Breathable Inner Layer
Immediately draws wetness away from the skin to the super absorbent plant-based core.
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.
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.
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Plant-Based Waterproof Layer
Contains micropores to let skin breathe, helping prevent diaper rash and skin irritations.
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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.
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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.
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Stretchy Waist
Soft and comfy, secures the diaper in place, protecting from blowouts and leaks.
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Organic Cotton EnhancedTM Layer
Ultra-soft and sensory for ultimate comfort, with day and night breathability.
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No Nasties
Totally Chlorine Free (TCF). Made without parabens, phthalates, fragrances, Optical brighteners, Latex, Lotions.
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The Ingredients We Use and Why
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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.
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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.
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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.
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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.
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The Ingredients We Use and Why
Our Skin Safety
Credentials
Our Skin Safety
Credentials
You can be confident that our skin-friendly wipes and diapers have passed the strictest international tests for safety and quality.
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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. -
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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.
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Baby Diapers
Shop NowOrganic 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
Shop Now99% water & organic aloe vera. 100% plastic-free and plant-based wipes. EWG verified & Allergy UK certified.
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Flushable Toddler Wipes
Get Notified99% water & organic aloe vera. 100% plastic-free & plant-based wipes. Safe to flush.
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