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December 2025 Update
A Letter From the Founders
December 15, 2025
Dear Investors,
As we move into the final months of the year, we're excited to share several meaningful milestones from December that continue to bring us closer to our mission of building the leading AI-powered search and discovery platform for modest fashion.
  • Product Improvements: We continued making rapid enhancements to the app, resolving over 100 bugs reported by testers and strengthening the overall experience across search, filters, and navigation.
  • R&D Sprint: Our team completed an intensive two-week R&D development sprint focused on refining the technical foundations of our AI systems.
  • AI Innovations: We began development on our in-app AI chatbot and kicked off improvements to our computer vision model, both of which will play key roles in powering a more intuitive and intelligent search experience.
  • Team Growth: We welcomed a new Community Partnerships Manager, expanding our efforts to build meaningful relationships with creators, brands, and community members.
  • Waitlist Expansion: Our waitlist continues to grow steadily month-over-month, signaling strong early interest in MDST Market and providing a valuable pipeline of users for our upcoming Q1 launch.
  • Launch Focus: Based on continued feedback and strategic prioritization, we honed the scope of our upcoming launch to focus exclusively on our core value proposition: AI-driven Search.
As always, if you have any questions, feel free to click the "Email Us" link at the top of the page.
With gratitude,
December 2025 Progress Report
Team Growth
In December, we expanded our team by welcoming a new Community Partnerships Manager to strengthen our relationships with creators, brands, and community organizations. This role will play a key part in accelerating partnership development and supporting community-driven growth across the MDST ecosystem.
Safiya Hasan
Community Partnerships Manager
MA, Harvard University
BS, University of Virginia
Product Development
📈Ongoing App Improvements
December was a high-velocity month for refinement and stabilization. Testers reported over 100 bugs across search, filters, navigation, and onboarding flows. Our engineering team resolved the majority of these issues, resulting in a smoother, more reliable experience and laying the groundwork for continued user testing in early 2026.
🕵️Two-Week R&D Sprint
We completed a focused two-week R&D sprint dedicated to exploring technical enhancements that will support personalization, semantic understanding, and performance at scale. This sprint allowed the team to validate new architectural ideas, investigate model optimizations, and identify efficiencies that will improve responsiveness across the app.
🤖AI Chatbot Development
We began development on our in-app AI chatbot, which will serve as an intelligent discovery companion. The chatbot will help users find products using natural language, clarify modesty needs, and provide guided search assistance—making discovery feel more conversational and intuitive.
👀Computer Vision Model Improvements
We kicked off work on enhancing our computer vision model, with a focus on better recognizing modesty-specific attributes such as fit, coverage, opacity, and silhouette. These improvements will strengthen the accuracy of filters, reduce manual tagging requirements, and power a more consistent search experience across brands and retailers.
🚀Launch Scope Refinement
After analyzing tester feedback and technical priorities, we refined the scope of our public launch to focus exclusively on Search. This strategic decision allows us to concentrate resources on delivering a world-class, AI-driven discovery experience before expanding into additional modules of the marketplace.
Marketing & Commercials
This month maintained steady momentum as we continued growing our online community, achieving 50% month-over-month follower growth across our core channels. While our marketing team focused on product-focused content, consistent posting, and early audience education, the largest contributor to this surge was a simple but meaningful creative shift: introducing a Black hijabi woman into our ads. This more inclusive representation resonated strongly with audiences and significantly expanded our reach. We also continued refining our messaging and creative direction to support our upcoming go-to-market initiatives.
Administrative
This month remained largely steady on the operations side. We continued prioritizing a healthy run rate, reducing nonessential expenses, and directing spend toward product development and go-to-market essentials. Our focus remains on maintaining strong operational discipline while preparing the foundation for a successful launch.
What's Next?
Over the next month, we will continue refining the product with an even sharper focus on strengthening our core search capability—the foundation of our Q1 launch. We’re bringing on an additional developer in January who is also part of our target demographic, allowing us to blend engineering velocity with lived user insight as we polish the experience.
We will maintain a steady cadence of hands-on testing through guided walkthroughs, surveys, and iterative feedback cycles to ensure the product meaningfully solves the real challenges faced by modest shoppers. In parallel, we’re deepening our community outreach to better understand user needs and to sharpen our go-to-market strategy ahead of launch.
Together, these efforts position us to enter Q1 with a more intuitive, accurate, and user-centered search experience at the heart of MDST Market.
The Bottom Line?
Thank you for the trust you’ve placed in us—we work each day to honor it. Wishing you a happy, healthy holiday season and a great start to the new year.
-K + M ☃️