Phia's founders, Phoebe Gates and Sophia Kianni, have been accused of "cookie stuffing" for the fashion startup, according to Bloomberg. “Cookie stuffing” is a practice known for brands taking affiliate credit on purchases when they did not help generate the sale. The startup raised nearly $40 million in funding with investors like Khloé Kardashian, Hailey Bieber, Sydney Sweeney, Robinhood CEO Vlad Tenev, Paris Hilton, and more.