Pure Beauty Archives - Green Market Report

Debra BorchardtJuly 20, 2021


Michigan-based Gage Growth Corp. (CSE: GAGE) has added another high-profile name to its dispensaries. A couple of weeks ago it was Wiz Khalifa and his brand, Khalifa Kush (“KK”) that Gage said it was going to develop and launch in the state of Michigan in an exclusive deal. Now Gage and Pure Beauty have entered into an exclusive five-year partnership agreement to launch Pure Beauty’s line of premium cannabis products in Michigan, pending Michigan. Pure Beauty is a California-based boutique cannabis brand that combines art, culture, and style with sustainable and social justice practices.

“We are thrilled to announce this partnership with one of the top brands in cannabis,” said Fabian Monaco, CEO of Gage. “Brand recognition is key to winning in the cannabis industry and with the addition of Pure Beauty to our brand portfolio, we look forward to creating and delivering the highest-quality cannabis products and experiences to our customers and patients.”

Pure Beauty was founded by the same masterminds behind Marley Natural. Pure Beauty prizes indoor-grown, high-quality flower and combines them with fresh, beautiful packaging. Most of the company’s packing is paper because the company is concerned about waste. “We spent a year and a half perfecting a child resistant mylar bag that is made from plant starch and are pretty proud of this.”

Like the Wiz Khalifa deal, Gage will be the exclusive producer, processor, wholesaler, and retailer of Pure Beauty branded products in Michigan. Gage and Pure Beauty will work to develop and commercialize a product lineup that includes flower, a full range of pre-rolls, extracts, beverages, and edibles that will be sold at Gage branded provisioning centers (dispensaries).

“Our mission is to bring unique, high-quality products to market while being mindful of the social and environmental implications intrinsic to the cannabis industry,” said Imelda Walavalkar, CEO of Pure Beauty.  “As a brand that cares deeply about art and culture, we felt very aligned with Michigan’s distinct and thriving culture, specifically with Gage, who we find to be among the best cultivators and operators in the nation. We are confident they will execute at the highest level as they share our commitment to social justice.  We could not be more excited about this partnership.”

Pure Beauty has lofty goals when cultivating its flower. “All of the water used in our cultivation is collected from the air, we pull no water from California tap. Why? Because a single cannabis plant needs approximately 150-250 gallons of water to reach flowering state. Our cultivation has no runoff; even “safe” fertilizers and nutrients will contaminate surrounding water supplies making life inhabitable for indigenous species. And we love animals. We also love bugs and use them, like rolly pollys, earthworms and nematodes along with friendly bacteria, fungi and protozoa to create a “soil food web” which helps naturally prevent disease and plant-eating predators by working with the plant to provide nutrients and protection. And when we are done we donate all used soil to public parks. Because why not? Parks are great and we should all support them. And yes, we talk to our flower. These thoughtful cultivation practices and the good energy surrounding our flower in their life cycle creates robust terpene profiles, with a strong nose that—when you smoke it—you will understand the world in a different way.”


StaffJuly 15, 2021


California-based boutique cannabis brand Pure Beauty reported it has successfully raised $5 million in convertible note fundraising from a consortium of investors led by Gron Ventures, Subversive Capital, Ceres Group Holdings, and notable celebrities including Timbaland, Nas, and director Tom Kuntz, among others. 

“Our mission is to bring distinct and elevated products to market while being mindful of the social and environmental implications intrinsic to cannabis,” said Imelda Walavalkar, CEO of Pure Beauty. “Fundraising allows us to further build out our capabilities and product offerings while retaining the integrity of our core values.”

“Pure Beauty is rich, and I don’t mean it’s for rich people,” said Timbaland, brand investor, and advisor. “It is universal – it hits from all sides creatively. The flower is beautiful and it helps my creative process. The brand’s vision and outlook on sustainability set it apart. Pure Beauty’s cultural openness and ability to reach so many different people is key to destigmatizing the plant. Defeating the stigma is important to me not, just as an artist, but because of its role in the ongoing war on drugs.”

The company said in a statement that the capital raised will support its expansion into new markets, as well as building out the product development team to further support growing customer demand. Pure Beauty will expand into its first market outside of California this fall in partnership with Gage Growth Corp, a leading high-quality premium cannabis brand and operator in Michigan.

It was founded in 2017 by entrepreneurs Imelda Walavalkar, Tracy Anderson, and Irwin Tobias Matutina. The company describes itself as a boutique cannabis lifestyle brand that represents a movement to create an inclusive, potent community that emphasizes – and always seeks to advance – high-quality products, creative culture, sustainable practices, and social justice initiatives within the green space. The company enforces the reprocessing of water using HVAC and dehumidifiers, the donation of soil to public parks, and the use of environmentally conscious packaging to minimize waste.

Michael Auerbach, the founder of Subversive Capital and a leading cannabis investor, said “Pure Beauty is one of the most innovative and intimate brands to emerge within the California cannabis market. We believe in the founders Imelda, Tracy, and Irwin’s mission to completely redefine the brand landscape in this category, with a focus on a consistent product, a heightened user experience, unique product offerings, and authentic engagement with both legacy and new users. “

Pure Beauty offers high-grade flower (in multiple strains), pre-rolled joints (including miniaturized “Babies”), pre-rolled cannabis cigarettes, and a 100-milligram beverage called Little Strong Drink. Pure Beauty’s products are available for purchase throughout California. The Pure Beauty Drugstore is an eCommerce platform that expands the brand beyond cannabis into a lifestyle, houses a highly curated selection of merchandise within the brand’s major cultural pillars of art, music, furniture, apparel, and accessories.

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