ShopMy has launched Noir, an invite-only personal shopping service that pairs the platform’s highest-spending members with human curators for one-on-one product recommendations via text.

Noir is currently available to ShopMy’s gold and black tier members, the platform’s top spenders, with plans to expand eligibility over time. The service matches shoppers with curators based on brand preferences and style alignment rather than availability.

Curators can use ShopMy’s existing platform technology to review shopper data, including past purchases, saved items, and followed creators, before making recommendations. Artificial intelligence assists with synthesizing that data, but a human curator makes every final recommendation. Beta demand has centered on event dressing, including weddings and black tie occasions, along with clothing and home goods.

The service targets not only traditional influencers but also editors, buyers, and Substack writers who want to monetize curation without producing social content. ShopMy notes that many of its curators come from stylist and editorial backgrounds.

“We’ve observed that many of our creators come from stylist or editor backgrounds; they have made a living monetizing their taste,” said Tiffany Lopinsky, co-founder and President of ShopMy. “Others are personal stylists who’ve been using ShopMy in a non-traditional way to curate shelves for their clients to purchase directly from. This enables all of these curators to do more of what they love, built on a powerful skill set that’s high in demand.”

ShopMy raised $70 million in October 2025 at a $1.5 billion valuation in a round led by Avenir, with participation from Bain Capital Ventures, Bessemer Venture Partners, and Menlo Ventures. The New York-based company reported more than $1 billion in annual platform sales and a network of over 185,000 curators at the time of that funding announcement.

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