Analysis

October 3, 2022

Could this sex-on-demand app make getting laid more inclusive?

With Pure, the Ukrainian “Uber for dating” app, women join for free and men pay a fee — here's what happened when we gave it a try


Georgina Ustik

7 min read

Olga Petrunina, CEO of Pure

Saying you met your partner online is no longer weird. Today, Tinder and Hinge are household names, and nearly as many people use dating apps in the UK as go to the gym. 

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Statista graph showing the number of dating app users and revenue per country on a world map illustration
The UK leads Europe with the most dating app users per population. Credit: Statista
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Screenshot of an anonymous user's ad on dating app Pure
Screenshot of an anonymous user's ad on dating app Pure
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A screenshot of Georgina's profile on dating app Pure
Is this sexy? Or do I look terrified? Does the top of my hat look vaguely like a nipple?
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