PSYKHE is a psychology-based shopping platform that recommends fashion from leading retailers, personalized by your personality. This way, you don’t have to filter through many sites, pages, filters and navigate through things you don’t like. You’ll only see pieces in alignment with who you really are. No more impersonal edits, trend-pushing, and florals for spring.


Why did we build this? Realizing that fashion’s visceral power runs much deeper than society gives it credit for, and that people’s individual style preferences are shaped by their own psychology, we made it our mission to change how the world thinks about clothes. We believe that this type of individual self-knowledge is the antidote to mindless consumption.


We have a diverse founding team with an eye to the world. PSYKHE was founded by Anabel Maldonado, a Canadian fashion journalist with a background in neuropsychology who pioneered the field of fashion psychology, the study of why we wear what we wear. Founding team members include Lead Data Scientist Rene-Jean Corneille, a former quant who wanted to do something meaningful with his AI skills, and Lead Developer Will Palmer, who loves building systems from scratch. We’re backed by founding investor Carmen Busquets, a Venezuelan humanitarian and strategic investor of Business of Fashion, Farfetch, Cult Beauty, Moda Operandi, and Net-a-Porter.


We’re based in London with strong ties to the US, Canada, Europe, Latin America and The Caribbean.


The seed for the idea was really planted when Anabel, a kid growing up in downtown Toronto, began saving her lunch money to buy miniskirts in the late nineties. On some level, she realized that if she was foregoing pizza for clothes, they were never purely functional – something more powerful was at play. Studying psychology in university helped her understand why and how clothes are powerful, and working in the fashion industry confirmed that this knowledge was necessary. We began building PSYKHE in the fall of 2019 and are launching the full platform later this year.