Pure Beauty

Pure Beauty was founded in 2017 by Imelda Walavalkar, Tracy Anderson, and Irwin Tobias Matutina in Los Angeles, California. What started as a passion project born from "a deep love of weed" has evolved into one of California's most distinctive cannabis brands. The founders felt the market lacked products that truly addressed cannabis culture the way they envisioned it – celebrating the intersection of art, music, fashion, and social justice.In their first year, Pure Beauty had products in about 40 doors. Now, they've serviced more than 250 doors and continue to increase sell-through quarter over quarter. Their pre-rolls have climbed from around the 60th rank in California to becoming a top-eight to top-five pre-roll brand in the state.The company completed a $5 million funding round with celebrity investors and has expanded beyond California into Michigan through a strategic partnership with Gage Growth Corp. Pure Beauty operates 24,000 square feet of indoor cultivation in Sacramento and is bringing online an additional 22,000 square feet of canopy, positioning them for continued growth while maintaining their grassroots, self-financed approach.

Pure Beauty operates as an independent boutique cannabis brand based in Los Angeles, with cultivation facilities spanning 24,000 square feet in Sacramento. The brand is currently available across California and Michigan, with conversations underway for expansion into Florida, Massachusetts, and Nevada.Their product portfolio centers around premium flower and their signature "Babies" – 10-packs of 100% whole flower mini joints available in Sativa, Hybrid, and Indica options. Their Yellow Box Babies Sativa Blend Mini Pre-Roll 10-Pack consistently ranks as their top-performing product, with over 13,000 units sold in April 2025 alone. The brand also offers traditional pre-rolls, cannabis cigarettes, and "Little Strong Drink" (LSD) – a concentrated 100mg cannabis-infused 2.2-ounce beverage.All water used in their cultivation is collected from the air through recycling via air handlers, using 99% less water than traditional grows. They generate electricity on-site using micro-turbines and package products in the industry's first plant starch mylar bags. Pure Beauty extends beyond cannabis through their Drugstore platform, offering curated lifestyle merchandise that reflects their cultural pillars.

Pure Beauty was created to celebrate the things about cannabis that touch on culture, like art, music, fashion, and social justice. Their mission centers on proving that "a weed brand can be about more than just smoking weed" by creating products that inspire perspective shifts and cultural connection.The company is deeply committed to environmental progressiveness and social justice, sourcing cannabis "from select, reputable growers known for their commitment to quality and environmental progressiveness." Pure Beauty acknowledges "the historical injustices that surround the growth and sale of this plant" and uses their voice, community, and products to keep the industry "real, diverse, and fair."A portion of proceeds goes toward nonprofits like Defy Ventures, which works with post-incarcerated populations, and they've launched initiatives like their apprenticeship program to bring social equity applicants into cultivation. Their ultimate goal is creating meaningful cannabis experiences that connect people to culture and community while advancing environmental and social responsibility.