Pura’s journey began with a commitment to develop a high-performance diaper with minimal environmental impact, ensuring it does not compromise on skin safety, comfort, or affordability. Each diaper features an umbilical cut-out to safeguard the sensitive belly area and includes a convenient color-changing wetness indicator. Enhanced with organic cotton and using only plant-based materials against a baby’s skin, they provide luxurious softness and are verified as skin-safe by Allergy UK, all while being sustainably produced.
Pura was founded by parents, for parents, in the home of Guy and Abi Fennell in Britain. The mission was to create safe, clean, and planet-friendly products that everyone can afford. Pura’s dedication to sustainability is evident as we operate as a Carbon Neutral business and maintain B-Corp certification.
