What Mys Tyler does

Mys Tyler is a Sydney-based fashion technology company operating a body-matching platform targeting the $85 billion women's apparel fit problem. The company was founded in 2021 by Sarah Neill and is incorporated as Mys Tyler Tech Pty Ltd in New South Wales, Australia. The platform serves two primary customer segments: (1) women consumers seeking body-relevant fashion inspiration and styling advice, and (2) fashion brands seeking authentic user-generated content (UGC) on diverse body types. The platform reports a community of 650,000+ women across 8 countries (US, UK, Australia, Canada, New Zealand, India, Philippines, South Africa), supported by 2,100+ active Fashion Contributors who have shared 60,000+ outfits and built relationships with 6,000+ brands.

The product portfolio operates in three layers. The consumer layer is a mobile app (iOS and Android) built around a proprietary FIT Algorithm that matches users with "body doubles" — fashion contributors sharing their height, shape, and size — plus an AI Stylist conversational feature for natural-language fashion advice, and a "Brands For Your Body" discovery portal. The B2B SaaS layer includes FitCheck (a 2-line UGC embed for fashion e-commerce product pages), the Collaboration Hub (DIY creator gifting and campaign management), and a $500/month or $5,000/year UGC subscription. The data layer comprises Mys Tyler Insights (country-level body-data reports) and an annual Trend Report, with the inaugural 2025 edition drawing on 650,000+ shoppers, 2,100 creators, and 60,000 outfits.

Mys Tyler monetizes through three revenue streams: B2B UGC subscriptions and content licensing (primary), affiliate commerce with 80% commission pass-through to creators across the 6,000+ brand affiliate network, and an optional consumer premium app subscription. Total disclosed funding is approximately $1.79 million across four rounds (Antler, Mirvac Ventures, LVT Capital, Goodwater Capital) from 2020 to 2024. The company has 11-50 employees and operates with a product-led, community-led, and enterprise field-sales hybrid go-to-market motion.

Name

Mys Tyler

Legal name

Mys Tyler Tech Pty Ltd ABN 98 640 037 074

Website

https://mys-tyler.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Mys Tyler is a Sydney-based fashion-tech platform that matches women with fashion creators sharing their height, shape, and size via a proprietary FIT Algorithm. It serves 650,000+ consumers globally while offering B2B UGC and FitCheck tools to 6,000+ fashion brands.

Ownership category

akta.pro rank

Product category

Fashion Technology / Body-Inclusive Fashion Discovery Platform

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Personal Styling for Plus-Size & Inclusive Fit (HSACAJAI)

Keywords

• Body matching algorithm
• Fashion creator platform
• User generated content
• Body inclusive fashion
• Personalized styling app

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. B2B UGC Subscription (Collaboration Hub): Monthly or annual subscription for fashion brands to access creator casting, campaign management, content licensing (12 months digital rights), and content hosting. Includes monthly credits for creator collaborations at $150 minimum gift value per creator.
2. Affiliate Commerce: Commission earned when users shop through affiliate links in creator posts. 80% of commission passed to contributors. Pink shop buttons indicate affiliate links. Commission varies by brand, up to 90 days settlement.
3. Premium App Subscription: Optional subscription tiers for end consumers providing access to enhanced features beyond the free core app. Auto-renews monthly unless cancelled. Managed through App Store and Google Play.
4. Content Licensing: 12-month worldwide digital content rights for UGC assets (1 video + 2 images per creator) included in Collaboration Hub subscription.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Mys Tyler operates a body-inclusive fashion platform anchored by a consumer mobile app that matches women with fashion contributors sharing their height, shape, and size via a proprietary FIT Algorithm. It monetizes through a freemium consumer app, affiliate commerce commissions on creator-tagged shoppable outfits, and a B2B Collaboration Hub subscription where fashion brands cast creators, run gifting campaigns, and license UGC content with 12-month digital rights.

Product overview

Mys Tyler is a body-inclusive fashion platform built around a core mobile app that matches women with fashion contributors (body doubles) sharing the same height, shape, and size via a proprietary FIT Algorithm. The platform's product portfolio spans three layers: (1) Consumer — the Mys Tyler App (with AI Stylist, Brands For Your Body discovery, and daily outfit inspiration), plus the Fashion Fits Podcast and Trend Report; (2) B2B SaaS — FitCheck (UGC embed for product pages), the Collaboration Hub (creator gifting and campaign management), and the Brands UGC Subscription; and (3) Data/Insights — Mys Tyler Insights (aggregate body-data reports by country) and the Trend Report. The platform monetizes through affiliate commissions, creator brand collaborations, and B2B subscription plans, serving over 650,000 women globally and partnering with brands such as Lee, Princess Polly, City Chic, Torrid, and Lane Bryant.

