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Pura: The Fragrance Subscription Trap
A $32M smart home scent company that's struggling to win over consumers
Pura has built a $32M fragrance empire on the promise of smart, effortless home scenting, but a 1.4/5 Trustpilot rating tells a different story. This is the tale of a hardware-first subscription model that's fighting an uphill battle against consumer sentiment.
"They're selling hardware at cost to lock you into a fragrance subscription that customers consistently rate as one of the worst in the lifestyle category."
The Subscription Gamble
Pura's model is classic venture playbook: sell the diffuser cheap ($34.99) to acquire customers, then monetize through recurring fragrance subscriptions. With 50% direct traffic and only 12% organic search, they're heavily reliant on brand awareness and paid acquisition. The 20% monthly discount on subscriptions is designed to create stickiness, but the 1.4-star rating suggests the retention story isn't playing out as planned.
The Trust Deficit
The numbers reveal a stark reality: 160 Trustpilot reviews averaging 1.4/5 is catastrophic for a lifestyle brand. Top search queries like 'do I have to send back my pura sent for a return' indicate friction in the customer experience. When customers are searching for return policies rather than scent recommendations, you have a product-market fit problem, not a marketing problem.
Their tech stack shows ambition—Swiper, Tailwind, PWA, and modern frameworks suggest they're building for scale. But the 27,241 monthly visits on a global rank of #732,238 indicates they're struggling to break through in a crowded wellness and lifestyle market. The 'undefined' country showing 100% traffic suggests data tracking issues or a predominantly US-focused audience that hasn't scaled internationally.
- Hardware as loss leader: $34.99 diffuser priced to acquire, not profit
- Subscription dependency: 20% monthly discount creates lock-in, but poor retention signals
- Trust crisis: 1.4/5 rating with 160 reviews indicates systemic customer satisfaction issues
- Traffic concentration: 50% direct traffic shows brand recognition but weak organic growth
- Search intent problem: Return policy queries dominate over product discovery
The Fragrance Subscription Paradox
Pura proves that selling hardware is easier than selling trust—and in the subscription economy, trust is the only moat that matters.
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Pura - Official Site - Best Smart Home Fragrance Diffuser System
Get the Pura Smart Home Fragrance Diffuser starting at $34.99. Become a subscriber and save 20% monthly on your home fragrances.
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Reviews (20)
Porch Theft
I placed an order online. The delivery company left the package at an unsecure location and it was stolen. I emailed the delivery company and they replied that’s too bad but too bad. I called Capital One (my credit card) and they replied that’s too bad but we need a police report. I emailed Pura and they replied that’s too bad and we will send a replacement right away. THANK YOU PURA FOR THE EXCELLENT SERVICE!
Thank you so much for taking the time to share your experience. We are incredibly sorry to hear about your stolen package and the frustration you faced with the delivery and credit card companies. We know how stressful that can be, and we never want our customers to be left empty-handed. We are thrilled that our team was able to step in and get a replacement sent to you immediately. It is our priority to make sure you are taken care of, and we are glad we could help turn a bad situation around. We hope you enjoy your Pura.
OMG the worst - but support excellent
OMG, the worst experience. I tried to login to return an order. Could not log in. Sent me to my apple account, tricked me into changing my apple PW, finally logged in. Required me to set up an account and then cannot find my orders. How is this possible. Never never shop with this organization....... Subsequent interaction with customer support was excellent. So I changed from 1 star to 3 star as an average
Hi Phil, We are so sorry to hear about the frustration you have experienced with the login process and trying to return your order. We would be more than happy to look into this for you and see what we can do to assist. If you could please reply to this review with your order number, we can find your account and most recent order to help move this process forward. We want to ensure you are taken care of and hope to hear from you soon.
I would give 0 stars if I could
I would give 0 stars if I could. Shame on the influencers out here promoting this junk. My diffuser doesn't work, reached out several times to cancel and they refuse. The scents stink. Horrible customer service.
We are incredibly sorry to hear about your experience. It is disappointing to learn that your diffuser isn't working as expected and that you have felt unheard regarding your cancellation request. This is certainly not the standard of service or quality we aim to provide, and we want to get this resolved for you immediately. To help us locate your account and assist you right away, please send a recent order number to this review. We will review your account history to ensure your subscription and device issues are fully addressed.
Car Diffuser Issues
I have several of the Smart Diffusers, but the one for the car is horrible!! The reason this has received a 1 star review is that it constantly comes on even though I will turn it off due to the strong scent. I continues to search wifi, and comes on radomly, and we can't figure out how to make it stop doing that. I would prefer I start it on my own versus it coming on as soon as I get close to my vehicle with my phone. We didn't realize it was doing that, and the scent has went way down due to it constantly coming on randomly on it's own. We do not have directions for this one like we do for all our other smart diffusers in our house.
Hi Sandra, Thank you for sharing your feedback. We are sorry to hear about the frustration caused by your Pura Car Pro activating on its own and the resulting loss of fragrance. It sounds like your device is currently in "Automatic mode," which is the default setting designed to turn on when motion is detected, but we understand you prefer full manual control. You can easily adjust this behavior within the Pura app. simply navigate to your device settings and toggle "Automatic mode" to the off position. This will prevent the diffuser from turning on automatically when you enter your vehicle, ensuring it only runs when you choose to start it. If you have any trouble locating this setting or need further assistance, please reach out to our Customer Experience team at [email protected]. We appreciate your patience and hope this helps you enjoy your fragrance exactly how you want it.
Faulty product and terrible customer service
If you want to buy new diffusers every year, this is the product for you. I bought 2 diffusers at the same time and what do you know? both diffusers died at the same time. Right about at the one year mark, but just inconvenient enough for them to point to a bunch of troubleshooting steps and then only for them to tell me once we were outside of a year that the product is out of warranty and they refuse to replace it. The product is not made well and will quickly siphon money out of your pocket. There are a bunch of companies in this category.. I would highly recommend trying a different one.
Thank you for sharing your honest feedback with us. We are genuinely sorry to hear that both of your diffusers have stopped working and for the frustration caused by the timing of this issue. We understand how disappointing it is when a product does not meet expectations, especially when it concerns longevity. It is never our intention to prolong the troubleshooting process to bypass warranty coverage, and we regret that your experience with our support team felt that way. We aim to support our customers fully and want to ensure you feel heard and valued, regardless of the warranty status. Could you please provide your order number? We would appreciate the opportunity to take a second look at your case, review your history with our team, and see how we can better support you.
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About trypura.com
Get the Pura Smart Home Fragrance Diffuser starting at $34.99. Become a subscriber and save 20% monthly on your home fragrances.
Company Overview
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Technology Stack
trypura.com uses 30 technologies across their website including Font Awesome, hCaptcha, reCAPTCHA, Sentry, and more.
Fonts
Font Awesome
Security
hCaptcha, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
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Contentful
Cloud & Hosting
AWS CloudFront
Traffic & Audience
trypura.com receives approximately 27.2K monthly visitors and ranks #732,238 globally. The website has a bounce rate of 37% with visitors viewing an average of 6.6 pages per visit. Users spend an average of 7:44 on the site.
The majority of trypura.com's traffic comes from .
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