Breathable Inner Layer
Immediately draws wetness away from the skin to the super absorbent core with plant-based materials.
We are Committed to Protecting Our Children’s Future
We are Committed to Protecting Our Children’s Future
The threat of global climate change means our children face an uncertain future. Climate crisis can seem overwhelming, but we believe that individual, small sustainable swaps can collectively lead to big change for our world. That’s why Pura is on a mission to make buying eco-friendly baby care affordable and accessible for all.
Pura is a certified B Corp and Carbon Neutral business, putting planet before profit.
Walking the Talk
Our wipes and diapers have been developed, tested and independently certified to help protect our planet with less plastics, no chemical nasties, greener manufacturing and more sustainable, plant-based materials.
Choose a tab below to find out how we are implementing the Pura Promise through our products.
How We Make Diapers Better for the Planet
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Plant-Based Waterproof Layer
Replacing plastics with more sustainable materials, this layer contains micropores to let skin breath, helping prevent diaper rash and skin irritations.
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Natural 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 your baby’s legs to ensure there are no leaks. Contains reduced oil-based plastic and plant-based materials.
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Organic Cotton EnhancedTM Layer
Ultra-soft and sensory for ultimate comfort and day and night breathability.
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No nasties
Parabens, phthalates, fragrances, optical brighteners, chlorine, latex, lotions.
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How We Make Wipes That are Better for the Planet
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100% Plastic-Free Cloth
Thick and strong cloth made from FSC certified biodegradable plant-fibres to clean up your baby and their planet.
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99% Water & Organic Aloe Vera
Pure, fragrance free and natural moisture cleans, hydrates and soothes skin without any nasty additives. Gentle on skin and the planet, tough on everything else.
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No Hard Plastic Flip Top Lid
Secure, long-lasting soft film closure, means our entire pack is recyclable, with easy to use secure closure to keep wipes fresh.
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EWG VERIFIEDTM
Pura wipes are vigorously tested and certified by EWG to be 100% free from the ingredients on EWG’s banned list.
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Vegan
The Vegan SocietyTM gives you 100% confidence that our products are free from animal ingredients.
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Our Sustainable
Credentials
Our Sustainable
Credentials
Our products have been vigorously tested and certified as having a lower environmental impact, and we couldn’t be more proud.
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The official European Union voluntary label for environmental excellence recognised across Europe and worldwide, the EU Ecolabel certifies products with a guaranteed, independently-verified low environmental impact. To be awarded the label, products and services must meet high environmental standards throughout their life-cycle: from raw material extraction, to production, distribution and disposal. Learn more here. Our diapers have been certified by EU Ecolabel.
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The Forest Stewardship Council (FSC) is an international, non-governmental organisation dedicated to promoting responsible management of the world’s forests. Because FSC is the gold standard in forest certification, it is the only system supported by groups such as WWF, Sierra Club, Greenpeace, Natural Resources Defense Council and National Wildlife Federation. Both our diapers and wipes contain FSC certified materials. Learn more here. Our diapers and wipes are all FSC certified.
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The Vegan Trademark gives you 100% confidence that products are free from animal ingredients. To achieve the accreditation a product has to be rigorously checked by the International Vegan Society to ensure any products bearing the mark are truly free from animal ingredients. Learn more here. Both our wipes and diapers are vegan and cruelty-free.
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Nordic Swan Ecolabel sets strict environmental requirements in all relevant phases of a product's lifecycle and on the chemicals used in products bearing the label. It is designed to make it easier for consumers and professional buyers to choose the best environmentally sustainable goods and services available. Learn more here. Our diapers have been accredited by Nordic Swan.
Protecting
Our Planet
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Protecting
Our Planet
Greener Manufacturing
The plant that produces our diapers is powered by certified green energy – electricity produced from renewable sources like wind or solar. Any waste created during production is, where possible, recycled and no waste is sent to landfill.
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Protecting
Our Planet
Recyclable Packaging
Our entire product range is wrapped in recyclable packaging. Our wipe packs were designed without a hard plastic flip top lid so can be recycled with other soft recyclable plastic. Our diaper packaging is made from paper so you can easily recycle it with your regular paper recycling.
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Protecting
Our Planet
Carbon Neutral Business
This means that we have calculated our carbon footprint and looked at ways to reduce our emissions. Once that process was complete, we looked to offset what couldn’t by financially contributing to UN certified projects around the world that remove carbon from the environment. We’ve also developed a carbon reduction plan which includes things like motion sensors on lights and team training on energy efficiency.
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Protecting
Our Planet
Reduced Plastics
Most plastic comes from oil, a non-renewable resource that has a significant environmental impact. Wherever possible, we’ve reduced, or completely replaced oil-based plastics, like we did with our 100% plastic-free baby wipes, and flushable toddler wipes. We even removed the hard plastic flip top lid you’ll find on typical wipes packaging.
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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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