Pura, the eco-friendly challenger baby brand, is delighted to welcome actress, entrepreneur, activist and parent Rumer Willis as its Global Creative Partner and brand champion.
Pura and Rumer share a mission to educate parents about hidden toxins and pollutants in baby care and to provide an alternative with wipes and nappies that are clean, certified allergy and eczema safe, while at the same time protecting the planet with less plastic and greener manufacturing.
Bringing her creativity, passion for motherhood and eco-friendly living to the role, Rumer will supercharge awareness of Pura in the UK and US. Her creative flair will also be utilised in exclusive co-designed collections.
Rumer recently switched to Pura’s skin safe and sustainably made baby care for her own baby Louetta. She explains: “I was not well informed before becoming a parent, but in the first couple months of Louetta’s life, as I started to deep dive and do a little bit more research, I was shocked at the amount of chemicals and toxic ingredients that most diapers and wipes contain.
“I wanted to make the switch to Pura because for me, the most important thing was finding diapers and wipes that not only were non-toxic and chemical free for Lou, but also sustainable and for the environment.”
Born in 2020, Pura was founded by Cheshire parents Guy and Abi Fennell after they discovered that most wipes and nappies were not so clean for the planet or babies’ skin.
Created to drive genuine change, Pura’s Allergy UK approved super soft nappies for sensitive skin are totally chlorine free, fragrance, paraben and toxin free and more sustainably made, while its plastic-free wipes, made from biodegradable plant fibres, contain 99% water and aloe vera and are EWG verified, and Allergy UK approved. Pura is also a B Corp and Carbon Neutral brand.
Following a successful launch into the US market via Walmart in 2023, Pura is a popular choice for both US and UK parents who want to do their best for their babies and their planet while still enjoying the convenience of disposable baby care.
Pura founder Guy Fennell said: “Rumer’s genuine passion and devotion to motherhood and clean and conscious living made her the perfect choice for Pura. We’re super excited that she’s chosen to join the Pura family and help us spread our mission and vision globally.”
