Pura Diaper Range

Pura is a British Brand which launched in the US in June 2023. The brand was born when parents Guy and Abi Fennell realized that traditional disposable diapers and wipes contain ingredients that could be harmful both to babies’ skin and the planet.
Frustrated by the lack of truly clean, sustainable and ethical diapering options on the market they set out to create their own brand. Pura diapers provide parents with a guilt-free, planet-friendly alternative without sacrificing convenience, allowing families to care for their babies while also caring for the world they will grow up in.
Many disposable diapers contain chemicals such as chlorine, fragrances, lotions, and phthalates, which can cause skin irritation and allergic reactions in babies. Pura diapers are totally chlorine-free. They are also free from synthetic fragrances, toxins, phthalates or harsh chemicals which helps prevent diaper rashes and skin irritation and make them a safe option for newborns and infants with allergy-prone or sensitive skin.
Pura diapers are designed with an ultra-absorbent core made from plant-based materials that lock in moisture efficiently. This ensures that babies stay dry for extended periods, reducing the chances of diaper rash. The diapers feature secure leg cuffs that prevent leaks and blowouts, ensuring maximum protection for both day and night use. Pura diapers are made with breathable layers that allow air circulation, preventing discomfort caused by excessive moisture.
Wherever possible, Pura diapers are made from sustainable plant-based materials, reducing dependency on plastic-based components. Pura is dedicated to reducing its carbon footprint. The company uses renewable energy in its production facilities and partners with organizations to offset carbon emissions, making their diapers a more sustainable choice. Unlike conventional diaper brands that use plastic packaging, Pura diapers come in paper packaging that can be easily recycled at home.
Pura is a certified B Corp, committed to ethical practices and is one of the few diaper brands that disclose all the materials used in their diapers. This level of transparency helps parents make informed decisions about the products they use for their babies.
Since its launch, Pura has gained widespread recognition, winning a plethora of awards on both sides of the Atlantic. Impressed by Pura’s mission and vision, actress, activist and mother Rumer Willis recently joined Pura as Global Creative Partner.

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