Problem

Online fashion shopping is fragmented, laborious, and visually uncertain: shoppers may have to move across hundreds of product links while lacking a convincing way to see whether a garment will look good on them. That uncertainty is economically meaningful in apparel, where one cited estimate puts the average U.S. online apparel return rate at 24.4%, representing roughly $38 billion in returns. Doji’s primary use case is helping someone decide whether a particular fashion item—especially a designer or luxury piece—feels right by showing it on a personalized likeness before purchase, while also making the discovery process more engaging and shareable.

Product / Service

Doji is an iPhone shopping app built around a photorealistic AI likeness. Users upload selfies and full-body images, receive an avatar, browse personalized looks, try curated products or paste items from anywhere on the internet, remix outfits, follow friends, tastemakers, and brands, and save or share their favorite looks. The app is free and remains invite-only according to its App Store listing; it also advertises a browser extension for trying on products while browsing fashion websites and finding similar items across thousands of brands.

The benefit is a more personal “virtual mirror” that combines inspiration, visualization, and social feedback in one workflow instead of requiring shoppers to search across disconnected retailer sites. Doji’s reported product still has important limits: its try-on images show appearance rather than reliably predicting physical fit, and early users reported occasional likeness and garment-rendering inaccuracies. Purchases were directed to external sites in the reported early version, although the company said it was working to integrate buying into the app.

Market

Doji sits at the intersection of consumer fashion technology, AI virtual try-on, personalized fashion discovery, social commerce, and e-commerce enablement. Its closest alternatives include other virtual-try-on products and Google-backed Glance’s AI shopping-inspiration flow. Doji’s positioning is differentiated less by pure fit measurement than by combining an AI avatar with discovery, styling, sharing, and the ability to try products sourced from across the web. The broader category is commercially attractive: one market estimate put virtual try-on at $15.18 billion in 2025, while online apparel returns create a large retailer-side incentive to improve purchase confidence.

The company appears to be early-stage but has meaningful financing and initial distribution. It raised a $14 million seed round led by Thrive Capital with participation from Seven Seven Six shortly after publicly launching on the App Store, and the app was reported as available in more than 80 countries while still invite-only. The App Store listing shows a 4.1 rating from 146 ratings, indicating early usage but not scale; the evidence does not disclose revenue, GMV, or a user count, so Doji is best characterized as an early commercial product with revenue status undisclosed rather than definitively proven pre-revenue.