Yeah, this one's common. Usually it's the filter not seated right or the unit's on an uneven surface.
First, power it off. Check that the filter is properly in place and that you removed all the plastic packaging from it. A wrapped filter can cause all sorts of noise and overheating. Then, make sure the purifier is sitting on a hard, flat, level surface—not carpet or a wobbly table.
If that didn't work, the pre-filter might be clogged with hair or lint, which can cause turbulence noise. Give that a clean. If the noise persists, there could be a foreign object inside or the fan assembly is damaged. Don't open it up yourself. At that point, stop using it and contact support.