Stars love Pura because...
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Soft and safe for babies’ skin
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Sustainable and thoughtfully made
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Made by parents, for parents
Meet Rumer
We’re over the moon to have Mommy, renowned actress and activist Rumer Willis as our Global Creative Partner. Rumer’s dedication to motherhood and clean and conscious living make her the perfect fit for Pura. She is particularly passionate about toxin-free baby care and talking about our EWG verification. Through her fab content and media interviews Rumer is proud to be educating parents about what really goes into their baby care.
You’ve clearly embraced Motherhood! Did you always want to be a Mom?
I’ve always wanted to be a mother. It is my biggest dream and my life’s purpose in a lot of ways. My daughter and any other children I have in the future are my greatest gift and passion and teachers in this life.
The bar is high for modern parents, especially when you’re in the public eye. How important is it to you to embrace imperfection rather than be perceived as a flawless mom?
I think there’s no such thing as being a flawless mom. There is no way to parent perfectly, no matter how much we prepare or try, and the best that we can do is show up honestly and dedicate ourselves to educating ourselves and be gentle, loving, and kind with our children and ourselves. It’s progress, not perfection.
Gemma Styles
An environmental activist, author and podcaster Gemma is unafraid to speak out about the causes she cares about - climate change, sustainability, feminism and mental health. In 2024, Gemma became a mummy for the first time when she welcomed her baby girl into the world. Her honesty and integrity make her the ideal person to invite frank discussion about Pura NappiCycle’s bold mission – we’re super glad to have her onboard.
Becoming a parent is both awesome and daunting. If you had to tell other first-time Mums anything, what would it be?
Honestly that you don’t have to know or remember everything! It feels like you have to know it all and be an expert from day one but… you’ll end up looking up anything you need to know in the moment and your instincts are important too. Take or leave the advice that feels right and useful for you and your family - everyone’s different, the same things don’t work for all babies or all mums. Do what you need to do to get through. Three pieces of advice I’ve used a lot: 1. They’re not giving you a hard time, they’re having a hard time. 2. Don’t try and ‘improve’ a toddler’s fun. If they’re having fun, let them get on with it! 3. Berry stains come straight out with hot water.
Pura NappiCycle is already recycling nappies in Wales and it’s our mission to roll out this service to the entire UK. What is your view on nappy recycling as a solution for nappy waste?
I think Pura NappiCycle is an incredibly exciting opportunity to address waste in the UK. With over three billion nappies binned per year, if we can implement a nationwide scheme to recycle then it’s an astonishing amount of material that we can divert from landfill and make useful again. While there are other sustainable options like reusable or cloth nappies, even families who use those options will need disposables some of the time, and they’re not practical for all parents. Making this recycling option accessible to families kerbside means that waste can be diverted without any extra barriers.
Shawn and Andrew
Former gymnast and Olympic medallist Shawn Johnson East and former American Football star, Andrew East, are now full-time creators. Their real and unfiltered approach to marriage and bringing up their three kids has gained them a devoted online following, and we love that they bring authenticity, laughter, and vulnerability no matter the topic! Huge fans of our wipes and diapers, they are excited to share how Pura is making life easier for them and their lively brood.
How realistic is it to be a “green parent” today? Do you have any practical tips for other families trying to reduce their environmental footprint?
We’re not going to lie-being a ‘green parent’ can be tricky in today’s world. With so many options and so many companies claiming to be a ‘clean brand', it’s hard to know what’s non-toxic. Luckily, we’ve found brands we trust-like Pura, for example-and that helps remove a lot of the guesswork. If you’re looking for an easy place to start reducing your environmental footprint, we’d say start small, because it can still make a big impact!
What’s been the biggest difference you’ve noticed since switching to Pura products?
After switching to Pura, our kids haven’t had any issues with diaper rashes-which is amazing! If you’re a parent, you know how miserable it is when your little one has a stubborn rash you just can’t get rid of. They’re in pain, you feel helpless-it’s the worst. Thankfully, those days are behind us since switching to Pura.
Toddler Wipes
I can’t wait to use these for potty training 99% water, soothing and natural aloe vera, they are so much softer than toilet tissue. I love that they are flushable too
Diaper Pants
I love that Pura has a sustainable option for older babies and toddlers in these totally chlorine free diaper pants that can be pulled up and down like real underwear.
