Phia: The Celebrity-Backed Shopping Revolution Redefining Retail

Join the New Wave of Shopping Innovation with Phia: Where Celebrity Influence Meets Cutting-Edge AI Technology!

The world of celebrity investment has taken a vibrant turn with the recent announcement surrounding Phia, an innovative AI-powered shopping assistant co-founded by dynamic duo Phoebe Gates and Sophia Kianni. On May 29, the founders made headlines during their appearance on CBS Mornings, unveiling a star-studded lineup of investors who have contributed to their impressive $35.5 million Series A funding round. Among the illustrious group of backers are A-list celebrities such as Alix Earle, Khloé Kardashian, Sydney Sweeney, and Priyanka Chopra Jonas. They join the ranks of well-known figures like Kris Jenner and Hailey Bieber, who were part of the app's earlier $8 million seed funding round led by the notable venture capital firm Kleiner Perkins in January 2026.

The founders, Gates and Kianni, first crossed paths as roommates at Stanford University, where they shared a vision for simplifying online shopping. Phia stands as a combination of both their names, symbolizing their collaborative spirit. Since its launch, the app has rapidly garnered attention, amassing 1.5 million users and partnering with over 9,600 retail brands. Phia allows consumers to compare products across various segments—contemporary, resale, and luxury markets—enabling them to make informed purchasing decisions while minimizing needless returns. As Gates remarked during their CBS interview, they aimed to engage tech entrepreneurs and influential cultural icons in fashion, reflecting the needs and tastes of modern consumers.

This remarkable growth trajectory for Phia is fueled by its recent celebrity endorsements, as these prominent figures help amplify its visibility and drive user engagement. Beyond the high-profile names already mentioned, a diverse array of other celebrities has also chosen to invest in Phia, including fashion icons like Karlie Kloss and Jessica Alba, authors and entertainers like Mindy Kaling and Halsey, and social media figures such as Ice Spice and The Nader Sisters. Their involvement not only enhances the app's credibility but also speaks to its innovative approach to shopping that resonates with today’s tech-savvy consumers.

Phia's success has not gone unnoticed in the wider tech community. TIME Magazine recently recognized the app as one of its Best Inventions of 2025, a testament to its potential to disrupt the shopping landscape. With projections for nine-figure sales growth this year, the momentum seems unstoppable, suggesting that these celebrity investors are not only lending their names but are also committed to driving Phia's mission forward. With the backing of such influential figures, the app is poised for exciting expansion, promising to reshape how users experience shopping.

As Phia continues to grow, the intersection of celebrity culture and tech entrepreneurship is becoming increasingly relevant. The combination of influence and innovation can create powerful synergies, as seen with Phia's rapid rise. Available for free on iOS devices and via Chrome desktop, Phia is set to attract an even larger user base seeking a modern solution to shopping. The app's approach of streamlining the shopping process while providing users with the best price options positions it as a trendsetter in the retail technology space, enticing consumers and investors alike.

In a world where celebrity culture and technology frequently intersect, Phia embodies a new era of shopping possibilities. It represents a shift in how consumers interact with fashion and retail, allowing them to navigate their shopping experiences with ease. With a stellar lineup of investors and a clear mission, Phia is not just a shopping assistant; it symbolizes a revolution in how we shop, making it an appealing venture for both everyday users and high-profile investors eager to tap into the future of retail. As Phia continues to forge its path in the industry, it's clear that both Gates and Kianni's vision and their star-studded backing will play pivotal roles in shaping the future landscape of shopping.