Gen Z is souring on dating apps. This very NSFW one is booming
Connie Collins, a 25-year-old sex educator, walked through the unlocked door of a stylish apartment in Williamsburg, Brooklyn, to find a man lying naked and face down on a bed. “I put on a strap and just started strapping away at him,” she says. “It was just super crazy. I’ve never done anything like that before.” The pair didn’t know each other’s names, nor had they seen each other’s faces.…
Gen Z is expressing growing dissatisfaction with dating apps, but one NSFW app called Pure is thriving. Founded by Luka Dremelj, Pure presents itself as an alternative to traditional dating services and as a more uninhibited version of kink-friendly Feeld. In February 2023, the company reported reaching $100 million in annual revenue, and now it is forecasted to double that figure next year, with a $220 million run rate.
Pure's user base has more than doubled in the U.S. over the past year, and it caters primarily to Gen Z and millennial users, with a 60-40 split between men and women.
Unlike other dating apps, Pure does not rely on the swipe-based matching system. Instead, users scroll through a feed of "personal ads" posted by other users, which express their interests, desires, and provocative come-ons. This unique interface allows for a more open and direct communication style. Users can share explicit photos and videos, which disappear after viewing, and engage in video calls.
The app's anonymity is one of its biggest draws. All users are anonymous, even to the app itself, which doesn't verify identities. This anonymity allows people to explore their sexuality without inhibition. Pure's approachability starts with its design, filled with bright colors and playful illustrations. The onboarding process features whimsical drawings, and users create their "ad" with customizable photos and background colors.
Users select from over 20 turn-ons to display on their profiles, which are illustrated with icons. These turn-ons range from the kinkier (edging, cuckolding, and wax play) to more mainstream (feminism, outdoor hangs, and home video).
Despite the app's approach to privacy and anonymity, a recent lawsuit in Texas reveals potential legal risks for some users.
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