Pura is a consumer tech brand headquartered in Pleasant Grove, Utah. It was founded in 2014.
Pura started with a mother-in-law's answer: "I want my whole house to smell good. Could you do that through an app?" Richie Stapler, a self-described super smeller living in his in-laws' basement, had asked her what the Internet of Things could do for her. The company he built with Bruno Lima is run from Pleasant Grove, and its diffusers take orders from a phone.
They started in 2014 short on money, so they worked backward, Stapler wrote in Utah Business, designing the diffuser's shell before the technology inside it. Lima refinanced his house and both founders sold their cars. The credit card debt ran to "hundreds of thousands of dollars." At the 2018 Parade of Homes they sold from a Costco table in a garage, and 500 units meant to last the year lasted a week and a half.
In July 2025 the Consumer Product Safety Commission announced a recall of detachable covers on about 851,400 Pura 4 diffusers, whose magnets could come loose.
Lima told The Quality Edit that the name means pure and clean in Latin and Portuguese. Before Pura he ran a commercial cleaning company, so he knew the word from the working end of a mop.
Pura says it has spent more than $100 million developing the technology inside a diffuser that plugs into a wall outlet.
