At PURA Botanicals, true beauty is more than skin deep — it’s a ritual, a connection, and often, a gift passed down from one generation to the next. Keep reading as PURA’s founder (and mother of three), Lane Edwards, shares the beauty wisdom she’s carried through her own life, and how those moments shape the way she formulates skincare today.

Q&A with Lane Edwards, Founder of PURA Botanicals

Q: What’s the first beauty lesson you remember learning from your mother?

A: Beauty starts from the inside out. Your glow comes from within. Sleep, nutrition and essential fatty acids (omegas 3, 6, 9) affects the health of your skin, eyes, and hair.

Q: Was skincare something you shared as a bonding experience growing up?

A: I loved watching her do her evening skincare routine. She went to bed like a glazed donut far before Hailey Bieber! She always told me how important it was to remove makeup and moisturize. I'll never forget when her best friend gifted her a luxurious mud mask from Italy. We savoured that gorgeous glass jar for special girl's nights where we'd put it on and watch a movie in her bed with treats. My love for luxury skincare and self-care started right there.

Q: How has becoming a mother influenced the way you approach beauty and self-care?

A: I became so much more conscious of skincare ingredients and sensitive to synthetic fragrances. Motherhood was really the catalyst to PURA. 

Q: What are the most important beauty rituals you’ve now passed on to your daughters?

A: How good it feels to take care of yourself and the power of self-care. 

Q: What does your evening skincare ritual include and why is it such an important part of your day?

A: Not only are you looking after your skin but you are also taking off the day. I think it's really powerful. I love slipping into bed feeling clean and replenished. It's such a reset to start fresh again in the morning, and allow your skin and body to repair itself while you get your beauty rest. My ritual is different from evening to evening. I pay attention to how I'm feeling, where I'm at in my cycle, and what my skin and senses are craving. I love bathing to unwind and a full skincare ritual, but sometimes, running with kids all night with sports and a later bedtime results in a good face wash, serum and overnight mask. The Empress Eye Cream is non-negotiable. My eyes look much more rested and smooth in the morning. I love the instant brightening and firming of the Hyaluronic Ruby Serum (also amazing for sun spots), as well the no-fuss Overnight Watermelon Mask. It's our one-and-done and for all skin types. It's rich in everything you need to help repair premature aging, fine lines and wrinkles. The smell and texture are dreamy too - the perfect clean beauty ritual for sweet dreams.

Q: What’s one PURA product you'd recommend for both mothers and daughters of any age?

A: The one product I'd recommend is the Overnight Watermelon Mask. It's perfect for everyday and travel, and formulated to do it ALL. It's such a unique texture - ultra creamy with a non-greasy, silky matte finish with a soft blurring effect. We get so many love letters about this product and there is nothing else like it in clean or traditional beauty. It's unparalleled and the results are instant.  

Q: What message do you hope mothers and daughters take away from PURA’s philosophy?

A: Age with power. Always think about prevention. Imagine how you want to feel now, in 5 years, in 10 years, in 30 years. Your daily habits create your future. Stay positive and always say kind things to yourself. You are so beautiful and worthy. 

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A Special Mother's Day Note From Lane

Mother's Day is so special to me, especially as a mother of three and after losing my mom over a decade ago. I'm always working on myself and doing my best to show my kids that our own wellbeing and health matters.

At PURA, we are here to support your desire to feel good about the products that you're using and about yourself. The PURA ritual is rooted in intention and wellness - those quiet moments when you pause, breathe, and nurture your body and mind.

Sending so much love. 

- Lane XO