Facetune
Facetune, a Lightricks product, is a consumer AI-powered mobile photo and video editing app with 295M+ downloads, serving social media creators, influencers, and general consumers through a freemium VIP subscription model (~$300M annual revenue, 20% growth).
- Company typePrivate
- Founded2013
- HeadquartersJerusalem, Israel
- Headcount—
- GTM typeB2C
- OfferingSoftware
What Facetune does
Facetune is a mobile photo and video editing application operated as a product brand of Lightricks, an Israel-based software company headquartered in Jerusalem and founded in 2013 (with the app previously marketed as Facetune2 before consolidation under the Facetune name). The app targets consumer end users — primarily social media creators and influencers, but increasingly professionals needing headshots, dating-profile users, and general selfie enthusiasts — and provides an extensive suite of editing tools built on computer vision and generative AI, including one-tap AI photo and video enhancement, face retouching and reshaping, teeth whitening, background removal, AI-generated professional headshots, AI avatars, and virtual try-on for hairstyles, hair color, outfits, beards, bangs, makeup, and nails.
The underlying technology stack combines classical computer vision for facial analysis and feature detection (face shape, multi-face handling, teeth/skin/eye segmentation) with generative AI for content creation and virtual try-on use cases. Facetune is distributed exclusively as a mobile app on iOS App Store and Google Play with no desktop version, and is positioned as a top-of-funnel consumer brand with 295M+ total downloads, 2M+ App Store ratings averaging 4.6 stars, and a 200M+ user community.
The business model is a freemium mobile subscription: users can access basic features for free and upgrade to a VIP subscription via a 7-day free trial, priced at $13/month, $40/quarter, or $47.99/year. According to 2025-2026 reporting on Lightricks' restructuring, Facetune generates approximately $300M in annual revenue with 20% growth. In mid-2025, parent company Lightricks announced a planned split of Facetune into a separate business from its LTX generative AI video operation, accompanied by 75 additional job cuts (17% of workforce) on top of 160 earlier layoffs, leaving Lightricks with roughly 350 employees — about half its 2022 size.
Facetune firmographics
Firmographics- Name
- Facetune
- Legal name
- Lightricks
- Website
- https://facetuneapp.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Short description
- Facetune, a Lightricks product, is a consumer AI-powered mobile photo and video editing app with 295M+ downloads, serving social media creators, influencers, and general consumers through a freemium VIP subscription model (~$300M annual revenue, 20% growth).
- Ownership category
- akta.pro rank
Facetune industry classification
Industry- Product category
- Consumer Mobile Photo and Video Editing
- NAICS
- Photography Studios, Portrait (541921)
- SIC
- Services-Photofinishing Laboratories (7384)
- akta.pro primary industry
- Makeup for Photography/Headshots (HSALAHAO)
- akta.pro secondary industries
- Everyday Makeup Application (HSALAHAA), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
Keywords
Where Facetune is headquartered
LocationHeadquarters
- HQ city
- Jerusalem
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Facetune business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- VIP Subscription: Freemium model with basic free features and VIP subscription unlocking advanced AI tools and watermark-free editing. Subscription provides unlimited access to all features with 7-day free trial.
- Subscription Recurring Revenue: Recurring subscription revenue from monthly, quarterly, and annual VIP plans. Annual subscriptions offered at discount to drive long-term customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly VIP subscription |
| Subscription | Pay-as-you-go | Quarterly VIP subscription |
| Subscription | Annual | Annual VIP subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Facetune product offering
Product offeringCore offering
Facetune is a mobile photo and video editing app that lets individual consumers retouch selfies, reshape facial and body features, remove backgrounds and objects, apply virtual try-ons for hair, makeup, outfits, and nails, and generate AI headshots, avatars, and enhanced images. It operates on a freemium model with a 7-day free trial and a VIP subscription that unlocks the full AI toolset and watermark-free exports, distributed globally via iOS App Store and Google Play.
Product overview
Facetune is a comprehensive mobile photo and video editing application developed by Lightricks (Jerusalem-based AI-first company), previously known as Facetune2. The app offers an extensive suite of AI-powered tools organized into four main sections: AI Tools (including AI Photo Editor, AI Video Enhancer, AI Hairstyle & Hair Color, AI Outfit Changer, AI Beauty Filters, AI Beard Filters, AI Color Analysis, AI Headshot Generator, AI Personal Stylist, AI Photo Reshape, AI Nail Simulator, Skin Tone Editor, Freckles Editor, Hairstyle Analysis, AI Bangs Filter, AI Face Shape Detector, AI Wrinkle Remover, and AI Smile Filter), Photo Editor (object removal, retouch, background removal, filters, blur, crop, makeup, flip, eye color changer, brightener, teeth whitening), Video Editor (blur backgrounds, filters, AI enhancement, noise removal, retouch, makeup, face editing), and Create tools (profile pictures, Instagram editors, passport photos, card makers, dating profile editor, LinkedIn headshots, wedding/real estate editors). The platform operates on a freemium model with a 7-day free trial and VIP subscription ($40 USD/quarter or $13 USD/month), generating approximately $300 million in annual revenue with 20% growth as of 2025-2026. With 295M+ downloads and 2M+ ratings, Facetune is positioned as the world's top selfie editor for consumers seeking professional-quality photo and video enhancements on mobile devices.
