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Clean Ingredients
Pura carefully selects the ingredients we use in our products to ensure they meet the highest standards of health, safety and environment. You will never find toxins like Chlorine, Perfume, Parabens, Phthalates, Alcohol, forever chemicals or other chemicals of concern in our products.
Sustainably Made
Created with the planet in mind, our baby wipes are made in the UK, from sustainably sourced, plant-based fibres and are Vegan Society certified and cruelty-free. Pura is also proud to be a B Corp, using our business as a force for good.
Superior Performance
Super soft - yet super strong! Our baby wipes are made with longer, tougher plant fibres to clean up the biggest messes while still being gentle on newborn, sensitive and eczema-prone skin.
How do our subscriptions work?

It’s simple. You decide which Pura products you want, how many and how often and we’ll deliver them direct to your door.

There’s a no hassle, free cancellation process and if you decide you’d like to take a break, we can hold your subscription for as long as you want and restart it whenever you are ready.

You can cancel or suspend the subscription up to 3 days before your scheduled delivery date. We will send an email reminder so you are never caught out.

About Pura

You’ll never, ever find any skin irritating or toxic nasties in Pura products. Pinky promise. We prioritise your baby's skin safety and comfort above all else, so our entire range is totally chlorine free with 0% toxins, perfume or parabens.

Made with more plant-based ingredients and less plastic, our wipes and nappies are luxuriously soft and Allergy approved - safe and gentle for babies with sensitive or eczema-prone skin.

Pura was born so choosing the cleanest nappies and wipes for your baby best doesn’t have to be stressy or messy.