Pure stands out as one of the most remarkable dating applications I have experienced. I admire its design and its distinctive approach that enables users to share everything or nothing, guaranteeing an excellent experience. It is especially useful for initiating off-camera chats with unfamiliar individuals.

The app is further distinguishing itself from typical swiping services by revamping its feed. The refreshed design is more vibrant and facilitates bolder self-expression among users.

Here’s what’s new:

– **Aesthetic and color selections:** Users can now easily choose their profile’s aesthetic and color scheme with a single tap, featuring options such as bright pink, periwinkle, and black.
– **Enhanced usability:** The new design emphasizes one profile at a time, removing the grid display.
– **Turn-ons highlighted:** Turn-ons are now prominently showcased on your profile, and a new “Mutual Turn-Ons” view allows for a quick glance at shared interests with potential matches.

The revised feed shows one profile at a time.

This redesign was not prompted by a drop in users. Pure concluded 2025 with nearly $100 million in total revenue and a 95% year-over-year rise in registrations. Its revenue surged by 46% year-over-year in 2025, while Tinder’s direct revenue fell by 3% year-over-year in Q4 2025, and Hinge’s rose by 26%.

Rather, the update responds to widespread “app fatigue.” The company sought to develop a feed that “moves the way people feel,” as mentioned in Pure’s press release.

“User feedback was unmistakable: people are weary of endless swiping and crave something more genuine and intentional,” explains Anna Hintsyak, Product Marketing Lead at Pure. “In a realm of dating apps influenced by algorithms and uniformity, our primary objective was to ensure that connections remain as human as possible. We redesigned the feed to embody that, providing everyone the means to express their personality and mood so each profile can genuinely shine.”