In 2021, Mara Dumski was named Pura's chief fragrance experience officer. Dumski began her fragrance journey at IFF, where she worked for 25 years. The creator has worked in fine fragrance, beauty care, personal care and air care.
Perfumer & Flavorist+ connected with Dumski to discuss how she formulates Pura diffuser products, the evolution of home scent and the importance of well-being in the sector.
How has the consumer evolved in terms of interacting with home scents over the years?
In recent times, fragrance has taken on a new significance in all our lives especially post-COVID-19 pandemic. People have found that fragrance, once considered a luxury, is now being discovered as a tool for better living–especially after realizing how important smell was to them from the threat they could lose it. People need now more than ever a comfortable place that they can call home and feel a sense of peace in, as fragrance plays a huge part in that. Consumers care a lot about taking care of themselves, with health and wellness at the forefront of their lives. Products and ideas that make their lives better, uplifting and fuller for experiencing the things they care about the most are extremely gravitating.
What type of experience does Pura offer users when interacting with home fragrances?
We don’t just sell products, but we live and breathe fragrance as we work to help people understand how important and uplifting it is. Pura understands fragrance can change your day, your mood, your life, and your attitude. Pura’s smart fragrance technology helps to create the environment and memories people want to keep. By sharing our values and beliefs, we’re able to connect with our customers and provide them with fragrances they can use to improve their lives, and they gravitate toward that feeling.
Do you have any lines that specifically target well-being? What is the reasoning behind choosing certain ingredients over others?
Pura is working on many platforms and well-being is one of them. Our focus is to create emotionally intelligent fragrances that can help you relax, destress, and feel better. Pura delivers scent into homes in a way that has never been experienced before, as it is clean, safe, premium, and customizable so that it can fit perfectly into your life and home. By combining the latest in neuroscience-based ingredients and technology that support well-being and good mental health, Pura has developed a bridge between premium fragrance and smart technology not only improves the spaces we are in but also uplifts our moods and changes how we feel.
What are some of the current and/or emerging trends you’re seeing in home fragrance? From your perspective, what are the factors driving those trends?
Consumers are turning toward fragrance to provide healing and wellness solutions for mind and body. Roles and mindsets have changed in the sense that we care about moods and mental health which is why we keep nature, which will never let you down, and well-being at the top of mind. Pura is taking air care into the future with eco-friendly, safe, clean fragrance that is trailblazing in this space. Plus, Pura fragrances are safe for everyone, including kids and pets, and they are made with transparency and sustainability in mind so that they can be enjoyed with everyone all the time. Business is thought of outside of the traditional box now more than ever. Through Pura’s belief in the power of fragrance, we are giving our customers the tools to create a safe, clean comfortable space for themselves.