Pura, the eco-friendly challenger baby brand, has named actress, entrepreneur, activist and mother Rumer Willis as its global creative partner and brand champion.

Pura and Willis share a mission to educate parents about hidden toxins and pollutants in baby care and to provide an alternative with wipes and diapers that are clean, and 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, Willis will supercharge awareness of Pura in the U.K. and U.S. Her creative flair will also be utilized in exclusive co-designed collections.

Willis thoughtfully chose Pura’s skin-safe and sustainably made baby care products for her daughter, Louetta. “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,” Willis explains.

“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 better for the environment.”

Born in 2020, Pura was founded by Cheshire parents Guy and Abi Fennell after they discovered that most wipes and diapers were not so clean for the planet or babies’ skin.

Created to drive genuine change, Pura’s Allergy UK approved ultra-soft diapers for sensitive skin are totally chlorine free, fragrance-free, paraben-free, and toxin-free, and are made more sustainably. Pura’s plastic-free wipes, made from biodegradable plant fibers, contain 99% water and aloe vera, are EWG-verified, and also Allergy UK approved. Pura is a certified B Corp and Carbon Neutral brand.

Following a successful launch into the U.S. market via Walmart in 2023, Pura has become a top choice for both U.S. and U.K. 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 Fennel shares, “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.”