Differentiator
Problem solved
Functional benefit
Products and services
- Facetune Mobile App (VIP Subscription) A consumer mobile application for AI-powered photo and video editing, available on iOS App Store and Google Play globally. Offers retouching, facial reshaping, virtual try-on (hair, makeup, outfits, nails, beards, bangs), background and object removal, AI headshots and avatars, teeth whitening, color analysis, and video editing, distributed through a freemium model with VIP subscription tiers.
Quantifiable outcome
- 295M+ downloads across iOS and Android platforms
- +3 more outcomes
Companies that use Facetune
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Facetune technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature10 records
Facetune partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights5 records
Facetune competitors and assessment
Company assessmentDirect peers
- Meitu: Meitu offers AI-powered portrait beautification, virtual makeup, and selfie editing apps popular across Asia — comparable virtual try-on and beauty AI features serving a similar consumer photo editing use case.
- VSCO: VSCO is a direct competitor in mobile photo editing and filters with a subscription-based creator community, overlapping heavily with Facetune's social-media creator user base.
- Prisma: Prisma (by Prisma Labs) pioneered AI art-style photo filters and shares the consumer photo-editing mobile subscription model, comparable in audience and feature ethos to Facetune.
- Picsart: Picsart is a direct competitor offering AI-powered photo and video editing, generative AI tools, and a freemium subscription model targeting creators and casual consumers on mobile.
Emerging players
- Lensa AI: Lensa AI (by Prisma Labs) is an emerging mobile app focused on AI avatar generation and portrait enhancement, directly competing with Facetune's AI Avatar and AI Headshot features.
- Photoroom: Photoroom is an emerging AI photo editor focused on background removal and product photo editing, intersecting with Facetune's Background Remover and creator/e-commerce use cases.
- Remini: Remini offers AI photo enhancement and restoration as a mobile subscription app, overlapping with Facetune's AI Photo/Video Enhancer and face enhancement features.
Broad incumbents
- Canva: Canva is a broad design platform with growing AI photo editing and headshot capabilities, overlapping with Facetune's creator/profile picture and headshot use cases.
- Snap (Snapchat): Snapchat bundles AR-powered photo and video filters and editing tools directly inside its social platform; while free and platform-tied, it competes for the same creator and casual user photo-editing moments.
- Adobe (Photoshop Express / Lightroom Mobile): Adobe offers mobile photo editing via Photoshop Express and Lightroom Mobile with subscription pricing, providing broader professional-grade capabilities but competing with Facetune's AI-enhanced one-tap consumer editing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Facetune social profiles
Digital presenceFacetune financial estimates
Financial estimateRevenue estimate
Valuation estimate
Facetune leadership team
Management profileNumber of profiles
Profiles2 records
Facetune funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Facetune M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Facetune
What does Facetune do?
Facetune is a mobile photo and video editing app that lets individual consumers retouch selfies, reshape facial and body features, remove backgrounds and objects, apply virtual try-ons for hair, makeup, outfits, and nails, and generate AI headshots, avatars, and enhanced images. It operates on a freemium model with a 7-day free trial and a VIP subscription that unlocks the full AI toolset and watermark-free exports, distributed globally via iOS App Store and Google Play.
Is Facetune a public or private company?
Facetune is a private company. It is classified as corporate owned and is currently operating.
When was Facetune founded?
Facetune was founded in 2013.
Where is Facetune based?
Facetune is headquartered in Jerusalem, Israel, in the Middle East region.
How does Facetune make money?
Two revenue lines are on record. VIP Subscription is the primary driver. The others are subscription Recurring Revenue.
Who are Facetune's main competitors?
Direct peers on record are Meitu, VSCO, Prisma and Picsart. Emerging players are Lensa AI, Photoroom and Remini. Broad incumbents are Canva, Snap (Snapchat) and Adobe (Photoshop Express / Lightroom Mobile).
Does Facetune have an API?
No public API is recorded for Facetune.
What industry is Facetune in?
Facetune's product category is Consumer Mobile Photo and Video Editing. Its primary akta.pro industry code is HSALAHAO, Makeup for Photography/Headshots, with a secondary code of HSALAHAA, Everyday Makeup Application. Its NAICS code is 541921 and its SIC code is 7384.