soona Raises $35M in Series B Funding

soona founders

soona, a Denver, CO-based virtual content creation platform for e-commerce, raised $35M in Series B funding.

The round was led by Bain Capital Ventures with participation from Union Square Ventures, Matchstick Ventures, Starting Line Ventures, 2048 Ventures, and Range Ventures.

The company intends to use the funds to accelerate growth and expand its business reach.

Founded in 2019 by Liz Giorgi and Hayley Anderson, soona provides a content creation platform for brands to make professional-quality photos and videos. Clients book a shoot with soona’s self-service software and choose from curated and recommended shoots or choose the option to build their own shoot. Brands can select everything from the background color to props to models, stylist or pets from its pro services network. Clients ship their products and join their shoot online in real-time via a virtual photoshoot. Brands can organize content within the platform, revisit previous shoots, and shop their past shoots for more content at any time. With the company’s Shopify app, brands can then swap content into their store and product listing pages in just one click.

The company has over 8,000 brand customers including Lola Tampons, The Sill, and Wild Earth, and grew more than 300% in 2021 and 400% in 2020.

soona has three hubs in Austin, Denver, and Minneapolis.