Lifestyle YouTuber Zoe Sugg, who founded the lifestyle brand Zoella, has teamed up with A Beautiful Mess founders Emma Chapman and Elsie Larson to release ‘Filmm,’ a video editing app specifically made for creators.

Filmm, which debuted yesterday in Apple’s App Store, is free to download, but also has a subscription option. The free version includes more than 20 filters and video effects like light leaks, dust, and grain, as well as advanced editing tools like color adjustment curves and green screen capabilities. Users can also subscribe for $19.99 per year to get hundreds more filters and effects, plus watermark control and discounted pricing on new features being added.

“Working with Elsie and Emma has been a dream come true, as I already use and adore the photo editing apps they have created,” Sugg, who has 11.8 million subscribers on YouTube and 9.8 million followers on Instagram, said in a statement. Her lifestyle and beauty brand Zoella, which she launched in 2014, has 1.2 million Instagram followers.

Larson and Chapman’s flagship brand, A Beautiful Mess, has 28,000 subscribers on YouTube and 631,000 followers on Instagram. In 2016, the duo launched photography and technology company A Color Story, and with that company produced two apps: an eponymous video and photo editing app designed for Instagram, and A Design Kit, which enables users to add designs, stickers, text, and custom illustrations to any photo or background.

“If we’re being honest, video is a little outside my comfort zone at A Beautiful Mess or A Color Story,” Chapman said. “So having someone like Zoe—who built a career around video—as a partner was crucial to creating Filmm and getting it right.”

Though A Color Story does include video editing capabilities, effects users add with the app are stationary, while effects in Filmm move with the video, Chapman explained in a blog post about Filmm’s launch.

You can see some of Filmm’s effects in action in the below Instagram videos from the app’s official account.


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✨✨ by @statlervisualco, edited with Holiday/7 #filmm #comingsoon

A post shared by Filmm (@filmmapp) on

Filmm is available on the App Store here.

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