From celebrating milestones, to experiencing the major life transitions that come with age, we want our community to feel seen and heard and believe that soul-nourishing pleasure and joy are the keys to looking and feeling more beautiful every day.

Our shared source of inspiration came from our personal experiences with the benefits of CBD. A difficult chaotic childhood, anxiety from years of infertility and night after night of disrupted sleep led us each to the healing properties of CBD initially. Like many Gen X women, we have many roles including being mothers, wives, daughters, caregivers and professionals, so we wanted to create effortless, hard working, multitasking essentials, a stark contrast to the product overload seen in women’s vanities today.

For us, Lure marks the end of more stuff- and a move to get back to basics to reach the best versions of ourselves everyday. With our collective backgrounds in design, sales, sourcing and luxury brand building, we came together to develop products that are uncomplicated but also effective, luxurious, and stimulating to thesenses in both design, touch and scent because CBD should be sexy not scandalous.