I am obsessed with Pura, a new brand who make baby wipes that are 100% plastic-free, 100% biodegradable and 100% compostable and are made from sustainable plant fibres.  Guy and Abi Fennell are making parenting green and we at Frost are fully behind them.

Launched from lockdown, Pura is a new, UK based, family-run company that is taking on the environmental challenges of traditional wipes, with the launch of 100% plastic free baby wipes. A massive 90% of the wipes currently sold in the UK contain plastic and they can last over 100 years in landfill, yet the vast majority of consumers don’t realise they are using wipes that contain plastic.

For maximum affordability, Pura is “cutting out the middleman” and selling direct-to-consumer with free next day delivery 7 days a week, at a price point that’s comparable to traditional disposable wipes and lower than leading eco-friendly brands. In the first month since launch, Pura received more than 250,000 visits to the website, with 45,000 customer orders.

About Pura wipes:

• Pura baby wipes are 100% plastic-free, 100% biodegradable and 100% compostable, made from sustainable plant fibres
• Each Pura wipe contains 99% water and organic aloe vera and no perfume, alcohol or chlorine
• Pura baby wipes  are available in flushable, with the Fine to Flush accreditation, and non-flushable options.
• The baby wipes are suitable for sensitive and eczema-prone skin, certified vegan and are accredited by the British Skin Foundation, Allergy UK, the FSC and the Soil Association
• Launch film with a powerful message has already received 6.6 million views on YouTube: https://youtu.be/ZaIcRX6Jxv8
• Pura is the most accredited baby care brand on the market, with a unique, simple labelling system listing the product’s eco-credentials for parents
• The first baby wipes in the UK with a Fine to Flush stamp of approval, and an ambition to be the first Carbon Neutral baby care brand
• The only baby brand to be teaming up with the Woodland Trust to help support the sustainability of the UK’s natural environment
• Pura’s baby wipes are approved by midwives and are dermatologically and clinically tested

Pura has reduced all its subscription prices by 20%:

• 100% Plastic Free Flushable Baby Wipes, 70 wipes per pack, 10 packs per case, 700 wipes in total. Subscription price: £19.84 (£1.98 per pack/2.8p per wipe); one time purchase £24.80.
• 100% Plastic Free Non Flushable Baby Wipes, 70 wipes per pack, 10 packs per case, 700 wipes in total. Subscription price: £18.24 (£1.82 per pack/2.6p per wipe), one time purchase £22.80.
• For all wipes: free next delivery. Certain postcodes restrictions apply.

About Pura

Pura is on a mission to provide high quality eco-friendly yet affordable baby products for all, with plans to launch an eco-friendly nappy range later this year and to launch into Europe.

Pura wasn’t born in a boardroom, but in a home in Cheshire in the North West of England, where founders, and new parents, Guy and Abi Fennell created their vision to disrupt the current baby care market, and make being ‘eco’ affordable for all. Co-founder Guy Fennell, explains; “It’s all about driving change and leaving the right legacy for our children. We’d love to see everyone make the switch to plastic free wipes and we’re working hard to make that happen. Parents too often have to compromise on quality or price for environmental friendliness. We want to empower all families to care for their family, their environment and their budget without compromise.”

Simple, transparent labelling

Founders and new parents Guy and Abi want to empower parents to make informed, eco-friendly decisions so they developed a unique labelling system, breaking down complex accreditations into simple visuals that help parents understand at a glance whether the products are plastic-free, biodegradable, compostable, recyclable, flushable.   They are calling on all brands to start using a system similar to the colour labelling on food, to bring greater transparency.

 Website: https://www.mypura.com/
Instagram: https://www.instagram.com/mypura/
Twitter: https://twitter.com/mypura
Facebook: https://www.facebook.com/MyPura/

Pura is the exclusive partner of Nappicycle, the only UK nappy recycling company, working to maximise the number of disposable nappies that are recycled for use as affordable housing materials and notice boards for nurseries, schools and businesses.

• The brand is also working in partnership with The Hygiene Bank, a grassroots community initiative that provides personal care products to those who need them across the UK, as well as making both financial and product donations to the NSPCC to help families in need. The brand is also offering a 10% discount to NHS staff on all Pura products, available through the NHS Benefits website.