Meet Pura Botanicals: A Ritual in Every Jar
I'm always excited to highlight brands that share my belief in beauty as a mindful, everyday ritual. Pura Botanicals, a Canadian, woman-founded skincare line, has long been one of those brands — a company that blends plant-powered ingredients with a gentle, luxurious touch.
Founded by Lane Edwards, Pura was created from a desire to craft skincare that feels as good for the soul as it does for the skin. Every formula is made in-house in their artisanal, low-waste lab in Edmonton, where small-batch production ensures freshness, potency, and care. Much like Elate, Pura focuses on intentional ingredients, sustainable practices, and creating products that elevate the everyday.
Why I Love Their Overnight Watermelon Mask
A standout in their collection, the Overnight Watermelon Mask has earned cult status for good reason. It’s a soft, cloud-like treatment designed to hydrate, soothe, and brighten while you sleep — a perfect complement to your evening wind-down ritual.
What makes it special?
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Botanical ingredients that nourish without overwhelming the skin
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A gentle, non-irritating formula suitable for all skin moods
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A sensorial, calming experience that transforms a simple step into a soothing moment
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Results you can feel: softer, smoother, more radiant skin by morning
It’s skincare that feels both indulgent and intentional — a combination I champion wholeheartedly.
Shared Values, Shared Rituals
Elate and Pura align deeply in our approach to beauty:
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Women-led, Canadian, independent brands
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A commitment to sustainability and conscious creation
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A belief that rituals matter more than trends
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A focus on ingredient transparency and thoughtful formulation
This partnership felt like a natural pairing — two brands dedicated to bringing more beauty, joy, and ease into your daily routine.
A Thoughtful Gift, Just for You
To celebrate our shared values and your support of independent brands, I'm delighted to gift you the Pura Overnight Watermelon Mask with your $100 purchase this December (while supplies last!) . It’s my way of saying thank you — and of inviting you to create a little more softness in your nightly ritual.
Whether you’re winding down from a busy day or starting a new self-care practice, Pura’s mask brings a moment of calm, hydration, and comfort. And I couldn’t imagine a more perfect pairing for your Elate beauty ritual.
XO,
Melodie
