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VSCO

VSCO is an creative platform and mobile application for photo and , developed by Visual Supply Company and launched in 2012. Founded in 2011 by photographers Joel Flory and Greg Lutze in , the app initially focused on providing professional-grade tools for , including a library of preset filters inspired by analog film stocks to simplify photographers' workflows. Over time, VSCO evolved into a community-driven space for self-expression, offering features like manual camera controls, collage tools, and a social feed where users can share and discover content from a global network of over 200 million users as of 2024. The platform achieved profitability in 2024 and has continued to expand through additional acquisitions. The platform supports , , and desktop versions for and Windows, with a model that includes 15 free filters and a VSCO Membership subscription—introduced in 2017—for access to premium presets, advanced editing tools, and ad-free experience. VSCO has raised significant , including Series A and B rounds in 2014 and 2015 totaling over $90 million, and expanded through acquisitions like the company Rylo in 2019, positioning it as a comprehensive tool for visual storytelling beyond traditional .

History

Founding and Early Development

VSCO was founded in March 2011 by Joel Flory, a commercial photographer, and Greg Lutze, a web designer, in , under the name Visual Supply Company. The duo, who had collaborated on creative projects since meeting in 2006, aimed to develop tools that streamlined professional photo editing workflows, drawing from their experiences in and digital design. In November 2011, they launched a simple website selling digital filter packs for desktop software like and Photoshop, which generated $250,000 in sales within 48 hours and established the company's focus on high-fidelity editing presets. The mobile app, initially branded as VSCO , debuted in April 2012 exclusively for devices at a price of 99 cents, positioning it as a companion to the desktop products. Inspired by professional tools such as Lightroom, VSCO Cam introduced mobile users to advanced controls, including , , and adjustments, alongside 10 built-in professional-quality filters designed to emulate the color and grain of analog film stocks like those from and Fuji. The app's early success, with over 1 million downloads in its first week, highlighted its appeal to photographers seeking desktop-level precision on smartphones, while optional in-app purchases for additional preset packs fostered an emerging ecosystem of user-shared edits and custom filters. By 2013, VSCO had transitioned to a free app model with premium presets, enabling broader adoption and laying the groundwork for community features like VSCO Grid, a without likes or metrics to prioritize creative expression. In 2016, the company rebranded from VSCO Cam to simply VSCO, reflecting its evolution from a standalone tool into a comprehensive for creation, discovery, and global connections among creators, with enhancements like a native camera and advanced presets. Subsequent funding rounds, including a $40 million Series A in 2014, accelerated this expansion by supporting mobile innovations and community growth.

Funding and Growth

VSCO secured a substantial $40 million Series A round in May 2014, led by Accel Partners with participation from Capital and others, which facilitated the expansion of its to the platform later that year. This investment supported team and product development, aligning with the company's vision of making professional-grade photo editing accessible to a broader . The company followed with a Series B round of $50 million in April 2015, led by Glynn Capital Management, bringing total funding to approximately $90 million by 2018 from investors including Accel, Betaworks Ventures, and Obvious Ventures. These funds enabled VSCO to enhance its platform features and scale operations amid rising competition in mobile photography apps. A pivotal growth strategy emerged in 2017 with the launch of VSCO X, a subscription model offering editing tools and an ad-free experience for $19.99 annually, which quickly gained traction among users seeking advanced creative capabilities. By late 2018, this model had attracted over 2 million paying members, contributing to reported revenues doubling to $50 million that year, while the overall user base reached approximately 30 million. The adoption of VSCO's signature filters and presets fueled viral growth, leading to more than 150 million app downloads by mid-2019 and solidifying its position as a key player in the creative editing space.

Acquisitions and Leadership Changes

In December 2019, VSCO acquired Rylo, a startup specializing in mobile and stabilization technology, including tools for capture and editing. This move enabled VSCO to integrate Rylo's advanced algorithms for seamless video stabilization and reframing directly into its app, expanding beyond photo editing to support more dynamic video workflows for users. Building on this expansion, VSCO purchased , an AI-powered and social discovery app, in December 2020. The acquisition aimed to incorporate Trash's automated editing features, such as multi-clip sequencing and AI-driven enhancements, to bolster VSCO's community-oriented video creation tools and foster greater user engagement through shared content discovery. In September 2023, VSCO underwent a significant leadership transition when Eric Wittman, previously the company's president and former COO at , was appointed CEO, while cofounder and former CEO Joel Flory shifted to the role of executive chairman. This change supported VSCO's strategic refocus on its core creative editing capabilities and subscription-based monetization, particularly through the VSCO Pro membership, amid sustained user growth exceeding 100 million active accounts. These acquisitions and adjustments influenced VSCO's product by prioritizing video , resulting in synergies such as the of video-compatible and film emulation effects derived from Rylo's stabilization and Trash's . This evolution enhanced the app's hybrid photo-video editing suite, allowing users to apply consistent aesthetic filters across media types for more cohesive creative outputs.

