Phia Startup Faces Fresh Scrutiny Over 'Cookie Stuffing' Claims

Phia, the shopping startup co-founded by Phoebe Gates and Sophia Kianni, is facing renewed criticism over its alleged business practices. Reports suggest that the founders were aware of 'cookie stuffing'—a technique that artificially inflates affiliate commissions—for several months before the issue became public. The controversy has sparked debates about transparency and ethics in influencer-led startups. Neither Gates nor Kianni has publicly commented on the latest allegations, but the company has previously denied any wrongdoing. As the scrutiny intensifies, industry observers are questioning the oversight mechanisms in place at venture-backed consumer startups.