Pura makes app-controlled smart home fragrance diffusers that let you customize scent intensity, set schedules, and swap between fragrances from your phone. The category was long dominated by plug-in timers with fixed scents, but Pura transformed it into a connected experience where you choose from over 300 premium fragrances sourced through partnerships with luxury fragrance brands.

Pura built its business on clean, safe formulations and a licensing model that brings fragrance houses into everyday homes. The approach puts control in the user's hands, eliminating waste through smart scheduling and automation while ensuring all fragrances are crafted with premium ingredients safe for families and pets. Diffusers are designed for different spaces, from small rooms and vehicles to larger home environments.