Privacy Policy

Who we are

Allele (“we,” “us,” “Allele”) runs allele.app, a suite of quiz-based personalization tools including Shade DNA (color season analysis) and Vibe DNA (aesthetic archetype analysis). We’re a small independent publisher. Our contact email is listed at the bottom of this page.

What we collect

When you take a quiz, we collect the answers you provide. These are used to generate your result and, if you choose, to personalize the welcome email we send you.

If you submit your email address, we store it along with your quiz result and send it to our email provider (Beehiiv) so we can deliver the welcome guide and occasional updates.

We use two analytics services to understand how the site is performing:

• Google Analytics 4: measures page visits, quiz completions, and product clicks. Uses cookies.
• PostHog: tracks user journeys through the quiz funnel to improve the experience. Uses cookies.

Both tools anonymize IP addresses where possible and do not receive your email or quiz answers. They only see aggregate behavior patterns.

Cookies

We use cookies for three purposes: running the analytics tools mentioned above, remembering your quiz progress if you navigate away, and tracking affiliate referrals to Amazon and ShopMy. You can opt out of non-essential cookies using the banner at the bottom of your first visit, or by clearing cookies in your browser settings.

Affiliate links

Allele earns commissions when you purchase products through links on our site or in our emails. We participate in the Amazon Associates Program and ShopMy. Clicking an affiliate link may leave a cookie from that retailer that credits us for a sale within a certain window (usually 24 hours to 90 days depending on the program). For full details, see our Affiliate Disclosure.

How we use your email

If you provide your email, we use it to:

• Send your personalized welcome guide for your color season
• Send occasional updates when we launch new quizzes or seasonal product refreshes
• Send educational content about color analysis and personal style

You can unsubscribe at any time using the link at the bottom of every email. We do not sell, rent, or share your email address with any third party other than Beehiiv (our email provider) for the sole purpose of delivering these emails.

Your rights

You have the right to request a copy of the data we hold about you, request correction or deletion of your data, opt out of analytics tracking, and unsubscribe from all emails. To exercise any of these rights, email us at the address below. We respond within 7 days.

If you’re in the EU or UK, you have additional rights under the GDPR including the right to data portability and the right to lodge a complaint with your local data protection authority.

Data retention

We keep quiz results and email addresses for as long as you remain subscribed. If you unsubscribe, we remove your email from our active list within 48 hours. Aggregated analytics data may be retained for up to 2 years for trend analysis.

Children

Allele is not directed to children under 13. We do not knowingly collect data from children. If you believe we have collected data from a child, please contact us and we will delete it.

Changes to this policy

We’ll update this page when our practices change. The “Last updated” date at the top of this page reflects the most recent revision.

Contact

Questions? Email us at hello@allele.app.