Cancel Pure the easy way

Service overview

Pure is a mobile-first collection of services built around anonymous or time-limited classifieds and dating-style interactions. The brand operates the Pure app and several sub-brands such as Hello Pure, Pure Vitamins and PureXtracts that provide delivery or subscription products.

How Pure sells

Pure offers free-to-download apps with paid auto-renewing subscriptions and one-time purchases (for example, compliment packs). Sub-brands operate separate account and subscription dashboards that handle renewals and cancellations.

Company facts

Web / Account dashboard

1. Open your browser and go to the account page for the specific Pure product you use (for Pure app subscriptions use the app link or account page).
2. Enter your email to receive the one-time code if required and sign in.
3. Open Manage Subscription or Subscription Dashboard and select Cancel subscription.
4. Follow on-screen prompts and keep the cancellation confirmation email or screenshot.
5. Allow time for the vendor to acknowledge; Pure Vitamins and PureXtracts confirm cancellation within one working day for subscriptions.

iOS - Apple Store

1. Open Settings on your iPhone and tap your Apple ID at the top.
2. Tap Subscriptions, find the Pure subscription, and tap Cancel Subscription.
3. Keep the Apple subscription cancellation confirmation as proof.

Android - Google Play

1. Open the Google Play Store app, tap the profile, and select Payments and subscriptions then Subscriptions.
2. Find the Pure subscription and select Cancel subscription.
3. Save the Google Play confirmation email or receipt.

Email

1. Send a cancellation request from the email address linked to the Pure account. Use sub-brand addresses when known: [email protected] for Click and Collect/Drop Point queries; [email protected] for Pure Vitamins issues.
2. State your account email, subscription ID if known, and request immediate cancellation.
3. Keep the email thread and any reply as proof.

Post

1. Write a signed letter stating your name, account email, subscription or order reference, and request cancellation.
2. Send by Royal Mail registered post to: Pure, Crown Way, CF14 3UZ Cardiff, United Kingdom.
3. Retain proof of postage and expect longer processing times.

Cooling-off period (change of mind)

You have a 14-day cooling-off right for distance contracts under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. Exercise this within 14 days of receiving the first delivery or of the date of contract for non-delivery digital services. For goods that are sealed for hygiene reasons such as supplements, returns must be unopened and sealed to qualify for a refund.

Required proof: order confirmation, proof of return postage, photos showing packaging unopened when applicable.

Applicable law: Consumer Contracts Regulations 2013.

Price increase

If Pure increases the price mid-contract and this change is not permitted by your contract, you may be able to cancel. Pure must include contract terms about automatic renewals and any price changes. If a price increase creates a new contract term that you do not accept, cancel and request a refund for unused time.

Required proof: notice of price change from Pure and your original subscription terms.

Applicable body: Competition and Markets Authority guidance on auto-renewals and unfair contract terms.

End of commitment or term

If your subscription had a minimum term, cancel at the end of that term by using the subscription dashboard or the platform (Apple/Google). If the contract has no minimum term, cancel any time following the vendor process; ensure cancellation is made at least 24 hours before automatic renewal when stated by Pure.

Required proof: confirmation of cancellation or platform receipt.

Moving abroad

Pure does not publish a specific moving-away policy. To cancel, use the subscription dashboard or contact support by email and provide proof of address change if asked. If you are cancelling because Pure cannot provide services in your new country, supply proof of relocation such as a utility bill or tenancy agreement.

Applicable law: Consumer Contracts Regulations 2013 for distance contracts where relevant.

Death of subscriber

Pure does not publish a public death cancellation policy. Next of kin should contact Pure support by email with the account holder name, account email and a copy of the death certificate to request account closure and cancellation. Keep email correspondence as proof.

Applicable law: Consumer Rights Act 2015 for contract fairness issues may be raised when contacting the trader.

Legitimate grounds and defective service

If Pure fails to provide the service with reasonable care and skill, you may cancel and claim a remedy under the Consumer Rights Act 2015. Examples include repeated delivery failures, persistent app outages preventing access, or services not performed to advertised standard.

Required proof: screenshots, delivery receipts, email logs, dates and times of failures.

Applicable law: Consumer Rights Act 2015.

Before you cancel: negotiate

Research did not identify standard retention offers published by Pure. There are no reported universal discounts or retention pages. To request a retention offer or lower price, send a polite email from the account email to the vendor support address, state your reason for leaving, and ask for a loyalty discount or a pause. Suggested wording: 'I wish to cancel my subscription. Would you consider a reduced rate or a pause to keep my account?' Keep all replies and the date and time of the exchange.

What cancelling saves - yearly math

Use these exact prices to compute annual costs and savings:

• Pure Membership Weekly: £11.99 per week, yearly cost = 11.99 x 52 = £623.48 per year.
• Pure Membership Monthly: £24.99 per month, yearly cost = 24.99 x 12 = £299.88 per year.
• Pure App Membership: £4.99 per month, yearly cost = 4.99 x 12 = £59.88 per year.

Cheapest alternative from the competitor list: Sleek at £60 per month or £720 per year. Comparison example: cancelling Pure Membership Monthly saves 24.99 x 12 = £299.88 per year. Switching to Pure App Membership would cost 4.99 x 12 = £59.88 per year, a saving of 299.88 - 59.88 = £240.00 per year.

Your main UK rights

The Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 give a 14-day cooling-off period for most distance contracts. The Consumer Rights Act 2015 requires services to be provided with reasonable care and skill and prevents unfair contract terms, including disproportionate cancellation penalties.

Auto-renewal and unfair terms

The Competition and Markets Authority monitors hard-to-cancel subscriptions and unclear auto-renewal terms. If the auto-renewal or cancellation process is misleading or hard to use, escalate the complaint to Citizens Advice for next steps.

How to escalate

1) Complain to Pure using the support channels and keep written evidence. 2) If unresolved, seek guidance from Citizens Advice. 3) Use card issuer options such as chargeback or Section 75 for qualifying card payments. 4) If relevant, raise the issue with the appropriate ombudsman for your sector.

Check confirmations and billing

Keep the cancellation confirmation email or receipt and check your bank or card statement for any future renewals that should not occur. If a refund is due, note the vendor's refund timeline: Pure refunds for cancelled delivery orders are processed within 12 working days for card payments. PureVitamins processes subscription cancellation within one working day and may refund accordingly. PureXtracts offers full refunds for orders cancelled prior to shipment.

Data and access

After cancellation you may lose access to premium features immediately or at the end of the paid period depending on the contract. If you want account data, request an export from Pure support before you lose access. Keep copies of any messages or content you want to retain.

Re-activation

You can usually re-subscribe by signing into your account and selecting a new plan. If a special retention offer was given at cancellation, save the offer email to reuse the same link or code, if provided.

Follow this checklist after deciding to cancel:

• Log in and cancel via the subscription dashboard or platform (Apple/Google) and save the confirmation.
• If you cancel by email, send from the linked account email and keep the reply.
• If you returned unopened goods under the 14-day cooling-off, keep proof of postage and photos of the sealed packaging.
• Monitor your bank statement for refunds or unexpected renewals for 30 days after cancellation.
• If a refund is overdue, contact the vendor specifying dates and keep all correspondence.
• If the vendor refuses a lawful refund, contact Citizens Advice and consider chargeback or Section 75 via your card issuer.