Pura is a smart home fragrance technology company founded in 2014 and based in Utah, United States. It designs and sells app-controlled smart diffusers together with premium, clean fragrances, giving users control over how their spaces smell. The company's technical work spans smart home and IoT devices, connected mobile app control, fragrance formulation and what it calls scent design: the practice of treating fragrance as an element of interior design alongside colour, texture, sound and lighting.
The diffusers are connected devices managed from a phone, allowing users to adjust scent intensity, set schedules and switch between fragrances. The accompanying fragrances are formulated to be clean and safe around children and pets, and are designed for specific moments and moods, from calming lavender for the evening to energising scents for the morning. The company reports a fragrance sold every 3.7 seconds.
Pura partners with brands including Curio, Anthropologie and Disney, and has been recognised as the Fastest Growing Company in Utah. It was founded by two innovators, and states a brand ethos that "life is better when it smells good", with an emphasis on customer experience and on everyday emotional well-being rather than on growth accolades.
