Phia, an AI-powered shopping platform and browser extension co-founded by Phoebe Gates and Sophia Kianni, has closed an oversubscribed $35.5M Series A, bringing total funding to $43.5M atop earlier backing from Notable Capital, Khosla Ventures, and Kleiner Perkins. The raise came with a roster of 30-plus celebrity and tech investors, including Khloé Kardashian, Jessica Alba, Paris Hilton, Priyanka Chopra Jonas, and Robinhood CEO Vlad Tenev, which the company casts as a bet that shopping discovery now runs on creators and tastemakers.
Phia scans more than 350M products across nearly 10,000 retail brands spanning contemporary, resale, and luxury to help shoppers compare prices and find resale alternatives, and says it has topped 1.5M users in about a year while cutting return rates by 50%. The money goes toward expanding its AI shopping infrastructure and personalized commerce tools.
