As the US Dating Scene Seeks Authentic and Secure Dating Options, the Leading Sex-Positive Dating App Offers a Platform Focused on Safety and Real Connections

Today, Pure App, the leading dating app for Gen Z seeking open, honest, and safe connections, presents its new campaign “Pleasure is Power” in the US. Prioritizing women’s freedom to explore interactions on their own terms, Pure offers an inclusive, safety-first dating experience that feels human, authentic and community-driven, encouraging a new wave of sexual liberation.

Stemming from its explosive growth in the European market – the app has fostered more than 67 million chats, with more than 33 million matches in 2025 alone and 66.9 percent new subscribers YoY –, Pure is now expanding its reach globally.

In the US, general usage of dating apps is driven by predominantly male users, with high rates of heterosexual orientation (82 percent). In this skewed landscape, women are often left navigating heteronormative platforms that don’t cater to their desires or reflect their orientations. As Gen Z women strive to take control over their intimate lives, with a much more fluid perception of gender and sexuality, Pure hosts a 50:50 gender split – the highest in the industry.

Introducing High-Octane Dating in the US Market

“With this new campaign, Pure celebrates its growing US community,” said Chantal Pesulima, Pure’s Director of Integrated Marketing. “Pure has grown exponentially in the US, becoming our fastest growing market. Thus, it is a natural next step for us to expand our reach locally, especially at a time when people are tired of transactional dating apps and seek emotional safety.”

Tied to the campaign, Pure is hosting a series of events and activations across New York City and Los Angeles, alongside a robust influencer campaign, to amplify its reach in the US. The brand’s mission is to connect with consumers and share educational resources on how to embrace dating and sexual exploration, safely and confidently.

To celebrate its NYC and LA members, Pure has also added a selection of new “turn ons” - a unique feature that allows users to showcase their interests and fantasies, and thus to connect with like-minded individuals. Amongst the many turn-ons available, users can choose “Sapiosexuality”, “Cosplay”, “Cuddles”, and the very popular “Been to therapy”.

The freshly released turn ons are:

• Dry Dating, which emphasizes 100 percent presence with no distractions
• Slowmance, a slow and meaningful approach to intimacy
• Outdoor Hangs, for fresh air and flirty fun
• Wellness Vibes, focusing on connection through breathwork and mindfulness
• Artsy Dates, exploring connection through creativity and art

Trust & Safety Features Address Key Frustrations

In Pure’s recent survey of 1,500 Gen Z American adults via Appinio, Zoomers’ biggest pain points on dating apps include ghosting (48 percent), low-quality conversations (42 percent), and transactional swiping (30 percent). Pure empowers Gen Z – especially women – to take control over their intimate lives, encouraging emotional availability, honesty and adventure. The survey also revealed that when it comes to finding a partner, 44.6 percent of Gen Z adults say a sense of safety and trustworthiness is most important.

Pure provides a space for users to explore their sexuality freely, incorporating safety features such as disappearing chats after 24 hours, screenshot blocking, and AI-powered content checks, helping users feel more secure as they navigate. Safety is built into every layer of the experience, and anonymity and consent are top priorities. Additional safety features include:

• Real IP location checks
• Automated trigger word recognition
• Photo verification
• Explicit photo blurring

“Safety is a top priority for women when online dating. With the space already inundated with poorly monitored protocols and little-to-no safety features, our goal is to create a haven for women and all genders,” shared Pure’s Head of Trust & Safety, Vicki Rool. “Gen Z women want to explore desire — but on their terms. We want women to feel empowered to explore their sensual desires within a community shaped by thoughtful safety measures and real accountability.”

About Pure App

Pure is a sex-positive dating app that puts your pleasure first. Launched in 2013 on iOS and Android, Pure has attracted millions of users worldwide by providing a safe and inclusive place for those exploring playful connections - on their own terms. Pure is the space where safety and sensuality coexist: consent-forward, disappearing chats and anonymous profiles.

To learn more about Pure, please visit our website, TikTok, or Instagram.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250805817271/en/