Meet the cannabis brand Pure Beauty. You may recognize some of their imagery since they have highly sought after photographers like David Brandon Geeting, Molly Matalon and Ryan Lowry taking beautiful pictures of their product. I talked to the guy behind the ganja to find out more about the company, the product and the stereotypes.
How old is Pure Beauty and how was it born?
Pure Beauty was established in July 2017. We wanted to create a cannabis brand that had an eye on culture and creativity, while delivering a high quality potent flower.
I like the eyeballs on your packaging! Where did they come from and what do they mean?
The eyeballs came from a need to make the brand feel more approachable. It's a reference to side-eye. A reference to someone being high and paranoid. A reference to emoji and internet culture. Humor is a big influence on us. It made us laugh to be able to place these eyes balls on a cigarette.
What is it like being in the Cannabis Industry with the government being so involved?
There are definitely a lot more hoops to jump through. Things are always in flux, but we're taking it one step at a time.
How do you feel about Jeff Sessions and his threats to "drug dealers"?
At first it felt ominous, but now that Trump is supporting states' rights to legalize, Sessions just seems like a small blip on the radar.
What are the top three biggest myths about weed and/or weed smokers?
The stereotype of a weed smoker as a lazy, spaced out, deadbeat hippie is outdated, but still pervasive. In reality, anyone is a stoner. There are so many types of people that consume weed and types of weed to consume that you can't put either in a box. We hope our brand captures this universality and it is why we digress from the same old weed tropes and color profiles found in most packaging.
What does it take to be a "pot head"? Do people always assume you smoke a lot because of Pure Beauty?
We don't believe in labeling people. People should be able to be themselves and be happy with who they are. We try not to think about what other people assume of us.
Who gets to name the different varieties/strains that you sell?
We name the strains ourselves! Our approach is to create something memorable or funny, but also touches on nostalgia.
What are some of the names of the strains? Do you have a favorite?
PAC-MAN, Zelda, PaperBoy, Rainbow Island, Double Dragon…You start to see a pattern in our naming conventions.
Your pre-rolls have snagged a lot of attention. Why? And can you buy them in the cute white box?
The packaging has this minimalist/fashion feel and is probably what made it noticeable. Yes! You can definitely buy the cute white box, but it also comes in yellow, black and pink. :)
Your packaging and imagery are really nice and thoughtful- how would you describe the Pure Beauty aesthetic?
The Pure Beauty aesthetic is one part minimalism, one part modernism, one part psychedelia, one part humor.
How does one buy your product? Store front only?
Pure Beauty is available in dispensaries around Southern California. For an in-store experience we suggest going to LAPCG (https://www.lamedicalmarijuana.com/) For delivery anywhere in California we suggest using Ganja Runner (https://ganjarunner.com/). Both of these dispensaries carry our full range of product.
If you had to choose a celebrity "ambassador" to be the face of your company in 2019 whom would you choose?
Larry David lol
images courtesy of PURE BEAUTY
interview ASHLEY MUNNS
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