Pure Dating App Introduces Major Feed Redesign

Pure has rolled out a significant redesign of its user feed. The update moves away from the traditional grid layout in favor of a more colorful, one-profile-at-a-time browsing experience.

The new design introduces several visible changes. Users can now select an aesthetic and color pattern for their profile with a single tap, with options including bright pink, periwinkle, black, and others. This allows for greater visual self-expression. Turn-ons are now prominently displayed on profiles, and a new “Mutual Turn-Ons” section highlights shared interests with potential matches immediately.

The feed itself has been restructured to show profiles individually rather than in a grid. According to the company, the redesign aims to create a more intentional and “humane” browsing experience in response to widespread dating app fatigue.

Product Marketing Lead Anna Hintsyak explained that user interviews revealed frustration with endless swiping and overly algorithmic interfaces. The goal of the update was to help profiles stand out more clearly and make connections feel less homogeneous.

The changes come at a time when Pure is showing strong growth. The app reported close to $100 million in gross revenue for 2025, along with a 95% year-over-year increase in registrations and 46% revenue growth. This performance contrasts with some larger competitors, where direct user revenue has been flat or only modestly increased.

Pure has positioned itself as an alternative to mainstream swiping apps by emphasizing spontaneity and minimal long-term commitment. The redesign appears aimed at reinforcing that identity while addressing common user complaints about modern dating apps. It remains to be seen whether the more expressive, single-profile format will reduce fatigue or simply offer a fresh visual experience compared to the grid-based layouts still common on many other platforms.