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Lane E., Founder + Creative Director

Lane E., Pura Botanicals, Founder + Creative Director

Edmonton, AB

Handcrafted in Edmonton, Alberta, PURA Botanicals Founder Lane and her skilled skincare artisans create all-natural skincare, body care, baby care, and botanical perfume in PURA’s in-house production studio. PURA products contain plant and flower-derived essences, organic and wild-harvested ingredients, carefully chosen to ensure they are earth-friendly, nutrient-rich, non-toxic, gluten-free, and cruelty-free. PURA products are also credited NAHA (National Association for Holistic Aromatherapy) and VEGECERT certified. PURA’s aromatherapy blends contain oils that have been sustainably distilled from aromatic flowers, plants and herbs, and have been used for thousands of years for medicinal purposes, dating back to the world’s great civilizations of ancient Rome and Egypt. PURA has blended this ancient wisdom together with their delicious scented potions to provide customers with modern luxury skincare.

Where did the inspiration for your business stem from?

I have always been enamoured with beautiful beauty products and have been making healing concoctions for the skin since I was a child. When I was living in Australia, branding lululemon into Sydney, I became pregnant with my first baby, and also became ultra-sensitive and reactive to all of my conventional beauty products. When I came back to Canada, I knew I wanted to create my own collection of luxurious, high performance, supremely natural, sustainable skincare, body care and baby products. I was like a mad scientist in my basement for 3-years researching and understanding plant-based ingredients and formulating skincare. It took a lot of perseverance, trial and error, and passion that went into finally innovating products I was absolutely obsessed with. Then I opened up my own clean beauty lab and creative headquarters for PURA in September of 2015. We also opened it up to the public one day a week to build integrity and transparency for our brand. It was a special few years building our clientele before opening our flagship storefront in Edmonton, Alberta in July of 2018.

I love that we are the start and the bookend of your day – it’s such an honour.

Lane Edwards, Pura Botanicals, Founder + Creative Director

Edmonton, Alberta

What is the best part of what you do and why?

Elevating peoples’ lives through PURA. There is a magic in our potions and rituals that just makes you feel like the best version of yourself. I love that we are the start and the bookend of your day – it’s such an honour. We strive to really alter your state of welling being and sense of natural beauty, without capitalizing on a woman’s fear of aging.

What advice would you give your younger self?

I was fortunate to start a skin regime quite young. My mother set a really good example for me. As a single mom, she knew her self-care rituals were incredibly valuable. I think the advice I would give my younger self is embrace your individual beauty. Don’t waste time and energy comparing ourselves to others. As they say,   “Comparison is the thief of joy. ” Also, always trust your instincts. I rely on my intuition in my personal and professional life all the time. It’s never let me down.