Recent Developments

In June 2025, VSCO launched VSCO Capture as a standalone camera , initially available in limited markets, featuring over 50 live presets and real-time film effects to enable users to apply stylistic adjustments directly during shooting. The provides manual controls for exposure, focus, and white balance, emphasizing professional-grade mobile capture without relying on post-editing. The global rollout of VSCO Capture occurred on July 22, 2025, alongside broader app updates that enhanced creative controls, such as integrated preset previews and refined editing workflows, while introducing tools like expanded sharing options and peer feedback features. These updates, including the acquisition of The Freelance Photographer platform, aimed to deepen user connections and support for emerging professionals. In August 2025, VSCO introduced Workspace, a customizable platform tailored for photographers to manage client communications, scheduling, invoicing, and workflows in one interface, helping creators attract business and scale operations efficiently. Built on capabilities from earlier 2025 acquisitions like Táve's , Workspace integrates seamlessly with VSCO's editing tools to streamline professional practices. These innovations from 2023 onward, including AI-enhanced editing in the October 2025 AI Lab release, reflect CEO Eric Wittman's vision of empowering photographers with professional-grade mobile creativity tools amid evolving digital trends. VSCO's efforts have sustained a robust user base of over 200 million, with renewed focus on community-driven growth through features like collaborative mood boards in .

Features

Editing Tools

VSCO's editing tools provide a robust suite for both basic and advanced photo and video manipulation, supporting a range of file formats including JPEG and high-resolution RAW files from devices like iPhone 12 and newer on iOS 16 or later. In October 2025, VSCO introduced AI Lab, a suite of AI-powered editing tools including object removal and non-destructive adjustments to enhance photo editing capabilities. Users can import and edit these formats across mobile (iOS and Android) and desktop platforms via VSCO Studio, preserving original quality for non-destructive adjustments. Core photo editing functionalities include sliders for to brighten or darken images, to enhance tonal differences, to refine edge details and reduce , and HSL (Hue, Saturation, Lightness) controls for targeted color adjustments on specific tones. These tools allow users to fine-tune images manually, with options to for precise application, ensuring professional results without over-processing. Preset filters can be layered atop these adjustments for additional stylistic enhancement. Video editing capabilities were significantly expanded following VSCO's acquisition of Rylo, a mobile video startup known for its stabilization , integrating advanced features like automatic stabilization to smooth shaky , speed controls ranging from 0.1x to 16x fast-forward, and tools for adjusting tones, highlights, and shadows to achieve cinematic looks. These post-capture tools support trimming, cropping, and , enabling users to refine videos with the same intuitive interface as photo edits. Advanced effects emulate analog film photography, including grain overlays to add texture mimicking film stock, fade to soften overall vibrancy for a vintage wash, and vignette to darken edges and focus attention centrally. These features draw from scanned film negatives to replicate authentic imperfections like dust and scratches. For exports, edited content can be saved in full original across platforms, with premium VSCO Membership unlocking watermark-free outputs and access to extended toolsets, though basic exports remain high-quality without branding.

Presets and Filters

VSCO's preset system originated with the launch of the original VSCO Cam app in 2012, featuring just 10 foundational filters designed to emulate classic looks and address common mobile challenges. These initial presets, now labeled as the series (01-10), laid the groundwork for the app's signature aesthetic by providing simple yet effective adjustments to tone and color. Over the years, the library expanded significantly through themed packs, such as the Analog series (including A6 for a clean, crisp nighttime effect) and the series (featuring HB1 for warm, faded tones), enabling users to achieve consistent stylistic results across images. By 2025, VSCO offers over 200 presets in total, with more than 40 specifically crafted to mimic analog stocks like (via presets such as KP1–KP9), Fuji Superia (inspired by FS series for rich, punchy colors), and others including and Fuji Velvia. While a core selection is available for free, the full library, including premium emulations and themed packs, requires a VSCO Membership subscription. Users can create and customize presets through VSCO's Recipe feature, which captures a combination of applied and tool adjustments—such as exposure, contrast, and color tweaks—into a reusable . To build a custom , one edits an image using the available tools, then saves the settings via the Recipe icon, allowing for intensity adjustments via a fade slider to fine-tune the effect's strength. These Recipes can be organized into personal libraries for quick access and batch application, supporting up to multiple saved sets depending on the user's needs, and they integrate basic editing tools for further refinement without altering the core preset structure. Since its introduction, VSCO has incorporated -assisted preset suggestions to streamline the editing process, with the "For This Photo" feature analyzing image content—like lighting, subject, and mood—to recommend tailored presets from the library. This functionality, powered by VSCO's algorithms, helps users discover relevant options efficiently, evolving from earlier versions to provide more precise matches based on visual analysis.

