Effective 18 September 2026
Most beauty sites make money by being paid to show you things. We don't. Our business model is the data. We tell brands, in aggregate, what people actually want, and that only works because people tell us the truth, including the unflattering truth.
Which is why nothing on this site is sponsored, promoted or paid for. We do not sell your data to advertisers. We do not target you. We do not build advertising profiles. There is no version of this where showing you something is worth more to us than knowing what you really think of it.
If you are interested in understanding the mission of our business, we have written about it in The Beauty Data Gap (And How We're Fixing It), and Rolodex Media has written about it in Beauty's Next Billion-Dollar Company Won't Sell Lipsticks — It'll Sell Data.
However you use the site. We watch how it is used, and we would rather say that plainly than bury it. Which shades you open. Which you hold up against each other. What you save, what you reject, and the reasons you give. What you search for. What you look at and walk away from. What you go on to explore next. And when you click through to a retailer. This is tied to a random identifier for your browser, not to your name.
That record is the product. It is how we can tell a brand that the people rejecting their lightest shade are going to a competitor's, rather than guessing at it from a survey panel.
If you don't sign in, the shades you save stay in your browser, on your device. Clear your browser data and they are gone.
If you sign in with Google, we receive your name, email address and profile picture. Nothing else, and never your password. Your opinions are then stored with your account so they follow you between devices.
If you answer the optional questions, we store your undertone and your skin depth, so that what we suggest is closer to right. Both are optional, and you can change or clear them whenever you like.
We do not ask for your ethnicity, your health, or anything of that kind.
Aggregated patterns across many people: how often one shade is compared against a competitor's, what people who rejected a product chose instead, which undertones a range is missing.
Brands never receive your name, your email, or a record of your individual choices. They receive totals, not people. We do not sell or share personal information about you, to brands or to anyone else.
When you tap through to a retailer, we record that you clicked. We do not know whether you bought anything, and the retailer does not tell us. If that ever changes, we will say so here first.
There are no advertising cookies and no third-party ad trackers on this site. We use first-party storage to keep your session and remember your opinions on your device, and analytics to measure how the site is used.
If you are in Europe we ask before any of that is stored. Until you answer, nothing persists: analytics run in memory for that visit only, and nothing follows you to a later one. Elsewhere the site runs with analytics on and you can decline at any time. Either way we remember your answer, so we stop asking.
A small number of service providers, acting only on our instructions and not permitted to use your information for their own purposes: hosting and database, sign-in, product analytics, and, only when you ask us to find a product we do not already stock, a web search service and an AI service that reads the retailer's page for shade names and colours. Those last two see only what you typed. If you would like to know who any of them are, email us and we will tell you.
Your information is stored in the United States and protected by the contractual terms we hold with each provider.
Wherever you are, you can ask us for a copy of what we hold about you, ask us to correct it, ask us to delete your account and everything attached to it, or withdraw a consent you gave. Email lily@barefaced.media and we will action it within 30 days. It costs you nothing and we will not make it difficult.
If you are in Australia and unhappy with how we handled a request, you can complain to the Office of the Australian Information Commissioner. In the UK or the EU, to your local data protection authority.
Unfiltered is not for people under 16 and we do not knowingly collect information from anyone under 16. If you think a child has given us information, email us and we will delete it.
If we change what we do with your information in a way that matters, particularly what brands receive, we will update this page and tell account holders before it takes effect. The date at the top is when this version came into force.
Unfiltered Intelligence, Inc. lily@barefaced.media