The Alberta-based company was founded five years ago by Lane Edwards, whose background is in corporate branding and retail.
Pura Botanicals made its debut in Asia about a year ago by launching its products in Hong Kong and Macau.
Currently, the brand can be found online and in-store at several private boutiques as well as departmental stores such as Harvey Nichols Hong Kong and Rainbow Macau.
“Hong Kong is a big market for us. There’s a huge population and lots of opportunities that will lead us to mainland China,” said Edwards.
The company is now looking to expand its footprint in Asia and has its sights set on Japan and Singapore.
“From our market research, we feel our products will really suit those markets. I think the Japanese will appreciate our natural ingredients while Singaporeans can appreciate the that using clean and natural ingredients are a luxury,” explained Edwards.
Edwards told CosmeticsDesign-Asia that business in Hong Kong and Macau has been going well so far and the company has used the opportunity to glean more insights about the Asian beauty consumer.
Through conversations with key opinion leaders (KOLs) in Hong Kong, Edwards said she has observed the growing influence of the health and wellness movement on beauty.
“Asians are already very particular about their skin care and now, because of environmental issues like poor air quality, they are becoming even more mindful of what they put on their skin. I feel like there’s an emphasis on pure ingredients which can elevate both beauty and health,” she said.
Additionally, she said Asian consumers were beginning to focus more and more on self-love and self-care, which the company strongly advocates.
“We don’t use the phrase anti-ageing. I believe it’s a privilege to age and the term does not reflect that. Instead, we use words like repairing, rejuvenating, preserving, rebuilding. We believe changing the language we use and makes it more about the ritual for the consumer; about giving back and taking time for herself.”
Edwards believes Pura Botanicals is unique in the Asian market as it is a luxury brand that uses natural high-performing ingredients.
“We want to transform the mindset that natural products are not effective. It doesn’t have to be hippy-dippy – it can be effective and luxurious. We believe beauty is about skin health and using nutrition-dense ingredients and formulas to make skin as healthy as it can be.”
She added that Asian consumers would resonate with the brand’s rare ingredients.
“We source our ingredients directly from sustainable and ethical growers from around the world. For instance, we use cocoa absolute from France and vanilla from Madagascar. These are expensive to use in skin care, but they are very effective and pure.”
These types of ingredients give the products a distinctly sweet gourmand scent which Edwards thinks will appeal to Asian consumers.
“Our products are not overly-perfumed or floral-scented. I think the Asian beauty consumer will appreciate that its not overpowering. Same goes for texture. Even through our products are made in Canada and are very hydrating, they fit in with the Asian preference for more lightweight products,” she added.
Focus in 2020
Moving forward, Edwards said the company will continue to focus on business expansion into Asia as well as Europe.
Additionally, she revealed that the company will be working on new products.
“We always want to innovate and create something unique. We have the Azure Dream Cream coming up that has the consistency of a cloud and has this soft, blue tansy colour. It has hyaluronic acid, vitamin C and olive-based squalene.”
She concluded: “It’s an all-in-one product to combat skin dryness, acne and premature ageing. It also repairs DNA and sun damage while boosting collagen in the skin. It’s truly a simple product that does everything.”
