Pura

What Pura does

Pura Scents, Inc. (DBA Pura) is a privately held US direct-to-consumer smart home fragrance company headquartered in Orem, Utah. The company designs, manufactures, and sells WiFi-connected fragrance diffusers — the Pura 4, Home, Home Mini, Home Plus, and Car lines — that pair with a mobile app (iOS and Android) for scheduling, intensity control, and switching between two refill vials loaded in a dual bay. The platform is anchored by a marketplace of 300+ clean, IFRA-compliant fragrances sourced from both Pura's own formulations and third-party brand partners such as NEST New York, Capri Blue, Brooklyn Candle Studio, Studio McGee, and Disney. Refill vials (10 mL, ~350 hours per vial for home; ~30 days per cartridge for car) are sold one-time or through a monthly subscription at a minimum of $9.59 per fragrance.

Pura's revenue model combines hardware sales of smart diffusers with recurring fragrance refills, supplemented by one-time vial purchases and digital gift cards. Acquisition is product-led: a 30-day risk-free trial, a free-or-discounted diffuser offer contingent on maintaining a qualifying monthly fragrance subscription for 12 months (capped at four discounted devices per household per lifetime), and a direct e-commerce storefront at pura.com. Marketing runs through the owned site, email/newsletter capture (10% off first order), organic social on Instagram, and app-store distribution. Shipping is continental-US-only; AK, HI, military addresses, Puerto Rico, and other US territories are excluded from standard fulfillment. Distribution is entirely D2C — there is no disclosed physical retail or B2B channel beyond a Wholesale page in the site navigation. Recent strategic activity includes the Pantone Cloud Dancer co-branded fragrance (December 2025), the Pura x Malala Fund Collection (March 2026), and a voluntary recall of Pura 4 device covers due to dislodging magnets (May 2026). The company was founded in 2014, employs 101–250 people, and last disclosed an institutional capital event with Tamarak Capital in 2019.

Name

Pura

Legal name

Pura Scents, Inc.

Website

https://pura.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Pura Scents is a US direct-to-consumer smart home fragrance company that sells app-controlled diffusers (Home, Home Mini, Home Plus, Car) and a 300+ fragrance marketplace to residential consumers, earning revenue through hardware sales and a monthly refill subscription.

Ownership category

akta.pro rank

Product category

Smart Home Fragrance

NAICS

Small Electrical Appliance Manufacturing (33521), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Electric Housewares & Fans (3634), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Plug-In & Electric Air Fresheners (CRAJAEAB), Smart Air Quality Sensors, Purifiers & Humidifier/Dehumidifier Integration (HSAOANAH)

Keywords

• Smart home fragrance
• Scent diffusers
• Fragrance subscription
• Connected home devices
• Premium home fragrance

Headquarters

HQ city

Pleasant Grove

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Smart Diffuser Hardware Sales: One-time sales of smart fragrance diffusers including Pura 4, Home, Home Mini, Home Plus, and Car models. Devices are sold at various price points with periodic free or discounted offers tied to subscription commitments.
2. Fragrance Subscription: Monthly subscription model for fragrance refills with delivery schedules of 4, 6, 8, or 12 weeks. Minimum subscription price of $9.59 per fragrance. Subscribers receive 20% discount and free shipping on orders over $35.
3. One-Time Fragrance Purchases: Individual fragrance vials purchased at full price ranging from $11.19 to $20.99. Home fragrances come in 10mL vials lasting approximately 350 hours.
4. eGift Cards: Digital gift cards available for purchase as gifting options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pura designs and sells WiFi-connected smart fragrance diffusers for the home (Pura Home, Home Mini, Home Plus) and vehicles (Pura Car), controlled via a mobile app for scheduling, intensity, and scent switching. The hardware is paired with a marketplace of 300+ premium, clean fragrances sold individually or through recurring subscriptions (4/6/8/12-week delivery cadences). Proprietary technologies include Open Air Tech™ odor reduction and Puralast™ fragrance lock.

Product overview

Pura is a smart home fragrance company offering a platform of smart diffusers and a marketplace of 300+ premium fragrances. The core product line consists of four smart diffuser models (Pura Home, Pura Home Mini, Pura Home Plus, and Pura Car) that work with the Pura app for scheduling and intensity control. The ecosystem centers on proprietary fragrance refill vials (10mL) for home diffusers and cartridges for car diffusers, supported by a subscription service for recurring deliveries. Key technology brands include Open Air Tech (odor-reducing technology) and Puralast (refill system). The marketplace includes both Pura's own fragrances and third-party brands like NEST New York, Capri Blue, Brooklyn Candle Studio, and Studio McGee.

