Privacy policy.
Last updated: [12/02/2026]
Alice Ivy is operated by House of Ivy AB (company registration number 559419-5975), a company registered in Sweden. When we refer to “Alice Ivy”, “we”, “us” or “our” in this Privacy Policy, we are referring to House of Ivy AB.
Alice Ivy is a digital wellness platform designed to support cyclical living, self-leadership and holistic wellbeing for women.
We believe deeply in bodily autonomy, informed choices and emotional safety. Respecting your privacy and protecting your personal and health-related data is a core part of that mission.
This Privacy Policy explains how we collect, use, store and protect your information when you use the Alice Ivy app and related services.
By using Alice Ivy, you agree to this Privacy Policy.
1. Sensitive Health Data & Your Consent
Alice Ivy allows you to track and reflect on personal aspects of your wellbeing, including menstrual cycle information, mood patterns, and symptom logs. We recognise that this type of information is sensitive and deeply personal.
For that reason, we only process health-related data that you voluntarily choose to share in the app. Nothing is collected without your active input.
By entering health information into the app, you provide explicit consent for us to process that data in order to deliver the service you requested.
You are always in control. You may withdraw consent at any time by deleting specific data entries or deleting your account entirely.
We do not interpret your data medically, and we do not use it to make medical conclusions about you.
2. Data We Collect
We aim to collect as little data as possible while still providing a meaningful and personalised experience.
Account Data
When you create an account, we may collect your email address and basic login details. This allows you to securely access your account and maintain your subscription.
Health & Wellness Data
If you choose to log it, we may process cycle information, mood reflections, symptom tracking and questionnaire responses. This data exists to support your self-awareness and personal insights inside the app.
Usage Data
We may collect limited technical data such as device type and general app interactions. This helps us understand how the app is functioning and where improvements are needed.
We do not access your personal device content, contacts or unrelated data.
3. Data Minimisation
We follow a data minimisation approach. This means we only collect data that is necessary to:
• operate the app
• personalise your experience
• maintain performance and security
• improve features over time
We do not collect data “just in case,” and we do not build hidden data profiles on our users.
4. Purpose of Processing
Your data is used to deliver the experience you expect from Alice Ivy. This includes:
• providing personalised insights and reflections
• enabling cycle and wellness tracking features
• managing subscriptions and payments
• ensuring the app runs smoothly and securely
• improving the quality and usability of the platform
Your information is never used to manipulate, pressure or exploit you. Our intention is to support self-awareness, not dependency.
We do not sell your personal or health data to third parties.
5. Legal Basis (GDPR-Aligned)
Where applicable, our processing relies on:
• your consent
• the necessity to provide the service you signed up for
• legitimate interests such as app security and performance improvements
If you withdraw consent, we respect that choice and stop processing where legally required.
6. Data Storage & Security
We work with established, trusted providers such as Firebase for secure data storage and Stripe for payment processing.
We apply reasonable technical and organisational safeguards, including encryption and access restrictions, to protect your information.
However, no digital platform can promise absolute security. By using the app, you acknowledge the inherent risks of digital data storage while we commit to doing our best to protect you.
7. Pseudonymisation
Where possible, your health data is stored in a pseudonymised format. This means it is separated from directly identifying details and linked through technical identifiers instead.
This reduces the likelihood that data could be connected back to you personally.
8. International Data Transfers
Because we use global technology providers, your data may sometimes be processed outside your country of residence.
When this happens, we aim to ensure GDPR-level protection standards and recognised safeguards are applied.
We choose partners that take data protection seriously.
9. User Control & Data Ownership
You are not “giving away” your data to Alice Ivy. You are choosing to store it in a tool designed to support you.
You can:
• edit your data
• delete individual logs
• request full data deletion
• delete your account at any time
If you request deletion, we handle it within a reasonable timeframe.
We believe your data belongs to you.
10. Data Retention
We only retain personal data for as long as it is necessary to provide the service or meet legal obligations.
If you delete your account, your associated data is removed unless we are legally required to retain certain information for accounting or compliance reasons.
We do not keep identifiable data indefinitely.
11. Children’s Privacy
Alice Ivy is designed for adults and intended for users aged 18 and over.
We do not knowingly collect data from minors. If we become aware that a minor has created an account, we may delete the account and associated data.
12. Third-Party Services
We rely on selected third-party providers for infrastructure, analytics and payments. These providers operate under their own privacy and security standards.
We choose providers that are widely trusted and used by reputable companies.
13. Policy Updates
As Alice Ivy grows and evolves, this policy may be updated to reflect new features or legal requirements.
When meaningful changes occur, we aim to notify users appropriately.
14. Contact
For privacy questions, concerns or data requests, you can contact:
hello@aliceivy.co