Scent Innovation for Impact

When Pura first envisioned the Pura x Malala Fund Collection as a new dimension of our long-term partnership with Malala Fund, we leaned into our conviction that fragrance can be a force for good. 

Inspired by Malala Fund’s mission to eliminate barriers to girls’ education, we set out to craft a collection that harnesses the transportative power of fragrance to spark awareness, inspire change, and celebrate the rich cultures found across four countries where Malala Fund works—Brazil, Nigeria, Pakistan, and Tanzania. These fragrances had to honor the steadfast determination of girls to learn, while also serving as a window into communities, revealing how education is a catalyst for positive change while simultaneously breaking cycles of poverty, inequality, and injustice. 

“For four years, our role was simply to listen, invest, and support Malala Fund’s leadership. We introduced fragrance only when it became clear that our unique strength could truly help advance their mission—using scent as a bridge to engage a global community, deepen understanding, and connect people more viscerally to the power of girls’ education,” said Lindsey Kneuven, Pura’s Chief Impact Officer.

Well before any perfumers began crafting, the fragrance team immersed themselves in the stories, voices, and cultural richness of the people and regions that would be represented in the Collection. This included learning about Malala Fund’s model, mission, and impact, adding greater depth to an already powerful source of inspiration.

“Not only did creativity go into the making of this collection, but there was a lot of love and passion as well,” said Mara Dumski, Chief Fragrance Experience Officer at Pura.

To inspire the fragrance design process, we turned to the people who know these communities best—Malala Fund’s in-country directors. We asked them which adjectives best capture the spirit of the girls in their respective regions, noting that their input would directly inform the Collection's direction.  

Their responses overwhelmingly emphasize the positivity and strength of the girls. Some of the words include bold, ambitious, optimistic, and resilient. It was clear that the Pura x Malala Fund Collection would need to create a fragrance experience that embodied these same emotions and characteristics. 

With those insights as our guide, Mara and the fragrance team researched native aromatic ingredients and scent profiles from each region to accurately reflect the countries. She explains that each ingredient has an inherent quality that adds depth and meaning to the scent experience. Bright citrus displays confidence, florals express hope, wood symbolizes strength, and greens evoke curiosity.

“We focused on capturing the feeling of the environment and how it shapes community,” Mara said about the intentional selection of ingredients. “That allows it to become a true reflection, not only of their country, but of the people’s spirit.” 

This meant that each fragrance would be entirely unique and stand on its own. As a result, the Collection was designed to honor both the diversity and unity of Malala Fund’s global movement: girls advocating for their futures, local leaders driving change, and communities evolving to build a brighter and more inclusive world.

“Fragrance has a unique ability to transport people instantly,” Mara said. “It turns a narrative into something that you can truly feel.”

Equipped with a short list of carefully selected aromatic ingredients and adjectives, Mara turned to Givaudan Senior Perfumer, Olivia Jan, to translate the concept into a meaningful fragrance that aligned with the Collection’s mission.

“Malala Fund is all about the future, hope, and a better world,” Olivia said. “That had to be implied in the fragrance process and creation.” 

Following multiple rounds of refinement, the Pura x Malala Fund Collection was finalized—four evocative fragrances that connect customers to the global movement for girls’ right to learn.

Brazil: Breath of Courage
Bold. Determined. Creative.

Brazil’s vibrant heritage comes to life through fragrance, combining inspiration from the lush landscape with the fierce spirit of the girls who call Brazil home, and the belief that courage can spark change. Pulsing with color, vitality, and purpose, it opens with a sparkling burst of sun-ripened passionfruit, crisp pear, and the wild tang of açaí berry, echoing the vibrant fruits of tropical markets and coastal gardens. A heart of neroli, ylang ylang, and jasmine softens the experience with feminine warmth, balanced by creamy coconut — evoking the glow of sunlight. Finally, a grounding layer of moss anchors the scent, echoing the quiet power of the Amazon beneath your feet.

Passionfruit | Acai | Coconut

Pakistan: Future in Bloom
Ambitious. Brave. Purposeful.

Inspired by Pakistan’s national fruit and flower, mango and jasmine, this fragrance embodies the hope and bravery of girls throughout Pakistan. It’s a gentle reminder of perseverance through adversity and the beauty that emerges in bloom. The journey begins with a burst of radiant bergamot, juicy watermelon, and golden pineapple, conjuring the first light of dawn over lush orchards. The scent unfolds with the richness of mango intertwined with jasmine—a floral embrace that speaks of warmth and dignity. Whispered through are delicate threads of violet and anise, adding an air of mystery and nostalgia. The soul of the fragrance is rooted in grounding cardamom—a cherished spice from local traditions—alongside creamy cedarwood, bringing a comforting sense of stability, strength, and sacred stillness.

Mango | Jasmine | Cedarwood
Tanzania: Heart on Fire
Optimistic. Fearless. Dynamic.

Tanzania is a place where the past and present dance together. It’s home to some of the world’s most aromatic and treasured spices—cardamom, clove, saffron, and black pepper—cultivated in soil rich with history. These fragrant spices take customers on a journey to the bustling spice markets of Tanzania and culminate in a relaxing cup of hot chai. The fragrance captures the rich spices rooted in the region’s long history while celebrating the bright, joyful energy of girls defending their right to learn.

Cardamom | Clove | Black pepper
Nigeria: Hope for Tomorrow
Resilient. Resourceful. Passionate.

This fragrance pays homage to the land, its arid scents, and celebrates the youthful and energetic spirit of Nigeria’s future leaders. The scent opens with a lively burst of starfruit, clementine, and watermelon, reflecting the exuberance of youth and the juicy abundance of the region’s tropical offerings. Then comes a green and watery heart—rain accord—evoking the contrast of dry and wet seasons, of parched fields suddenly refreshed by summer rains, and the promise of a better future. At its core, ylang ylang brings subtle femininity, while patchouli ties everything back to the earth, lending a touch of sophistication and depth.

Starfruit | Hyacinth | Patchouli

While the perfumers were hard at work, Abby Ferrell, Pura’s Senior Graphic Designer was busy designing the Collection’s packaging, providing an additional opportunity to deepen the fragrance experience. To make the packaging culturally relevant, Abby conducted deep personal research on both Malala Fund’s work and various aspects of each of the four countries, drawing inspiration from cultural customs, popular textiles, historical events, and significant local changemakers. 

“Since I was illustrating girls for each of these countries, I wanted to make sure that every detail was thoughtful, accurate, and representative,“ Abby said. “After my initial research and sketches, I shared my work with the Malala Fund team and they provided additional ideas and thoughts that helped me refine everything, down to the earrings on each of the girls. Getting this right was incredibly important, especially in light of Malala Fund's value to seek and amplify diverse perspectives.” 

Each design features textile art, portrait illustrations, fragrance ingredients, and uses bright colors to symbolize the joy of the girls represented in the Collection. 

Now available, the Pura x Malala Fund Collection invites you to be part of the final step. 

Join us in celebrating girls around the world advocating for their right to education, local leaders driving change, and communities evolving together to build brighter collective futures that empower girls to shape their own lives. Learn more about our partnership with Malala Fund.

In addition to Pura’s annual investment in Malala Fund, 8% of net revenue from the Pura x Malala Fund Collection will be donated directly to Malala Fund in support of their mission.