Phia, the AI-powered shopping app cofounded by Phoebe Gates and Sophia Kianni last year, has attracted a new crop of A-list investors.
Revealed Friday, the list reads like a “who’s who” of Hollywood, tech and TikTok, with Alix Earle, Alexandre Arnault, Ice Spice, Khloé Kardashian, Charles Porch of OpenAI, Allison Ellsworth of Poppi and more among the biggest names behind the $35.5 million series A funding round, led by Notable Capital, Kleiner Perkins and Khosla Venture. In January, the series A was valued at $185.5 million.
The full catalogue of celebrity backers includes: Ashley Graham, Amy Griffin, Brooks Nader and Sisters, Cait Bailey, Chriselle Lim, Codie Sanchez, Halsey, Jay Shetty, Jessica Alba, Karlie Kloss, Lilly Singh, Lori Harvey, Leila Hormozi, Shaboozey, Olivia Culpo, Sophia Amoruso, Rachel Zoe, Mindy Kaling, Alex Pall and Drew Taggart of The Chainsmokers, Ice Spice, Gunna, Eileen Gu, Sydney Sweeney, Paris Hilton, Priyanka Chopra, Wendi Murdoch, Winnie Harlow and Zack Bia.
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The tech and operators cohort also includes: Vladimir Tenev of Robinhood; Ankur Jain of BILT; Iqram Magdon-Ismal of Venmo; Mellody Hobson, co-chief executive officer and president at Ariel Investments; Naomi Gleit, head of product at Meta; SV Angel; Alex Zaccaria of Linktree; Kevin Hartz of Xoom, and Mati Staniszewski of ElevenLabs.
The robust investment comes a little more than a year after Phia launched in April 2025. It also follows the $8 million seed round pioneered once again by Kleiner Perkins, with participants Kris Jenner, Hailey Bieber, Sara Blakely and Michael Rubin.
“I’ve had the privilege of knowing Phoebe and Sophia since their early days at Stanford, and it has been incredible to watch them grow from ambitious students into two of the most impressive founders I know. They represent the kind of tech entrepreneurs I hoped to support when I started Kode With Klossy, and even more so, the kind of leaders and role models I am so glad our scholars have to learn from,” Kloss told WWD. “I’ve always been excited by the possibilities of how technology can continue to transform the way we experience fashion, and Phia is bringing that vision to life by helping millions of women shop smarter. I’m so proud to support them and be part of their journey.”
With north of 1.5 million users, Phia has expanded to include more than 9,600 retail brand partners, with over 350 million products. It also offers a “companion Shopping Agent” to input discount codes, calculate resale value and offer alternative price options.
“For all its growth, e-commerce hasn’t meaningfully evolved to reflect how consumers actually make decisions,” Gates told WWD ahead of the launch. “Shoppers are navigating an overwhelming number of options across retail and resale, often without the tools to confidently assess value. With Phia, we’ve built an AI-powered platform that brings clarity to that process — personalizing insights in real time so users can make smarter decisions instantly. It’s about delivering the right answer, at the right moment, in just one click.”
