The brains behind Pure Beauty tell all.
After working as a marketing director for a big-name corporate cannabis company for many years in New York City, Tracy Anderson decided it was time to branch out and create a brand he truly believed in. With a desire to run his company on his own terms, Tracy called upon a few trusted creatives to join him on his new endeavor, a cannabis company called Pure Beauty.
The environmentally conscious, consumer-centered, and artfully curated cannabis company is run by three people. Tracy, who runs all marketing initiatives, has a background in branding and marketing within the fashion, consumer electronics, cannabis, and streetwear spaces. Irwin Matutina is responsible for the company’s clean aesthetic. As Pure Beauty’s creative director, Irwin oversees all things artistic and lends his expertise gleaned from years of experience in design, branding, and marketing. The third member of Pure Beauty’s team is Imelda Walavalkar, the brand's CEO. Imelda manages the business and finance end of things, and as Tracy and Irwin both said in unison, “Imelda’s the boss!”
We met with the Los Angeles-based brain trust that is Pure Beauty to discuss their strikingly beautiful packaging, social justice initiatives, the art of viewing their cannabis supply as a farmer’s market, and what’s on the horizon for the cannabis space.
Tracy, prior to starting Pure Beauty, you worked for about six years in the cannabis marketing space. How have you drawn upon this marketing knowledge and applied it to your own cannabis brand? Are you approaching cannabis marketing differently than other companies?
Anderson: People think there are already so many brands within the cannabis space that the ship has sailed [to start a new one], but I feel like we’re just getting started. I feel like we’re just scratching the surface here. When I was working for another company within the cannabis space, I wasn’t feeling super satisfied with what I was doing, with respect to the organization I was working with. I guess personal fulfillment wasn’t there. I just saw the opportunity and I felt very boxed in. I was also living in New York at the time because it was a larger organization that I was working for. So I packed up my bags and moved to LA and basically started thinking about what I could create on my own, which is when I brought Irwin and Imelda into the picture and we sort of collectively came up with Pure Beauty. We’ve been running ever since and it’s sort of taken on its own form. I think we applied some of the traditional branding approaches to the cannabis space but also it’s a very fragmented, regionalized marketplace. So we’re very specialized in the type of marketing that we do.
Are you feeling more personally fulfilled by what you’re doing now?
Anderson: Yeah, because it’s not a job. We’re doing what we want to do. The rules are defined by us, not by a board of directors that says we need to come out in the market and position ourselves in a certain way and have certain brand pillars or brand values. It’s just us and we communicate that through the brand and the people we work with and our network and that becomes its own identity. It’s very organic. It’s very what feels right. If it doesn’t feel right then we don’t do it. We aren’t trying to please everybody. We’re trying to do what we like. From there, other people with similar sensibilities and sense of humor will recognize that and appreciate it. That’s what our community is.