Camera and Capture Capabilities

VSCO's in-app camera provides users with a dedicated for capturing photos and videos directly within the app, featuring live previews of selected and effects to enable creative adjustments during shooting. This functionality supports both photo and video modes, with options like Burst for rapid photo sequences and Retro for stylized captures, allowing seamless integration of effects at the moment of . Users can tap to set and swipe to adjust , ensuring precise control over image quality before finalizing the shot. In July 2025, VSCO launched a standalone app called VSCO Capture, designed specifically to enhance mobile with advanced capture tools. The app offers over 50 real-time film-style presets that users can select and preview before shooting, applying analog-inspired effects such as bloom and halation directly to the live . Available for free and requiring a VSCO account for full access, it supports both automatic and manual modes for photo and video capture, bridging the gap between shooting and editing workflows. During capture in both the main app and VSCO Capture, users have access to essential manual controls, including adjustments for via tap-to-focus, through sliders or swipes, and white balance to correct color temperatures under varying lighting conditions. These settings can be fine-tuned in real time, with options to modify , ISO, and preset intensity for customized results. Captured content imports seamlessly into VSCO's primary editing suite, where further refinements can be applied without loss of quality. VSCO also facilitates compatibility with external hardware through support for RAW and ProRAW file imports from DSLR cameras and other devices, enabling a fluid mobile workflow for professional photographers transferring files via compatible methods like or cloud services. This feature preserves the full of images captured on dedicated cameras, allowing editing on devices with the same precision as native shots. VSCO Capture extends this by enabling direct RAW shooting on compatible iPhones, further streamlining the process from external gear to mobile .

Usage and Community

Account and Interface

To create a VSCO account, users must sign up via , phone number, or integrations including , Apple, , or , allowing for seamless onboarding across devices. All profiles on VSCO are inherently public, with no option available to set accounts to , ensuring content visibility to anyone with the link. The VSCO app provides an intuitive, minimalist interface optimized for mobile use on both and platforms, emphasizing ease of navigation for photo and community exploration. Its bottom navigation bar features key tabs, including Studio for and , for community inspiration and search, and for personal showcases and settings. In , VSCO enhanced with the introduction of dark mode, toggleable via app settings, alongside refinements for a more streamlined experience. Media import is handled directly through the Studio tab, where users select photos or videos from their device's camera roll on or gallery on , supporting synced libraries such as for broader access to stored files. VSCO's premium membership briefly unlocks advanced interface capabilities, including expanded storage limits that facilitate larger media imports and organization within the app.

Sharing and Social Features

Users maintain a grid-based on VSCO, serving as a central for posting edited and videos in a chronological that showcases their to the . Profiles also support collections through Galleries, allowing users to organize and display themed sets of images or projects, and Stories via Blogs, where creators can share narratives, editing tips, or behind-the-scenes content to engage followers more dynamically. Account creation is required to access these posting features and build a personalized . The Discover feed employs an algorithm-driven "For You" section that surfaces recommended content from creators based on user interactions, viewed aesthetics, and followed accounts, facilitating exploration of similar styles post the 2020 acquisition of , which integrated AI-powered to enhance sharing in the feed. This by aesthetic tags and follows helps users inspiring posts without strict chronological limits, promoting a curated experience. VSCO's includes over 200 million global users as of 2025, fostering a vast network for discovery and collaboration. VSCO fosters interaction through Brand Challenges, where users submit aligned with themed prompts from partnering , enabling collaborations and exposure within the platform's . Additionally, features via Recipes allow users to create, save, and share custom editing formulas—combining presets, filters, and tools—for others to apply to their own or videos, encouraging collaborative creativity and preset exchange among the . Spaces provide dedicated areas for group collaborations, where members can , share , and co-create content. In 2024, VSCO launched VSCO Hub, connecting members with hiring businesses for professional opportunities. Additionally, VSCO , introduced in 2025, offers AI-powered moodboards for collaborative visual planning. Privacy controls in VSCO emphasize public visibility, as profiles and posted content remain accessible to all users without account options, though drafts remain hidden until published, giving creators time to refine work before . Users can manage visibility further by archiving posts to remove them from public view or using invite-only Spaces for selective group , and they retain control over external exports, such as directly individual images or profile links to platforms like without automatic cross-posting.

