Happy 1st Birthday to Pura!

Published on

1st birthday cake

We can hardly believe it - we’re turning one today! It’s been such an exciting 12 months of growth.

Your support has helped our brand come to life, and we’d love to share some of the fantastic milestones we’re celebrating today with you, our community, on our special day.  

0-3 months

We were born in lockdown on 21st June 2020, bringing you an alternative to baby wipes that are harmful to the planet with our 100% plastic-free wipes and our Water UK certified fine to flush, flushable wipes.

To mark the launch, Diversity’s Ashley Banjo read a Father’s Day bedtime story from our gorgeous kids’ book Lily and The Wipe Monster, on Pura’s social channels.

Born to put families and the planet first, Pura achieved pending B Corp status in our first few months of life, joining a community of businesses that put purpose and people before profit.

People loved our cheeky spokesbabies, and their easy eco message, and within three months we attracted an army of loyal brand ambassadors.

3-6 months

Pura’s affordable range is all about democratising eco – giving every parent the chance to use eco-friendly baby products, regardless of budget.

Born in lockdown, Pura wanted to give back to our NHS heroes, so we launched an ongoing partnership with them providing discounts and donating products.

We also joined forces with the Hygiene Bank. To date, we have donated £21k worth of wipes and nappies to this amazing charity which supports those who cannot afford basic hygiene products.

In November, we launched our eco-friendly nappies! The perfect partner to Pura’s wipes, our nappies were created to provide parents with an eco-friendly alternative that doesn’t compromise on performance, bottom comfort or value for money. We think they're the happiest nappy all-round!


But every day, 8 million disposable nappies are thrown away in the UK – each one taking up to 500 years to biodegrade.

That’s why we became the only nappy brand to partner with NappiCycle, the complete nappy recycling service, at this early stage in our journey. Together, we’re working to keep nappies out of landfill and turn them into everything from housing materials, to notice boards for schools and nurseries.

 6-12 months

In early 2021, Pura’s 100% plastic-free wipes and nappies got Mumsnet approval!  After meeting with us, Mumsnet CEO Justine Roberts agreed to stop promoting any baby wipes that contains plastic. Wow!

Around the same time we were thrilled to receive an average 5-star Trustpilot rating for our excellent levels of customer service. We’re so glad that you love what we do!

As we approached our big birthday, we calculated our carbon footprint, reduced and offset it, to play our part in the fight against global warming. This gained us Carbon Neutral status – and we are the first baby brand, globally, to achieve this certification.

Looking ahead, we want to continue to grow. To keep making it easy for parents to choose eco-friendly baby care with our affordable, quality products. We look forward to extending our eco range – watch this space.

Another focus will be our plastic wipe ban. Like with plastic straws, plastic-stemmed cotton buds and stirrers, which were banned in October 2020, we want a complete ban on all plastic wet wipes by April 2022.

We estimate that if plastic wipes were eliminated, we’d save annual carbon emissions equivalent to taking 9200 cars off our roads! If you haven’t signed the petition, you can help wipe out plastic wipes here!

All this in just one year and there are more exciting times ahead. Thank you again  for your support on this exciting journey. 



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