Pura is a brand-new, UK based, family-run company on a mission: to democratise eco-friendly baby products for all. Pura wasn't born in a boardroom, but in a home in Cheshire, in the North West of England, where founders Guy and Abi Fennell created their vision to shake up the baby care market, challenge the current market leaders, and make eco affordable for all.

The brand launched on Sunday, June 21st, with a series of assets to celebrate Father's Day, including the brand's ambassador, choreographer and TV presenter Ashley Banjo, reading the Pura created book 'Lily and the Wipe monster' on Dadsnet and Pura's IGTV.

The brand believes that being eco-friendly is no longer a luxury; it's a necessity. Pura ran multiple pitches and brought on board several specialist agencies last year to help deliver their ambition to reassure parents that with Pura they are making the best choice for their babies, the planet, and their pocket.

The first problem that Pura is working to address is the one posed by traditional wipes and disposable nappies. A massive 90% of the wipes currently sold in the UK contain plastic - meaning they can last over 100 years in landfill. And yet the vast majority of consumers are not aware that the wipes they are using contain plastic. Baby wipes were also cited as one of the key contributors to the infamous London fatberg of 2017, where a mass weighing the same as 11 double-decker buses blocked a part of London's sewage network.

Enter Pura.

Pura baby wipes are 100% plastic-free, 100% biodegradable, 100% compostable and are made from biodegradable plant fibres.