LOS ANGELES – Pura, the US baby-care brand focused on gentle, toxin-free products, has relaunched its diaper and wipes range with updated product structures and a new packaging design. The changes are aimed at improving containment performance, fit and lotion delivery, while reinforcing the brand’s sustainability credentials.
The diaper line continues to use totally chlorine-free (TCF) fibres, a processing choice that avoids chlorine bleaching and is often cited in sustainable nonwovens as a lower-impact route for absorbent cores. Pura states that the new diapers are Accredited by Allergy UK and are made without toxins and chemicals of concern as defined by EWG Verified standards.
A key technical update is the introduction of a Blowout Blocker pocket within the diaper structure. This appears to be an internal containment zone integrated into the absorbent composite, likely formed by additional bonding or layering of the core and top sheet, to reduce leakage of solid waste.
From a nonwovens manufacturing perspective, such a pocket would typically require selective bonding or stitching of the core and cover layers, possibly using thermal, adhesive or ultrasonic techniques, to create a defined cavity without compromising breathability or softness.
The diaper also features a stretchy waistband to improve fit and reduce leak paths while maintaining comfort.
The wipes, meanwhile, have been upgraded to a three-layer structure that controls lotion release. This is likely a laminate of differing nonwoven substrates, possibly combining a soft face layer, a reservoir or buffering layer, and a backing layer to manage absorption and release of liquid.
Both the diapers and wipes are marketed as plant-based and toxin-free, aligned with the brand’s positioning in the “clean baby” segment. This reflects a broader trend in absorbent hygiene where brands are increasingly specifying TCF, plant-based fibres and third-party certifications to differentiate in a crowded market.
The relaunch is being phased in to minimise stock wastage, with new diapers already available at HEB and Amazon rollout starting in June, followed by Thrive Market from August.
Guy Fennell, CEO and founder of Pura, said: “We’ve listened closely to our customers and used their feedback to make meaningful improvements. This relaunch represents a significant step forward – not just in product performance, but in how we stay true to our mission of communicating clearly and honestly with parents.”
