We were lucky to catch up with Lane Edwards recently and have shared our conversation below.

Lane, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with the story of your mission. What should we know?

I started PURA because when I was expecting my first baby, I became sensitive to all of my conventional beauty products. Everything from perfume, to shampoo, to skincare made me feel not well. I quickly learned that synthetic fragrance is made up of numerous chemicals and phthalates that can be harmful to the nervous, endocrine and reproductive system. I’m grateful that my senses were intuitive to lead me away from using products that were potentially toxic, especially while carrying my first child. Everyone deserves skincare that is highly effective and authentically clean. We shouldn’t have to sacrifice our health for beauty or ‘self care’.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Becoming a mother brought so much more awareness to what I was using on and in my body. By the time I had my second baby, who is now a teenager, I immersed myself in natural skincare research and innovation. We opened up our own lab and creative headquarters in 2015, and it’s been an enormously fascinating ride ever since. There was a huge learning curve to get to where we are today, which is an award-winning beauty company that has impacted thousands of womens lives. When I hear their personal stories how our products have changed the way they look after themselves, enriched their daily rituals and have improved their skin and self esteem, I’m so humbled. I’m proud of PURA and the high performance products we still create in-house today.

We’ve had some magical things happen too. We were Fleetwood Mac’s official skincare for the band’s Last World Tour. The stars aligned through an IG message from their on-tour health coach. They just so happen to be my favourite band. They couldn’t get enough of our Overnight Watermelon Mask. We call it the gateway potion into PURA. There is nothing more rejuvenating or hydrating. The dreamiest overnight treatment to wake up to silky, soft, smooth skin.

We’d love to hear a story of resilience from your journey.

We have been in business now for 8-years. The market and industry has changed so much and the competition in the clean beauty space has never been more intense. You really can’t take your foot off the gas. Everyday we consistently work at this brand to make it stand tall in a very crowded, ever-changing space. Consistency with an ability to adapt, but still stay true to your why is challenging at times when there is a lot of noise, but it’s something we believe in very much.

How about pivoting – can you share the story of a time you’ve had to pivot?

Pivoting can be scary, risky and costly, but a must in some scenarios. The pandemic was a time we had to pivot a lot, whether that was closing our flagship storefront down for several months and seeing our online spike. Or dealing with major supply chain issues, and burning through cash flow quickly to ensure we had enough packaging and ingredients to maintain our core skincare line which drives most of our revenue. You really need to have a great team mindful of so much. Everyone needs to be willing to trust your direction and make savvy decisions independently as well. Being smaller means you can be nimble at times, so that’s an advantage.

Contact Info:

• Website: www.purabotanicals.com
• Instagram: @purabotanicals
• Facebook: Pura Botanicals
• Linkedin: Lane Edwards
• Twitter: @purabotanicals
• Other: Pinterest: Pura Botanicals TIK TOK: Pura Botanicals

Image Credits
All photos are done in-house