UK’s New Favorite Babycare Brand
Now Available in the US!

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NaN of -Infinity

Baby Diapers

Organic cotton comfort. Allergy UK certified. Totally Chlorine Free (TCF), toxin and fragrance-free. Up to 12 hours leak-free protection. Recyclable paper packaging.

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Diaper Pants

Easy to pull up and down. 360° stretchy waist band. Allergy UK certified. Totally Chlorine Free (TCF), toxin and fragrance-free. Up to 12 hours leak-free protection. Recyclable paper packaging.

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Baby Wipes

99% water & organic aloe vera. 100% plastic-free and plant-based wipes*. EWG verified & Allergy UK certified.

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Flushable Toddler Wipes

99% water & organic aloe vera. 100% plastic-free & plant-based wipes*. Safe to flush. EWG Verified. Great for potty training.

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Shop Pura Family

Introducing wipes
for the whole family

Now there's a 100% plant based* Pura wipe for bottoms of all sizes!

Shop Pura Family
  • Expecting?

    Add Pura to Your Baby Registry

  • Preparing for your new arrival? Get the gift that’s purer for your baby and good for Mama Nature too!

  • Baby Registry

The Pura Promise

Pura is the Most Accredited Babycare Brand in the UK. #Proud

Good for Baby. Good for Planet.TM

Safe. Sustainable. Affordable. Why compromise when you can have it all?

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 diapers possible. Certified to be allergy and eczema safe, while at the same time protecting our planet with less plastic, no nasties and greener manufacturing. Made by parents, for parents, we're here so that choosing the best diapers or wipes for your baby and planet doesn't need to be stressy, messy or expensive.

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Good
for Baby

We’ll always put your baby’s skin first, with only the purest, hypoallergenic ingredients and no nasties, ever! 

tick 100% approved for eczema-prone, newborn and sensitive skin.
tick 100% totally chlorine free (TCF), made without toxins and skin irritants.
tick Allergy UK Certified and EWG VERIFIEDTM.
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GOOD_BABY-GOOD_PLANET

Good
for Planet

We’re on a mission to bring you premium quality, natural and sustainable products that protect their future, today.

tick Plant-based. Sustainably-sourced. Less plastic.
tick 100% Carbon Neutral business.
tick Vegan and cruelty-free.
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Good
for Piggy Bank

Yes, you can have it all! We believe that buying safe, premium quality, sustainable products shouldn’t cost the earth. That’s why we made Pura affordable. No more trade-offs between doing what’s right for your baby or right for our planet. Bring on the change!

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Our Story Our Story
Pura Logo

Our
Story

Born to take on the big guys!

Pura didn’t start in a boardroom. It was born in the British home of Guy and Abi Fennell. Created by parents, for parents, Pura was founded to challenge big companies and make clean, safe and eco-friendly products affordable for all. And wow, is it growing up fast!

Read the Full Story

Pura Love

It’s written in the stars! We’re the only UK baby brand to have a 5-star Trustpilot rating.

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I LOVE my pura

I LOVE my pura, have used the nappies and wipes since baby was born and she’s only had two leaks in one year and never had nappy rash! Interestingly I ran out while on holiday and had to use a well known brand and straight away her bottom became red and sore. I’ve converted all my friends to Pura and will never use anything else!

Hester Gorry, 01 January 2023
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My baby has very sensitive skin

My baby has very sensitive skin and can not tolerate most baby wipes. These wipes are perfect, they caused no irritation in the slightest. They also made cleaning very quick and easy. I will definitely be purchasing more products from them. Thank you my Pura for making sustainable eco friendly products that don’t cost a fortune.

Nicol Carr, 09 March 2023
All Reviews

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  • Baby Diapers

    Baby Diapers

    Organic cotton comfort. Allergy UK certified. Totally Chlorine Free (TCF), toxin and fragrance-free. Up to 12 hours leak-free protection. Recyclable paper packaging.

    Shop Now
  • Diaper Pants

    Diaper Pants

    Easy to pull up and down. 360° stretchy waist band. Allergy UK certified. Totally Chlorine
    Free (TCF), toxin and fragrance-free. Up to 12 hours leak-free protection. Recyclable
    paper packaging.

    Shop Now
  • Baby Wipes

    Baby Wipes

    99% water & organic aloe vera. 100% plastic-free and plant-based wipes*. EWG verified & Allergy UK certified.

    Shop Now
  • Flushable Toddler Wipes

    Flushable Toddler Wipes

    99% water & organic aloe vera. 100% plastic-free & plant-based wipes*. Safe to flush. EWG Verified. Great for potty training.

    Shop Now