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The company behind VSCO Cam, a popular app powered by a sophisticated set of nostalgic filters, today raised $40 million — its first funding round.

While VSCO Cam’s creator, Visual Supply Company (VSCO), competes with Instagram on the filter front, the company has long offered a professional set of tools, like VSCO Film and VSCO Keys. A focus on professional photo editors led VSCO to profitability early on, but according to chief executive Joel Flory, the firm has bigger plans.

“The team decided it wanted to expand and add to product offerings in international markets as well as work on other creative ventures, like awarding grants to artists,” Flory told the New York Times.

According to Flory, Emeryville, Calif.-based VSCO has users in the “tens of millions.” It’s unclear how the company plans to expand, but with a pile of cash this large, we’re sure it involves social.