Last updated November 6, 2026
Brummell is a Shopify app that shows outfit pairings (Complete the Look, the Versatility Strip and related storefront blocks) on merchants' stores, lets shoppers try outfits on with a photo where the merchant turns that on, and measures the effect on sales with a holdout experiment. This page explains what Brummell collects, why, who it is shared with, how long it is kept and how to ask for it to be deleted.
Brummell plays two roles. For the merchant's store data and the storefront features, Brummell processes data on the merchant's behalf. When a shopper gives Brummell their email or creates a Brummell account, that relationship is between the shopper and Brummell. The sections on deletion below explain why this matters. The store where a shopper joined can see their email, when they joined and where on the store they joined, and nothing else in their Brummell account. Signups from before we told shoppers this (November 4, 2026) aren't shared with the store.
At install, the app asks Shopify for these permissions: read_products, write_products, read_themes, write_pixels, read_customer_events, read_orders and read_all_orders (which reaches orders older than 60 days, used only to list a signed-in shopper's own past orders while they choose what to add to their wardrobe; see below). One optional permission, read_customers, is asked for only if the merchant chooses “Pair with past purchases” in the app. Brummell then keeps, for the merchant, which of the store's products a logged-in customer bought there (the store's customer id, the order, product and variant ids and the order date; never names, emails, phone numbers or addresses), so their outfits on that store can be built around those pieces.
write_products).write_pixels, read_customer_events; Shopify requires both): installs Brummell's analytics pixel, which reports product views, add-to-carts, checkout starts and purchases (with the order ID and value) for the holdout experiment. It sends no name, email or customer ID.Shopify classifies order data as protected customer data. Brummell uses only Level 1 fields (orders and line items, no name, email, address or phone from Shopify) and has not requested Level 2. Brummell's Level 1 access request has not yet been approved by Shopify; until it is, Shopify limits what order data reaches the app.
brummell_vid (a random token, kept for one year), puts the visitor in the treatment or the holdout group. Brummell stores that group and the visitor's product views, block views, add-to-carts, checkout starts and purchases (order ID and value) against the token, plus page speed samples.If you are signed in to the store's customer account, some Brummell blocks ask the store (through Shopify) for a short-lived, signed proof of your Shopify customer ID. Brummell uses it only to check whether you earlier linked an email with Brummell on this store, so it can recognise you. If you never did, nothing is matched or stored. Brummell does not ask Shopify for your email.
Some blocks offer to set up a Brummell wardrobe. If you give your email there, Brummell stores it with the store, the product you were viewing and the time you agreed, and emails you a link to finish setting up (via Resend).
What the store can see. The store where you joined can see your email, when you joined and where on the store you joined. The sign-in screen says so before you continue. The store can't see your photos, wardrobe, saved looks or anything else in your account. Having this doesn't put you on the store's mailing list: we tell the store to email you about its own business only if you have also opted in with it. If you joined before November 4, 2026 and haven't signed in from a store since, the store doesn't see your email.
Past orders. When you sign in to Brummell on a store and that store knows you as its customer, a popup lists what you bought there, with each piece's photo, name and order date. Clothing starts selected and comes first; anything else is listed last, unselected, in case you want it. Nothing starts selected on stores in the EU, EEA, UK and Switzerland. Nothing is kept until you tap: the list stays in your browser. What you select goes into your Brummell wardrobe, and Brummell reads each piece's photo to describe it. What you leave unselected is recorded so you aren't asked about it again. “Not now” adds nothing, and the store doesn't ask again; you can still add them later in the Brummell app. Brummell reads products, prices and dates, never your address or payment details.
On stores where Brummell's closet features are on, a shopper who signs in with a Brummell account may see one of their own closet pieces in an outfit, next to the store's products. Only you see it, in your own browser, while you are signed in. Brummell shows the piece's picture through a link that expires after 10 minutes and never reveals where the photo is stored. It never sends the store the piece's name, brand or size, or anything else from your wardrobe, and shows at most three of your pieces per category on any store. Stores must accept the Brummell Merchant Terms (app.brummell.tech/terms) before this can happen. Those terms forbid them from collecting, recording or reusing anything from your wardrobe, including through analytics or session-recording tools. You can switch your pieces off on any store from the Brummell block, and signing out removes them.
Where a merchant turns it on (US merchants for now), you can upload a full-length photo to see an outfit on yourself. Try-On is optional, needs no account, and is only for people aged 18 or older. Brummell processes the photo on the merchant's behalf.
When a store's own catalog has nothing for a slot in a look, its blocks may show a piece from Brummell's own unbranded example catalog, labeled Styled pick and never priced or sold. A merchant can turn this off. No merchant's products, orders, shoppers or shopper behaviour are shown or shared on another merchant's store.
Brummell does not sell personal data. These service providers process data for us, only for the purposes listed:
| Provider | Purpose | Data |
|---|---|---|
| Supabase | Database, file storage and server functions for every feature on this page | All data described here |
| Vercel | Hosts the merchant admin app and this page | Shop session, settings, compliance requests in transit |
| Replicate | Generates the try-on image | The try-on photo and the garment images |
| Anthropic | Safety check of try-on photos; reading product images to suggest product attributes for merchants | The try-on photo; merchant product images |
| Microsoft (PhotoDNA) | Checks try-on photos against known child sexual abuse imagery. A match is reported to the National Center for Missing & Exploited Children (NCMEC), as US law requires | A hash computed from the try-on photo on our servers; the photo itself is never sent to Microsoft |
| Resend | Sends the closet set-up email to a shopper who asks for it, and emails to merchants | Email address, the email's content |
| PostHog | Product analytics on server events, per store | Store, product and event counts (no visitor, email, IP, customer or order id) |
| Sentry | Error reports from the admin app and server functions (never from the storefront) | Error details; we do not attach request bodies, emails, photos or tokens |
| Cloudflare (Turnstile) | Bot check on try-on, only when a store is near its try-on limit | The shopper's browser signals, sent by the browser to Cloudflare |
| Apple, Google, Shop (Shopify) | Sign in to a Brummell account from the try-on sheet, only if the shopper chooses that option | The shopper's account identity from that provider |
| jsDelivr and Google (MediaPipe files) | Deliver the on-device photo-check code and models to the shopper's browser | An ordinary file download (IP address); no photo |
And Shopify itself, which runs the merchant's store and delivers the data described above to the app.
Questions about this page, a merchant's data or your own data: privacy@brummell.tech.