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Pura Tech Stack

Smart fragrance hardware and marketplace with app-controlled scenting

Retail Pleasant Grove, Utah 201–500 employees Founded 2014 Privately Held
pura.com LinkedIn

Pura manufactures connected fragrance diffusers sold through retail and direct-to-consumer channels, now scaling a marketplace unit for brand partnerships. The tech stack—AWS, Kubernetes, Kafka, Terraform, OPA—reflects infrastructure and data maturity unusual for a hardware retailer; hiring velocity is accelerating across sales, data, and finance while engineering remains lean, indicating a shift from product-centric to marketplace-operations and revenue-growth priorities. Pain points cluster around demand forecasting, multi-channel funnel optimization, and retail-to-DTC migration, all core to margin expansion in a hardware subscription model.

Tech Stack 42 technologies

Core StackAWS Terraform Go Node.js Python Docker Kubernetes PostgreSQL Redis BigQuery Apache Kafka NetSuite Bill.com Brex DynamoDB JavaScript TypeScript GCP OPA Sentinel Checkov Wazuh CloudTrail CI/CD Amazon DSP Amazon Ads Criteo Ramp Dapr Akka+8 more
AdoptingGuardDuty AWS Security Hub Cloud Armor

What Pura Is Building

◆Challenges

  • Scaling multi-channel marketplace portfolio
  • Inaccurate demand forecasting
  • Lack of data-driven insights
  • Measuring user engagement
  • Expanding brand partner footprint
  • Migrating retail customers to dtc
  • Optimizing marketplace p&ls
  • Optimizing multi-channel funnel
  • Reducing supplier-related defects
  • Hardening infrastructure

▲Active Projects

  • New metrics development for strategy
  • Building marketplace business unit
  • Scenario modeling for demand risks
  • Optimizing advertising strategy
  • Data-based ecommerce and marketing initiatives
  • Product and web analytics reporting
  • Building acquisition and conversion engine
  • Designing retail-to-dtc conversion paths
  • Establishing partner governance model
  • New supplier qualification

Hiring Activity

Accelerating15 roles · 10 in 30d

Department

Sales
3
Data
2
Finance
2
Marketing
2
Engineering
1
Legal
1
Manufacturing
1
Ops
1

Seniority

Senior
5
Staff
3
Junior
2
Mid
2
Director
1
Manager
1

Notable leadership hires: Marketplace Director

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About Pura

Pura designs and sells smart fragrance diffusers controllable via mobile app, allowing users to adjust scent intensity, schedule releases, and swap cartridges from their phone. The company partners with luxury fragrance brands and operates a dual sales model: retail distribution and direct-to-consumer subscriptions. Based in Pleasant Grove, Utah, with 201–500 employees, Pura is building a marketplace business unit to scale brand partnerships and is actively working to convert retail customers to higher-margin DTC channels. Core operational challenges include demand forecasting accuracy, multi-channel attribution, and supplier quality control.

HeadquartersPleasant Grove, Utah
Company Size201–500 employees
Founded2014
Hiring MarketsUnited States, Canada

Frequently Asked Questions

What tech stack does Pura use?

Pura runs on AWS and GCP for cloud infrastructure, Kubernetes and Docker for container orchestration, Terraform for IaC, PostgreSQL and Redis for data storage, and Kafka for streaming events. Python, Go, Node.js, and TypeScript power backend and frontend services. Security tooling includes OPA, Sentinel, Checkov, CloudTrail, and Wazuh.

Is Pura hiring engineers?

Pura has 1 active engineering role posted. Hiring velocity is accelerating across 14 total open roles, with concentrations in sales (3), data (2), finance (2), and marketing (2), indicating priority on revenue ops and analytics over product development.

What is Pura working on?

Active projects include building a marketplace business unit, designing retail-to-DTC conversion paths, optimizing advertising strategy and multi-channel funnels, demand forecasting and scenario modeling, and establishing partner governance. Data and analytics initiatives focus on acquisition, conversion, and engagement measurement.

How this profile is built

Pura's technology stack, projects, and hiring signals are inferred from public hiring and company data — career pages, public listings, and company web presence — then clustered and de-duplicated. Figures are estimates that refresh over time. Read our full methodology →

This is not an official vendor or customer list. It is a technology-adoption signal inferred from public data, intended for B2B research.