PURA VIDA

Pura Vida is a cosmetic brand built for women with high-adrenaline lifestyles and zero time for compromise. Focused on their hero product — a powder-based lash extension cleanser — the brand strategy brings together grit and glamour, challenging the narrative of what femininity looks like in extreme spaces. Designed for climbers, surfers, riders, and racers, Pura Vida celebrates women who live loud, move fast, and show up exactly as they are.