Sex-positive dating platform Pure has launched its “Pleasure is Power” campaign in the United States, following rapid growth in Europe. The app, which markets itself as a safe and inclusive space for Gen Z to explore connections on their own terms, reported more than 67 million chats and 33 million matches so far in 2025, with new subscriptions up nearly 67% year over year.
Pure says it stands out in a market where many apps skew heavily toward male, heterosexual users. The platform maintains a roughly equal gender split, positioning itself as a space for women and gender-diverse users seeking an alternative to more transactional dating environments. As part of its U.S. expansion, Pure is rolling out events in New York and Los Angeles, along with an influencer campaign aimed at boosting awareness and engagement.
New app features accompany the campaign, including additional “turn ons” that let users display interests and fantasies ranging from “Sapiosexuality” and “Cosplay” to “Slowmance” and “Wellness Vibes.” These updates are intended to help users connect over shared values and desires rather than simple swiping.
Safety remains a key focus. In a recent survey of 1,500 Gen Z Americans, 44.6% identified trust and security as their top priority in dating apps. To address concerns such as ghosting, low-quality conversations, and transactional interactions, Pure incorporates measures like disappearing chats, screenshot blocking, AI-powered content checks, and photo verification.
The company’s leadership says the goal is to create a community where women and all genders can explore intimacy with confidence. By pairing safety protocols with an emphasis on authentic engagement, Pure aims to capture a larger share of a U.S. dating market hungry for alternatives to traditional platforms.
