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Pura Marketing Breakdown: How a Smart Scent Brand Turned Fragrance into a Lifestyle Movement

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You know how some products just get it? 

Like they weren’t created in a boardroom but by someone who truly understands what modern consumers want: function, design, and just the right touch of obsession-worthy branding. 

That’s Pura.

From a smart diffuser startup in Pleasant Grove, Utah, to a multi-million-dollar brand reporting 9,000% growth in one year, Pura isn’t just selling scents. 

They’re engineering a lifestyle. With over $4.4 million in seed funding and partnerships with brands like Disney, Pantone, and Capri Blue, they’ve turned the humble air freshener into a smart home must-have.

Let’s break down how they pulled it off.

1. The product strategy: marrying tech with emotion

Pura didn’t just build a better diffuser. They reimagined the entire experience.

Their flagship product, a smart home fragrance diffuser, lets users control everything from scent intensity to scheduling through an app. No flame. No mess. 

Just seamless, app-connected scenting that fits into your daily routine.

Pura products

But what really sets them apart? Modularity and personalization. 

Each diffuser holds two fragrance vials, allowing users to switch between scents based on mood, time of day, or even the weather. 

And that app? It’s not just for control—it’s part of the brand experience, reinforcing ease and elegance.

Pura application

Over time, they’ve expanded the product range:

  • Pura Kids (2021): Family-friendly scents for nurseries and playrooms.
  • Pura Hydration (2023): A wild but bold jump into natural, low-sugar drinks.
  • Pura 4 (2024): A sleek redesign for medium-sized rooms with smarter controls.
  • Pura Car Pro™ and Mini™: Because your car deserves luxury too.

They’re not just innovating, they’re creating an entire scent ecosystem.

2. Retail and brand positioning: premium, but accessible

One of Pura’s smartest moves was going multi-channel early. 

You can find their diffusers in Nordstrom, Sephora, Saks, and Anthropologie, retailers that instantly add a halo of premium appeal.

This retail strategy positions Pura as the Dyson of home fragrance: modern, elevated, and gift-worthy. It also adds credibility for new customers who might not discover them online.

At the same time, their DTC model keeps them agile. Subscription services (which made up over 40% of their growth in 2024) help create recurring revenue while making customers feel like part of an exclusive club.

Pura subscription

3. Website experience: built for discovery and conversion

Pura’s website doesn’t just look good—it sells smart.

Within 10–15 seconds of arriving on the site, you’re greeted by a 10% off popup that instantly invites you to subscribe.

Quick and simple.

Pura signup popup

This type of popup typically converts around 1%. 

However, a well-designed, visually appealing popup with desire-driven elements, social proof, and a multi-step process would perform significantly better.

At the top, an interactive bar keeps you in the loop with real-time updates on free shipping thresholds, referral perks, and seasonal promos. 

Pura sticky bar

What makes Pura unique is the ability to create your own personalized scent story through an intuitive shopping journey. 

It guides you through a smooth, step-by-step process, starting with a clear “Get Started” CTA.

start designing your set

First, you select your preferred diffuser:

Start designing your scent

Next, you choose two fragrances that fit your vibe.

Select your fragrance

Then, since it’s a subscription-based model, you pick how often you’d like your scents delivered.

Select your fragrance

It feels more like a lifestyle quiz than a sales process. And it works because it reduces decision fatigue while naturally encouraging add-ons and subscriptions.

Cart page

On the cart page, there’s a subtle but effective “You might also like” section: an elegant upsell tactic that suggests complementary products without feeling pushy. 

Right next to it, there’s also an option to add a gift bag, making it easy to elevate your order with a thoughtful finishing touch.

4. Collaborations: partnering with the right brands

Pura doesn’t go it alone when crafting their scent library.

Instead, they collaborate with powerhouse fragrance brands and lifestyle icons, bringing instant credibility and cult-following appeal to their collections. 

These partnerships not only expand their olfactory range but also unlock ready-made audiences through smart co-branded marketing.

Partners

One of their most talked-about collaborations is with Capri Blue, featuring the beloved Volcano scent. 

Capri Blue

They’ve also teamed up with NEST New York and LAFCO, both known for their elevated, complex fragrance profiles.

Nest partner

Then there’s the magic touch: Disney. Yes, even your hallway can smell like a fairytale. 

Interior design aficionados will appreciate their collaboration with Studio McGee, which brings Pura’s sleek devices into carefully curated, Pinterest-worthy spaces.

They’ve also gone deeper by collaborating with Dutjahn, known for its commitment to sustainable sourcing and rich, earthy scent profiles.

And to top it all off? A sensory-meets-visual collaboration with Pantone, marrying fragrance with color trend storytelling. 

These aren’t just partnerships, they’re cultural crossovers that position Pura as a tastemaker in design, wellness, and lifestyle.

5. Social media: selling the invisible

Selling scent online isn’t easy. You can’t exactly scratch and sniff a screen! But Pura makes it work by leaning into aesthetic, emotionally-charged content that brings each fragrance to life visually.

Their Instagram feed is filled with design-focused imagery: modern homes, cozy corners, and curated shelves.

They also use mood-driven visuals, like fall leaves with warm amber lighting to sell a pumpkin spice scent.

And they lean heavily on user-generated content (UGC):

  • Real homes using the product
  • Influencers showing how it fits into daily routines
  • Fans raving about their favorite scent combos
@pura Obsessed with our customers 🥹🫶 #pura #smartfragrance #smartfragrancediffuser #fragrance #customers #customerreviews #homedevice #smarttechnology #smarthome ♬ original sound - Pura

This adds trust, relatability, and makes Pura feel less like a product and more like a community.

6. Paid ads: smart, tested, and effective

Pura isn’t shy about paid advertising. In fact, their CMO has confirmed that Facebook and Instagram were crucial to building early momentum, and they’ve only gotten savvier since.

Pura focuses on short, engaging video ads, particularly for mobile-centric platforms like Instagram Reels, Stories, and Facebook Stories.

These videos showcase product features, scent experiences, and lifestyle applications.

Pura ads

Static image ads prioritize clear, straightforward messaging paired with high-quality product shots or lifestyle images. They’re designed for quick impressions and high click-through rates.

Pura ads

They also elevate influencer collaborations by repurposing creator content into sponsored ads, seamlessly combining authenticity with reach.

Pura collaborations

Their Google Ads campaigns range from straightforward text ads promoting a specific scent to car owners, to broader messaging that highlights their overall fragrance collection.

Pura ads
Pura ads

They also run static image ads that showcase their sleek diffusers beautifully integrated into real, stylish settings.

Pura ads

And they don’t skimp on video ads, often highlighting one specific product:

Final takeaway

Pura isn’t winning just because their diffusers smell good.

They’re winning because they’ve crafted a seamless, emotional brand experience. From smart product design to strategic partnerships and conversion-focused content, every move is calculated.

It’s proof that when you combine tech with storytelling and just the right scent, magic happens.

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Looking for more marketing breakdowns? Check out these articles:

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Written by
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Barbara Bartucz

Barbara is a Content Marketer at OptiMonk. She takes pride in creating different forms of content, whether it’s an article, a video, or an e-book.
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