It’s difficult for Lane Edwards to pinpoint the moment she realized she was onto something big, although she’s the first to note that she’s worked “extra, extra hard” to build brand recognition. Since founding Pura Botanicals in 2015, Edwards has watched the brand gain recognition in markets like Hong Kong, Dubai and the United States, even having the honour of being named Fleetwood Mac’s official skincare line for the band’s recent world tour.
“I’m a huge Fleetwood Mac fan, so for the stars to align and their health coach to reach out to us out of nowhere, that was just amazing. I never would’ve thought that Stevie Nicks herself would be using my products. She was my muse when I was at home and creating the Zingara Gypsy Mist, and then a few years later here we were. I never could’ve imagined it,” she says.
Despite Pura’s ever-growing global reach, Edwards is clearly rooted in Edmonton. Over the years, she’s partnered with like-minded local brands including Poppy Barley, Cory Christopher and So Pretty Cara Cotter.
“Collaborating with local brands and entrepreneurs has been a big part of our success. And I feel like that’s what’s special about Edmonton. An advantage of being here is that people here genuinely want to see you succeed.
People have a more collaborative attitude rather than a competitive one,” she says. As part of her own commitment to collaborating and improving the lives of others, Edwards has also made it a priority to support local causes like Sorrentino’s Compassion House, the Stollery Children’s Hospital and WIN House. After losing her own mother to multiple sclerosis, she’s made it her mission to support women’s health, including the many mothers and daughters who now tend to make up Pura’s clientele. “Seeing someone you love who is the centre of your world lose their health changes your perspective on things. So I want to protect other women’s health as well.”
Throughout Pura’s product line, Edwards selects high-quality, carefully sourced ingredients designed to promote healthy skin. Her goal is to empower women to embrace and enhance their natural beauty, no matter what age or stage of life they’re in.
“We don’t use the term ‘anti-aging.’ I’m not here to make women feel fearful or ashamed of aging. I feel like we can change the dialogue and age-empower,” she says. “This isn’t about vanity; it’s about taking care of yourself.”