Pura has partnered with mental health company Calm to launch the Pura x Calm Collection, combining scent and sound for multi-sensory wellness experiences. The collaboration translates Calm's content on sleep, mindfulness and relaxation into three fragrances designed to support emotional well-being. The collection includes Sleep Story (lavender, chamomile, soft woods), Breathe Bubble (eucalyptus, mint, fresh air) and Soundscape (bergamot, marine notes, eucalyptus). Through the Pura app, users can sync fragrances with Calm's sleep stories, breathing exercises and soundscapes. Third-party testing by Citruslabs found 9 out of 10 users reported feeling calm at home, whilst 8 out of 10 said it transformed their space into a relaxing atmosphere. The collection launched on 9 June 2026 at pura.com.

Latest beauty news. Pura and Calm debut the Pura x Calm Collection: A first-of-its-kind scent + sound experience designed to transform everyday rituals. SALT LAKE CITY, June 9, 2026 /PRNewswire/ - Pura, the home fragrance company redefining how scent shapes its spaces, today announces its collaboration with Calm, a leading mental health company. Together, the brands introduce the Pura x Calm Collection: a first-of-its-kind fragrance launch that integrates scent and sound to create immersive, multi-sensory wellness experiences at home. Built on a shared mission to support emotional well-being and inspired by the emotional journey of Calm's themes - sleep, mindfulness, and relaxation - the collaboration translates Calm's most beloved content into fragrance - anchoring specific moods and rituals, from winding down at night to resetting during the day. Each fragrance is designed with sensory science to create a calm atmosphere, transforming ordinary moments into opportunities for restoration, focus, and stillness. The Calm Collection was third-party tested by Citruslabs, yielding results that speak for themselves: 9 out of 10 users reported a sense of calm at home, 8 out of 10 said it transformed their space into a relaxing atmosphere, and 3 out of 4 felt calmer after each use. "At Pura, we believe scent is one of the most powerful ways to influence how we feel in a space," said Bruno Lima, co-founder and CEO of Pura. "Calm has built a global platform centered on better sleep and mindfulness. Together, we've created a collection that allows people to extend those moments beyond the app and into their everyday environments." The Pura x Calm Collection Includes: Sleep Story Calming. Soothing. Restorative. Inspired by Calm's beloved Blue Gold Sleep Story narrated by Stephen Fry, this fragrance captures the serene beauty of lavender fields at dusk, transforming bedtime into a ritual of rest and renewal. Lavender | Chamomile | Soft Woods Breathe Bubble Clear. Centering. Restorative. Designed to complement Calm's iconic guided breathing exercises, this fragrance encourages mindful pauses throughout the day, helping to reduce stress and restore focus in moments of overwhelm. Eucalyptus | Mint | Fresh Air Accord Soundscape Fresh. Grounding. Transportive. Complementary to Calm's Calm River soundscape, this scent evokes the steady rhythm of flowing water and open air, creating a sensory escape that promotes clarity, balance, and emotional reset. Bergamot | Marine Notes | Eucalyptus At the heart of the collaboration is an innovative feature that seamlessly integrates fragrance with Calm's content, allowing users to experience scent and sound in sync via the Pura app. Scent intensity and duration are perfectly paired with the content to deliver a truly immersive sensory experience. "Scent has a unique ability to shift how we feel in an instant, grounding us, calming us, and transporting us. That's what makes our partnership with Pura so exciting," said Joe Lawson, Head of Licensing at Calm. "We're combining that sensory dimension with our Sleep Stories, soundscapes, and breathing exercises in a one-of-a-kind experience that helps people feel more connected to their wellness." Together, Pura and Calm invite consumers to rethink their homes as extensions of their well-being routines, where scent becomes a powerful, accessible tool to support better sleep, reduced stress, and greater presence. The Pura x Calm Collection will be available at pura.com starting June 9, 2026. About Pura Pura is the leader in smart home fragrance, merging innovation, fine fragrance, and design to elevate the way scent is experienced. Through collaborations with iconic partners like NEST New York, Capri Blue, Anthropologie, and The Met, Pura delivers premium, responsibly crafted fragrances in a modern, smart, and customizable way. Following the launch of its first compact diffuser for smaller spaces and its entry into the fine fragrance space through new luxury partnerships, Pura continues to redefine the category - making premium scent accessible, personal, and seamlessly integrated into everyday life. About Calm Calm is a leading consumer mental health company on a mission to support everyone on every step of their mental health journey. Known for its flagship consumer app - ranked #1 in its category with over 180 million downloads and availability in seven languages across around 190 countries - Calm helps people sleep better, stress less, and live more mindfully through content and tools from experts and beloved celebrity voices. Building on this foundation, Calm has created a broader portfolio including Calm Sleep and evidence-based solutions like Calm Health, which is offered through employers, health plans and providers and designed to expand access to mental health and sleep support, boost benefits engagement, and drive positive health outcomes. Today, Calm supports more than 3,500 organizations and reaches over 26 million covered lives through Calm Health. Calm has been recognized as a TIME100 Most Influential Company and one of Fast Company's Brands That Matter. Learn more at calm.com. SOURCE Pura

