.pure
Is .pure a real TLD? Who’s applying to run it?
Nobody has applied for .pure in its own right, as of 7 October 2026. Radix named .pure as a backup string for its .wellness application. ICANN deactivated it, because another applicant applied for the same string or named it as a backup. Oinkadot named .pure as a backup string for its .moon application. ICANN deactivated it, because another applicant applied for the same string or named it as a backup. Link Freedom Group named .pure as a backup string for its .port application. ICANN deactivated it, because another applicant applied for the same string or named it as a backup.
Nobody has applied for .pure in its own right.
Will names sell?
A wellness-flavored vanity ending: fine for clean-living marketing pages, but few serious brands would make it their main address.
Last round the AI scored the 2012 strings blind to their fate. Strings it scored 60 or more hold a median 27,168 names today; those under 30, a median of 30. .pure’s closest 2012 strings hold .organic 2K, .eco 10K and .luxe 11K.
The nearest 2012 strings, and how many names each holds today
The closest 2012 string, .organic, held 1,774 names, June 2026. .eco held 9,939; .luxe held 10,898. Chosen by AI from every string in the 2012 round, without being told what happened to any of them.
Same bet: an unowned wholesomeness-claim adjective that consumer goods brands (food, beauty, supplements) would wear as a trust signal rather than a category label, which forces the registry to answer the same question — does the word mean anything if anyone can buy it?
Also a virtue-attribute qualifier rather than a thing anyone is, sold to brands wanting to assert a value in the domain itself, with the same absence of a natural registrant community whose primary identity is that word.
Structurally identical bet — a short aspirational positioning adjective with no defined industry behind it, betting that marketers will pay for a modifier — though its register is status rather than cleanliness, so the buyer set only partly overlaps.
Where they meet elsewhere
Link Freedom Group and Radix face each other in 24 contests this round, .pure included.
- Link Freedom Group × Radix
- Link Freedom Group × Oinkadot
- Radix × Oinkadot
wellness, clean-beauty, organic-food, and water or supplement brands wanting a purity-signaling campaign or landing domain, plus lifestyle influencers in the clean-living space
What a .pure domain is
.pure is not a TLD yet. It is a string on our record of the ICANN 2026 new gTLD round, in our Culture category. Nobody has applied for .pure in its own right. It is named on ICANN’s list as part of an application for another string.
Is the .pure domain extension real yet?
.pure is not yet a domain extension you can register: nothing resolves under it, and no registrar sells names in it. Nobody has applied for it on the public record; the ICANN 2026 new gTLD round is the process that would decide whether it becomes one.
When can you buy a .pure domain?
You can’t yet. A .pure name can only be registered once the string is delegated (added to the DNS root) and its registry opens. Last round's closest parallel to .pure was .organic, delegated on 13 June 2014.
Is .pure a real TLD?
Not yet. .pure is not in the DNS root, so nothing resolves under it. It’s here because ICANN’s list names .pure as part of an application for another string. Every entry on this page links to its source.
- 2 applicants · first recordedICANN
- Link Freedom Group · now deactivated backupICANN
- Link Freedom Group · now abandonedICANN
- Link Freedom Group · first recordedLink Freedom Group
“LFGL2683T-T22198 · Link Freedom Group Ltd · replacement string of .port · Deactivated OI2692T-T43201 · Oinkadot Inc · replacement string of .moon · Deactivated RTIS2674T-T72736 · Radix Technologies Inc SEZC · replacement string of .wellness · Deactivated”ICANN
“.pure · Lifestyle · “Nothing sneaky inside.””Link Freedom Group
- Band 10-29 (vanity/narrow). .pure is a generic English adjective aimed, per the applicant's published catalog, at the lifestyle space with the tagline 'Nothing sneaky inside.' Adjective-suffix TLDs have, by analogy, tended toward shallow campaign-style demand rather than primary-identity adoption: brands buy them for a slogan-shaped microsite, not as their front door. It is not in the 30-49 band because there is no known use pattern or price-driven volume story that would sustain registrations beyond marketing vanity buys, and the string reads as a modifier rather than a namespace, which weakens defensive and primary-identity demand. It is not in the 1-9 band because the clean-label and wellness marketing wave gives it a real, if thin, buyer pool: 'brandname.pure' or 'drink.pure' works as ad copy, so some genuine commercial registrations are plausible over the next 5 years. Applicant status is announced only, and per instructions delegation is assumed. Main market uncertainty: whether clean-label consumer brands are willing to route campaign traffic to a non-mainstream ending at all, or whether they keep purity messaging on their existing .com, which would collapse even the campaign-domain demand this score assumes.