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We believe that skin-safe, high quality baby care products should be available for all – and we’re not alone. The Pura promise is our pledge to you, your baby and their future. It’s in our DNA and at the heart of everything we do.
Made by parents
We wanted to give our babies the best possible start in life. When we couldn't find nappies and wipes that we could trust to protect their delicate skin, we created our own.
Pura gives all parents clean, safe and toxin-free baby products that are thoughtfully made. No compromise.
We're so proud to be changing the world, one bottom at a time!
Guy, Abi, Ezra and Enzo - Pura Founders
Loved by parents
The Pura Promise
Soft
To keep your baby comfy, our products are Cloud Soft and we use clean ingredients and materials to prevent rashes and protect the most sensitive skin.
Safe
Our range is totally chlorine-free with 0% toxins, perfume or parabens. Our certifications include Allergy UK, British Skin Foundation and EWG Verified.
Responsible
Pura is proud to be a certified B Corp. We also recycle nappies through Pura NappiCycle, balancing planet and profit is at the heart of what we do.
Blog posts
“The wipes were fantastic. They felt substantial enough that I wasn't reaching for two or three at a time, but were still really soft on my
— Hannah, Mother to Elsie aged 15 months.
baby's skin. As somebody trying to reduce plastic in our home, finding out the
actual wipe itself was plastic-free made me appreciate them even more. It was a
pleasure to discover this brand for the first time, and I will be a returning
customer for sure.”
“We've used a lot of different nappies, including several eco brands, and these genuinely performed as well as the best we've tried. They were incredibly soft, fitted really nicely and we had no issues with leaks during testing. I loved that choosing the more sustainable option didn't feel like making a compromise. I also like the idea that you can subscribe and
— Sophie, Mother to Max, aged 3 months, and Real ParentPanel Member.
benefit from a discount. We always need nappies, so that’s just a great idea.”
“Having judged Pura previously, we already knew this was a brand with incredibly strong sustainability credentials. What continues to impress us is that they simply don't stand still. There is a genuine drive to question how things have always been done and find a better solution - from the products themselves to packaging, accessibility and the wider issue of nappy
— Organic & Sustainable Baby Awards Judging Panel
waste. That continued progress is exactly what sustainable innovation should
look like.”