The company’s updated diapers now feature a proprietary Blowout Blocker, an internal pocket designed to contain leaks, paired with a stretchier waistband for improved mobility. Alongside these performance tweaks, the brand has upgraded its plant-based wipes, utilizing a new three-layer construction intended to balance lotion release with cleaning efficiency. Both product lines retain their toxin-free, totally chlorine-free (TCF) status and hold accreditation from Allergy UK.

Beyond product mechanics, Pura has overhauled its shelf presence. The new packaging incorporates imagery of babies and playful design elements, moving away from previous aesthetics to provide more direct information for parents. CEO and founder Guy Fennell noted that the changes stem directly from customer feedback, emphasizing the brand's goal of balancing high-performance standards with transparent communication. Global Creative Partner Rumer Willis, who has endorsed the efficacy of the new wipes, highlighted the transition as a practical shift for busy households. As the company manages the rollout, it is coordinating a phased inventory replacement at major retailers to reduce stock wastage, with full availability expected across platforms by late summer.