Protecting the
health of little ones
and the planet.

Our Story

Pure Earth Collection began with a simple but powerful idea: to create a better, healthier world for our children, without plastics. After years of navigating allergies and health issues, our founder Emma started to question what was really surrounding our little ones at home, at bedtime, and even at play. What she discovered changed everything.

Driven by a love for babies, the planet and all things natural, she set out to reimagine children’s products, replacing synthetic fabrics and harsh chemicals with gentle, breathable, plant-based alternatives. Recognised by the Organic Baby Awards 2025 and the Clean and Conscious Awards 2025, Pure Earth Collection stands trusted by over 10,000 families globally.

Pure Earth Collection is proudly women-owned and mother-led. Our small team of mums balance family life with a shared passion for creating safer, healthier products for children. We work flexibly from home, building careers that fit around our families, in an environment that’s relaxed, creative and inspiring.

Emma’s vision was to create not just natural products, but also a space where women can thrive as both parents and professionals. When you choose Pure Earth Collection, you’re supporting healthier futures for children and the planet and a team of dedicated mothers working with love behind the scenes.

What We Do

At Pure Earth Collection, we create products that put children’s health first and do better by the planet, too.

From baby sleeping bags to blackout blinds and beach-ready swimwear, every piece in our collection is made with natural, non-toxic, and biodegradable materials – right down to the stuffing, wadding and labels and no harmful chemicals. No greenwashing. Just thoughtful design and kinder choices for your family and the world they’re growing up in.

We believe a healthier future starts at home. That’s why we prioritise materials like organic cotton and consciously processed (non-viscose) bamboo – fabrics that support safer, more restful sleep by helping babies regulate their body temperature naturally. Because better sleep means happier children, and that’s what we’re here for.

What We Stand For

Natural First, Always

We use plant-based materials wherever possible – no plastic linings, no sneaky synthetic fills and no toxic coatings.

Non-Toxic By Design

We say no to chemicals like flame retardants, PVC, Pfas and polyester, because your child’s health is everything.

Better For Planet

From our fabrics to our packaging, we’re committed to making choices that protect our environment and reduce waste.

Made For Real Life

We design products that are as practical as they are beautiful – ones that grow with your child and fit into busy family life with ease.

Our Commitment to Sustainability

At Pure Earth Collection, we design beautiful, high-performance products that are completely free from hidden nasties like formaldehyde, BPA, phthalates, EVA foam and polycarbonate. Every item is created to exceed safety and environmental standards, giving parents peace of mind and protecting the planet for future generations.

Better Sleep Starts With Bamboo

Winner of nine industry awards, including Gold at the 2025 Bambini Baby Awards, our bamboo-filled sleeping bags are designed for year-round comfort through natural temperature regulation. The organic bamboo wadding gently adapts to your baby’s body temperature, keeping them cosy without overheating.

Processed without harsh solvents, our wadding preserves bamboo’s natural properties and is enriched with bamboo kun – a natural antibacterial and odour-resistant agent that keeps bedding fresher for longer.

Founded by Emma Bianco, a leading voice in non-toxic parenting, microplastic awareness advocate and speaker at the Plastics Future Conference, every detail reflects our mission to create safer, more sustainable sleep for families everywhere.

Naturally Non-Toxic By Design

Children are exposed to up to 20x more microplastics than adults, largely due to the overwhelming use of plastic in conventional children’s products. We’re changing that. We use only natural, biodegradable materials – never polyester, acrylic or other petroleum-based fabrics helping families drastically reduce their exposure to harmful microplastics.

The Cleaner Oceans Pledge

Every purchase from Pure Earth Collection helps clean our oceans. Through our partnership with Surfers Against Sewage, we remove plastic waste from UK shores with every item sold. So far, we’ve helped remove:

2 million grams of plastic

which is equivalent to 19,980,000 water bottles, 199,980,000 plastic bags, 1,999,980,000 plastic straws.

Brand Values

Natural and non-toxic, without compromise
Plants, not plastic
Protecting the safety and wellbeing of all people
Functionality and practicality is key
Spread happiness – Happy workers, customers and babies
Sustainable sizing and longevity of products