When Lane Edwards thinks of perfume, one thing she thinks about is her mom, who passed from multiple sclerosis. Edwards still has her perfume for when she needs a whiff of familiarity and comfort. She created PURA Botanicals signature fragrance with that idea in mind.
“The fragrance industry is changing. It’s not about that heavy waft after you leave the elevator, it’s more about a close experience where your loved ones and yourself get to experience your fragrance,” says Edwards, chief executive officer of PURA Botanicals (and Edify’s Business Leader of the Year 2022).
PURA No. 1 is described as “deep and seductive, yet light and ethereal” with top notes of Japanese yuzu, Italian bergamot, honeyed neroli, raspberry and sandalwood. It’s PURA’s first alcohol-based fragrance, and the brand collaborated with Strathcona Spirits, which is the alcohol supplier for the product.
Founded in 2015, the clean skincare and beauty brand sells a line of wellness fragrances and offers customized bespoke fragrances. Lane says the brand’s signature scent has been in the making for two years with over 100 variations of the perfume being tested before the final combination was chosen.
“We got to that final version where our entire team was swept off their feet by the fragrance, and it was such an emotional reaction when we knew it was right,” says Edwards. “You could just see that exhale.”
Edwards developed her love for creating perfume years ago after spending a summer in France at a generational perfumery learning the ins and outs of the industry. She spent many years after the trip training her nose to identify different fragrant notes. When PURA opened, her focus was clean luxury skincare and beauty, but she felt now was the right time to launch a signature fragrance.
“I feel like people are craving an experience to wake up their senses, to feel romanced, and I feel like this No. 1 fragrance really does that,” says Edwards. “To create a fragrance for PURA is special and I feel like it is someone’s invisible legacy, like just such an ode to self love, and I’m proud to be a part of that.”
PURA No. 1 is crafted in-house at PURA’s flagship store, and is made without parabens, formaldehyde or phlalates. It is vegan and cruelty free. The full size bottle retails for $198 (1.8 oz) and the mini bottle (0.15 oz) for $69.
Shop the brand new PURA No. 1 in-store at 10120 124 St. or online at purabotanicals.com
