We are Committed to Your Baby’s Safety & Comfort

We are Committed to Your Baby’s Safety & Comfort

As parents, we know you want to give your baby the best possible start in life, with products you can trust to protect and support their development. That’s why we prioritize skin safety and comfort above all else.

Many people don’t realize that some baby products we buy today are made with chemicals that were introduced many years ago - and have now been proven by scientists to cause allergies and skin irritations.

Pura totally chlorine free (TCF) products use plant-based and naturally-derived ingredients and never, ever any nasty toxins. So, our entire range is perfect for sensitive, newborn and allergy or eczema-prone skin, and has been vetted for safety to meet strict standards and backed by science.

Your baby's skin is very different to your own. It loses moisture quicker and is prone to dryness and irritation. Diaper rash, or diaper dermatitis, is one of the most common skin problems in infants and children in the US. The Consumer Products Safety Commission doesn’t require manufacturers of disposable diapers to disclose their ingredients publicly – but we always do.

  • 30%

    Babies’ skin barrier is up to 30% thinner than adults.

  • 9.6 Million

    Kids under 18 suffer from eczema.

  • Up to 35%

    Of infants get diaper rash.

  • 8,000+

    Wet wipes are used on babies’ skin each year. 

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Walking the Talk

Walking the Talk

The Truth About Pura Products.

So many brands make vague claims of being “natural” but it can be pretty difficult to tell what’s actually in their products, what they mean or why. That’s why transparency is so important to us and for you when choosing what to put on your baby’s delicate skin.

Choose a tab below to find out how we are implementing the Pura Promise through our ingredients and features.

  • Breathable Inner Layer image
    Breathable Inner Layer icon

    Breathable Inner Layer

    Immediately draws wetness away from the skin to the super absorbent plant-based core.

  • Plant-Based Waterproof Layer image
    Plant-Based Waterproof Layer icon

    Plant-Based Waterproof Layer

    Contains micropores to let skin breathe, helping prevent diaper rash and skin irritations.

  • Super Absorbent Core image
    Super Absorbent Core icon

    Super Absorbent Core

    Made with super absorbent polymer and FSC Certified®, 100% chlorine-free wood pulp. Locks moisture away from baby’s skin and prevent leaks.

  • Comfy Leg Cuffs image
    Comfy Leg Cuffs icon

    Comfy Leg Cuffs

    Snug but comfy fit around baby’s legs ensure there are no leaks. Contains plant-based materials and less oil-based plastic.

  • Stretchy Waist image
    Stretchy Waist icon

    Stretchy Waist

    Soft and comfy, secures the diaper in place, protecting from blowouts and leaks.

  • Organic Cotton EnhancedTM Layer image
    Organic Cotton EnhancedTM Layer icon

    Organic Cotton EnhancedTM Layer

    Ultra-soft and sensory for ultimate comfort, with day and night breathability.

  • No Nasties image
    No Nasties icon

    No Nasties

    Totally Chlorine Free (TCF). Made without parabens, phthalates, fragrances, Optical brighteners, Latex, Lotions.

1 Breathable Inner Layer icon 2 Plant-Based Waterproof Layer icon 3 Super Absorbent Core icon 4 Comfy Leg Cuffs icon 5 Stretchy Waist icon 6 Organic Cotton EnhancedTM Layer icon 7 No Nasties icon features diaper-features

The Ingredients We Use and Why

  • Topsheet, Acquisition Layer & Core Wrap Ingredients: Plant-based polyethylene and polypropylene. Purpose: Soft and comfy for baby’s skin, wick moisture away from the skin to the diaper core, helping to prevent diaper rash and other skin irritations.

  • Super Absorbent Core Ingredients: Super absorbent polymer and wood pulp (100% sourced from sustainably managed forests, FSC Certified® and Totally Chlorine-Free). Purpose: To lock moisture away from babies skin and prevent leaks.

  • Leg Cuffs Ingredients: Plant-based polyethylene, polypropylene, adhesive and elastic polyurethane. Purpose: To be comfortable around baby’s legs and to ensure there are no leaks.

  • Backsheet Ingredients: Plant-based polyethylene, calcium carbonate, adhesive and printed ink. Purpose: To keep wee and poo inside the nappy, stopping it leaking.

  • Closing System Ingredients: Polypropylene, polyethylene and adhesive. Purpose: To secure the diaper in place, comfy for baby, protecting from leaks.

  • Outer Cover Ingredients: Organic cotton, polyethylene and polyester. Purpose: Soft and comfy outer cover.

  • 99% Water & Organic Aloe Vera image
    99% Water & Organic Aloe Vera icon

    99% Water & Organic Aloe Vera

    100% fragrance-free and no nasty toxins to prevent allergies and skin irritation. Only the purest ingredients to clean, hydrate and soothe skin. Gentle on skin and the planet, tough on everything else.

  • Perfect Moisture Ratio image
    Perfect Moisture Ratio icon

    Perfect Moisture Ratio

    Not too wet. Not too dry. The perfect amount of moisture will get the job done without leaving baby’s skin wet and irritated.

  • Certified Safe for Sensitive Skin image
    Certified Safe for Sensitive Skin icon

    Certified Safe for Sensitive Skin

    Pura wipes are vigorously tested and certified by Allergy UK and EWG, ensuring they’re perfect for newborn, eczema-prone and sensitive skin, and 100% free from the ingredients on EWG’s banned list.

  • 100% Plastic-Free, All-Natural Cloth  image
    100% Plastic-Free, All-Natural Cloth  icon

    100% Plastic-Free, All-Natural Cloth
    Soft, extra thick and strong cloth made from FSC certified biodegradable plant-fibres, are softer on your baby’s bottom and their planet.

1 99% Water & Organic Aloe Vera icon 2 Perfect Moisture Ratio icon 3 Certified Safe for Sensitive Skin icon 4 100% Plastic-Free, All-Natural Cloth  icon features wipes-features

The Ingredients We Use and Why

  • Aqua (Water) A natural cleanser, used to help gently clean your baby’s skin.

  • Aloe Vera Leaf Juice – Organic A natural moisturizer to keep your little one’s skin soft.

  • Glycerin A natural moisturizer to keep your little one’s skin soft.

  • Levulinic Acid and Sodium Levulinate A natural skin conditioner and preservative. This ensures that the wipes are long lasting.

  • Potassium Sorbate and Sodium Benzoate Gentle preservatives, added to keep the wipes fresher for longer.

  • Disodium Cocoamphodiacetate & Sodium Chloride Natural cleansers, used to help gently clean your baby’s skin.

Our Skin Safety

Our Skin Safety Our Skin Safety

Our Skin Safety

You can be confident that our skin-friendly wipes and diapers have passed the strictest international tests for safety and quality.

  • Multicolumn


    Allergy UK is the leading national charity in the UK dedicated to supporting the estimated 21 million allergy sufferers in the country. Our wipes and diapers were 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.

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    Products with the EWG VERIFIEDTM mark have been proven to meet the most stringent criteria for transparency and health. Pura Wipes are all EWG VERIFIEDTM.

    It means they have been scrutinized 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.

  • Multicolumn


    Allergy Certified is an international allergy label. When you see a product with the Allergy Certified label, it means the product has been reviewed and assessed to ensure that there is the least possible risk of allergies. Learn more about Allergy Certified here. Pura Diapers are Allergy Certified.

  • 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.

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  • Baby Wipes

    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

    Flushable Toddler Wipes

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

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