PRIVACY POLICY
Your privacy matters to us. This policy explains what data we collect, why we collect it, and how we look after it.
Who we are
Euforma is a trading name of Forma Technologies Ltd
Company Number: 16182440
Registered Office: 21 Murby Way, Thorpe Astley, Leicester, LE3 3UH, United Kingdom
When we say “Euforma”, “we” or “us”, we mean Forma Technologies Ltd.
What this policy covers
This policy applies to:
Visitors to the Euforma website
Shoppers using Euforma fit tools or experiences
Brands and retailers engaging with Euforma for pilots, trials or services
What data we collect
Depending on how you interact with Euforma, we may collect
Information you give us directly
Name, email address and contact details
Company name and role (for brands and retailers)
Information you choose to provide when joining pilots, waitlists or early access programmes
Fit and shopping-related data (shoppers only, where you consent)
Height, size selections and fit feedback
Body or garment-related information you choose to share
Photos you upload as part of fit experiences, where explicitly agreed
Technical data
Device, browser and usage data
Cookies and similar technologies (see “Cookies” below)
We only collect what we need and never collect sensitive personal data unless it is clearly explained and you actively opt in.
How we use your data
We use data to:
Provide and improve Euforma’s fit experiences and insights
Support pilots, trials and early-stage product development
Communicate with you about Euforma, where you have opted in
Analyse usage and performance so we can make the product better
Meet legal and regulatory obligations
We do not sell personal data.
Legal basis for processing
We process personal data under one or more of the following:
Your consent
Performance of a contract or pilot engagement
Legitimate interests in building and improving Euforma
Legal obligations
You can withdraw consent at any time.
Automated decision-making
Euforma’s fit tools use automated processing and algorithms to suggest clothing sizes and fit guidance.
These recommendations are based on information you provide and garment data supplied by brands. They are designed to support decision-making, not replace human judgement.
You have the right to:
Request an explanation of how a recommendation was generated
Request human review of any automated fit recommendation by contacting us
Sharing data
We may share limited data with:
Trusted service providers who help us run Euforma (for example hosting, analytics or email services)
Brand partners, but only in aggregated, anonymised or clearly consented forms
We do not allow third parties to use your data for their own marketing.
Photos and fit data
We may share limited data with:
Trusted service providers who help us operate Euforma (for example hosting, analytics or email services)
Brand partners, but only in aggregated, anonymised or explicitly consented forms
We do not allow third parties to use your data for their own marketing.
International data transfers
Some of our service providers may process data outside the UK.
Where this happens, we use appropriate safeguards such as:
UK-approved Standard Contractual Clauses
The UK extension to the EU-US Data Privacy Framework
Cookies
Euforma uses cookies to:
Keep the site working properly
Understand how people use the site
Improve performance and experience
You can manage or disable cookies via your browser settings..
Photos and fit data
If you choose to upload photos or fit-related information:
Participation is always voluntary
Consent options are clearly presented
Face visibility is optional where applicable
You can request removal at any time
We design Euforma to be respectful, secure and body-positive by default.
How we protect your data
We use appropriate technical and organisational measures to keep data secure, including access controls and secure hosting. No system is perfect, but we take data protection seriously.
How long we keep data
We keep personal data only for as long as necessary.
Specifically:
Fit Passport and fit-related data will be deleted or anonymised after 24 months of inactivity, unless you ask us to delete it sooner
Contact and pilot-related data is retained for the duration of the relationship and a reasonable period afterwards for legal or operational purposes
You can request deletion at any time, subject to legal obligations.
Your rights
You have the right to:
Access the personal data we hold about you
Correct inaccurate information
Request deletion of your data
Withdraw consent
Object to certain types of processing
Receive your personal data in a structured, commonly used and machine-readable format (data portability)
Complaints and regulatory rights
If you raise a data-protection concern or complaint, we will:
Acknowledge it within 30 days
Provide a full response without undue delay
You also have the right to lodge a complaint with the UK regulator:
Information Commissioner’s Office (ICO)
Website: https://www.ico.org.uk
Contact us
If you have questions about privacy, data use, or want to exercise your rights, please contact us via the details provided on the Euforma website.
Changes to this policy
We may update this Privacy Policy as Euforma evolves. The most recent version will always be available on our website.
Published: January 2026
© Copyright 2026. euforma. All Rights Reserved.