Get to know Pure Beauty, the next generation cannabis brand for the stylish stoner

On March 31, 2021, New York became the 15th state to legalize weed, and it appears cannabis is showing no signs of halting its rampant national supremacy.

Cannabis has quickly become the fastest growing (no pun intended) industry in the United States. In 2021, Forbes reported a record $ 17.5 billion in legal sales, a 46% increase from 2019, accelerated between panic buying and stress buying only by the COVID-19 pandemic, a feeling of being in troubled times Showed resilience.

But the past decade has shown what cannabis can really do – this is no longer your older sibling’s bag. Smoking weed has become mainstream, and as the industry continues to flourish, creatives have developed high-tech brands that expand and refine cannabis culture in a range of different styles and flavors to suit a new era of stoners. Come in, pure beauty.

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The Los Angeles-based cannabis boutique brand was founded in 2017 and has since instilled a signature aesthetic, sustainable structure and brand ethos into its products that hits all the sweet spots of the modern cannabis connoisseur and what interests them about what people think about cannabis Going wrong is that literally every type of person smokes weed: the professor, the doctor, the nurse. We smokers are thrown into these stereotypes, this is the biggest industry that has ever existed that has never really existed, these cannabis stereotypes show how quickly we tend to divide people, “said Imelda Walavalkar, CEO and co-founder of Pure Beauty.

Pure Beauty CEO and Co-Founder Imelda Walavalkar

Pure beauty

The longtime New Yorker with a background in sustainable dining, criminal law reform, and human rights was approached by a friend about starting a cannabis business after Walavalkar experimented with weed and food through her catering job. While their original business plan didn’t materialize, Pure Beauty soon became a reality.

From the very beginning, Walavalkar has made its social justice and racial roots roots a part of Pure Beauty in marijuana incarceration. “I have worked with closely incarcerated populations and other hostile groups, various infrastructure groups, NGOs and nonprofits in New York City and across the country,” she said. “Part of my work with cannabis has been tied to all of the social justice issues that I focus on, like systemic racism and the failure of all the institutions that brought us all these inequalities in the first place. My hope has always been, in the face of him Story “and agency that cannabis can get it right where other industries haven’t.”

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Being aware of social justice is one of the many ways Pure Beauty gets it right, not to mention the brand’s signature eye-catching aesthetic. Pure Beauty’s sleek, minimalist packaging and playful illustrated eye emoji details give it the kind of stylish details that resemble today’s cool kids’ fashion brands. The brand is even affiliated with KCD, a fashion public relations firm that serves a range of high fashion clients from Tom Ford to Maison Margiela, giving it a fashion edge that stands out from other cannabis brands.

“We smokers are thrown into these stereotypes, this is the biggest industry that has ever existed that has never really existed, these weed stereotypes show how quickly we tend to divide people.”

“My partner Irwin, who is the lead creative, is an artist with a heart, that’s how we’ve evolved and how we approach everything,” said Walavalkar. “There wasn’t anything on the market that we thought would appeal to culture and creativity the way we thought it would. It’s designed to reflect on creativity that encompasses different areas of culture: art, fashion, photography, music, filmmaking, and just laughing, you know, “All of these things have a strong connection with weed.”

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Pure Beauty triple pre-rolls

Pure beauty

pure beauty

Pure beauty

However, Pure Beauty isn’t just about looks. The brand is taking additional measures to ensure sustainable production, including recycling workers’ rubber gloves into park benches. “We grow indoors, traditionally the best grass is grown indoors. The biggest criticism is energy efficiency, but we generate all of our energy on site with microturbines, ”she said. Since a flower’s life cycle uses an estimated 150 to 650 gallons of water per plant, Pure Beauty even set up a humidification system that allows them to trap and excrete water from the air. From using living earth with mushrooms and nematodes to developing custom starch-based packaging, Pure Beauty’s environmental efforts are at the forefront of everything they do to create a high quality product made from the earth that also takes the earth into account. “We are very clear that we are not perfect. There are always things that we could do better,” she said.

pure beauty

Pure Beauty triple pre-rolls

Pure beauty

pure beauty

As for the products themselves, what Pure Beauty has to offer, ranging from different types of flowers to drinkable live resin with a grape flavor, can satisfy any stoner. “I like the mini-joints because I’m lazy and it’s easy. It’s the perfect size because I’m smoking a joint and I think,” I can’t finish this, “then you put it in your purse and pocket messy.”

With conscious social justice efforts, expertly designed packaging, and sustainable manufacturing, Pure Beauty encompasses many of the key components of what is important for a brand to thrive in 2021. The cannabis industry is changing and growing right before our eyes as one of the newest and most lucrative industries in the United States. While many are just beginning to take over the rule of an emerging industry, Pure Beauty has managed to find its place in and lead the ever-growing narrative as they work to create a brighter future for what’s out of it Cannabis is coming. “It’s crazy, I think of all the documentaries that one day is made about how things are going,” said Walavalkar. “It’s crazy, I’ve been speculating where it’s going, but it’s so hard to know.”

For the month of June, Pure Beauty donates 100% of the net proceeds from the sale of the Pure Beauty drugstore to the Ali Forney Center, a non-profit organization whose mission is to protect LGBTQ youth. Pure Beauty is now available at purebeautypurebeauty.co.

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