Try thisfor size…

We've launched Size 8 nappy pants!

Now evensofter onmy botty!

Holy Poops!We're recyclingnappies!

We’re on a mission to recycle 1 million nappies* in our Bristol trial.

Baby wipesforsensitive skin

Soft but strong, these plant based, plastic-free wipes are gentle on sensitive and eczema-prone skin and the planet. 

Eco Baby Wipes

Eco Baby Wipes

100% plastic-free. 100% biodegradable.

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Flushable Eco Baby Wipes

Flushable Eco Baby Wipes

100% plastic-free, 100% biodegradable. Accredited ‘Fine to flush’ by Water UK.

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Baby Nappies

Baby Nappies

High performance, low environmental impact nappies.

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Pura is the most accredited babycare brand on the market #Proud

  • British skin foundation
  • Suitable for eczema
  • Allergy uk
  • Not tested on animals
  • Made in britain
  • Soil association
  • Vegan
  • Pefc


The babies are demanding a change, on TV!

It’s time to listen to your youngers. In our new TV advert, babies everywhere have found out that 90% of wipes contain plastic and don’t biodegrade for 100 years. The babies aren’t happy and now they’re working together to let the world know that it’s adults who need a change!

Dishing the dirt

Most baby wipes are not as squeaky clean as they first appear. Pura asked parents what percentage of plastic was in their innocent-looking baby wipes. 48%? 60%? Haven’t got the foggiest? Most mums and dads were stunned to learn that 90% of wipes in the UK contain plastic. Good job Pura’s wiping the slate clean…

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Born to take on the big guys!

Pura didn’t start in a board room. It was born in a house in Cheshire. It was born to challenge big companies and make eco affordable for all. And wow, is it growing up fast!

Guy, Abi, Ezra & Enzo's Story