Meet Our Founder
I have always felt my best in nature. Plants inspire me with their beauty and ability to heal. There is a wholesomeness about Mother Nature and her gifts that we all need to sustain our health. Pura really started, because I felt so passionate about innovating beauty care products that I could trust. I am my own customer. I've always had an appreciation for high-quality, natural products. It was engrained in me from a young age with a mother and grandmother who were both knowledgeable, wise and passionate about holistic wellness and alternative medicine.
When I became pregnant with my first baby 9-years ago, I became sensitive to all of my conventional beauty products, and felt deeply compelled to slowly and methodically innovate my own plant-based, fresh, eco-friendly line without the chemicals and synthetic ingredients I believe take away from a product's integrity, purity and effectiveness. Everything we create is rooted in plant science and self-love. Our products are not only beneficial to our skin and bodies, but also help to restore our confidence in ourselves, and the practice of the beauty ritual. Since I was a child, I loved taking care of my skin. I watched my mother 'love herself' and it deeply inspired and impacted me.
Pura has evolved from a wellness collection to an extensive line of high performance skincare, baby care and botanical perfumes. We put enormous love and care into handcrafting our potions with the finest, supernatural ingredients from around the world. It's always our mission and responsibility to surpass industry standards. In doing so, community initiatives and collaborations are at the forefront of our product innovation and company culture. We aspire to use as many local resources as possible, such as the organic Ocamonte Coffee we use in our Exotic Pink Coffee Dust, and the sustainable, raw Wolfe’s Honey we will use in our NEW Cocoa Honeycream Mask. Supporting other like-minded entrepreneurs, ethical growers and community leaders not only inspires us, but it ensures that our formulas are unique and aligned with our deepest values.
We are passionately committed to sustainability, safety, and creating the most advanced green beauty care inside our modern-day lab and creative headquarters in Edmonton, Alberta Canada. It is my mission to share and educate women that health-conscious, non-toxic skincare is not only good for the earth, but also elevates a woman’s appreciation for her natural, individual beauty. There is also a touch of magic in everything we do... it comes from the ethereal energy that drives the essence of PURA, and possibly from my inner-child, who is still very much alive. In pure we trust.
With Love, 
Lane Edwards
Founder & Director
Pura Botanicals Inc.
