Checkout is where tracking, urgency, and repeated-visit pressure are easiest to feel. It is the clearest place to prove the product works.
ABOUT
cloak gives people breathing room online.
Founded by Vivian Yang, cloak is a privacy defense layer for people who want websites to know less, push less, and stop turning invisible profiles into pressure.
BlockCut hidden collection before it compounds.
BlurMake shoppers harder to sort and squeeze.
WarnShow pressure before it becomes the default.
Most people already use workarounds like incognito tabs, burner emails, VPNs, or ad blockers because they do not trust what sites are doing.
cloak is meant to make the session easier to read: what got blocked, what got reduced, and when the page started acting suspicious.
Checkout is the first proving ground. The same defense pattern matters anywhere a page starts using tracking, urgency, or profile advantage against the user.
About
The founder story behind cloak.
cloak is built around a simple belief: people should be able to compare, think, and buy without being quietly measured into someone else’s advantage.
People already change tabs, devices, and sessions because they do not trust what checkout pages are doing. cloak is built for that exact moment.
Why we made it
cloak started from identity-fraud fallout during midterms at Berkeley and the feeling that the internet quietly knows too much while asking for trust before it has earned it. We made cloak for the moment a person realizes they are changing tabs, emails, browsers, and habits just to feel safe enough to make a normal decision.
What changed
The internet became good at recognizing, nudging, and sorting people before they understand what is happening. cloak’s answer is not fear. It is clarity: show what is being collected, reduce what makes a person easy to profile, and give them a calmer way to move through the page.
Founder story
Vivian Yang is building cloak from lived experience, not from a dashboard optimization problem. The product is meant to feel clear and steady for the user: honest about risk, gentle in the interface, and firm about protecting the person rather than extracting more from them.
Why this has to exist
We are building toward a more fair world online: one where people can compare prices, read offers, and make choices without being quietly pressured by invisible profiles. cloak exists to give users more dignity, more leverage, and more room to breathe.