All of PURA's imaginative potions weave a story, and PURA's newest release, The Azure Dream Cloud, begins with the tale of a friendship born long ago between PURA's founder and formulator, Lane Edwards and Edmontonian turned global entrepreneur, beauty and wellness expert, Lindsay Jang.
Lane and Lindsay grew up together in the small community of Sherwood Park, Alberta and they both shared an early, deep love for fashion and beauty. After years of both living abroad in locales like New York, Grand Cayman, Sydney, and Hong Kong, they have reunited as adults to create their ‘end of the rainbow’, high performance, skincare potion that reflects their desire to experience the world and create beauty.
The first vision of AZURE began with Lindsay’s desire to create her dream 'one-and-done' potion to take along during her nomadic, jet-setting lifestyle, but a year into formulation, the world changed overnight with a global pandemic and travel was temporarily eliminated. Although we are still grounded, the AZURE remains a truly transcendent potion as it deeply repairs and preserves the skin with a fine balance of hyaluronic acid, vitamin C, phytonutrients, and biocompatible, plant-powered ingredients like Japanese Yuzu Oil, rare Moroccan Blue Tansy and ultra-nourishing, olive-derived squalane oil. Keep reading to hear more from Lane and Lindsay as they reflect on their shared childhood experience, moving abroad, and crafting an innovative skincare potion known as the Azure Dream Cloud.
Describe growing up together in small town Alberta. When and how you met, what brought you together, and how did your friendship unfold as children and teenagers?
Lindsay: Lane and I met in seventh grade at Sherwood Heights Junior High School. We were instant besties based on our shared love for makeup, shopping, and stuffing our bras (I was a late bloomer). We spent every waking moment together for about a year and a half and then as we grew up and matured through our teenage years we started to have diversified friendship circles but still a deep love for each other. We truly reconnected after Lili (my 12 year old daughter) was born and I started going back to Edmonton more regularly. And to be honest, it was like no time had gone by at all - a true sign of friendship.
Lane: Lindsay was such a fun friend to make coming into junior high. She was like a truth serum. We were both a bit boy crazy and would spend hours obsessing over our crushes, clothes and weekend plans. Oh and Karaoke -- Tina Turner's Private Dancer was on repeat in her living room. Our mom's both worked in the schools and loved fashion just as much as we did. It was the early 90's, so Aveda, Guess perfume, and Club Monaco were our favorite go-tos. We went to different high schools, but reconnected once we both became mothers. It was amazing to visit her in Hong Kong when I was there working on an exporting partnership for PURA. She's just so smart and has never lost her why or sense of self. It's incredible really.
Even though you both grew up in a small town, you have both travelled and live/d abroad pre-Covid. Can you recount that leap from small town to big city lights and how your travels have shaped your current approach to life and career?
Lindsay: I always wanted to explore. I knew that there was so much out there to experience that would add value to the life I was going to live (and am living). I still think the same way. I never pass up an opportunity to learn something new, to meet new people, to travel somewhere I've never been (although not recently). I believe the more you see, the more diverse situations you put yourself in, the more open minded you naturally become.
Lane: I've always been motivated to see and experience different parts of the world. People, food, cultures and change of scenery deeply inspire me. I went from Edmonton to Vancouver at 18 -- I was so young and learned so many lessons. You discover so much about yourself when you are no longer surrounded by the comforts of home. I truly believe it's made me a more well-rounded, open-minded person and business owner. I've also lived in Grand Cayman (where I met my husband) and Sydney, Australia. There is nothing better than landing somewhere where everything is new and different. It sharpens the senses and intuition...I love that.
What inspired the Azure Dream Cloud collaboration and how were you able to blend the creative vision with actual product formulation? Explain the process of choosing key ingredients and if there were any challenges you encountered along the way?
Lindsay: I always visit Lane when I'm home (Edmonton) to restock on product and to see what she's creating. She asked me if I'd be interested in collaborating on a product and I agreed without giving it a second thought...no brainer. I told her I wanted something hydrating, an all-in-one serum and lotion that I could use all the time: day or night, winter or summer. A healing aspect to the formula was important to me and since yuzu is my favourite scent, I told Lane I would love to have this element integrated as well. I know Lane spent years formulating this product! We are both perfectionists, so rushing to market with something that we both didn't love would never have made sense.
Lane: Lindsay is the ultimate beauty aficionado. I love that she takes such impeccable care of herself and knows all the latest skincare treatments and secrets. If anyone understands high performance, luxury beauty, it's Lindsay. This collaboration came together so naturally. We talked about what was missing in her beauty routine, and at the time, she was travelling a lot. We wanted to create something that was ‘one and done’: a multi-purpose, highly impactful potion that could be used anywhere in the world, at any time with amazing results. After two years, and one drastically changed world later, the AZURE was finally born.
What role has your community (whether local or global) played in the success and growth of your personal brand and business?
Lindsay: Community is everything. How you respect people, how you speak to people, how you support people...it all contributes. I believe in karma being a bank that I'm consistently depositing into, not putting in to take out. I hope that one day, when I need it, my bank will be full with enough good to save me from something that may be less positive.
Lane: Ahhh, Lindsay, I love that. Recognizing the importance of community is how we've built PURA into what it is today. My mom always said that one of the most important things in life is surrounding yourself with really good people. I've always taken that to heart. Being genuine, respectful and kind is so valuable.
As your family and your careers have evolved, how do you think your definition of ‘self-care’ has changed? What are the keys to nurturing your body, mind, and soul in the midst of the daily realities of raising a family and running successful businesses?
Lindsay: Self-care has always been a priority for me. I prioritize my health so that I'm a better person to work with, a better mother, and a better friend. You have to love and take care of yourself to be the best version of you possible.
Lane: Like Lindsay, self-care has always been an important part of my life. I enjoy it and it makes me feel more grounded, calm, clear and energized. I'm still working on consistency in order to consciously prevent burn out. I know that when I get fresh air, exercise, take a long bath, get to bed earlier, call a good friend or spend extra time on my night ritual, I get back to feeling the best version of myself. Self-care can mean so many different things to people and feeling good takes work and awareness. I’ve come to realize that when I'm at my best, I can manage and overcome stress on a totally different level.
Lindsay, describe your AM or PM skincare ritual. What are your favourite PURA potions?
Lindsay: I'm easy. I don't usually wash my face in the morning because I have my heavy masks/oils on from the night before and I sweat first thing in the AM (I just launched FAMILY FORM METHOD at The Upper House in Hong Kong with my business partner who's based in New York). After I workout, I will shower, wash my face with something mild and use the Azure Dream Cloud all day. PURA’s Overnight Watermelon Mask has been one of my favourite products for years!
When it is safe to jump on a plane again, where is the first place you will be going?
Lane: Anywhere, but home. (Laughs) The ocean.