Meet Lane Edwards | Founder of PURA Botanicals

We had the good fortune of connecting with Lane Edwards and we’ve shared our conversation below.

Hi Lane, we’d love to hear more about how you thought about starting your own business?
I was living in Australia at the time, branding lululemon into Sydney when I became pregnant with my first child. I became ultra sensitive to all of my conventional beauty products. Anything with synthetic scent made me feel really sick. Then I started to look deeper into ingredients in skincare and haircare only to find so many synthetic formulas and aroma. At the time, there were plenty of natural brands, but not well packaged or high performance. I really was my only client. I felt compelled to create a modern and luxurious clean skincare brand that was not only beautiful but actually worked.

What should our readers know about your business?
I started PURA in 2015. We opened up our own in-house lab and creative headquarters here in Edmonton, Alberta, Canada. Before that, I was making skincare from home and selling it on Etsy. I knew I had a natural and learned ability to create products that were not only supernatural, but also delivered results quickly. It’s been a huge learning curve over the past 7 years, but also very rewarding. Some really fun highlights- We were Fleetwood Mac’s official skincare for their last world tour in 2019. I’m a huge fan. I adore Stevie Nicks. We’ve have won several skincare awards and have been featured in publications such as VOGUE, Well + Good, and Refinery 29. We believe in ethically sourced ingredients and the ritual to really connect with yourself and tap into the beauty and power of nature.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Here in Edmonton, Alberta, Canada there is always plenty to see and do. We have a little flagship boutique located downtown where we offer a custom perfume service where y0u get to sit down one-on-one with our perfumer to create your own custom fragrance. It’s so intimate. For dining I’d take them to Uccelino’s for the best Italian, Bar Clementine for dessert and Alchemy for cocktails. You enter through a secret bookshelf. The parks are beautiful in the summer and we’re just a few hours from the Rocky Mountains in Banff and Jasper. A night over to hit the slopes is dreamy.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My mom was a huge inspiration to me. She was very knowledgeable about nutrition and holistic health. Definitely ahead of her time and always teaching me about plant medicine and looking after myself. She also loved beauty products and sharing her wisdom about how to look after your skin from the inside out. I lost her in 2013 from Multiple Sclerosis, but she’s still with me everyday. Her battle and commitment to stay healthy and mobile for as long as possible really inspired me to start PURA with the mission to protect women’s health.

Website: www.purabotanicals.com

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Linkedin: Lane Edwards

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Image Credits
Karmen Meyer