Pura

Pura from Furla is a soft floral fragrance released in 2024 and created by Véronique Nyberg, with gentle touches of spice, wood, amber and citrus around a bright flower heart.

Bergamot and ginger give a fresh, lightly zesty start, the ginger adding a little sparkle rather than heat. The heart is the main event: jasmine and gardenia bring a creamy white-floral richness, mimosa adds a powdery, honeyed softness, and freesia lends an airy, clean freshness. As it settles, driftwood and amberwood create a smooth, dry, slightly mineral base that keeps the flowers from feeling sweet or heavy.

Made with women in mind, it is an easy, polished floral that suits daytime, the office and spring or summer, when a clean bouquet feels right. The woody base gives enough presence for an evening out without tipping into something heavy. It should appeal to those who like modern white florals that stay fresh and light rather than sugary.

Pura — for women fragrance by Furla (released 2024). Notes: Amberwood, Bergamot, Driftwood, Freesia, Gardenia, Ginger, Jasmine, Mimosa, Mugane, Orcanox™. — Parfica open fragrance database