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Looksery
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Looksery
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Looksery was an American software and photography company founded in 2013 by Victor Shaburov and Yurii Monastyrshin. The company is based in San Francisco and owned by Snap Inc. The company developed the Looksery application that does facial modification of photos in real time on mobile platforms.[1][2]

Key Information

The company has offices in the United States and Ukraine.[3]

History

[edit]

Victor Shaburov founded Looksery company in 2013 in San Francisco. Shaburov was sponsoring a programming contest in Ukraine, which Yurii Monastyrshin won twice in succession. Victor offered him to become a co-founder of the startup. In 2014, offices were established in Odesa, Ukraine and Sochi, Russia.[4][5] Later, the company launched a Kickstarter campaign in order to raise funds,[6][7] and exceeded their fundraising goal.[8]

In September 2015, Looksery was acquired by Snap Inc. for $150 million, marking the biggest startup acquisition in Ukraine’s history.[9][10] Snapchat used the Looksery technology to launch a new feature, Lenses.[4]

Application

[edit]

Before Snapchat's acquisition, Looksery was available as a stand-alone application for iOS and Android.[11] Looksery’s mobile application enabled users to simulate their appearance for a photo or video chat in real-time.[12] Additionally, users could share photos and videos through popular social networks and messengers.[13] When Snapchat launched its product, Lenses, Looksery was withdrawn as a stand-alone product.[10][13][14] In June 2014 Looksery launched on crowdfunding site Kickstarter an app that makes you look better on video chat.[15]

Reception

[edit]

Looksery garnered a lot of media attention.[16][17] Vogue selected Looksery as one of the ten Best Apps of 2014 and wrote that "it’s truly addictive and instantly fills you with the childlike energy and creativity of playing make-believe".[18] TechCrunch called it "a clever application that lets you change your facial features..."[19] and Inc. wrote that "[it] is an example of technology that may make it easier for camera-shy folks to sit through live video calls or take pictures in the future."[20]

Awards

[edit]

In 2014, Looksery won the Best Innovative Startup Award at the SVOD annual conference in Silicon Valley.[21]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Looksery

View on Grokipedia
from Grokipedia
Looksery was an American specializing in facial tracking, modification, and real-time video effects technologies for mobile applications. Founded in August 2013 in the , , by entrepreneurs Victor Shaburov and Yurii Monastyrshin, the startup focused on developing algorithms for and transformation, enabling users to apply dynamic filters such as skin smoothing, feature enhancement, and 3D effects during live video chats and selfies. The company built a team of mathematicians and experts in offices in and , , to optimize bandwidth and create immersive user experiences. In 2014, Looksery ran a successful campaign that raised funds for further development of its real-time face geometry mapping and capabilities, leading to the launch of its flagship later that year. The app allowed users to modify features, correct skin tones, and even transform into avatars in photo and video messaging, targeting both and professional video communication to reduce intimidation in calls. By leveraging advanced recognition, Looksery's software scanned key features like eyes, , and to apply seamless overlays, setting it apart in the emerging space for consumer tech. The company's technology proved pivotal in the social media landscape when Snapchat acquired Looksery in September 2015 in a deal reportedly valued at $150 million, marking one of the largest acquisitions of a Ukrainian tech firm at the time. Looksery was immediately integrated into , with its innovations powering Snapchat's animated lenses and filters and contributing to features like Cameos, influencing the platform's viral growth in ephemeral video sharing.

History

Founding and Early Years

Looksery was founded in August 2013 in , , by serial entrepreneur Victor Shaburov, who served as CEO, and software developer Yurii Monastyrshin. The company's initial focus centered on developing real-time face tracking and transformation technology for mobile devices, aimed at enhancing video chats and photo editing by overcoming limitations in live facial modifications on smartphones. This motivation stemmed from the need for efficient, low-latency processing to enable fun, interactive effects without compromising device performance. In June 2014, Looksery launched a crowdfunding campaign to fund prototype refinement and app development, successfully raising over $46,000 from 164 backers to support its real-time filter technology. By 2014, Looksery relocated its headquarters to , , to tap into the U.S. tech ecosystem and talent pool, while retaining development operations in to leverage Ukrainian engineering strengths. This dual-location setup allowed the company to maintain its Eastern European roots amid expanding Western market access.