Differentiator

Problem solved

Functional benefit

Products and services

• Mys Tyler App Mobile app (iOS/Android) serving as the core Mys Tyler platform — a community of women sharing body data and outfits, matched by the FIT Algorithm to connect users with fashion contributors of similar height, shape, and size for body-relevant fashion inspiration, styling advice, and product recommendations.
• FitCheck B2B product for fashion e-commerce that embeds Mys Tyler's UGC into brand product pages as an interactive fit experience, displaying real women in real sizes alongside structured fit data to increase purchase confidence and reduce returns.
• Collaboration Hub DIY B2B platform enabling fashion brands to cast creators, run gifting collaborations, and download UGC with 12-month digital content licenses; includes campaign management, content hosting, and access to thousands of approved creators across US, Canada, Australia, and NZ.
• Brands For Your Body Branded storefront within the Mys Tyler app where users enter their size and height to discover brands recommended by fashion contributors of matching body dimensions, with shoppable affiliate links; showcases 23+ brands including Nordstrom, Madewell, Universal Standard, Torrid, and Lane Bryant.
• AI Stylist AI-powered conversational styling feature within the Mys Tyler app that answers natural language fashion questions (e.g., 'What to wear to an interview?') by combining the user's body profile with community-sourced outfit data; marked as NEW on the platform.
• UGC Subscription (Brands) Monthly or annual B2B subscription ($500/month or $5,000/year) giving fashion brands access to the Collaboration Hub with creator casting, campaign management, content licensing (12-month digital rights), and content hosting, providing 5 credits per month for gift-only creator collaborations (minimum $150 voucher per creator, yielding 5 videos and 10 images monthly).
• Mys Tyler Insights Publishes depersonalized, aggregate body-data reports from the Mys Tyler community across multiple countries (US, UK, Australia, New Zealand, Canada, India, Philippines, South Africa), covering average dress size, height, bra size, and size-category distribution, plus fashion-week representation data.
• Mys Tyler Trend Report Annual fashion trend publication analyzing styles shaping women's wardrobes, drawing from platform data (650,000+ shoppers, 2,100 creators, 6,000 brands, 60,000 outfits); inaugural 2025 report identified denim, lace, animal prints, and maximalism as key trends.
• Fashion Fits Podcast Podcast hosted by Sarah Neill (Mys Tyler founder) exploring fashion's biggest problems including size inclusivity, circular economy, representation, and sustainability with guest fashion experts and industry leaders.

