Pura is on a mission to make eco-friendly baby products accessible to all. Pura’s plant-based wipes are made from biodegradable, sustainably sourced plant fibres, containing 99% water and aloe vera, with no harmful toxins or chemicals.
Pura continuously innovates to create the most sustainable disposable nappy possible. Wherever possible, Pura replaces oil-based plastics and non-renewable materials with more sustainable, plant-based alternatives. For example, certified organic cotton is used in the back sheet of Pura nappies and nappy pants, and the super absorbent core is made from certified wood pulp sourced from sustainably managed forests. The nappies are also totally chlorine-free (TCF). They are produced in a carbon-neutral facility powered by renewable electricity, where no manufacturing waste is sent to landfill.
As a certified B Corp and Carbon Neutral business, Pura prioritises the planet over profit. It is one of the few UK nappy brands to switch from plastic film to recyclable paper packaging — important since 80% of paper is recycled compared to just 8% of flexible plastic.
To address nappy waste, Pura partners with NappiCycle, recycling 60 million nappies annually in Wales. Recovered materials are transformed into practical items like benches, with growing potential to expand nappy recycling UK-wide.
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