Pura – making eco-parenting easier…
Launched from lockdown, Pura is a new, UK based, family-run company on a mission: to democratise eco-friendly baby products for all. Founded on the belief that being eco-friendly is no longer a luxury but a necessity, Pura’s ambition is to create products that help families protect their babies’ skin, while protecting their future too.
Pura is taking on the environmental challenges posed by traditional wipes. A lesser known fact: 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 do actually contain this plastic.
There are plans for a European launch and an eco-friendly nappy range to follow later this year. And following significant consumer demand to fast track planned new product development launches, Pura is already responding to calls to extend the range beyond baby care into adult face wipes and hand sanitisers.
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 would love to see everyone make the switch from plastic to plastic free wipes. At Pura we are 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.”
A pack full of accreditations
Pura is the first brand offering baby wipes with a Fine to Flush accreditation, adding to a list of certifications that make it the most accredited baby care brand on the market. The brand always puts babies first with products that are soft and gentle on babies’ delicate skin, made with anti-allergy, natural and more sustainable materials.
Pura’s baby wipes and nappies are approved by midwives and are dermatologically and clinically tested. 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. Pura also achieved pending B Corp status within a month of launch with hopes to be certified in 2021.
Simple, transparent labelling
Founders and new parents Guy and Abi want to empower parents to make informed, eco-friendly decisions. That’s why they developed a unique labelling system, breaking down complex accreditations into simple visuals; helping parents understand at a glance whether the products are plastic-free, biodegradable, compostable, recyclable, flushable, and so on.
Pura believes that knowing how your purchases impact the planet should be as simple to understand as the colour labelling on food. They are calling on all brands to start using the system, bringing greater transparency to the market.
More accessible baby care
Ensuring its products are as affordable as possible, Pura is “cutting out the middleman” and selling direct-to-consumer with free next day delivery, at a price point that is on par with traditional disposable wipes and lower than leading eco-friendly brands.
The model is working: In the first month since launch, the start-up saw well over 250,000 visits to the website and 45,000 orders being placed by eager eco-consumers, with high praise from the team at e-commerce platform Shopify, for the impressive results to date.
Head of Shopify Plus for EMEA, Shimona Mehta, adds: “Pura has delivered exceptional figures for a start-up launching in this category, especially one that has boldly launched during the global pandemic. In the height of lockdown in April, we saw new online store creations in the UK grow across our platform 70% compared to March, all likely due to the shift towards online as people stay home. By looking at Pura’s traffic and sales, their launch has certainly been one of the most impressive this year and we’re looking forward to working with them as they grow and expand further.”
Pura, 100% plastic-free baby wipes, now available with free next day delivery from www.mypura.com. Pura. It’s time for a change.
