On December 5, 2024, Pura, the smart home fragrance company was announced as one of Pantone's official brand partners in celebration of Pantone’s selection of 17-1230 Mocha Mousse as the Color of the Year 2025.
Log in to view the full article
On December 5, 2024, Pura, the smart home fragrance company was announced as one of Pantone's official brand partners in celebration of Pantone’s selection of 17-1230 Mocha Mousse as the Color of the Year 2025.
Mocha Mousse is "a warming, brown hue imbued with richness," according to Pantone, offering a nurturing gourmand impression evoking comfort.
As Pantone’s first home fragrance brand partner, Pura will launch a limited edition diffuser matching the Mocha Mousse colorway in addition to a set of two fragrances inspired by the color, Mocha Moments and Mocha Suede, available January 21, 2025.
Perfumer & Flavorist+ (P&F+) connected with Pura chief fragrance officer Mara Dumski to discuss the partnership as well as the inspiration for the formulation process for Mocha Moments and Mocha Suede.
As part of this collaboration, Pura will launch a limited edition diffuser matching the Mocha Mousse colorway in addition to a set of two fragrances inspired by the color.courtesy of Pura
P&F+: Can you share any insight into how this collaboration came about? What did the process look like internally keeping such an incredible secret project?
MD: Pura, known for its innovative smart home technology, saw an opportunity to extend the power of color into fragrance for air care and we knew that working with Pantone would be the perfect partner! We were able to introduce signature scents inspired by the color’s essence, enhancing the emotional connection with users offering a multi-sensory scent design experience
Keeping the project secret involved strict NDAs and only a small team from Pura and the fragrance house, dsm-Firmenich working on the project. Intrigue was a big part of the development of these fragrances and just perhaps, enhanced the opulent and delicious nature of both scents.
P&F+: Can you give us some insight into how these scents were created? What were the notes that you knew had to be incorporated, and how do they encapsulate 2025?
MD: We created two separate fragrances for this partnership, Mocha Moments and Mocha Suede, that are sold alongside a Pura 4* fragrance diffuser that is designed in the Pantone Color of the Year.
Mocha Moments is inspired by the modern coffee culture that continues to thrive and evolve. In 2025, coffee isn’t just a beverage; it’s a lifestyle, a ritual and a sensory experience that brings people together. This fragrance captures the essence of a warm, inviting moment at a coffee shop where the air is filled with the rich aromas of delectable lattes, sweet treats and the warmth of wooden interior. The mocha foam paired with the gourmand notes of chocolate, roasted brown sugar and hazelnut cater to the continued popularity of indulgent, comforting scents, while the Ambrox and smoked cedar adds a contemporary, sophisticated edge that is signature to a Pura Scent.
Mocha Suede is inspired by the intersection of luxury and everyday comfort, reflecting the sophisticated yet approachable lifestyle trends of 2025. This fragrance captures the essence of an upscale cafe where the elegance of suede leather meets the rich aroma of freshly brewed coffee. It embodies a blend of opulence, warmth and grounded earthiness, appealing to those who appreciate both refinement and authenticity. For this more elevated approach of the Color of the Year theme, coffee is paired with the suede texture of leather, the warm opulence of the saffron with the deep, resinous aspect of guaiacwood.
Mocha Moments is inspired by the modern coffee culture that continues to thrive and evolve. In 2025, coffee isn’t just a beverage; it’s a lifestyle, a ritual and a sensory experience that brings people together.courtesy of Pura
P&F+: How is the Color of the Year incorporated into these scents?
MD: Incorporating notes like coffee bean, chocolate, vanilla and dark woods ensures that the fragrance captures the rich, creamy and indulgent qualities of the Color of the Year. These notes work together to create a scent that is both comforting and luxurious, evoking the warmth and depth associated with this beautiful hue.
Extra facets like leather and saffron are there to steer the scent into a more indulgent, elevated space, but the important factor is that these ingredients still reflect the idea of a shade of brown, if you were to close your eyes, you can envision the color while smelling the Pura fragrances.
P&F+: Can you share some of the research behind the chosen Color of the Year?
Pantone Team: Mocha Mousse is an evocative soft brown that nurtures with its suggestion of the delectable quality of cacao, chocolate and coffee, appealing to our desire for comfort and transporting our senses into the pleasure and deliciousness it inspires. Pantone17-1230 Mocha Mousse honors and embraces the sustenance and authenticity of our physical environment, finding harmony and balance between the demands of modernity and the timeless beauty of artful creation.
P&F+: From Pura’s perspective, what can we expect, or predict, consumers to be looking for from ambient scent within the home space? How has this evolved over the last few years? Are there any key drivers for this trend?
MD: 2025 is set to be an incredible year for Pura. We’re thrilled to announce a long-awaited new hardware product launching in Q1, expanding our full family of home diffuser offerings. Alongside this, we are rolling out some game-changing software updates, powered by AI, that will elevate your scenting experience – available to all Pura users, regardless of which product they own. Wellness remains a major driver. People are looking for a happy, healthy home. Fragrance is more sensorial and more closely linked to well-being and we want to help our users create their own personalized scentscapes within their home.
The Mocha Suede fragrance is designed to capture the essence of an upscale cafe where the elegance of suede leather meets the rich aroma of freshly brewed coffee.courtesy of Pura
P&F+: Finally, what does 2025 look like for Pura? Any projects you can share?
MD: Pura has some amazing partnerships on the horizon, bringing beloved scents to our extensive marketplace. Also, keep an eye on our social channels for exclusive educational content created in collaboration with some of the biggest names in fragrance and education, as part of our World of Fragrance content series. All very exciting and more to come and as we always say, “Life is better when it smells good!”
The Pura x Pantone diffuser and fragrance collaboration will officially be available to purchase on January 21, 2025, exclusively at pura.com. The Pura 4 diffuser and fragrances Mocha Moments and Mocha Suede will be sold as a set.
*Pura 4 is a trademark of Pura
