Westman Atelier and ShopMy Bring Affiliate Shopping to a New York Pop-Up

Quick Facts

Westman Atelier and ShopMy are hosting a three-day pop-up during New York Fashion Week tied to the launch of the $69 Suprême Bio-Complex Liquid Foundation.
ShopMy reached a $1.5 billion valuation after raising $70 million, and the company facilitates over $1 billion in annual GMV across 200,000 creators and 1,200 brand partners.
U.S. affiliate spending is projected to reach $13.81 billion in 2026, with affiliate marketing expected to drive more than $210 billion in ecommerce sales this year.

Westman Atelier and ShopMy are moving affiliate commerce off the screen. The two brands are hosting a three-day pop-up in New York timed to Fashion Week and the debut of Westman Atelier’s first-ever liquid foundation, the Suprême Bio-Complex Liquid Foundation.

The event lets shoppers browse products from founder Gucci Westman’s ShopMy recommendations, get shade-matched with the new foundation, and join a neighborhood walk led by pilates instructor Ashley Patten. Items featured include the Omorpho G-Vest and Leset T-shirts priced at $78.

The foundation retails for $69 and comes in 30 shades. It is built on exosome technology and contains peptides, biocompatible pigments, and amino acid powders. Co-founder David Neville called it the brand’s most consequential launch to date. “It’s obviously the biggest category in prestige makeup, and we don’t really have an anchor liquid foundation like this, so it’s definitely projected to be our biggest collection,” he said.

A Long-Running Partnership Goes Physical

Westman has worked with ShopMy since the platform launched in 2020. Her early endorsement helped build credibility for the then-nascent affiliate network, which has since scaled to a $1.5 billion valuation following a $70 million funding round led by Avenir, with participation from Bain Capital Ventures, Bessemer Venture Partners, and Menlo Ventures.

ShopMy generated an estimated $80 million in revenue in 2025, up 196% from $27 million the prior year, according to Sacra. The company reached profitability for the first time in September 2024. Brand applications to join the platform climbed 244% in 2024 from the year before.

ShopMy president and co-founder Tiffany Lopinsky described the pop-up as an experiment. “The people who are the best at selling are the people who aren’t trying to sell,” she said. The event, she added, will “inspire us to think about long-term how we want to collaborate with brands on things like this. Or do our own retail kind of concept.”

Affiliate Marketing Scales Beyond Digital

The Westman Atelier activation arrives as affiliate marketing becomes a central sales channel for ecommerce brands. U.S. affiliate spending is forecast to hit $13.81 billion in 2026, per eMarketer, with the channel driving more than $210 billion in domestic ecommerce sales this year.

Competitors are pressing their own bets. LTK reported $6 billion in creator-driven sales in 2025 and partnered with Sports Illustrated in April to make its Swimsuit edition shoppable. TikTok Shop runs a quarterly matching program to connect brands with creators across its affiliate network.

ShopMy’s consumer-facing platform, launched in July 2025, introduces a feature called Circles that lets shoppers build personalized feeds from multiple trusted creators rather than algorithmic recommendations. Since launch, the platform has generated more than 30,000 Circles and 150,000 wishlisted products.

Lopinsky frames the company’s strategy around word of mouth as a sales driver, and says the platform’s micro-influencer base, including everyday users sharing affiliate links in group chats, is central to that thesis. The New York pop-up tests whether that dynamic can translate from a phone screen to a physical retail environment.