Infinite Reality acquires virtual shopping platform Obsess
Infinite Reality is expanding its portfolio of companies specializing in extended reality and artificial intelligence, with a new acquisition.
The company announced it would be entering into a definitive agreement to acquire Obsess, a virtual platform that specializes in visual and discovery-driven 3D digital stores and experiences.
Founded in 2017 by Neha Singh, Obsess has worked on digital retail experiences that span across the beauty, fashion, food, beverage, media and entertainment spaces. The company has worked on 3D storefronts for such brands as Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group.
[Related: Urban Skin Rx acquired by American Exchange Group]
Singh, who is CEO of Obsess, will join Infinite Reality as chief innovation officer to help develop new products that change the way consumers and brands interact online.
“Obsess’ stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” said John Acunto, co-founder and CEO of Infinite Reality. “Neha and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalized experiences.”
Infinite Reality’s vision of enabling accessible, device-agnostic immersive experiences aligns perfectly with Obsess’s demonstrated ability to deploy brand projects across multiple platforms – from web browsers to games such as Roblox to next-generation devices like the Apple Vision Pro and Meta Quest, the companies said.
[Related: Daash secures $5.5M in seed funding to support beauty-focused AI insights]
“Obsess was founded on the belief that it was time to reinvent the outdated e-commerce experience,” said Neha Singh, founder and CEO of Obsess. “We have built a platform that creates the next generation consumer interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As a part of Infinite Reality, we are doubling down on our mission to supercharge consumer engagement with immersive brand storytelling.”
Obsess marks Infinite Reality's first acquisition of 2025. The company will maintain operations in New York following the closing of the acquisition.
“Our aggressive growth strategy is laser-focused on leading the future of immersive technology with the most powerful and complete platform for software, content, and services. Bringing Obsess and Neha’s incredible team onboard supercharges our trajectory,” said Amish Shah, co-founder and chief business officer of Infinite Reality. “With their visionary talent joining the iR family, we are not just changing the game—we are creating an entirely new playbook for what's possible in this space.”
