Phia AI Shopping App Raises $8 Million with Hailey Bieber & Phoebe Gates Backing
Phia, an AI-powered shopping app founded by Phoebe Gates and Sophia Kianni, has raised $8M in seed funding with support from Hailey Bieber, Kris Jenner, and Sheryl Sandberg. Here’s how it’s redefining fashion tech.
The New Intersection of AI and Fashion
In a world where luxury, accessibility, and technology collide, Phia has emerged as a transformative player in the fashion-tech ecosystem. Co-founded by Phoebe Gates, daughter of Bill and Melinda Gates, and climate activist Sophia Kianni, Phia has already amassed over 500,000 users since its April launch (Business of Fashion).
The app is designed to give consumers what they crave most: clarity in the chaos of modern shopping. By harnessing artificial intelligence, Phia compares prices across platforms, estimates resale values, and even predicts price drops on everything from cult handbags to viral sneakers.
Backed by Celebrity & Silicon Valley Power
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In June 2025, Phia secured $8 million in seed funding, led by venture capital giant Kleiner Perkins. The round also drew high-profile investors, including Hailey Bieber, Kris Jenner, and former Meta executive Sheryl Sandberg (TechCrunch).
For Hailey Bieber, whose Rhode beauty line is already reshaping Gen-Z skincare, backing Phia signals a belief in AI as the next frontier of consumer culture. Kris Jenner’s involvement cements the Kardashian-Jenner family’s ongoing influence in luxury, commerce, and tech-backed ventures.
Why Phia Matters in the Future of Fashion
Unlike traditional shopping platforms, Phia is positioned as a digital concierge for the modern consumer. Its browser extension and app allow users to:
Compare prices for both new and resale items in real time.
Estimate long-term value of luxury purchases (critical for bags like Hermès or Chanel).
Track price fluctuations across multiple retailers.
Receive personalized product recommendations powered by AI, based on browsing behavior, preferences, and budget (Vogue Business).
In many ways, Phia’s promise echoes the shift seen in resale giants like The RealReal or Vestiaire Collective. But where those platforms center on consignment, Phia is offering users predictive power, a financial lens on fashion consumption.
A Founders’ Vision Rooted in Innovation
For Phoebe Gates, launching Phia is not just a business venture, it’s a continuation of her commitment to female-driven innovation. Gates has long championed women’s leadership in STEM and climate activism, and Phia combines both passions with commerce.
Sophia Kianni, meanwhile, is a climate activist and founder of Climate Cardinals. Her focus ensures Phia doesn’t just scale for growth but aligns with sustainable shopping behaviors, nudging consumers toward smarter, longer-lasting purchases (Forbes).
What’s Next for Phia
With its newly secured funding, Phia plans to expand its team of engineers and AI researchers. The roadmap includes launching an AI shopping agent capable of generating even more personalized recommendations, blending luxury discovery with practical, budget-conscious insights.
In an industry where Gen Z values transparency, resale, and personalization, Phia is setting the tone for how digital natives will shop in the next decade.
As the company collaborates with brands like Cult Gaia and Revolve, it’s clear: Phia isn’t just about finding the best deal, it’s about reshaping the very act of shopping as a cultural experience.
Conclusion
The story of Phia is bigger than another startup success. It’s a cultural statement: the blending of celebrity influence, tech innovation, and fashion’s future. With names like Hailey Bieber and Kris Jenner behind it, Phia is poised not just to disrupt, but to dominate.
The question is no longer whether AI will transform fashion, it’s how quickly apps like Phia will make smart shopping the new luxury standard.