Membership Model

VSCO operates on a model, offering a Starter tier that provides access to basic photo editing tools, including 15 presets and standard mobile editing features, allowing users to explore the platform and community without cost. Paid memberships, rebranded from the original VSCO X to and tiers, unlock advanced capabilities such as a of over 200 presets, , AI-powered tools, and professional features like sync and Lightroom . The plan costs $29.99 annually (or $7.99 monthly), while the plan is $59.99 annually (or $12.99 monthly), with both offering a 7-day . The subscription model was introduced in February 2017 as VSCO X, priced at $19.99 per year, to provide creators with expanded tools and resources without relying on advertising. By the end of 2018, VSCO had grown to over 2 million paid subscribers, reflecting strong adoption among younger users seeking premium editing options. As of 2024, the Pro tier had 160,000 subscribers, contributing to the platform's profitability. In addition to core memberships, VSCO generates revenue through in-app purchases, such as occasional preset expansions or aesthetic series available via the , though most presets are now bundled in paid plans. Launched as a dedicated solution in recent years, VSCO Workspace provides studio management tools like , scheduling, and client automations for professional photographers, with tiered pricing starting at $22.49 per month for the Solo plan (billed annually at $270). This 2025 offering targets event pros and studios, enabling scalable operations beyond consumer editing. VSCO emphasizes a creator-centric strategy, historically avoiding traditional ads to prioritize , though limited advertisements were introduced for free users in late 2024 to fund community features while keeping paid tiers ad-free. Premium access enhances community interactions, such as exclusive curation and brand challenges.

Cultural Impact

VSCO Girl Phenomenon

The "VSCO girl" phenomenon emerged in mid- as a on , satirizing a specific aesthetic among teenage girls that included oversized T-shirts, scrunchies worn on the wrist, water bottles often covered in stickers, and edited "clean girl" photos featuring soft, minimalist filters like VSCO's A6 preset for a polished, natural look. The trend quickly spread through parody videos and "starter pack" s, blending casual beachy fashion with eco-conscious accessories like reusable metal straws, while emphasizing a laid-back, environmentally aware vibe often tied to the app's photo-editing capabilities. The phenomenon reached its peak in early 2020, fueled by millions of videos under hashtags like #vscogirl, which introduced catchphrases such as "sksksk" (a vocal filler mimicking excitement) and "and I oop" (an exclamation of surprise, popularized by ). This surge significantly boosted VSCO's popularity, with app downloads increasing by approximately 13 million during the trend's height in 2019 alone, contributing to a total of nearly 200 million lifetime downloads and solidifying its appeal among Gen Z users. VSCO responded to the trend through subtle promotions of its filters and editing tools in content, capitalizing on the visibility without directly endorsing the stereotypical "VSCO girl" image; company representatives emphasized that the aesthetic was user-driven, stating it was "teenage girls starting it" rather than an official campaign. The app's focus remained on creative photo and , avoiding influencer partnerships or like-based metrics to distance itself from fleeting memes. By late 2020, the trend began to decline as parody saturation and shifting aesthetics led to its fizzle, though it left a lasting impact by expanding VSCO's teen user demographic and embedding the app's filters into broader culture.

Broader Influence and Legacy

VSCO's film-emulated presets have significantly inspired minimalist aesthetics in , influencing influencers and brands to adopt similar natural, vintage-inspired looks on platforms like and . These tools emulate classic film stocks, enabling users to achieve subtle and grain effects that prioritize authenticity over heavy saturation, a style that has permeated commercial campaigns and . For instance, photographers such as Lauren Pelesky have utilized VSCO's presets to create cohesive and series with a timeless film quality, demonstrating the app's role in shaping visual across . VSCO has played a pivotal role in democratizing photography by providing accessible, high-quality editing tools that lower barriers for amateur and emerging photographers, thereby influencing competitors like Mobile through integrations that allow seamless preset imports and workflow compatibility. Launched in , the app's emphasis on editing and intuitive interfaces has empowered users worldwide to produce professional-level results without expensive hardware, fostering a global community of over a decade's standing focused on creative expression rather than performative social metrics. As a pioneer in subscription-based creative tools since introducing its membership model in the late , VSCO has shaped norms in the by offering tiered plans that bundle advanced presets, AI-assisted editing, and business resources like VSCO Hub for licensing work and VSCO Sites for professional portfolios. With over 200 million lifetime downloads as of 2024, the app's approach has normalized paid access to premium features, enabling photographers to monetize their skills through community-driven opportunities while maintaining ethical integrations that enhance rather than replace human creativity. The VSCO girl trend served as an early viral catalyst that amplified its reach, but the platform's legacy extends to sustainable tools that support long-term professional growth.

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