We Heart It was founded in 2008 by Fabio Giolito, a native of Brazil. He started the site as a side project around the idea of "hearting" photos and saving them for sharing with friends.
What started as a tool for himself and his friends, the product grew organically from there.
When growth began to surge, Fabio brought on co-founder Bruno Zanchet to help focus on infrastructure.
The two took on some seed funding and the site became an incorporated business in California in 2011.