Quantifiable outcome

• 86% of women are more confident as a result of using Mys Tyler
• +6 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability8 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• App Store (Apple)coreChannel Partner/ Reseller/ DistributorDistribution partnership for Mys Tyler mobile app through Apple's iOS App Store. Subscription payments processed through App Store billing system. App available for iPhone with platform-specific features.
• Google Play StorecoreChannel Partner/ Reseller/ DistributorDistribution partnership for Mys Tyler mobile app through Google Play. Subscription payments processed through Play Store billing system. App available for Android devices.
• 6,000+ Fashion Brands (Affiliate Partners)coreGTM or Marketing PartnerAffiliate partnerships with fashion brands enabling shoppable links in creator posts. Brands include Nordstrom, Madewell, Universal Standard, Torrid, Lane Bryant, ELOQUII, ASOS, and others. Creators earn 80% commission pass-through when community shops their tagged items.
• Lee (VF Corporation)minorGTM or Marketing PartnerUGC creator collaboration with denim brand Lee. Gift-only collaborations with creators showing Lee products on diverse body types. Featured brand on platform.
• Wrangler (Kontoor Brands)minorGTM or Marketing PartnerUGC creator collaboration with denim brand Wrangler. Gift-only collaborations showcasing Wrangler products on real women.
• Princess PollyminorGTM or Marketing PartnerAustralian fashion brand partnership for UGC creator collaborations. Gift-only collaborations with fashion contributors.
• City ChicminorGTM or Marketing PartnerPlus-size fashion brand partnership for UGC creator collaborations. Featured brand with significant post volume on platform.
• Embody WomenminorGTM or Marketing PartnerBrand collaboration testimonial: 'It was so wonderful to find diverse and passionate creators to work with that elevated our brand. Mys Tyler made the process of finding and working with them so easy.' - Natalie, Embody Women
• Fashion Creators (2,100+ contributors)coreGTM or Marketing PartnerCreator network of 2,100+ Fashion Contributors sharing outfits, tagging brands, and earning commission. Creators from US, Canada, UK, Australia, New Zealand. Earn commission, get free clothes via brand collabs, access events.
• Insights ExchangeminorStrategic or Co-development PartnerIndependent verification and analysis of Mys Tyler sizing data. Australian sizing insights data independently verified by global market research company.
• PureprofileminorStrategic or Co-development PartnerAustralian-owned Data and Insights business commissioned for Fashion & Confidence 2022 Survey. Sampled 1,000 Australian women aged 18-65+ aligned with ABS census statistics.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cladwell: Cladwell is an outfit recommendation app that helps users discover what to wear from their own closet through daily style prompts. It overlaps with Mys Tyler's daily outfit inspiration and AI styling functionality for the same core audience of women seeking body- and style-relevant fashion ideas.
• True Fit: True Fit is a B2B fit and sizing recommendation platform embedded into fashion e-commerce sites, using shopper data to predict fit and reduce returns. It directly overlaps with Mys Tyler's FitCheck product in solving the apparel fit problem for brands through body/sizing data — though True Fit focuses more on algorithmic size recommendations than visual UGC.
• Stitch Fix: Stitch Fix is an AI-powered personal styling service that combines data science with human stylists to send curated clothing boxes to women. It shares Mys Tyler's core premise of using personal data (size, style preferences) to deliver body-relevant apparel recommendations, and represents a more established, scaled version of Mys Tyler's styling vision.
• Whering: Whering is a UK-based digital wardrobe and outfit inspiration app that lets users catalog what they own and discover new looks. It directly competes with Mys Tyler's consumer app on the outfit inspiration and styling use case, though with a personal-wardrobe focus rather than Mys Tyler's body-double matching.
• Stylebook: Stylebook is a personal styling and wardrobe management app that helps users plan outfits, track what they wear, and discover style inspiration. It is comparable to Mys Tyler as a consumer-facing styling app for women, though it leans more toward personal wardrobe digitization than social/UGC-driven body matching.

Emerging players

• ShopMy: ShopMy is a creator commerce platform that enables influencers to monetize shoppable content through affiliate links with luxury and contemporary brands. It overlaps with Mys Tyler's affiliate commerce and creator collaboration offerings, focusing on a more premium brand and creator cohort.
• Bold Metrics: Bold Metrics provides AI-driven body measurement predictions for apparel e-commerce, helping brands reduce returns through better size recommendations. It overlaps with Mys Tyler's Body Data Platform and sizing insights work, but focuses on algorithmic measurement extraction rather than community-collected body data.

Broad incumbents

• Yotpo: Yotpo is an established e-commerce marketing platform offering UGC, reviews, loyalty, and SMS among other products. Its UGC and reviews modules compete with Mys Tyler's FitCheck and Collaboration Hub on the B2B side, though as a much broader platform not specializing in body/fit-specific UGC.
• Pinterest: Pinterest is a visual discovery and inspiration platform widely used for fashion and outfit ideas. It serves the same top-of-funnel outfit inspiration use case as Mys Tyler's consumer app, with vastly greater scale, and is increasingly integrating shoppable affiliate features that compete directly with Mys Tyler's shop-the-look functionality.
• LTK (rewardStyle): LTK (formerly rewardStyle) is the largest creator-led shopping platform, connecting influencers to brands through affiliate links and shoppable content. It directly competes with Mys Tyler's affiliate commerce model and creator brand collaborations, though at much larger scale and without Mys Tyler's body-matching angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/mys_tyler
• YouTubeyoutube.com/c/MysTyler
• Facebookfacebook.com/my.mys.tyler
• LinkedInlinkedin.com/company/mys-tyler
• Instagraminstagram.com/mys.tyler
• TikToktiktok.com/@mys.tyler

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mys Tyler