Baby care brand Pura has introduced a new newborn diaper size, designed specifically for those early days when comfort, softness and a secure fit matter most.

Currently available on Amazon, Pura’s newborn baby diapers are enhanced with organic cotton and feature an umbilical cord cutout and wetness indicator. The diapers are totally chlorine-free and made without fragrance, lotion, parabens, phthalates or natural rubber latex

In other news, Pura is continuing its retail expansion after launching in the U.S. in 2023 from the U.K. Shoppers can now find Pura’s diapers in sizes 1–7 on ThriveMarket.com. Pura’s Diaper Pants in sizes 5–7 and EWG-verified wipe range are expected to follow at a later date.

“Thrive Market is the perfect fit for Pura,” says Guy Fennell, founder of Pura. “We share a mission to make healthy and sustainable living easy and affordable for everyone. We’re excited to continue growing our reach in the U.S. through Thrive Market’s 1.7 million members nationwide, helping us support even more parents in making the best choices for their babies and for the planet.”