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The revolution of clean skincare has in recent years reshaped the beauty industry. We’re becoming more and more aware of the ingredients in our skincare products (as what goes on your body, goes in your body — right, friends?) and the cosmetics industry has banned the use of many chemicals and synthetics. From labels that claim “green, clean, and natural” (which have no regulatory definition) we begin to wonder what meaning it really has? We got the chance to interview Lane Edwards, the founder of Pura Botanicals who we think is taking “clean beauty” to a whole new level. Here’s what she shared with us.

What is Pura Botanicals?

PURA Botanicals is an eco-luxe clean beauty skincare company & natural perfumery based in Edmonton, Alberta. Our collection of non-toxic, cruelty-free, and eco-friendly skincare and wellness potions are crafted with fresh and potent plant-based ingredients, soothing aromatherapy, and nutrient-dense formulas for a beauty ritual you crave time after time. PURA’s potions are formulated with utmost intention – especially for those who appreciate powerful results and rare, high-performance ingredients in their everyday beauty essentials. The purpose of PURA’s skincare is to inspire you to give back to yourself. The intimate time we spend with ourselves while indulging in our AM & PM rituals is not only beneficial to promoting radiant, healthy skin, but to also feel truly relaxed, centered, and naturally beautiful.

Why did you decide To start the business?

I have always been passionate about women’s health and wellness. When I became a mother, I found it challenging to find natural products that were sophisticated, productive, and synthetic-free. I love sharing health-conscious, I’ve always been really passionate about women’s health and wellness. When I became a mother, I found it very challenging to find natural products that were sophisticated, beautifully packaged, efficacious, and synthetic-free. I really love sharing that health-conscious, plant-based skincare is not only good for the earth but also elevates a woman’s appreciation for her natural, individual beauty. It’s all about elevated, eco-luxe self-care, and your connection to nature, which has so much power to make us feel our best.


The Skincare Product Process


How is your manufacturing process different from others?

We have our own in-house lab which really allows us to have full control over every detail, especially sourcing, formulation, quality, and freshness. Creatively, every potion has a story of how it came to be. For instance, one of our latest potion launches is called the Azure Dream Cloud which is a collaboration between PURA’s founder and formulator, Lane Edwards, and her childhood friend, Lindsay Jang, a global entrepreneur and celebrity now based in Hong Kong. The first vision of AZURE began with Lindsay’s desire to create her dream one-and-done, potion to take along during her nomadic, jet-setting lifestyle, but a year into formulation, the world changed overnight when the pandemic struck and travel was temporarily eliminated. AZURE softly transcends the senses with its dewy, cloud-like texture, and deeply helps to repair and protect the skin with a fine balance of hyaluronic acid, Vitamin C, phytonutrients, and biocompatible, plant-powered ingredients like Japanese yuzu oil, rare Moroccan blue tansy, and ultra-nourishing, olive-derived squalane oil. Whether we are jet-setting or grounded, AZURE elevates our ritual into a revitalizing and transcendent skincare fantasy.

With all of our potions, there’s an imaginative, dreamy, and ethereal energy that makes PURA different from other brands. We are also Health Canada, CertClean, Leaping Bunny and PETA certified.




About the Skincare Products


What were some of the first products you developed?

The Radiant Face Drops, which now has a very loyal following. It’s like skincare and spirit-care— An instant lift.  Also, the Overnight Watermelon Mask, which we refer to as the ‘gateway potion to PURA.’  Once you experience it, you’re hooked. It’s the ultimate, hydrating sleeping beauty mask, potent in antioxidants, vitamin C, and can even be used as a satiny, matte primer during the day as well. Also the Zingara Gold Mist, PURA’s sensual perfume mist inspired by my muse, the ‘Gold Dust Woman,’ Stevie Nicks from Fleetwood Mac. Ironically, a few years later Fleetwood Mac’s health coach found us on IG and reached out to us. We became the bands official skincare brand to pamper them on their last World Tour in 2019. The stars really aligned for us.


Are there any ingredients or formulas you currently offer that you are excited about?

The award winning ‘Hyaluronic Ruby Serum‘ is super special. It’s inspired by my favorite childhood movie, the Wizard of Oz, and Dorothy’s ruby red slippers. Rubies represent protection, power, nobility, and vitality. Each Italian glass bottle has its own ethically sourced, jewelry-grade ruby immersed in it that you can take out after and have made into your custom-made piece of fine jewelry. A sustainable refill is also available, so you don’t have to replace your bottle or ruby. The formula is so high performance with a low molecular weight of hyaluronic acid (easily absorbed into the skin), brightening and tightening vitamin C, and rare ancient gromwell root to soothe any irritation, and also give this serum its gorgeous pink lemonade hue.


What do you think all women should know about skincare and the products they use on their bodies?

You have to truly love your beauty products in order to want to use your favorites consistently– Consistency is the key to driving positive results. Clean beauty has come leaps and bounds in terms of efficacy, performance, and presentation. Innovation drives our imaginations and passion for creating elevated beauty products you can feel safe and good about using for you and the earth. It’s more than skin deep. Beauty brands are evolving, and are moving towards empowering their clients. vs. making them feel shameful about aging and gearing their marketing to the goal of looking twenty forever. Beauty is even more powerful when we have self-confidence, educate ourselves about a brand’s intentions and ingredients, and feel comfortable in our own skin.

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