![](https://www.citybiz.co/wp-content/uploads/2025/01/HarryRein.jpg)
New York-based ShopMy, which harnesses the power of influencers to drive sales, has closed a whopping $77.5 million Series B round led by Bessemer Venture Partners and Bain Capital Ventures. Other participants included Menlo Ventures and prior investors, New York-based Inspired Capital and AlleyCorp. Angel investors included YouTube star Camila Coelho, influencers Jett and Campbell “Pookie” Puckett, Yelp’s Geoff Donaker, Gap’s Eric Chan and designer Shea McGee.
The funding round valued ShopMy at $410 million, up from an $80 million valuation in its most recent round in March 2024, The Wall Street Journal said, citing people familiar with the matter.
Roots in MIT
The startup emerged from a research project at MIT, where two of its founders — CEO Harry Rein and Chris Tinsley — studied. The third co-founder, president Tiffany Lopinsky, is an alumnus of Harvard University. Influencers on ShopMy earn commissions via sales triggered by their followers, while ShopMy earns revenues via subscription fees from advertisers and a share of sales from affiliate links.
“By combining the authenticity of creator content with the precision of performance marketing, we’re empowering brands to transform creator partnerships into a scalable performance engine,” said Rein, who earned bachelor’s and master’s degrees in computer science and AI at MIT. “This funding allows us to continue empowering brands to unlock the full potential of creator-driven commerce.”
Commercial Real Estate
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Foxtrot Media
“ShopMy has cracked the code on scaling authentic influence,” said Bessemer partner Jeremy Levine. “By transforming trusted recommendations into measurable performance marketing, they’re pioneering an entirely new approach to commerce.”
Conquering AI Threat
ShopMy, which has focused on beauty, fashion and skin-care marketing, says its platform has more than 100,000 creators that have driven over $352 million in sales of brands, such as Lululemon, Nordstrom and Dior, yielding a 5x return on investment for the brands. It claims more than 550 brands have active subscriptions on ShopMy’s platform. The company plans to use the new funds to expand into more categories such as wellness, and food and beverage, and also expand internationally.
Rein told the Journal his company was poised to ward off perceived threats from AI. “AI has not really infiltrated advertising yet in the way that it’s about to, and when that happens, our theory is that the human-connection recommendation systems are going to become even more dominant,” Rein told the Journal. “That’s when we’ll be well positioned to really become a major player.”