Growth and Milestones

Following its founding, Looksery experienced rapid operational scaling, leveraging its early prototypes to drive business growth. By , the company had achieved over $1 million in monthly revenue, primarily through license sales of its face-editing technology to foreign operators via app integrations on platforms like the and . This revenue stream was enabled by the app's real-time facial modification features, which attracted significant user adoption and commercial interest. Looksery expanded its partnerships with major telecom and media companies to integrate its into video chat applications, focusing on enhancements like bandwidth optimization for low-data environments. These deals involved licensing the company's algorithms to reduce video traffic by up to 98% through 3D avatar support, making high-quality video calling feasible in resource-constrained settings. Such collaborations positioned Looksery as a key player in mobile communication enhancements, broadening its reach beyond direct consumer sales. The company gained prominent visibility in the startup ecosystem through participation in tech conferences, including the Silicon Valley Open Doors (SVOD'14) event, where it showcased its innovations to investors and industry leaders. This exposure helped accelerate networking and deal-making opportunities. To support its growth, Looksery expanded its team across and the U.S., establishing offices in while maintaining a core development hub in . This dual-location strategy focused on scaling prototypes into production-ready consumer applications, hiring specialists in to meet rising demand from partners and users.

Technology

Core Computer Vision Features

Looksery's core computer vision technology centered on real-time face tracking algorithms designed for mobile video streams. The system employed the Active Appearance Model (AAM), an iterative algorithm that solves a least-squares problem to align a deformable shape model with detected facial features across video frames. This approach enabled the detection and mapping of facial landmarks, such as the positions of eyes, nose, and mouth, while tracking expressions and movements in real time. To achieve performance suitable for smartphones, Looksery optimized the face tracking pipeline through a series of computational enhancements, starting from an initial 3 frames per second (FPS) and reaching 30 FPS on devices like the iPhone 5S. Key optimizations included memory preallocation to reduce dynamic allocations, rewriting bottleneck code in assembly for faster matrix operations, converting floating-point computations to integers, and implementing multithreading to parallelize processing tasks. These techniques ensured smooth operation at 30+ FPS without relying on cloud processing, making the system viable for on-device execution. A foundational element was the integration of established methods for cross-platform compatibility on and Android. The technology incorporated the Viola-Jones for initial and Active Shape Models (ASM) for landmark localization, both of which were adapted into proprietary implementations that functioned natively on mobile hardware. This on-device processing eliminated dependencies on remote servers, supporting real-time applications across operating systems. Looksery secured early patents for proprietary models in facial pose estimation, which were essential for accurate (AR) overlays. U.S. US20150221118A1 described a method for 6D head pose estimation—capturing three-dimensional position (x, y, size) and orientation (yaw, pitch, roll)—using a Candide-3 aligned via tracked feature points. This estimation was performed frame-by-frame with GPU acceleration to maintain real-time performance on mobile devices, preventing drift in tracking over extended video sequences through periodic re-detection.

