Mother, best selling author award winning podcaster and mental health and sustainability advocate Gemma Styles has joined forces with eco-conscious, clean baby brand Pura to drive meaningful change in the baby care industry.
Pura’s wipes and nappies are toxin-free, allergy approved and designed using less plastic and more sustainable manufacturing processes.
The fast-growing disrupter brand is also spearheading nappy recycling in the UK. Pura NappiCycle currently recycles 60 million nappies annually in Wales – and is currently conducting a groundbreaking nappy recycling trial in Bristol, England.
On Pura NappiCycle Gemma commented, “I think it’s an incredibly exciting opportunity to address nappy waste in the UK. Over three billion nappies are binned per year. If we can implement a nationwide scheme to recycle them, it’s an astonishing number of fibres we could divert from landfill and make useful again – these materials can even be used to repave roads.”
A relatable, authentic, and trusted voice online, Gemma will also engage with her 10 million+ Instagram followers to educate parents about the hidden toxins and pollutants found in many baby care products – and to offer a cleaner alternative.
Born in 2020, Pura was founded by Cheshire parents Guy and Abi Fennell after they discovered that most wipes and nappies were neither good for the planet nor kind to babies’ skin.
In contrast, Pura’s Allergy UK-approved, super-soft nappies for sensitive skin are totally chlorine-free, and free from fragrances, parabens, and toxins. Its plastic-free wipes,
made from biodegradable plant fibres are British Skin Foundation and Allergy UK approved and EWG Verified.
Pura is also a certified B Corp and Carbon Neutral business. Gemma adds, “Before joining Pura, I was more aware of the environmental impact than the toxins in baby care. I think we often assume that baby products are automatically free from anything harmful, but that’s not always the case. It really comes down to your preferences and what you choose to avoid.”
Pura founder Guy Fennell comments: “Bringing her honesty and integrity, compassion for modern parenting, and commitment to eco-conscious living, Gemma is the perfect
person to help us educate other parents and invite frank discussions about nappy recycling. We’re super excited that she’s chosen to join the Pura family and help us in our mission to change the world – one bottom at a time.”
