Our promise
We believe that skin-safe and planet-friendly baby care products should be available for all – and we’re not alone. The Pura promise is our pledge to you, your baby and their future. It’s in our DNA and at the heart of everything we do.
We're on a mission to protect your baby's skin with the cleanest, safest and most sustainable wipes and nappies possible. Certified to be allergy and eczema safe, while at the same time respecting our planet with less plastic and no toxins. So, by choosing Pura, you’re protecting their skin and their world at the same time.
Our credentials
Transparency is important to us. We want to lift the lid about greenwashing in the baby care industry and tell the truth about our ingredients and processes.
You can be confident that our skin-friendly wipes and nappies have passed the strictest international tests for skin safety and quality as well as having a lower environmental impact. In fact, we have a certification list as long as your to-do list - and we couldn’t be prouder.
Learn more about what our credentials really mean below.
Allergy UK is the leading national charity dedicated to supporting the estimated 21 million allergy sufferers in the country. Our wipes and nappies have been dermatologically tested on people with sensitive skin and eczema-prone skin, before being awarded Allergy UK’s seal of approval. Learn more about Allergy UK here.
Products with the EWG VERIFIED mark have been proven to meet the most stringent criteria for transparency and health. Pura Wipes are all EWG VERIFIED which means they have been scrutinised by EWG’s team of scientists - toxicologists, chemists and epidemiologists and verified as free from any of the ingredients on EWG's "Unacceptable" list - meaning those with health, ecotoxicity and/or contamination concerns. Learn more about EWG here.
As one of the UK’s leading supporters of skin disease research, the British Skin Foundation offers accreditation to brands who wish to ensure their products are not detrimental to skin health. So when you see the British Skin Foundation (BSF) logo on our products, it means an independent panel of dermatologists has reviewed our research and confirmed that our wipes and nappies are not harmful to skin health.
The Vegan trademark gives you 100% confidence that products are free from animal ingredients. To achieve the accreditation a product has to be rigorously checked by the International Vegan Society to ensure any products bearing the mark are truly free from animal ingredients. Learn more here. Both our wipes and nappies are vegan and cruelty-free.
B means better business
Pura is a certified B Corporation! This means we’ve been officially acknowledged for meeting the highest standards of social and environmental impact. In simple terms, we’ve been recognised as a company using business as a force for good!
We've recently recertified with a score of 103 (a leap from our original score of 82.1).
Why does this matter? Because being a B Corp isn't about a one-off badge or logo. It's about us continually striving to do better.
Protecting our planet
Planet-conscious manufacturing
Our nappy manufacturing plant is powered by certified green energy – electricity produced from renewable sources like wind or solar. Any waste created during production is, where possible, recycled and no waste is sent to landfill.
Recyclable packaging
Our entire product range is wrapped in recyclable packaging. Our wipe packs were designed without a hard plastic flip top lid so can be recycled with other soft recyclable plastic. Our nappy packaging is made from paper so you can easily recycle it with your regular paper recycling.
Plant-based materials
Wherever possible, we’ve replaced plastics and non-renewable materials with more sustainable alternatives. Our wipes are made from 100% plant-based, plastic-free cloth. Our nappies feature organic cotton in the back sheet and have a super-absorbent core made from totally chlorine-free wood pulp from sustainably managed forests.
