerns about your health or body, or if you think a medical judgment may be needed, please consult a physician, dentist, or other qualified professional. Never delay seeking professional advice or treatment because of something the App displays.

We may revise this Policy in response to changes in law or to the features of the Service. A revised Policy takes effect when it is published on this page.

Where a change materially affects your rights — for example a change to the categories of information we collect or to our purposes of use — we will notify you in the App or by other appropriate means in addition to publishing it here, and will ask for your consent again where that is required.

For questions about this Policy or about how we handle personal information, please contact us below. For questions about using the App, see Support.