Lightricks, an Israeli startup, makes a number of popular apps but isn’t well-known. It hopes hitching itself to the D'Amelios improves that.
... [+]A while back, Dixie D’Amelio, the social media star, noticed something strange happening online: Somtimes her fans would repost her own images with retouched ones noticeably better than her originals.
“I would post a picture, and two seconds later, there’d be a whole different edit out there,” she says. “I watched the people who follow me creating these amazing edits, and I was always fascinated by it.” Eventually, she and the other members of her celebrity family, including her equally famous sister, Charli, and father Marc, realized some of those followers were using apps from an under-the-radar Israeli startup, Lightricks. Now, in a bit of can’t-beat-’em-join-’em spirit, the D’Amelios have struck a deal to become advisors and brand ambassadors for Lightricks in exchange for equity in the company and an upfront cash payment, negotiations that began late last year.
For Lightricks, an alliance with the D’Amelios will be helpful as the company makes a push for greater recognition—and more users—in America and elsewhere amid a packed field of competitors. Lightricks, which was founded in 2013, has several popular photo- and video-editing apps, such as Facetune and Videoleap. Last September, it raised fresh capital from investors like Greycroft and Goldman Sachs, a $130 million round valuing the company at over $1 billion.
Lightricks needs all the star power it can get: It hopes to shift from making software for amateur social media users to users interested in earning money as social media creators, like the D’Amelios have. This presses Lightricks up against giant corporations like TikTok and Instagram’s parent company, Meta, both of which offer their own suite of in-app editing tools, and smaller companies making similar software, like VSCO.
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