Lightricks Ltd. is an Israeli company specializing in software for creating and editing images and videos. Known to the general public for Facetune, it has built its business around one idea: making visual operations previously confined to specialized software accessible through simple interfaces. Artificial intelligence now plays a central role in its products, from portrait enhancement to video sequence generation.
From imaging research to mobile apps
Founded in 2013 in Jerusalem, Lightricks emerged from a meeting of scientific and entrepreneurial minds, including Zeev Farbman, co-founder and CEO. Its first apps drew on expertise in image processing and computer graphics. Smartphones provided fertile ground at the time: mobile photography was becoming widespread, while social media was driving demand for quick retouching tools.
Facetune established the brand in this market with features dedicated to portraits. The company then expanded its portfolio to include photographic composition and video editing. This trajectory has followed the changing habits of content creators, who want to produce and publish from a single device. Its business model relies in part on subscriptions that provide access to advanced features, with terms varying by app.
An offering that connects editing and generation
Lightricks’ portfolio covers several stages of visual creation. Facetune focuses on photo and video retouching, particularly portraits. Photoleap combines photo editing, compositions and generative tools. Videoleap offers editing features and effects for video content production. These apps meet the needs of individual users, creators and communications professionals.
Introduced in 2024, LTX Studio marks an expansion into more structured audiovisual production. The platform allows users to develop a project from an idea or a script, then work on its shot breakdown and visual elements. The goal is no longer simply to modify existing content, but to support its conception. Lightricks also develops the LTX-Video family of models, with some versions released with accessible weights, paving the way for use and adaptation by developers.
What next?
For Lightricks, the challenge is to bring together two activities: consumer apps and generative tools that could find a place in professional production pipelines. Character consistency, control over movement and the ability to make precise corrections to a result remain decisive criteria for these uses.
Competition also centers on generation costs, speed and integration into existing workflows. Alongside these technical constraints come questions about content rights and transparency regarding synthetic images. Lightricks’ ability to turn video generation into a controllable and reproducible process will be decisive for its continued development.