Our mission

Pura wasn’t born in a boardroom, but in the Cheshire family home of Guy, Abi and Ezra Fennell in 2020. We get that caring for the planet isn’t always top priority when parents are busy looking after little ones. So we created an affordable, eco-friendly wipes and nappies range that allows them to do both.


We believe that you shouldn't have to choose between caring for children or caring for the planet. Nor should buying eco-friendly mean a compromise on quality or value.


Pura is good for babies, good for planet and good for piggy banks. The world can’t wait. Eco is no longer a luxury, it's a necessity.

Look how we've grown!

We’ve taken more than baby steps these past two years! We’ve expanded the business online via mypura.com, Amazon, Ocado, Superdrug and Costco and made our bricks-and-mortar debut, launching into more than 400 Asda stores. And there’s more to come! We’ve already secured several further listings with leading retailers. Our business model is highly scalable as we look to expand throughout the UK and beyond.

Our multi-award-winning range includes 100% plastic-free wipes and lower impact EU eco label certified nappies and nappy pants, produced using carbon neutral manufacturing. Both are designed to protect developing skin and the planet. Our customers love us. We have a 5-star Trustpilot rating and have won numerous awards, voted for by real parents.

Pura is proud to be a certified B Corporation and a carbon neutral business, with a goal to be Net Zero by 2025. Our partners NappiCycle recycle the equivalent of 40 million nappies annually in Wales. We’ve recently launched a nappy recycling trial in Bristol, a service we want to see rolled out to all UK parents – eliminating nappy waste from landfill.