Face Modification Innovations

Looksery pioneered real-time face morphing capabilities that enabled users to swap, distort, or enhance facial features dynamically during , such as adding virtual beards, enlarging eyes, or altering expressions through deformation models. This technology relied on detecting facial landmarks and applying transformations via Active Shape Models (ASM) and the Candide-3 tracking framework, allowing modifications like slimming the face or adjusting nose proportions without disrupting the video flow. These morphing effects were processed locally on mobile devices using GPU , ensuring low-latency even on mid-range hardware like the iPhone 5 series. The company's AR filter prototypes introduced dynamic overlays, including animations and 3D masks that responded to user movements, such as a avatar that mimicked facial expressions or a panda mask with reactive ears. These effects utilized rigid (MLS) deformation to warp facial meshes in real time, overlaying elements like visuals or scary distortions while preserving natural motion. Building briefly on core face tracking enabled by Viola-Jones detection, these prototypes operated entirely on-device to prioritize speed and user privacy by avoiding uploads. Innovations in blend shapes were achieved through mesh-based deformation units that facilitated smooth transitions between facial states, such as shifting from a neutral expression to an exaggerated with minimal computational overhead. Looksery reduced rendering demands while delivering high-fidelity visuals, as evidenced in combined effects like skin smoothing paired with shape alterations. This approach supported customizable presets, blending multiple modifications seamlessly. Such advancements were protected under five pending patents at the time, focusing on the integration of tracking and modification for mobile AR.

Products and Applications

Primary Mobile Application

Looksery's primary mobile application, launched in August 2014 for iOS, was a pioneering photo and video editor that introduced real-time face effects using the device's front-facing camera. The app allowed users to capture and edit content on the fly, applying transformations during live video chats or recordings, and was expanded to Android in February 2015. Central to the app's appeal were its key features, including live camera filters for instant visual alterations, beauty enhancements such as smoothing and slimming, and playful face transformations that could morph a user's appearance into characters like pandas or monsters. These effects relied on underlying real-time face tracking to detect and map accurately. Designed for social sharing, the app facilitated easy export of edited photos and videos to messaging platforms, encouraging users to create and send ephemeral, entertaining content. The application quickly gained traction, amassing approximately 3 million downloads by mid-2015, reflecting its role in popularizing accessible AR-driven amid the rise of platforms. Revenue was generated through a model, with the core app available for free and in-app purchases—typically $1 to $2—unlocking premium effects and additional filters. This approach not only drove user engagement but also positioned Looksery as an early influencer in the trend toward fun, temporary visual modifications, predating widespread adoption by major apps like .

Business and Media Integrations

Looksery licensed its real-time face-tracking to companies to enhance video calling applications, particularly in scenarios with low-quality networks. By integrating modifications and effects, the technology allowed users to apply fun alterations during calls, thereby boosting and reducing in professional settings like corporate videoconferencing. For instance, implementations demonstrated bandwidth reductions of up to 92% through 3D avatar substitutions that transmitted only voice data, making video calls more feasible over constrained connections. The company also pursued collaborations with media firms to incorporate its AR filters into live events and campaigns. A notable example involved negotiations for a major licensing deal with a prominent media company, aimed at deploying branded AR effects in broadcasts and interactive content to increase viewer interaction. These partnerships extended the technology's use beyond consumer apps, enabling dynamic overlays for promotional purposes during televised events. Looksery developed tools for third-party integration, including volume licensing agreements that permitted developers to embed its vision capabilities into custom products. One such offering provided access for up to 100,000 Android devices over two years, unlocking full features without additional data limits, which facilitated adoption in enterprise video platforms and call centers. Case studies highlighted how these integrations mitigated in video chats by allowing subtle enhancements like face slimming or expression mapping, fostering more natural interactions in multi-person conferences. The consumer app served as an initial testing ground for refining these enterprise features.

Acquisition and Integration

The 2015 Acquisition Deal

On September 15, 2015, Inc. announced its acquisition of Looksery, a Ukrainian computer vision startup specializing in facial recognition and augmentation technologies. The deal, reported to be worth approximately $150 million (including retention incentives per later disclosures), marked the largest technology exit in Ukraine's history at the time, surpassing previous benchmarks like Google's 2012 purchase of Viewdle for around $45 million. Exact terms were not publicly disclosed by either party, but the transaction was characterized as an acqui-hire, primarily aimed at integrating Looksery's and expertise into 's platform. The acquisition was motivated by Snapchat's strategic push to enhance its social features amid intensifying competition from platforms like and , particularly through advanced (AR) capabilities. Looksery's core technology in real-time face modification and animated effects aligned directly with Snapchat's development of its Lenses feature, which allowed users to overlay dynamic filters on selfies and videos. The startup's team of about 50 employees, including around 30 programmers—predominantly based in Odessa and —joined Snapchat following the deal, bolstering the company's AR engineering capacity. This transaction had significant implications for Ukraine's burgeoning , spotlighting the country's growing pool of skilled software engineers and positioning cities like and as emerging hubs for and AR innovation. By validating Ukrainian talent on a global stage, the deal encouraged further investment and talent retention in the region, despite broader economic challenges, and set a precedent for high-value exits in Eastern Europe's tech sector.

