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Dubai, United Arab Emirates: PureBorn was created by founder Hannah Curran to support the environment, parents and their little ones with its range of eco and ethical nappy and wipe products. It is this commitment which sees the company dedicate resource, both in-house and externally, to continued research and development of its products’ eco-credentials.
In the latest advancement, PureBorn has achieved a reduction in the plastic content of its packaging by 40% - a figure which will be sure to increase even further in-line with the company’s commitment to developing the most sustainable business practices. The plastic reduction has been achieved by replacing the material with a hybrid of 30% cornstarch – renewable and recyclable – and 10% plant-based glycerin.
“Sustainability is a key brand pillar for us as we pioneer to create environmentally responsible products. This is an evolutionary process and our dedicated research and development team is constantly abreast of the latest international advancements, finding the most ecologically advanced and accredited resources and aligning our offering with best in practice processes,” says Hannah Curran, Founder and CEO of PureBorn.
PureBorn’s nappies have absorbent core made from organic bamboo, recognized as a highly sustainable resource. This has led the company to achieve accreditation from the Forest Stewardship Council (FSC), an international non-profit, multi-stakeholder organization established in 1993 to promote responsible management of the world’s forests.
The bamboo used in PureBorn nappies has also been certified Organic by ECOCERT - an organic certification and inspection body established in France in 1991 and has become one of the largest organic certification organizations in the world – operating in more than 80 countries. To ensure an environmentally friendly cosmetic product, the ECOCERT standard lays down that the ingredients are derived from renewable resources and manufactured by using environmentally friendly processes.
Available in leading retail stores, supermarkets and pharmacies and via the company’s e-commerce platform, PureBorn is gaining market share, and space, in the ‘green and natural’ section of major supermarkets across the region and seeing high demand for its eco-friendly yet affordable collection of childcare products.
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About Pure Born:
Pure Born was created to support the environment, parents and their little ones. From establishing a founding ethical ethos, to using only the safest ingredients in formulating their products, Pure Born aspires to continue their efforts in building a brand that prides itself on pure transparency. The idea of Pure Born came about in 2016 when Founder Hannah Curran noticed there was a gap in the Middle Eastern market with no products combining eco-friendly formulas, an affordable price point and trendy designs, all at the same time. The idea blossomed into tangible products that were launched in the UAE at the end of 2017. In order to launch, Hannah worked tirelessly and solo to source organic, safe and environmentally friendly ingredients and suppliers to tie together a seamless range of baby nappies and wet wipes that you get to see in their product category today. They successfully developed formulas with safe ingredients to produce baby nappies and wet wipes that are ultra-soft, to provide maximum comfort for your little ones. Pure Born proudly claims that no trees are harmed in the making of our nappies and wet wipes. We stay true to our cause – Live Clean, Give Back & Smile Often.
To find out more visit www.pureborn.com and follow them and their journey @purebornme
For media enquiries contact:
Caroline Holmberg / Laura Jones
CoCo Communications Consultants
caroline@coco-comms.me / laura@coco-comms.me
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