02 · The BriefWhat Pure Beauty means at the Terp Bros counter.
Pure Beauty lives on the Astoria shelf for the Queens shopper who treats the pack like an object, design-led, deliberate, the kind of thing that looks right on a kitchen counter before it ever gets opened. The brand's cannabis cigarettes and 'Babies' mini pre-rolls slot into the Terp Bros menu next to the rest of the pre-roll wall, but they pull a different crowd: smokers who already know what they want and are buying for the format as much as the flower. Originally founded in Los Angeles in 2017 by Imelda Walavalkar, Tracy Anderson, and Irwin Tobias Matutina, Pure Beauty reached New York through the OCM-licensed wholesale pipeline and now ships through full state lab testing before it ever crosses the counter at 36-10 Ditmars. We carry it when we can get it. Drops are inconsistent, that's the trade-off with design-driven small-format brands, so if you see it stocked, that's the window.
Why it lives at Terp BrosPure Beauty earns counter space at Astoria because the 'Babies' mini pre-roll format solves a real Queens use case: the after-work walk to Astoria Park, the half-session that doesn't need a full gram. The cigarette format also pairs with NY's stricter public-consumption reality, you finish a Baby in a fraction of the time it takes to burn a full pre-roll, which matters when you're working around weather and timing. The design-forward pack is a tell: this is the brand the budtender hands you when you ask for something to gift, or something for a smoker who's particular about what they touch.
★Ask for a Babies pack at Astoria when you want pre-rolls sized like a coffee break, not a commitment. Half a session, full intention, finished cleanly. The design-led pack itself usually does the convincing before we say a word at the counter, which is the whole reason the brand earns its spot in the case at Ditmars rather than just a mention on the menu.