Post-Acquisition Developments

Following the acquisition of Looksery by in September 2015, the company's facial tracking and modification technology was swiftly integrated into the platform, powering the launch of the Lenses feature later that month. This integration enabled real-time (AR) effects on selfies and videos, transforming user interactions with the app's camera. Sponsored AR filters were introduced in late October 2015, allowing brands to create branded lenses for promotional purposes and marking an early monetization strategy for the feature. The Looksery team played a key role in advancing Snapchat's AR capabilities in the years that followed, contributing to updates such as the Faceswap lens released in April 2016, which allowed users to exchange facial features in real-time during group interactions. Their expertise also supported the development of advanced multi-user effects, enabling shared AR experiences among multiple participants in snaps and stories. Victor Shaburov, Looksery's founder, assumed the role of Director of Engineering at Snap Inc., overseeing engineering efforts until his departure in May 2018. Shaburov's influence extended beyond his tenure at Snap when he founded AI Factory in 2018, a computer vision startup that Snap acquired in January 2020 for $166 million, further incorporating deepfake-style technologies into features like Cameos. Meanwhile, Looksery's foundational tech evolved to handle massive scale, supporting over 8 billion daily Lens activations as of 2025 through optimized on-device processing. This shift emphasized privacy by minimizing data transmission to servers, performing facial recognition and AR rendering locally on users' devices.

Reception and Impact

Critical and User Reception

Upon its release in 2014, the Looksery mobile application received positive feedback from users for its intuitive interface and engaging real-time face-altering effects, which enhanced social photo and experiences. Reviewers highlighted the app's smooth performance despite complex 3D filters, awarding it an overall rating of 4 out of 5 stars in detailed assessments that praised its feature-rich design for fun, interactive messaging. Early adopters appreciated the innovation in making accessible for casual use, such as transforming faces into animated characters during video chats. Media outlets like and covered Looksery favorably, commending its role in democratizing by enabling affordable, on-device face modifications that rivaled professional editing tools. described the app's launch as a breakthrough for attractive video chatting through blemish removal and effects, positioning it as a pioneer in mobile AR filters. echoed this, noting how it addressed common insecurities in profile pictures by allowing real-time enhancements. However, coverage also acknowledged stiff competition from apps like MSQRD, which offered similar video filters and was later acquired by to challenge Snapchat's growing AR dominance. Users and commentators raised early concerns about in , particularly the potential for biometric to be captured during real-time tracking. These discussions highlighted broader AR ethics issues, such as consent and in social apps. In Ukrainian media, Looksery was celebrated as a national success story, with outlets like the hailing its 2015 acquisition by as the largest exit for a Ukrainian tech firm at $150 million, inspiring local developers and elevating the country's reputation in . The coverage boosted morale in Ukraine's IT sector amid economic challenges, portraying the Odessa-based startup as a symbol of innovative talent. The acquisition itself marked a pivotal reception milestone, validating the technology's appeal.

