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Pura: Caring for baby – and the planet!

Couple’s mission to help families live a more sustainable life

Author Guy and Abi Fennell
Categories   Sustainability

The Edit

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

We talk to Guy and Abi Fennel, founders of eco-friendly wipes and nappy brand Pura, who are driving change to protect the future of our planet.

You’re the founders of Pura, which sells eco-friendly wipes and nappies. What inspired you to launch the brand?

Pura was launched in June 2020 during lockdown after we learned that 90% of UK baby wipes contain plastic. No parent should have to choose between caring for their baby or their planet. Pura was launched so they don’t have to!

What’s the Pura mission?

We want to educate and empower parents with the knowledge that shifting towards a more sustainable lifestyle doesn’t have to be difficult. We’re on an urgent mission to democratise eco. What this means is simply that we want all parents to have access to affordable, eco-friendly baby products that actually work. Products that are good for babies, planet and piggy banks. 

How are you helping to drive change?

It’s about education. Green washing has meant many parents still don’t realise that most wipes contain polluting plastic. With our core values of honesty, transparency and purity, we’re raising the bar so other baby brands can follow.

At the moment, our plastic wipe ban is a main focus. Like with plastic straws, we want plastic wipes phased out now there are alternatives readily available.

What makes Pura wipes and nappies different?

Our research shows that, historically, eco-friendly has meant either low quality or high prices, presenting barriers to parents who, in general, want to be greener. Pura offers a simple solution with our 100% plastic-free wipes and eco-friendly nappies that are high quality but affordable for all.

Why are plastic wipes bad for the planet?

Plastic wipes take more than 100 years to degrade, outliving the babies they were used on and leaving behind harmful microplastics. Plastic wipes make up 93% of yucky, sewer-clogging fatbergs. These grotesque structures of fat, wipes and other flushed items cause 300,000 sewage blockages causing floods and infrastructure damage.  

Wipes are the third most common marine litter item in the UK. It’s estimated that 100,000 marine mammals and turtles are killed by plastic pollution annually and that by 2050, there could be more plastic in our oceans than fish. Scary. 

You’re campaigning for a ban on plastic wipes. How can people get involved?

Sign our petition! To achieve success in our ban, we need to get to a target of 100,000 signatures by November. You can sign here: It takes a just minute but could do a lifetime of good!

How important is it for families to live more sustainably?

When it comes to climate crisis, time is running out. We need to act now to secure a better future for our children. But this doesn’t mean you need to have a lifestyle overhaul. Take small steps with changes that are easy to implement rather than trying to make big, unrealistic shifts.

Busy new parents may find it difficult to live a greener life. What tips would you offer them?

Look for easy eco swaps! Use a reusable water bottle and coffee cup and always have them to hand. Replace one short car journey a week with a walk. Swap toys with family and friends rather than buying new ones. Use your freezer for leftovers and avoid food waste. Switch to plastic-free baby wipes and eco-friendly nappies.

You’ve partnered with nappy recycling initiative NappiCycle to help keep nappies out of landfill in Wales. Will this expand to other parts of the UK?

That’s the plan! We can’t say too much at this stage but we’re truly working hard to give all parents access to nappy recycling. Watch this space!

Author Guy and Abi Fennell

As more of Guy and Abi Fennell’s friends were starting families, they noticed the staggering amount of baby wipes around their homes. Looking into it further, they discovered 90% of wipes in the UK contain plastic. Combined with disposable nappies that can take 500 years to decompose, it made them realise we’re damaging our children’s world with the very essentials we’re using to look after them. So, My Pura was born offering affordable, eco-friendly baby products. Now parents themselves to baby Ezra, Guy and Abi are working to leave a legacy for children everywhere, by changing the way we all look after their planet.

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