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The main approach today is adding a rounded-corner mask to the image on the client’s side, using either CSS or image mask overlays. There's another approach - add rounded corners to the original image and serve it to the browser in its final form. This approach offers some very nice benefits. While the client-side masking approach usually works, it certainly has its drawbacks: Supporting older browsers is non-trivial and the HTML can get cluttered. In addition, this method fails when generating PDFs or sending emails. Email clients today simply do not support advanced CSS techniques. Client-side masking is non-trivial for mobile applications where it’s more complex to transform the images or add masks on the device itself.