The company creating ‘the best photos on the internet’

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Juliet Bennett Rylah




Soona photographer

If you sell physical products, you probably want flawless images for your website, ads, and Insta. But if you’re a small business, you likely don’t have an in-house team for that.

Soona, a startup that raised a $35m Series B in January, seeks to solve this issue through affordable custom photos with a 24-hour turnaround.

How it works

Founders Liz Giorgi and Hayley Anderson initially focused on in-person product shoots. Since Soona’s launch in 2018, it’s opened studios in Austin, Denver, Minneapolis, Seattle, and, most recently, Los Angeles. 

But during the pandemic, Soona began offering remote shoots.

  • Brands ship their products to Soona, then “attend” online photoshoots. Images appear as they’re captured, opening the door for real-time feedback.
  • Customers can buy individual pics for $39 each or purchase a package.

Soona’s pivot saw revenue grow 400% from 2020 to 2021, and 300% from 2021 to 2022, per TechCrunch.

Brands like it because it’s fast and easy

Exoh founder Emily DeLapp has used Soona for pics of the company’s scented lip balms.

  • “I’ve been running ecommerce brands for 10+ years,” she told The Hustle. “Having an option to outsource product photos inexpensively and with such a quick turnaround was something I would’ve killed for years ago.”

Carla Sancho, founder of bridal accessories company Wedding Collectibles, tried Soona out at its Los Angeles launch last week.

  • She told The Hustle she was impressed with the photographers’ eye for “showcasing products for the ecommerce environment in creative, eye-catching ways.”

That can include colorful backgrounds, styling, props, and models — Soona’s model database includes hand and full-body models, and even pets.

Fun fact: According to Giorgi, one of Soona’s most popular models is this pomeranian named Bubba.




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