Q: What do you get when you cross a ruby gemstone with Vitamin C and Hyaluronic Acid?

A: PURA’s 100% natural, luxurious (and award-winning!) Hyaluronic Ruby Serum.

Launched in 2020, PURA's best-selling Hyaluronic Ruby Serum is an efficacious and cosmically inspired natural beauty potion. This light-pink hued serum is brimming with powerhouse actives such Vitamin C, Hyaluronic Acid, and natural fruit acids which, working together, have a plumping effect on fine lines and wrinkles while simultaneously forming a barrier to help prevent the skin from losing water content. The results are a toned, youthful, and radiant looking complexion. Rich in Vitamins B3, E, amino acids, and lycopene, this plant-powered serum will help to reduce the appearance of discolouration and free-radical damage, while supremely replenishing the skin.

Ingredient Inspiration: Hyaluronic Acid

The inspiration behind this potion came from PURA’s founder, Lane Edwards’, fascination with the benefits of hyaluronic acid and it's powerful ability to retain moisture in the skin. When the skin is no longer expending energy to stay hydrated, it concentrates more on cell regeneration resulting in a plumper, more radiant complexion. Hyaluronic Acid is a naturally occurring substance in the body that acts as a humectant and draws water from the environment into the skin. As we get older, the innate hyaluronic acid in our bodies starts to subside which is why topical treatments become so important. Experts often advise using hyaluronic acid in serums because it absorbs into the skin quickly. Hyaluronic acid also brightens skin tone and improves collagen production.

Vitamin C

Vitamin C has become one of the buzziest skincare ingredients and it has been well researched to be one of the best topical treatments for brightening the skin and protecting against environmental damage. PURA’s Hyaluronic Ruby Serum is infused with a 100% natural multifunctional Vitamin C (in the form of Ethyl Ascorbic Acid) which performs as an exfoliant, anti-oxidant, and skin brightening agent.

The skincare benefits of Vitamin C include:

· Balanced skin tone

· Photo-aging prevention and reduced dark spots

· Increased collagen synthesis

· Excellent anti-oxidation properties

Creative Inspiration: The Wizard Of Oz

As a child, Lane’s favourite movie was the Wizard of Oz. Dorothy's ruby red slippers were complete magic to her, and she has always felt a connection to rubies. At PURA, we wanted to incorporate some of this ruby red magic into a serum that felt equally sensual, otherworldly, and sensorial, yet extremely high performance - a potion with a cosmic appeal. Each bottle of Hyaluronic Ruby Serum includes a raw cut, ethically sourced ruby gemstone. Throughout the ages, rubies have represented power, nobility and vitality. In our Hyaluronic Ruby Serum, energetic rays of this submerged ‘king of gemstones’ aid in enhancing circulation and strengthening the facial tissue.

Sustainability Inspiration: Ruby Gemstone Jewelry

PURA’s rubies are ethically sourced from producers in Sri Lanka, Nepal, and Thailand and each gemstone has been appraised as worth $200-$300 each. Up to 95% of rubies produced on the market are heat-treated, but PURA's rubies are unheated, meaning not modified by human hands (think processed food vs. natural food). Thus, PURA's rubies have more texture, dimension and natural inclusions that add a unique beauty to the stone. The pink shade of these rubies is more rare, and created by the presence of chromium and ferric acid.

PURA’s Hyaluronic Ruby Serum is truly eco-luxe come full circle as these immersed ruby gemstones can be easily upcycled into a custom piece of jewelry once the serum has been used. From necklaces, earrings, and rings - the possibilities are endless! PURA also offers an eco-friendly Hyaluronic Ruby Serum pouch to refill the original glass bottle. PURA’s Hyaluronic Ruby Serum is the gift that keeps on giving and can be cherished for a lifetime.