Procter & Gamble is preparing to launch a new natural baby care line under its Pampers Umbrella. Pampers Pure Protection diapers and Aqua Pure wipes represent a major venture for the company into the natural products category. The new diapers are reportedly free of fragrance, lotion and chlorine and only natural fibers make contact with babies’ skin but still contain features like superabsorbents and wetness indicators. For the wipes, P&G has cut the number of ingredients from 12 to seven but kept  traditional additives like preservatives and pH buffers.

Reportedly the first-ever diaper and wipe collection made with premium cotton and other thoughtfully selected materials and stylish prints, Pampers Pure was developed by a P&G scientist and mother of twin girls, who couldn’t find an option that had everything she was looking for in baby care productds.

“Motherhood made me very aware and focused on each and every decision I made for my girls. As my choices shifted towards more naturally-inspired products, I found the current diaper and wipe options were just not cutting it,” Sara Giovanni says. “I was craving an option that would deliver on protection and performance while also reflecting my lifestyle choices, and I knew my job at Pampers put me in a unique position to help.”

Pampers Aqua Pure wipes are designed to give parents Pampers’ highest water content wipe while still delivering outstanding skin protection. The wipes are crafted with carefully-selected ingredients including 99% pure water and a touch of premium cotton, making them safe and soft even on delicate newborn faces, hands and bottoms.

“Parents rightfully expect it all, and yet when it comes to the diapers and wipes category, many have been forced to compromise,” says E. Yuri Hermida, P&G NA VP Baby Care. “We’ve talked to thousands of parents and heard that while today’s natural category diaper and wipe options provide certain qualities parents desire, they struggle to find a product that delivers the leak protection, style, and features they’re looking for in one complete package. In fact, of the 57% of moms who use natural products for their babies, only 3% buy natural diapers most often. We’re excited to extend our product offerings with our new Pampers Pure Collection to provide parents another trusted option for their babies.”

Pampers Pure Protection diapers are available in sizes Newborn through 5 for a suggested retail price of $11.99. Pampers Aqua Pure wipes are available for a suggested retail price of $5.97. Pricing is at the sole discretion of the retailer. The Pampers Pure Collection will be broadly available online and at major retailers nationwide beginning this month.