Meet our fabulous new brand ambassador… Gemma Styles!

Pura is committed to supporting real parents, real challenges, and real progress -whether it's through gentle, toxin-free baby care, tackling nappy waste head-on with Pura NappiCycle, or sparking honest conversations about parenthood and sustainability. That's why we're incredibly proud to introduce Gemma as our newest brand ambassador.

Writer, podcaster, mental health advocate, and now a mum, Gemma brings a thoughtful and refreshingly honest voice to the parenting space. Her approach to motherhood is full of warmth, compassion, and a healthy dose of realism - just like us, she knows there's no such thing as perfect parenting.

We sat down with Gemma to chat all things motherhood, wellbeing, sustainability… and why she's chosen to partner with Pura.

You’ve clearly embraced motherhood! Did you always want to be a mum?
I always thought I did, then paused to think really carefully about it and make sure I was right! I think it’s really good that we’ve opened up more conversation in recent years that encourages women especially to consider whether they really do want to be parents or whether it’s something that’s always been expected. I certainly took my time to think about it but, yes, it’s definitely something that I wanted and am loving.

The bar is high for modern parents, especially when you’re in the public eye. How important is it to be kind to yourself as a parent, embracing imperfections rather than striving for impossible standards?
It’s so important to be kind to ourselves in general and I think it can be really hard to apply compassion to ourselves as parents because we feel a duty to our children to be the best we can be. I know I will never be a ‘perfect’ mother because there’s no such thing! We only stress so much about being good, caring parents because we are good, caring parents.

Becoming a parent is both awesome and daunting. If you had to tell other first-time mums anything, what would it be?
Honestly that you don’t have to know or remember everything! It feels like you have to know it all and be an expert from day one but… you’ll end up looking up anything you need to know in the moment and your instincts are important too. Take or leave the advice that feels right and useful for you and your family - everyone’s different, the same things don’t work for all babies or all mums. Do what you need to do to get through.
Three pieces of advice I’ve used a lot:

-They’re not giving you a hard time, they’re having a hard time.

-Don’t try and ‘improve’ a toddler’s fun. If they’re having fun, let them get on with it!

-Berry stains come straight out with hot water.

You’ve spoken openly about your own mental health. How important is it that we speak out about maternal mental health, helping other people feel supported and understood?
Nobody is judged quite like a mother. If you’re struggling, then you can be seen as ungrateful for your children and if you’re too happy… you’re smug and unrelatable! Maternal mental health can therefore be tricky to speak out about, which makes it more of a challenge to ensure that people feel able to speak up when they need help. It’s crucially important that we continue to speak up to make sure that women and all parents get the support they deserve.

Babies can cause a lot of waste, but many parents don’t know that over 3 billion disposable nappies are thrown away in the UK each year. Was this something you even considered before becoming a parent?
Yes, I definitely thought about the amount of stuff that you need for a baby - nappies, clothes, toys, appliances even! I think it’s good that we’re more conscious about that these days and it drives more sustainable innovation.

Pura NappiCycle is already recycling nappies in Wales and it’s our mission to roll out this service to the entire UK. What is your view on nappy recycling as a solution for nappy waste?
I think Pura NappiCycle is an incredibly exciting opportunity to address waste in the UK. With over three billion nappies binned per year, if we can implement a nationwide scheme to recycle then it’s an astonishing amount of material that we can divert from landfill and make useful again. While there are other sustainable options like reusable or cloth nappies, even families who use those options will need disposables some of the time, and they’re not practical for all parents. Making this recycling option accessible to families, kerbside, means that waste can be diverted without any extra barriers.

What attracted you to working with Pura as a brand?
Aside from liking the products, I respect Pura as a company for their dedication to reducing nappy waste, not only for their customers but nationwide. The sustainable focus of all their products fits in with the choices I make for myself and now for my child.

What’s been the best thing about switching to Pura wipes and nappies?
I feel confident that they’re safe, gentle and comfortable for my baby, which is the most important thing!

Follow us and Gemma on socials for more updates, parenting tips, and honest moments from the wonderful (and sometimes wild) world of parenthood.