PURE App Is Bringing Pleasure is Power to London and Paris — Dating is Going to Get Weird (in the Best Way)
After a US campaign in NYC and LA, the safety-first dating app hits the streets of Europe with local immersive activations.
London – April 8, 2026 — PURE App, the leading dating app for Gen Z seeking open, honest, and safe connections, is coming to London and Paris this spring with Pleasure is Power — a six-week, city-wide campaign, focused on unique experiences. London kicks off on 2 April, and Paris follows on 9 April.
This is the European chapter of the campaign that already turned heads in New York and LA, last Summer. And the timing couldn't be better: PURE closed 2025 with $100M in annual gross revenue, 95% year-over-year registration growth, and 46% revenue growth — while Tinder dropped 14% and Bumble fell 11% (Q1-Q3 2025 vs. 2024). The app now ranks among the top 8 grossing lifestyle apps in the US, the UK, and France.
As CEO Luka Dremelj puts it:
"Swipe fatigue is redefining the dating app industry. Users want better experiences, leading to genuine connections — not endless swiping. Our feed-based design gives control back to people over their dating journey."
- London — From 2 April, PURE will be presented across Westminster, Tower Hamlets, Lambeth, and Hackney, the boroughs with the highest concentration of Pure users in the city. Nightlife partners include Klub Verboten (10 April) and One Night Parties (17 May).
- Paris — From 9 April, PURE will be present by the Louvre, Hôtel-de-Ville, and Buttes-Montmartre. Events at Le Mazette across April and May (including their Opening d’Été on 18 April) bring the campaign into one of the city's most beloved cultural venues.
The 2025 Paris campaign, award-winning “Liberté, Sécurité, Sensualité”, was PURE's first major field marketing push, resulting in a 20% increase in local registrations. The US campaign that followed added NYC and LA to the mix, with city registrations up by +10% (compared with pre-campaign baseline) and reaching 42 million impressions across campaign media channels. With this European homecoming, Pleasure is Power is now a proven platform:
It is a natural next step to deepen our reach locally. Especially for the women and Gen Z users who are tired of transactional dating apps and hesitant to commit to something new — meeting them in real life is how we earn the right to be on their phone.Chantal Pesulima, Director of Integrated Marketing at PURE
PURE App's campaign is female-driven and safety-first: to explore freely, one should actually feel safe. A recent PURE survey of 1,500 Gen Z Americans found that 44.6% rank safety and trustworthiness as their top priority in a partner, while ghosting (48%), low-quality conversations (42%), and transactional swiping (30%) remain the biggest frustrations with dating apps today.
"Gen Z women want to explore desire, on their own terms. We want women to feel empowered within a community shaped by thoughtful safety measures." — Vicki Rool, Head of Trust & Safety at PURE
Safer Dating hub is PURE’s growing suite of protection features, including Safety Signal, Photo Verification and Age Verification. Other notable features of PURE App are: screenshot blocking, disappearing chats after 24 hours, AI-powered content checks, and explicit photo blurring.