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Get 25% off one-time purchases or your first subscription using code PURA25.

90% of wipesare plastic?!

Switch to Pura 100% plastic-free, biodegradable, flushable wipes and keep their bottoms and their oceans clean.

From changing bottomsto changing the world.

We’re a small family on a mission – to help other families make better choices for themselves and their world.

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

Reviews

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's Story