Pure is one of the coolest dating apps I've tested, full stop. I've always loved the aesthetic and the ability to somehow share everything and nothing at all and still have a damn good time. (It's particularly effective for having saucy off-camera convos with strangers.)
Now, the app's doing even more to differentiate itself from the herd of mainstream swiping platforms by redesigning its feed. It's now even more colorful and even easier for users to express themselves in the loudest way possible.
Here's what's new:
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Aesthetics and color patterns: With this new feature, you can choose your profile's aesthetic and color pattern with a single tap. (Options include bright pink, periwinkle, black, and more.)
Better usability: The new redesign prioritizes one profile at a time; there's no grid in sight.
Turn-ons are front and center: Turn-ons are now a prominent part of your profile, and there's also a new "Mutual Turn-Ons" view that lets you see shared interests with potential matches instantly.
The redesigned feed shows you one profile at a time. Credit: Pure
The new design wasn't driven by a decline in users. In fact, Pure wrapped up 2025 with close to $100 million in gross revenue and a 95 percent year-over-year increase in registrations. Its revenue grew 46 percent year-over-year in 2025, the app announced in Feb., compared to Tinder's direct revenue (which is revenue received directly from users) down three percent year-over-year in Q4 2025, and Hinge's up 26 percent.
Instead, the update is a direct response to mainstream "app fatigue" — the company wanted to create a feed that "moves the way people feel," according to Pure's press release.
"After conducting a series of user interviews, the feedback was clear: people are tired of endless swiping and want something that feels more real and intentional," Anna Hintsyak, Product Marketing Lead at Pure, tells Mashable. "In a world of dating apps increasingly shaped by algorithms and homogeneity, keeping how people connect as humane as possible was our main goal. So we redesigned the feed to reflect that, giving everyone the tools to express their personality and mood so each profile can truly stand out."