Meet Us At The PURA Botanicals Pop-Up In Vancouver

PURA Botanicals is popping up in Vancouver for an exclusive two-day shopping experience at Flax Home, 858 E. Hastings St., on April 23 and 24, 2022. Stop by to experience the most dreamy, ethereal skincare, discover your ultimate clean-skincare ritual and meet PURA’s founder, Lane Edwards. If you prefer a one-on-one skincare consultation, please book here. Exclusive offers in-store include a full-size Neroli Eye Ritual Oil gift with purchases over $150 and a chance to win the brand’s newest wellness fragrance, PURA No. 1 (valued at $198)! We recently caught up with Lane to learn more about PURA Botanicals and their collection of non-toxic, cruelty-free and eco-friendly skincare and wellness potions. —Vita Daily

What is PURA Botanicals and why were you inspired to create a clean, made-in-Canada, skincare company?

PURA is an all-natural, eco-luxe, plant-powered skincare company. When I became a mother, I became very sensitive to all of my conventional beauty products. Synthetic fragrance especially made me feel very sick. At that time, I started reading about beauty product ingredients and felt extremely passionate about innovating skincare, body care and fragrances that were truly clean, high-performance and beautifully packaged. A collection that elevates your sense of wellness and natural beauty. We’ve had some really pivotal people fall in love with PURA, like Jillian Harris. Our bestselling Overnight Watermelon mask is her ‘holy grail’ of skincare, and was included in the Jilly Box. We were also the official skincare for Fleetwood Mac’s last world tour. I’m a huge fan of Stevie Nicks, so it was incredible that they found us and reached out to us to look after their skin for the tour. 

What makes PURA Botanicals stand out as a clean skincare brand?

The time, love, and attention to detail we put into absolutely everything we touch. A product must not only deliver results, but take you on a journey of self love and decadence. PURA is so sensorial from the packaging, storytelling, to the ethereal textures, and sweep-you-off-your-feet aromas. You feel so nourished and pampered from the inside out.

Tell us more about PURA’s positive brand messaging and how you are challenging the status quo around language related to aging?

We are not around to profit off of anyone’s fear or shame of aging. Beauty products have been marketed towards women in a way that makes aging feel undesirable, instead of a privilege. Our products are brimming with biocompatible, nutrients and antioxidant-rich plant-medicine, and absolutely repair and preserve the skin, yet we choose not to ever use the term “anti-aging” in any of our verbiage. We love to help our clients feel empowered in their journey instead. It’s way more fun and interesting.

Sustainability is very important to your identity as a clean skincare brand … what steps are you taking to move in a more sustainable direction?

We are continually striving to be more sustainable as we grow, starting with having our own in-house lab and production team, so we can be in full control of low-waste manufacturing, as well as work with ethical ingredient suppliers. We have also recently partnered with PACT Collective. Our clients can now drop off their hard-to-recycle packaging like lids, pumps, and droppers to our flagship boutique here in Edmonton, Alberta. This program allows us to recycle these items through PACT so they don’t end up in a landfill. It’s an incredible initiative, and allows us to take more environmental responsibility. We are also moving away from labels on many of our products and using direct print on the bottles and jars for less waste. Some of our products also have refill packets, like the award winning Hyaluronic Ruby Serum.

What is your favourite PURA skincare ritual and why?

I am definitely a lover of the PURA Night Ritual. As a mother of three and business owner, it’s my time to pause, breathe and check-in with myself, while applying these beautiful, high-vibrational, pro-aging potions. I’m obsessed with the Overnight Watermelon Mask. We call it the “gateway potion” into PURA. It’s so hydrating and you wake up with silky, baby soft skin. My desert island potion is the Ambrosia Beautifying Serum—it’s a nutrient-dense face oil and serum hybrid with dreamy Moroccan blue tansy. It works like an instant face lift, smells heavenly, and results in indatand glow and firmness. I also love our cleanser, the Countess Cleansing Nectar. It doesn’t strip the natural moisture barrier, and replenishes the skin with various vitamins, like A, E and C. I really follow my skin-tuition in regards to what I use night-to-night. It depends on my cycle, stress levels, weather and mood. That’s what’s so magical about PURA. It can be as simple or as elaborate and luxurious as you want it to be.

Remember to visit PURA at its Vancouver pop-up, at Flax Home, 858 E. Hastings St., on April 23 and 24, 2022. See you there, for the best in clean skincare!