Differentiator

Problem solved

Functional benefit

Products and services

• Pura Home (Pura 4) Smart Diffuser Smart WiFi-connected home fragrance diffuser designed for medium-sized rooms; pairs with the Pura mobile app to schedule, switch between two fragrance vials, and adjust scent intensity. Sold to residential consumers in the US.
• Pura Home Mini Smart Diffuser Compact WiFi-connected smart home fragrance diffuser designed for small rooms (e.g., bathrooms, offices, cozy nooks); features the same app-based scheduling, intensity control, and fragrance switching as the standard Pura Home. Sold to residential consumers in the US.
• Pura Home Plus Smart Diffuser Larger WiFi-connected smart home fragrance diffuser designed for large rooms and open-concept spaces; offers enhanced diffusion capacity with the same scheduling, intensity, and fragrance-switching controls via the Pura app. Sold to residential consumers in the US.
• Pura Car Smart Diffuser Smart car fragrance diffuser that brings whole-home scenting to vehicles; controlled via the Pura mobile app for scheduling and intensity, and paired with car fragrance cartridges lasting approximately 30 days at ~1 hour/day of diffusion. Sold to individual vehicle owners in the US.
• Fragrance Refill Vials (Home) 10mL fragrance refill vials compatible with all Pura Home smart diffusers; each vial lasts approximately 350 hours depending on intensity settings and room size. Available individually or through the monthly fragrance subscription, with prices ranging from $10.87 to $16.99.
• Car Fragrance Cartridges Fragrance cartridges compatible with Pura Car and Pura Car Pro diffusers; typically last about 30 days in an average-sized vehicle with ~1 hour/day of diffusion. Priced from $11.99 to $16.99 per cartridge.
• Pura Fragrance Subscription Service Recurring fragrance delivery subscription offering 4, 6, 8, or 12-week delivery cadences at a minimum price of $9.59 per fragrance; subscribers receive a 20% discount versus one-time purchases, free shipping on orders over $35, and qualify for free or discounted smart diffusers (with a 12-month maintenance commitment, up to 4 discounted devices per household lifetime).
• Pura x Pantone Cloud Dancer Fragrance Limited-edition fragrance collaboration with Pantone inspired by the Pantone Color of the Year 2026 ('Cloud Dancer'); combines bergamot, freesia, magnolia, and sandalwood notes and is sold exclusively on Pura.com as a home fragrance vial.
• Pura x Malala Fund Collection Purpose-driven fragrance collection of four scents inspired by girls, local leaders, and the transformative power of education in Brazil, Pakistan, Tanzania, and Nigeria; a portion of revenue and direct donations support Malala Fund's mission for girls' education worldwide.

Quantifiable outcome

• Fragrance lasts approximately 350 hours depending on intensity settings and room size

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• Malala FundminorStrategic or Co-development Partner · 3 March 2026Pura launched the Pura x Malala Fund Collection, a line of four fragrances inspired by girls advocating for education in Brazil, Pakistan, Tanzania, and Nigeria. The collection supports Malala Fund's mission through a portion of revenue and direct donations. Reflects regional cultures and promotes awareness for girls' education worldwide.
• PantoneminorGTM or Marketing Partner · 4 December 2025Collaboration to create a fragrance inspired by Pantone's Color of the Year 2026, Cloud Dancer. The fragrance features bergamot, freesia, magnolia, and sandalwood notes. Available exclusively on Pura.com.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Capri Blue: Capri Blue is a Pura marketplace partner and a leading home fragrance brand (iconic Volcano scent), offering candles, room sprays, and diffusers in overlapping channels.
• ScentAir: ScentAir provides commercial scenting solutions for hotels, retail, and offices — adjacent to Pura's consumer focus but comparable in diffusion technology and recurring fragrance supply model.
• NEST New York: NEST is both a Pura marketplace partner and an independent premium home fragrance brand, making it a partial peer in content but a broader incumbent with candles, diffusers, and personal care lines.
• Yankee Candle (Newell Brands): Yankee Candle is a mass-market home fragrance incumbent with candles, car diffusers, and plug-ins — competing for the same household fragrance dollars, though without Pura's smart/app ecosystem.
• Glade (SC Johnson): Glade is a mass-market air freshener and plug-in incumbent from SC Johnson, representing the dominant low-end competitor Pura is trying to disrupt with its premium smart home positioning.
• Aromatech: Aromatech is a global leader in professional fragrance diffusion and scent marketing, comparable in diffusion technology to Pura but serving commercial and hospitality markets.

Direct peers

• Vitruvi: Vitruvi sells premium stone-and-ceramic essential oil diffusers and bottled fragrances in the same upscale home scenting segment Pura targets with its 300+ marketplace.
• Aera: Aera sells WiFi-enabled smart home fragrance diffusers with capsule-based scents and app control — the closest direct competitor to Pura in the connected home fragrance category.
• Moodo: Moodo offers app-controlled smart fragrance diffusers with interchangeable scent cartridges, overlapping directly with Pura's dual-vial scheduling and intensity features.

Emerging players

• HomeLab Technology: HomeLab Technology is an emerging player developing AI-driven connected home fragrance devices, competing on the smart home angle but with a smaller product portfolio than Pura.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pura
• YouTubeyoutube.com/@pura
• Facebookfacebook.com/pura
• LinkedInlinkedin.com/company/pura-scents
• Instagraminstagram.com/pura

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pura