Meet Lane

Since I can remember, I have always felt my best in nature. Plants especially inspire me with their beauty and powerful ability to heal. We need Mother Nature and her gifts to sustain our mental, spiritual and physical wellbeing. 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 ingrained in me from a young age with a mother and grandmother who were both knowledgeable, wise and passionate about holistic wellness and alternative medicine. My beloved mother also lost her heroic battle to Multiple Sclerosis seven years ago. My journey with her has made me even more protective of women's health and longevity. 

When I became pregnant with my first baby 10-years ago, I became sensitive to all of my conventional beauty products, and felt deeply compelled to innovate my own sophisticated, plant-based, eco-friendly line without the chemicals and synthetic ingredients I believe take away from a product's beauty, purity and effectiveness. Everything we create is rooted in plant science and self-love. Since I was a child, I loved taking care of my skin. My mother deeply inspired me by taking time for her rituals and prioritizing self care. As a mother of three now, health and wellness is more important to me than ever. 

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, ethical, cruelty-free, sustainable, and supernatural ingredients from around the world.

Community initiatives and collaborations are at the forefront of our company culture and product innovation. Supporting other like-minded entrepreneurs, ethical growers and community leaders not only inspires us, but it ensures that we are always aligned with our deepest values.

We are passionately committed to sustainability, safety, and creating the most advanced green beauty care inside our pristine 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. 

Thank you for trusting PURA to be a part of your invaluable self care rituals. 

In pure we trust. 

With Love,



Lane Edwards
Founder & Director
Pura Botanicals Inc.