Meet Pura: The Luxe Smart Home Fragrance Brand You’re About to Be Obsessed With

We've finally cracked the code on keeping our home smelling incredible 24/7, and it all comes down to Pura's genius app-based fragrance system. Look, we know this isn't your first home-fragrance rodeo—you've got the plug-ins, wax warmers, and Mason jars full of diffuser reeds to prove it. Pura is the tech-savvy, luxurious smart diffuser that lets you clear your counters of all those methods you've collected to keep your place smelling amazing. Honestly, Pura lets you enjoy aromatherapy as a lifestyle instead of creating another task to deal with.

So what makes it different? Pura is a smart fragrance system that uses flameless, fan-powered diffusion to freshen your home with the touch of your smartphone. We love that we can control scent intensity, set schedules, and rotate scents to fit our mood just like that. It all works using built-in sensors and your Wi-Fi. In addition to becoming something we honestly can't live without, Pura has become a go-to gift for housewarmings (and yes, we've given it more times than we can count). Did we mention that these are clean scents free of harmful chemicals you wouldn't want your pets or kids breathing in? Come learn why other scent products don't hold a candle to Pura.

What Is Pura?

Pura is a smart home fragrance brand with an app-controlled diffuser. Around here, we consider it the simplest way to elevate your at-home experience using the power of scent. What we love most about Pura is how neat and clean the whole experience is. It's kind of like if ancient aromatherapy methods and your iPhone had a baby—crisp, relaxing, and ridiculously easy to use. Pura diffusers also have sleek, minimal designs that let them work as chic home décor accents and part of your daily wellness routine.

As an electronic diffuser with cartridges, your Pura doesn't require you to mess with essential oils that spill and drip everywhere. You also don't need to put your mental energy toward remembering to unplug a diffuser before the basin dries out or blow out the flame on a scented candle. Honestly? That makes Pura just perfect for relaxing evenings when you're reading a book or doing a little streaming before drifting off.

Here's where it gets really good: Pura lets you load two scents at once and control which one diffuses at any given time. We love switching between peppier scents that wake us up in the morning and relaxing scents that help us unwind at night. Simply use the Pura app to adjust intensity, set schedules, and swap between fragrances remotely. Trust us, there's nothing better than walking into a spa experience for your nose that's already waiting for you when you get home from a long day.

What You Can Find at Pura

While Pura's lineup is gorgeously curated and easy to shop from, there's still variety. Pura lets you fully curate your experience by offering five diffuser models in different sizes. There's even a car model to keep your ride smelling fresh, pure, and always ready for unexpected passengers.

The Pura Smart Diffuser

Choose from the Pura Mini (perfect for entryways, bathrooms, or home offices), Pura 4 (kitchens, bedrooms, and other medium-sized spaces), or Pura Plus (open-concept homes and vaulted ceilings).

Cordless Car Diffusers

Pura Car and Pura Car Pro feature rechargeable batteries for ongoing freshness—and there's automatic start-and-stop motion-detection diffusion to save your scent for when you're actually in your car. A single cartridge lasts up to four weeks.

Fragrance Refills

This is the fun part because Pura offers dozens of signature scents like Santorini, Linens & Surf, White Tea, Orange, Evergreen in the Snow, Seaside Terrace, Pumpkin Ginger, and Noir Woods. There are tons of seasonal scents that capture the mood and spirit of the time of year. In addition, Pura collaborates with brands like Anthropologie, Disney, and The Met to offer limited-edition themed scents.

Subscription Option for Automatic Fragrance Delivery

Never run out of your signature Pura home scent, and get 20% off on all subscribed fragrances when you sign up for recurring deliveries. You can handpick your scent(s) or choose a curated subscription with a surprise scent each month. Pura lets you change your delivery date or cancel anytime with no fees. Other perks include 2x reward points on subscription orders and the ability to upgrade your one-year diffuser warranty to a lifetime warranty.

Best-Selling Pura Products

Pura's huge selection of fragrances gives you a world of scents to explore. While we tend to stick to the same two to four scents we've become hooked on, trying new seasonal scents or brand collabs as they roll out is one of the fun, unexpected sides of diving into the Pura lifestyle. 

