Phia banked €32.48M ($35.5M) in a Seed round supported by a high-profile syndicate of over 30 entertainment figures. The investor list includes actors Sydney Sweeney and Paris Hilton, along with musicians Justin Bieber, The Chainsmokers, Swae Lee, and Dermont Kennedy, and digital creator Cody Ko.
Based in Germany, Phia operates in the consumer goods sector. The company develops functional beverages and wellness products designed to integrate into daily routines. While specific product formulations remain proprietary, the brand focuses on premium positioning within the rapidly expanding "better-for-you" consumer category.
The significant Seed valuation and the heavy involvement of US-based celebrity investors suggest a strategy built on high-impact brand visibility and international cross-over potential. This cap table reflects a growing trend of cultural icons moving beyond endorsements to take direct equity stakes in European consumer startups.
The scale of this raise indicates that European consumer brands are increasingly capable of attracting late-stage volumes of capital at the earliest phases of their development, provided they possess clear global marketing leverage.
Originally reported by Tech Funding News.