Pura, the Cheshire-born eco-friendly baby brand that launched in 2020, has announced its arrival in Superdrug. The company’s multi-award-winning range of affordable 100% plastic-free wipes, sustainable nappies, and nappy pants is now available to buy online in one of the UK’s favourite health and beauty retailers.
Since it launched in 2020, the business has experienced rapid growth, accelerated earlier this year with £4.25million worth of funding by Maven Capital Partners.
Founded by parents Guy and Abi Fennell, Pura initially launched as a DTC business selling online before partnering with other retailers including Ocado, Asda, Amazon, WH Smith, Costco, and most recently, Superdrug. This launch into the major health and beauty retailer’s online store follows Pura’s instore debut in 445 Asda stores earlier this year.
Pura offers an environmentally friendlier alternative to traditional baby care, without compromising on performance or price. All products in the range are clinically and dermatologically tested and are accredited by both the British Skin Foundation and Allergy UK.
Guy Fennell, Pura founder and CEO said: “We are delighted to be launching online with Superdrug, the UK’s second-largest beauty and health retailer.
“Like Pura, Superdrug believes that accessible eco products shouldn’t cost the earth and we are delighted to be bringing baby care that is good for babies, good for planet and good for piggy banks to its shoppers.”
Laura Wilkinson Head of Trading, Personal Care at Superdrug added: “We’re so pleased to be launching eco baby brand, Pura, online at Superdrug. The brand’s exciting range of plastic free wipes and sustainable nappies is a great way to make a sustainable swap, and is part of our ongoing commitment to offer our customers more eco-friendly alternatives in their shop!”