Best-selling picks include:

• The Pura 4™ Smart Fragrance Diffuser:
  This latest model is an upgrade with new smart features for a high-end scenting experience that lasts up to 45 days when diffusing two vials for six to eight hours daily.
• Popular scents:
  One of the enduring best-selling scents among Pura subscribers is the Capri Blue Volcano—also known as the Anthropologie cult-favorite scent—with hints of sugary citrus and tropical fruits.
• Specialty scents:
  Disney-inspired collections like Bambi Forest and Mickey Mouse are also beloved. Adding a twist of synesthesia, Pura also does Pantone collaborations with scents inspired by color psychology—and the PANTONE 17-1230 Mocha Mousse is every bit as deliciously dreamy as you'd expect.

While products like diffusers and signature Pura scents are readily available for order, stock does tend to run low on collaborations or limited-edition scents. The trick is ordering early and doubling up on your order if you want to be part of it.

The Pura Story

With so many disappointing diffusers out there—we're looking at you, dry, brittle sticks that start to grow weird mold and liquid diffuser basins that force us to tiptoe around a boiling cauldron of scent on the coffee table—Pura feels like a breath of fresh air.

The world's first smart home scent diffuser, Pura emerged in Utah in 2014. That's when founder Richie Stapler became obsessed with the idea of combining the cologne he loved with his passion for tech. From there, Stapler tinkered with the idea of integrating Wi-Fi and intelligent systems with fragrance. Pura was finally born when he partnered with a friend named Bruno Lima, who was studying manufacturing, and Pura is a nod to Lima's Brazilian roots.

The mission behind Pura is to merge tech and fragrance to create clean scents with no harmful chemicals or ingredients. This cleaner, safer, and more stylish way to enjoy home fragrance quickly gained momentum through brand collaborations and word-of-mouth popularity. In addition to being the top choice for clean home fragrance, Pura is also a social media sensation with 300K+ Instagram followers, tons of influencer collabs (like Pura x Dae Hair Care), and brand collabs with Anthropologie, Disney, Pantone, and The Met—all creating tons of viral-worthy launches that populate TikTok's FYP page for scent lovers and pop-culture fans.

How Much Does Pura Cost?

Pura comes with a little up-front investment for your diffuser, but it's not any more than the cost of non-smart diffusers from popular aromatherapy brands. Depending on the model you choose, Pura diffusers range from $49 to $70. Vial packs generally cost $11 to $19 each. Remember that you get a 20% discount and free shipping for vial subscriptions. Don't forget to sniff out some deals and promo codes on Rank & Style’s Pura Discount Code deals page that will help you save even more.

If You Love Pura, You’ll Also Love…

Pura didn't invent diffusers—it only perfected them using clean tech. While we've fully converted to this app-based way of controlling home fragrance, there are definitely some diffuser brands worth their salt out there. 

Here's a rundown of our favorites that compare to Pura:

• NEST New York fragrances:
  A favorite for classic reed diffusers, NEST perfected rich, indulgent oil-based scents. If you prefer old-school flameless over tech, these scents are unforgettable. We should note that Pura has actually done a NEST x Pura collab.
• Vitruvi:
  Vitruvi plug-in diffusers let you pick four-hour or eight-hour runtimes. We love that these natural scents last up to 500 hours with zero mess or effort. You can even adjust scent strength.
• Aera:
  Like Pura, Aera diffusers come in different sizes for different spaces—plus there's a subscription option with 30% off. While we enjoy the floral, fruity, and woodsy scent options, we consider the scent collection a close second to Pura's wide range of signature and collab/exclusive scents.

Our Take: Why We Love Pura

Pura showed us that our home can really smell good consistently by taking the mess and fuss out of diffusing fragrances. The ultimate mood-lifter, Pura is great for both aromatherapy and covering up odors in your home, office, or car. We love the tech-meets-style factor that gives us a sleek design that seamlessly blends with home décor, with no oils, sticks, or stick messes to manage. Controlling your app-linked Pura diffuser is a breeze.

Our favorite thing about Pura is the curated fragrance library with exclusive collabs you can’t find anywhere else. All that's left to do is take a deep breath, savor the fresh scent in your home, and wonder how Pura manages to offer such a luxurious experience without being over-the-top expensive.