Pura

Pura operates in the smart home technology sector, offering a system centered around a smart fragrance diffuser that users can control via a smartphone application. The company was founded in 2014 by Richie Stapler and Bruno Lima in Pleasant Grove, Utah. The founding story stems from Stapler's lifelong passion for fragrances and his interest in smart home technology, combined with Lima's expertise in manufacturing and supply chain. Lima, originally from Brazil, holds a degree in Manufacturing Engineering Technology from Brigham Young University, while Stapler studied technology management and visual communication at Utah Valley University. Facing initial rejections and financial hardship, the founders financed the company's early development by selling cars, refinancing a house, and accumulating significant credit card debt.

Pura’s business model functions as a marketplace for fragrances, akin to Keurig's model for coffee pods. The company designs and sells its proprietary smart diffusers and generates recurring revenue through the sale of fragrance refills. These fragrances are sourced through exclusive partnerships with well-known brands such as Disney, Nest, Capri Blue, Anthropologie, and Apotheke. This strategy allows Pura to offer a wide variety of familiar and trusted scents to a broad consumer base. The company primarily sells direct-to-consumer through its website, which is its main sales channel, but has also established a presence in major retail stores like Nordstrom, Sephora, and Anthropologie. A subscription service is available, providing customers with discounts on recurring fragrance deliveries.

The core product is a plug-in smart diffuser that connects to a user's smartphone via an app. This allows for remote control over the fragrance experience, including scheduling scent diffusion, adjusting the intensity, and swapping between two different scents housed within the device. The app-based control addresses the common issue of scent habituation, or "nose blindness," by allowing scents to be alternated automatically. The devices, such as the Pura 4, are designed for small to medium-sized rooms and feature an integrated, color-changing nightlight. The company emphasizes the use of clean, responsibly sourced ingredients that are free from harmful chemicals, parabens, and phthalates, positioning their products as safe for use around children and pets. Milestones for the company include securing a $4.4 million seed funding round in February 2020, led by Kickstart Seed Fund, which helped fuel product development and expansion.

Keywords: smart fragrance, home fragrance diffuser, app-controlled scent, smart home technology, fragrance marketplace, subscription service, direct-to-consumer, Richie Stapler, Bruno Lima, Pura 4, clean fragrance, pet-safe fragrance, home scenting, IoT device, fragrance partnerships, customizable scent, scheduled fragrance, home automation, scented oil diffuser, luxury home fragrance