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Pura is a British, family-run, sustainable baby care brand selling 100% plastic-free baby wipes and hand cleansing gel. The company, based in Cheshire in the Northwest of England, launched in June 2020 and is co-owned by Guy and Abi Fennell.

History
Pura was co-founded and funded by and husband and wife Guy and Abi Fennell after they discovered that 90% of wipes sold in the UK contained plastic.

In June 2020, Pura launched while the UK was in lockdown due to the Covid 19 pandemic.

The brand’s 100% plastic-free, 100% biodegradable and 100% compostable baby wipes, including a Water UK certified Fine To Flush flushable variety, were available from launch.

Pura was the first baby wipe brand to receive the Fine To Flush accreditation.

In the first week after the company’s launch, Pura received more than 85,000 visits to its website, with more than 22,000 orders placed.

The company sells direct to consumer via its website, Amazon and Ocado, and launched instore in Asda on 9 April 2022.

Diversity
Pura’s first TV advert saw babies speaking out in indignation after finding out that 90% of UK wipes contain plastic and don’t biodegrade for up to 100 years. The babies tell the world that it’s the adults that need to change.

The has been praised for its inclusive nature, featuring babies with special needs.

Partnerships
Pura is officially B Corp pending and partners with the Hygiene Bank.

Nappy Recycling
Every day, eight million disposable nappies are thrown away in the UK – each one taking up to 500 years to biodegrade.

Pura launched a line of eco-friendly disposable nappies in November 2020, made using sustainable materials, where possible, green energy and recyclable packaging.

Pura is the only baby brand to partner with NappiCycle, a Wales-based complete nappy recycling service which keeps nappies out of landfill and turns them into everything from housing materials, to notice boards for schools and nurseries.

Pura and NappiCycle are currently in talks with local authorities in England about piloting the recycling scheme outside of Wales with a view to extending the service to the whole of the UK. A report by the UK Environment Agency suggests that there’s actually no significant difference between the environmental impacts of the disposable and reusable nappies (both home-laundered flat cloth nappies and commercially laundered pre-folded cloth nappies delivered to the home). The study measured aspects such as global warming, ozone depletion, summer smog formation, exhaustion of non-renewable reserves and nutrient water pollution.

In February 2022, Pura NappiCycle, with funding from the Welsh Government, piloted road resurfacing using repurposed fibre from nappies, which was added to the bitumen gluing together asphalt road surfaces. This “nappy” formula was successfully used to relay a stretch of the A487 between Aberystwyth and Cardigan in Ceredigion.

Sustainability
In addition to Nappy Recycling, Pura released its first major TV ad campaign – educating parents about plastic in wipes –  after victory in the Sky Zero Footprint Fund competition. Pura was one of five brands each awarded £250,000 in media value by Sky Media in a competition designed to provide worthy companies with funding to amplify TV adverts with a sustainable message.

Entrants were tasked with pitching and creating adverts that would drive positive behavioural change and have a tangible impact towards a more sustainable future in the £2M million advertising fund initiative.

Celebrity Supporters
Pura’s celebrity ambassadors include Ashley Banjo, Gemma Atkinson and Giovanna Fletcher. They also have around 526 parent micro-influencers who promote the brand via their social media channels.

Operations
The company’s head office is in Cheshire, while the Coventry-based warehouse covers the full UK, Republic of Ireland and Channel Islands.

Pura Wipes
Pura Wipes are 100% plastic-free, 100% biodegradable, 100% compostable and contain 99% water and organic aloe vera. They contain no perfume, alcohol or chlorine and are suitable for newborns and eczema-prone skin. They are accredited by the British Skin Foundation, Allergy UK and PEFC.

Pura Flushable Wipes
Pura Flushable Wipes are certified Fine to Flush by Water UK. They are 100% plastic-free, 100% biodegradable, 100% compostable and contain 99% water and organic aloe vera. They contain no perfume, alcohol or chlorine and are suitable for newborns and eczema prone skin. They are accredited by the British Skin Foundation, Allergy UK, PEFC and The Soil Association.

Pura Hand Cleansing Gel
Pura Hand Cleansing Gel was launched in September 2020 and kills 99.9% of all germs and bacteria for safe protection against the spread of viruses. It is also dermatologically tested to ensure safe use on skin.

Pura Nappies
Pura’s nappies and nappy pants contain FSC certified organic cotton and no chlorine, allergens, perfume, lotion and latex. They are made with 100% green electricity and no production waste and the packaging is 100% recyclable. Leak-free technology provides up to 12 hours protection.