In 2020, Harry Rein seized the opportunity to embark on an entrepreneurial venture, co-founding ShopMy alongside Chris Tinsley, a fellow MIT alum, and Tiffany Lopinsky, a former colleague. Fueled by a shared vision to revolutionize the creator industry and streamline content monetization, ShopMy swiftly evolved into a dynamic affiliate platform, bridging the gap between over 1,000 brands and 50,000 creators.
As the driving force behind ShopMy, Harry leads with unwavering determination. ShopMy’s commitment to excellence and innovation has positioned it at the forefront of the creator economy. In under two years, its creator network quintupled while achieving a sevenfold increase in revenue. The platform has been embraced by beauty industry leaders and recognized as a catalyst for driving exponential growth for both brands and creators alike—most recently, closing a Series A at $26 million with leading investors including creators themselves.
ShopMy has provided a streamlined platform that enables gifting initiatives, commission codes, and communication management, all in one place. On average, ShopMy brand partners earn a monthly sales volume of $40,000 and achieve an impressive 20x return on investment. With these cutting-edge features, ShopMy redefines the landscape of creator-brand collaborations, empowering brands to foster meaningful connections and drive tangible results.
Since ShopMy’s inception in 2020, Harry has worn many hats—engineer, entrepreneur, fundraiser, and leader. His commitment to problem solving has remained unwavering in all of these roles. He constantly challenges the status quo, leads with trust and empathy, and refuses to settle for outdated practices. Instead, he redefines the creator economy and sets the bar for other platforms that want to operate in this space.
BeautyMatter caught up with Harry Rein, Co-Founder & CEO, ShopMy, and BeautyMatter NEXT 2024 Innovator of the Year Finalist.
What does innovation mean to you?
Innovation is about defying convention and envisioning a future that doesn’t currently exist. Then, it’s about fearlessly pursuing that vision and turning it into reality. Successful innovation requires blending these two elements: visionary thinking and effective execution.
What is the accomplishment you are most proud of?
Even more than ShopMy the product, I’m proud of building ShopMy the company. From the start, we’ve embraced a core philosophy of kindness and developed a remarkable team of supportive, driven people. While we have a metrics-focused and competitive approach, we’ve maintained a strong sense of camaraderie, which is really special to be a part of. Innovation is about trying new things and taking risks, making failure inextricably tied to the process.
Everyone wants to be innovative but they fear the consequences of failure. What is your relationship with "failure"?
This may come across as cheesy, but I don’t like to use the word "failure" in the classic, business sense. Just as we wouldn’t say a child failed for falling off a bike, setbacks are simply part of the journey toward achieving ultimate goals.
At ShopMy, around 40% of the features we build are ultimately disabled as we move on to the next idea. However, we don’t see these as failures; instead, they are essential stepping stones that pave the way for future, company-defining products, such as Lookbooks or Opportunities.
True innovation often spurs imitation. How do you ensure you maintain the competitive edge your innovation provided?
I frequently reflect on the Oscar Wilde quote, "Imitation is the sincerest form of flattery that mediocrity can pay to greatness." While it may sound blunt, it underscores that being copied means you’ve introduced a new and superior approach or way of thinking. At ShopMy, we don’t dwell on competitors. Our focus remains on our clear vision for both the product and the company. Our efforts are directed toward realizing our goals and staying ahead through continuous improvement.
It is easy to be disruptive in the early stages of a business but organizational culture often resists change and innovation. How have you built a culture that will continue to support innovation as you scale?
We’ve fostered a culture that blends vision with precision. Our team includes both forward thinkers who focus on long-term goals and detail-oriented perfectionists who ensure our work is executed flawlessly. For instance, while I tend to focus on what’s 1–3 years ahead, Tiffany, ShopMy’s COO and Co-Founder, tends to concentrate on the immediate. This dynamic can lead to heated discussions, but ultimately results in stronger Outcomes. As long as we maintain this balance between visionary thinking and meticulous execution, I’m confident ShopMy will continue to stay at the forefront of innovation.
What advice would you give to the next generation of innovators?
I love this question and am going to cheat by giving a few responses.
1. Start Building. There’s never a perfect moment to become an entrepreneur—life often gets in the way of finding the time and energy to build something from scratch. But if it’s important to you, make it a priority.
2. Stay Focused. Ignore the noise from others and remember that all ideas seem rough at the beginning. It can be hard for people to see what you envision if they are focused on the present. Take feedback thoughtfully, but don’t let it deter you.
3. Share the Journey. Surround yourself with exceptional people and rely on them for support and inspiration. Some of my favorite moments at ShopMy revolve around enjoying celebratory drinks with my co-founders after achieving a milestone.
I believe there is nothing more powerful than creating something from nothing. For those of you just getting started, I’m excited for you.
What excites you about the future of the industry?
When ShopMy launched in 2020, the industry was entrenched in a rigid system of strict creative briefs, flat-fee payments, and partnerships based on views. This led to a repetitive cycle where brands dictated content to influencers with large followings, resulting in formulaic product endorsements. Consequently, consumer trust eroded as the content felt inauthentic and disconnected.
Over the past four years, we’ve shifted this paradigm. We believe creators should authentically share their favorite brands and be rewarded based on the sales they drive. Simultaneously, brands need a streamlined process to discover and connect with the right creators. And while opaque analytics were the norm in 2020, we believe that both sides should have access to rigorous performance analytics that empower them to make the best decisions about their businesses.
Looking ahead, our focus is on recognizing creators as curators. Today’s consumers seek personalized recommendations from trusted voices. Whether it’s general skincare advice or specific content like “makeup for my skin tone and hair color,” people are drawn to curators who understand their unique needs. This shift transforms advertising into a more genuine
experience, with creators acting as filters of quality amidst the noise. Consumers will increasingly turn to curators they trust, making the advertising landscape more authentic and engaging. At ShopMy, we aim to lead this evolution by providing both creators and brands with the tools, metrics, and expertise they need to grow their programs—all from one platform.
Where do you find your inspiration?
I love nonfiction and regularly delve into books by industry leaders. My recent reads include Every Moment Matters by John O’Sullivan, The Score Takes Care of Itself by Bill Walsh, and Platform Revolution by Geoffrey Parker, Marshall Van Alstyne, and Sangeet Paul Choudary. Additionally, I’m an avid podcast listener and enjoy tuning in during my commutes. Some of my favorite shows are This Week in Startups, SaaStr, and The Twenty Minute VC.
