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

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Baby Diapers

Organic cotton comfort. Allergy UK certified. Made without chlorine, fragrances, or toxins. Stay dry and leak-free for up to 12 Hours.

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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.

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  • 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!

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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! 

100% approved for eczema-prone, newborn and sensitive skin.
100% free-from toxins and skin irritants.
Allergy UK Certified and EWG VERIFIEDTM.
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Good
for Planet

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

Plant-based. Sustainably-sourced. Less plastic.
100% Carbon Neutral business.
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

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!

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Pura Love

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

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

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

I have been trialling numerous nappy brands

I have been trialling numerous nappy brands and these are by far superior! Great quality, leak proof and a good fit! Even better that they mean I can do by bit for the environment too! 😍

Hughes, 03 September 2023

Great quality nappies and wipes at a reasonable price

Great quality nappies and wipes at a reasonable price with the added bonus of being more environmentally friendly than other brands I have used. Have been using mypura products for 5 months now and will not be changing.

Orla, 26 August 2022

Tried so many brands of nappy

Tried so many brands of nappy (cheap and expensive) and these are the best! Absorbent and no blow outs. Love that they are kinder to the environment too 🙌

Faye Rewt, 27 September 2022

In my opinion the best nappies and wet wipes ever!

In my opinion the best nappies and wet wipes ever! I wish I known about those product earlier. I am big fan!

Izabela H, 17 November 2022

I have been using Pura for my son

I have been using Pura for my son since he was a newborn. The quality of the nappies in unparalled and I am convinced is the reason he's never had a bad nappy rash. I wouldn't use any other brand.

Maia Nikolova, 27 October 2022

I've used Pura nappies from the newborn stage

I've used Pura nappies from the newborn stage and they're great. Nice fit and seem to be comfy for the little one with no leaks and good absorbance. Also, I like the ethos of Pura and the fact they're investigating ways to recycle nappies. We've also used the wet wipes and they're fab - quick to break down in water as they're plant-based and zero plastic.

Miss Rowland, 10 February 2023

Extremely impressed with MyPura!

Extremely impressed with MyPura! Super absorbent diapers which are also extremely soft to touch. My baby is irritant free and very comfortable in these. Diapers were also delivered in an electronic car and was extremely efficient. Highly recommend!

M B, 24 December 2022

The best

The best diapers and wet wipes!

Monika Kadem, 11 March 2021
All Reviews

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  • Baby Diapers

    Organic cotton comfort. Allergy UK certified. Made without chlorine, fragrances, or toxins. Stay dry and leak-free for up to 12 Hours.

    Shop Now
  • Baby Wipes

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

    Shop Now
  • Flushable Toddler Wipes

    99% water & organic aloe vera. 100% plastic-free & plant-based wipes. Safe to flush.

    Get Notified