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Good to know.

Is this product
right for you?

Pura checks every product you bring home against your own standard.

Download on theApp Store

For iPhone. Your first check is included.

Scan with your iPhone camera to open Pura on the App Store.
See Pura in action
Pura’s camera screen, ready to check the ingredients on an illustrated jar of cocoa hazelnut spread
Your preferenceYou avoid
palm oil.
Cocoa hazelnut spreadFlagged for you
Contains palm oil.

It’s on the label, and on your personal avoid list.

Illustration of an invented product and a personal preference.
A little clarity, wherever you shop.Food Skin care Supplements Cleaning Baby

Your needs go beyond
the food aisle.

One standard for the things you eat, use, take and clean with, and for what you buy for the baby.

Illustrative cocoa protein bar held in a grocery shop

Food

Snacks, drinks and groceries

Flagged for you Milk
Illustrative everyday conditioner held in a bathroom

Cosmetics

Skincare, haircare and more

Flagged for you Dimethicone
Illustrative magnesium supplement held in a shop

Supplements

Vitamins and minerals

Flagged for you Gelatin

Illustrative products and personal ingredient checks.

Choose with your needs in mind

Compare before
you choose.

See which product matches your preferences, and which ingredients explain the difference.

Why this one?
The other bar lists milk and peanuts, which this profile avoids.

See how Pura works
Your comparison

Your avoid listMilk, Peanuts

Illustrative comparison for a person avoiding milk and peanuts. Scores are example data, separate from personal flags.
CriterionCloser to your needsIllustrative Oat & Seed BarOat & Seed BarAlso scannedIllustrative Cocoa Protein BarCocoa Protein Bar
Personal flagsNone reportedMilk, Peanuts
Ingredient score86/10042/100
Example products, preferences and scores. No flags is not a guarantee of suitability.
For your routine

Choose care for
your skin and hair.

Check skincare, haircare and supplements against the needs and preferences in your profile.

Illustrative conditioner bottle held in a shop
Your ingredient preferences You avoid dimethicone
Flagged for you

Dimethicone is listed.

It’s on your personal avoid list. Pura brings it to your attention before you choose.

Illustrative products, profiles and results.

For your loved ones

Check for the
people you love.

Keep separate profiles for your loved ones. See whose needs a product raises a flag for.

Illustrative portrait of Maya
Maya1 ingredient to watch
Maya avoidsDairy
Flagged for Maya Milk is listed.

It matches the dairy preference in Maya’s profile.

Illustrative portrait of Alex
Alex3 ingredients to watch

Illustrative profiles and results.

Ask Pura

Get answers before
you choose.

Ask about an ingredient, a claim or a personal flag. Get an explanation you can use when choosing.

Ask Pura in the app
puraA little more clarity
Does “no added sugar”
mean sugar-free?

No. A product can still contain naturally occurring sugars, even when no sugar has been added.

So what should I look at?

Check Total Sugars on the nutrition label. That includes naturally occurring and added sugars.

Example conversation. About added sugars

Getting started

A personal check.
Three simple steps.

Want to try it first? Check an ingredient list on the web.

  1. 01

    Set your standard.

    What you avoid, for you and your home.

  2. 02

    Check the product.

    Take a photo of the ingredient list.

  3. 03

    See your personal flags.

    What to look at, and why.

Good to know, even before you scan

A little understanding
goes a long way.

Plain-language guides, ingredient explanations and the sources behind them. For when you want to look a little closer.

01

Start with your needs.

Pregnancy, sensitive skin, vegan, halal and more.

02

Look up an ingredient.

Unfamiliar names, explained.

03

Get to know your labels.

Make sense of the small print.

Find a guide for your needs 18 topics
Learn to read a label 17 guides
Questions you might have Explore
Compare Pura with other apps Explore

Clarity includes knowing the limits. Pura explains label information; it doesn’t replace medical advice or confirm allergy safety.

How we writeHow we checkThe full library

Your next everyday essential

A little more clarity.
Right in your pocket.

Get Pura for iPhone

Food, skin care, supplements, cleaning and baby. Your first check is included.