How a fragrance brand is rewriting the rules of beauty storytelling. Brands lose credibility the moment they start chasing culture instead of showing up authentically within it, according to Shereen Besselle of KAYALI. May 29, 2026 Shereen Besselle, marketing director at KAYALI, brings more than 15 years of experience in beauty and consumer packaged goods. Besselle leads integrated marketing strategies across brand, digital, retail and social, with a focus on creating seamless consumer experiences. Known for her consumer-first approach, Besselle specializes in culturally relevant campaigns and cross-functional collaboration that connect with audiences authentically. As part of Mental Health Awareness Month, Besselle and the KAYALI team partnered with mental wellness platform Calm on a campaign focused on self-care and mindfulness, encouraging consumers to prioritize emotional well-being through daily rituals. You've worked across both brand and retail organizations. How has that dual perspective shaped the way you approach storytelling and consumer connection today? Working across both brand and retail really taught me that they're not separate worlds - they're two sides of the same conversation. At the center of both is the same question: what does the consumer actually care about emotionally? Retail especially gave me a much deeper appreciation for how emotional connection drives behavior and ultimately drives conversion. Retailers are incredibly close to consumer behavior every single day, and because of that, they're often much stronger storytellers and brand builders than people give them credit for. That experience really changed the way I think about storytelling. I approach it through a consumer-first lens now, rather than thinking about "brand" and "retail" as separate functions. The strongest partnerships happen when both sides trust each other and build together instead of operating in silos. In beauty marketing, trends move quickly. How do you balance cultural relevance with building long-term brand equity? I think brands get into trouble when they chase culture instead of contributing to it in a way that feels authentic to who they are. Trends move fast, but emotional truths tend to last much longer. For me, the goal is always to participate in culture in a way that still feels unmistakably true to the brand. The strongest beauty brands evolve creatively, but there's still a consistent emotional feeling consumers associate with them over time. Consumers today are incredibly intuitive - they can tell immediately when something feels genuine versus opportunistic. Long-term brand equity comes from building recognizable emotional territory and trust, not just reacting to whatever conversation is happening online that week. Mental Health Awareness Month campaigns can sometimes feel surface-level. What felt important to get right with this initiative? What felt most important was making sure the partnership felt genuinely useful and emotionally authentic rather than performative. Fragrance already has such a natural connection to emotion, mood, memory, and ritual, so partnering with Calm felt very aligned with the brand from the beginning. We were also really mindful about not overclaiming or positioning beauty as a solution to mental health. The intention was simply to create small moments of pause, reset, and self-connection through both scent and mindfulness. Personally, I've always believed fragrance can be a powerful mood shifter, and that idea really anchored the partnership for me. Accessibility mattered too. Offering Calm Premium with every purchase - without a minimum spend - helped the program feel more inclusive and community-driven instead of transactional. Led by the Kayali global team, this initiative naturally aligned with KAYALI Cares (the philanthropic arm of the organization) and the brand's broader commitment to creating impact beyond beauty. It was great to see so many different teams come together around a shared intention thoughtfully and authentically! What's a fragrance or beauty memory that instantly transports you somewhere emotionally? Fragrance is incredibly emotional for me because it can completely shift how I feel. I think scent has a unique ability to transport you mentally faster than almost anything else. Certain fragrances immediately bring comfort and nostalgia, while others shift my mood entirely - making me feel more confident, grounded, or able to reset mentally. I've always loved how fragrance becomes attached to specific moments, people, seasons, and even different versions of yourself over time. For me, it's less about transformation and more about mood and emotional expression. When you think about the future of beauty marketing, what kinds of stories or conversations do you hope the industry prioritizes more? I'd love to see the industry continue moving toward more emotionally honest storytelling, as consumers are increasingly looking for connection alongside aspiration. There's a real opportunity for beauty to feel more human and personal, with a focus on rituals, wellbeing, identity, and self-expression. The brands that will resonate long term are the ones that understand beauty isn't only about how people look - it's also about how they want to feel. And as consumers continue valuing transparency and authenticity more and more, brands really have to show up with genuine intention instead of simply reacting to trends or cultural moments. Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.