Annually, the Pura team is given the opportunity to volunteer in one of The Hygiene Banks centers. Like the charity, we’re serious about inspiring change and building a brighter, cleaner future.
Our Promise
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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Pura
BabiesWe put babies first, with anti-allergy, organic ingredients and sustainable, biodegradable materials. So you’re protecting their skin and protecting their future too.
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Pura
PlanetWe believe being eco-friendly is no longer a luxury, but a necessity. And that we should all be able to look after our planet, simply by looking after our families.
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Pura
for AllWe’re here to empower everyone to protect the future of the planet today, with eco-friendly products that are affordable and accessible for all.
Pura is the most accredited babycare brand in the UK. #Proud
B means better business
Pura is now a certified B Corporation! This means we’ve been officially acknowledged for meeting the highest standards of social and environmental impact. In simple terms, we’ve been recognised as a brand using business as a force for good!
Good for Baby
Our baby products are certified by Allergy UK and EWG VERIFIEDTM to be safe on newborn, eczema-prone and sensitive skin. And we promise they’ll always be totally chlorine free (TCF) and made without chemical nasties such as fragrance, alcohol, and parabens. Find out more about how we put your baby’s skin first, with only the purest, proven hypoallergenic ingredients like organic cotton, pure water and organic aloe vera.
Good for Planet
Sustainability is in our DNA. Our mission is to bring you the highest quality, natural and sustainable products that protect our children’s future, today. That’s why we’re totally open about our production processes and what goes into our baby products. As a Carbon Neutral business and B-Corp, our wipes and diapers are proven to meet the highest environmental standards every step of the way to your baby’s bum.
Listen up Parents!
More than 40 adorable babies are featured in Pura’s playful educational campaign. Our mission, and theirs, is to spread the word to parents about harmful plastic in wipes, and to empower moms and dads to make better choices for their babies - and the planet they’ll inherit.
We’re partnering with like-minded organisations to drive change
Wiping out Hygiene Poverty
We are proud to support The Hygiene Bank, a grassroots charity in the UK helping families who live in poverty and cannot afford the basic products necessary to keep themselves clean. Pura donates our wipes and diapers to this worthy charity because we believe that baby changing essentials should never, ever, be a luxury.
Diaper Recycling
Every day, 8 million disposable diapers are thrown away in the UK alone - each one taking up to 500 years to break down in landfills - long outliving the babies they were used on. That’s why we’re the only baby brand to be recycling diapers in the UK. Together, with our partner NappiCycle we’re working to keep diapers out of landfills and turn them into everything from housing materials, to notice boards for schools and surfaces for roads. We’d love to do the same in the US…
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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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Diaper Pants
Shop NowEasy to pull up and down. 360° stretchy waist band. Allergy UK certified. Totally Chlorine
Free (TCF), toxin and fragrance-free. Up to 12 hours leak-free protection. Recyclable
paper packaging. -
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
Shop Now99% water & organic aloe vera. 100% plastic-free & plant-based wipes. Safe to flush. EWG Verified. Great for potty training.
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