What’s in a (Pura) wipe?

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Pura Wipes

You’ve probably read that Pura’s wipes are skin-friendly, 100% plastic-free, 100% biodegradable and 100% compostable.

But what goes into our wipe formula to make them so awesome? All our ingredients are displayed on the back of each wipe pack, but unless you have specialist knowledge, reading the list probably won’t leave you any the wiser.

This is because cosmetic ingredients lists have to comply with the INCI (International Nomenclature of Cosmetic Ingredients) which means common ingredient names often cannot be used.

So – because we want you to know that every single ingredient is designed to be either good for baby or planet – we’re wiping away any confusion with this helpful ingredients’ guide…


Which means water! Pura’s wipes contain 99% pure water, so they’re ultra-gentle on your baby’s delicate skin.

Aloe barbadensis (aloe vera) leaf juice

Our wipes contain organic aloe vera. We include this for its nourishing, moisturising and soothing properties. Widely used in after sun, facial and hair products, aloe vera is super skin-friendly and is thought to have anti-inflammatory and healing properties.


Taken from plant sources, glycerin is a colourless and odourless liquid that acts as a humectant. In plain English this means it attracts water, so we add this to help your baby’s soft skin retain its moisture.

Disodium cocoamphodiacetate

Though it might sound a little scary (and we don’t recommend trying to pronounce it), this ingredient is a gentle and mild skin cleanser that contains a small amount of sodium chloride. This is the same stuff as the salt you add to your chips – and not to be confused with chlorine. We add this so our wipes are tough on messes but gentle on everything else.

Potassium sorbate and sodium benzoate

Because we want your wipes to last, we add mild preservatives. Also used in food, they have a skin-friendly pH value and protect products against bacteria, yeasts and mould fungi.

Levulinic acid and sodium levulinate

These are more skin moisturising and conditioning agents which promote soft skin and also contain preservative boosting properties. Levulinic acid is a natural plant-based acid, which usually comes from corn, while sodium levulinate is the salt of levulinic acid.

Biodegradable plant fibres


All of these ingredients go into our wipes, which are composed from viscose fibres (in the case of the non-flushable wipes), while the flushable wipes are made from pulp and tencel (fibres produced by environmentally responsible processes from sustainably sourced natural raw material wood).

Both materials are plastic-free and sustainably sourced – good for your baby and good for the planet too.

Want to see just how quick Pura wipes break down? Watch the Biodegradable Wipe Challenge here.

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