Screen Shot 2013-04-15 at 10.56.37 AMPhoto startups are a bit like handlebar mustaches. They were all the rage until so many sprouted that people lost interest. Picturelife, however, is breaking through the fatigue and grabbing attention.

Picturelife is the latest project by Charles Forman, who sold his last startup, OMGPOP, to Zynga for $180 million last year. It’s a service that protects your memories by backing up and organizing all your photos and videos in the cloud. Forman founded Picturelife along with director of New York Tech Meetup Nate Westheimer and Threadless cofounder Jacob DeHart, and the three have been working on the product in stealth mode for years.

Screen Shot 2013-04-15 at 10.56.25 AM“The Picturelife team is a group of accomplished software engineers and designers that came together to solve a frustrating problem that everyone has: Keeping our pictures safe and secure,” the company said on the site. “It takes a fraction of a second to capture one memory, and just that long to lose them all—to a thief, to data corruption, to natural disaster. That’s why we built Picturelife.”

The “Syncer” feature serves as a “photography assistant” by searching your computer, mobile devices, and linked social media accounts for photos and automatically uploading them. All the photos are indexed, organized into folders, and searchable. Picturelife uses natural-language processing to index and organize the photos, and they are searchable by album, GPS location, and even keywords. Content is private by default, but you can easily your images from multiple devices and shared.

VB Transform 2020 Online - July 14-17. Join leading AI executives: Last chance to register!

Picturelife operates on a freemium model: 5GB or 1,700 photos are free, while the premium services cost $7 or $15 a month for 100GB or 300GB, respectively. The company emerged out of two years of stealth mode in March with $4 million in funding from Spark Capital, Crunchfund, Founder Collective, Lerer Ventures, Highline Venture Partners, Betaworks, David Karp, SV Angel, and Chris Dixon as well as some of Foreman’s own money.

Photo organizing-and-sharing apps may not be the trendiest or most cutting-edge technology, but they do provide a service that people want and use. Like a good handlebar mustache, a good one is still worth getting excited over.

Photo credit: Screenshots