Phia is a free AI shopping app and browser extension that scans 220,000+ retail and resale sites to surface the best price on any fashion item, earning affiliate commissions from 9,600+ brand partners (Reformation, Prada, eBay, Poshmark); it reached 1.5M users roughly 14 months after launching in April 2025.

Celebrity-amplified, founder-led: each funding round is staged as an investor roster reveal engineered to land in Vanity Fair and Reddit simultaneously, while TikTok creator UGC sustains top-of-funnel discovery between press cycles.

1.5M users (mid-2026), $43M raised at a $185M valuation (Series A, January 2026), approximately 128,000 estimated monthly web visits with a -36.1% decline over the recent trend period, 30 active Meta ads as of July 5, 2026, and 302,147 Instagram followers on the brand account; no public revenue figure has been disclosed, though an affiliate-commission model at this partner scale suggests annual revenue in the low single-digit millions.

Co-founder Sophia Kianni at launch (April 25, 2025): "Phia instantly scans 40,000+ sites for deals on the best new & secondhand fashion. No more endless tabs or scrolling. Just smarter shopping, with fashion's best prices in one click."

As of July 5, 2026, Meta ads alternate between "40,000+" and "220,000+" site-count claims in otherwise identical copy, a live A/B on which scale figure drives more App Store installs.

The celebrity investor list is the marketing, not incidentally paired with the capital: co-founders Phoebe Gates and Sophia Kianni built each funding announcement around a roster designed to generate fashion press and pop-culture Reddit threads, converting capital events into user-acquisition campaigns.