Story of PhotoRoom: Founder and CEO - Matthieu (Matt) Rouif
Story of PhotoRoom:
Beginning of PhotoRoom
In 2019, two entrepreneurs, Matthieu (Matt) Rouif and Eliot Andres, set out to
solve a common challenge for small businesses and creators making high-quality
images without professional studios. They founded PhotoRoom in Paris,
France, with the mission of simplifying photo editing through artificial
intelligence. The idea was simple yet powerful: anyone with a smartphone should
be able to create professional, studio-quality images in minutes.
Matt Rouif’s Early Journey
Before founding PhotoRoom, Matt Rouif had already built a strong foundation in
product design and mobile engineering. A graduate of École Polytechnique and
Stanford University, he specialized in materials science but gravitated toward
technology, entrepreneurship, and app development. During his Stanford days, he
explored courses in machine learning, startups, and creative design, which
shaped his entrepreneurial outlook.
First Steps in Tech and Entrepreneurship
Matt’s early career reflected his passion for innovation. He created mobile
apps for ski resorts that gained adoption in over 50 resorts worldwide. Later,
he co-founded HeyCrowd, an app designed to make surveys more interactive
and social. These experiences gave him valuable lessons in user engagement and
scaling digital products.
From Replay to GoPro
One of Matt’s biggest breakthroughs came with the Replay video editing
app, which was recognized by Apple as the "Best App of the Year." Its
success attracted GoPro, which acquired Replay, and Matt joined their team as
Senior Product Manager. At GoPro, from 2016 to 2018, he led the development of
image editing products, managing both hardware and software innovations, and
spearheaded features for the Quik app, which reached millions of users.
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Founding PhotoRoom
After leaving GoPro, Matt felt the need to build something of his own again.
With Eliot Andres, he co-founded PhotoRoom in 2019. The vision was clear: to
leverage deep learning so that pixels could be translated into objects, making
traditionally complex editing tasks—like background removal—fast and
effortless. Within a short time, PhotoRoom became known as the go-to tool for
e-commerce sellers and entrepreneurs who needed clean, professional product
images.
Rapid Growth and Success
PhotoRoom quickly gained traction. By focusing on product-led growth, the app
grew from a scrappy startup to becoming the #1 photo editing app for e-commerce
sellers worldwide. The company’s user base expanded from small creators on
platforms like eBay to major players such as Amazon and DoorDash sellers. By
2024, PhotoRoom had reached over 300 million users and was generating more than
$50 million in annual revenue.
Funding and Recognition
The startup’s explosive growth did not go unnoticed. PhotoRoom attracted
top-tier venture capital firms and raised a total of $64 million, including a
major $43 million Series B round in February 2024, which valued the company at
$500 million. With search growth surging by 99 times over five years and
monthly visitors crossing 23 million, PhotoRoom established itself as one of
the fastest-growing AI-powered editing platforms.
Looking Ahead
Today, PhotoRoom continues its mission of empowering
entrepreneurs and small businesses. By automating non-creative tasks like
resizing, blurring, and background removal, the platform frees creators to
focus on their vision and storytelling. Matt Rouif, as CEO, remains committed
to making professional image creation accessible to everyone. As AI continues
to transform design and advertising, PhotoRoom is well-positioned to lead the
future of personalized content and visual storytelling.
Timeline for PhotoRoom’s Story:
- 2019:
Founded by Matthieu Rouif and Eliot Andres in Paris; launched with AI
background removal.
- 2020-2021:
Added batch editing, resizing, templates, and virtual models.
- 2023:
Surpassed 300 million downloads; leading app for e-commerce photos.
- Feb
2024: Raised $43M Series B at $500M valuation; introduced enterprise API.
- 2024:
Released generative fill, AI Upscale, Expand, and shadow tools.
- Present:
Integrated automated workflows for businesses; focused on democratizing
visual creation
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