Legacy in AR and Social Media

Looksery's pioneering development of (AR) face filters laid the foundational technology for real-time facial modifications in video chats, which Snapchat integrated following its 2015 acquisition of the startup for approximately $150 million. The technology's influence extended beyond Snapchat, inspiring similar AR lens tools on platforms like , which introduced face filters in 2017 to compete with Snapchat's features, and later and , where AR-driven effects became integral to Stories and video content. The success of Looksery significantly boosted Ukraine's reputation as a hub for tech exports, highlighting the country's talent in and AI to global investors and accelerating the growth of its . Prior to the acquisition, Ukraine's IT sector was emerging, but Looksery's high-profile exit demonstrated the potential for Ukrainian-founded companies to achieve international scale, paving the way for subsequent successes like , the AI-powered writing assistant valued at over $13 billion as of 2025, and Petcube, a pet tech firm that raised $14 million in funding for smart cameras. This momentum contributed to Ukraine's IT exports reaching $7.3 billion in 2022, with Looksery often cited as a seminal example of how local innovation could drive economic impact amid geopolitical challenges. Looksery's technology played a key role in the broader AR market's expansion by powering Snapchat's sponsored lenses, which became a major driver through brand integrations and virtual try-ons. By 2020, Snapchat's overall annual had grown to $2.5 billion, with AR lenses—rooted in Looksery's innovations—facilitating features like app install objectives for advertisers and contributing to a 62% year-over-year increase in Q4 alone. This AR ecosystem not only enhanced user engagement but also enabled billions in cumulative value for Snap's advertising platform, as sponsored content leveraged the filters for immersive marketing. As of 2025, Snapchat continues to rely on these foundational AR capabilities, with AR features driving significant user retention and advertising growth in the evolving landscape. In 2025, Looksery's legacy remains relevant in AI discussions, particularly through founder Victor Shaburov's subsequent ventures that extend its foundations. After leading Looksery's integration at Snap, Shaburov co-founded AI Factory in 2018, a Ukrainian startup focused on image and that Snap acquired for $166 million in 2020 to enhance features like Cameos. Shaburov's ongoing work in AI, including family-led initiatives in generative technologies, continues to reference Looksery's early breakthroughs in real-time AR as a cornerstone for modern AI applications in and beyond.

Awards and Recognition

Key Industry Awards

In 2014, Looksery won the Best Innovative Startup Award at the (SVOD) Conference, acknowledging its pioneering real-time face modification technology for video applications. That same year, the company secured third place in the startup competition at the IDCEE conference in , earning a $6,350 prize for its innovative facial tracking solutions that enable live video enhancements. In recognition of its rapid growth and technological contributions, Looksery was ranked first in Euromaidan Press's list of Ukraine's top-10 startups of 2015, praised for generating $1 million in monthly revenue and advancing real-time photo and video editing innovations prior to its acquisition.

Broader Accolades

The acquisition of Looksery by Snap Inc. in 2015 for a reported $150 million was hailed as Ukraine's largest tech deal at the time, underscoring the burgeoning innovation ecosystem in Eastern Europe. Publications such as the Kyiv Post described it as a landmark event that highlighted the global competitiveness of Ukrainian startups, while East-West Digital News noted its status as one of the biggest transactions in the region's IT history, symbolizing a breakthrough for Eastern European talent in Silicon Valley-style ventures. Looksery has been featured in Inc. as an example of startup through its successful crowdfunding campaign that exceeded its $30,000 goal, and in as an exemplar of rapid scaling following its acquisition by . These outlets portrayed the company's journey—from launching a face-modification app in 2014—as a model for growth in consumer tech, emphasizing how bootstrapped led to substantial economic impact. In broader discussions on and AI, Looksery's founder Victor Shaburov has credited the company with pioneering early applications of AI in consumer through interviews and profiles. These contributions have positioned Looksery as a foundational player in the global AR discourse, influencing how generative algorithms integrated into everyday mobile experiences well ahead of mainstream adoption. Retrospectives in , including a feature on Entrepreneur.com, have examined Looksery's enduring role in establishing family legacies within the AI sector, linking Shaburov's foundational work to his ongoing influence through subsequent ventures. This narrative highlights the company's cultural significance, portraying it as a catalyst for intergenerational in AI-driven technologies.

References

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