How it started

Pure Earth Collection is a multi award-winning eco children’s brand. The company was founded by Emma Bianco through her love of babies, the planet and all things natural. Having suffered from allergies and other health issues for many years, she started looking more deeply into what might be causing the growing health complaints faced by so many of us today. This is how Pure Earth Collection was born. Core to our company belief is that babies and children should be nurtured in a natural and non-toxic environment as much as is practical for modern day life. 

Who we are

Pure Earth Collection makes natural, non-toxic and biodegradable children’s products. Previously trading as Little Earth Baby, we changed our name due to overwhelming customer demand for items for older kids, as their babies started to grow up! We are passionate about keeping our children safe and protecting their future by looking after both their health and that of our beautiful planet. That’s why we have created a range of award-winning children’s products which use natural, sustainable and biodegradable materials, with no nasty chemicals.


At Pure Earth Collection, sustainability is a key focus when creating any product. Our products are beautifully designed to a very high standard and are free from formaldehyde, BPA, phthalates, EVA foam, polycarbonate and other nasty chemicals.

Health: Non-toxic by nature

We’re very aware of the mounting research into microplastics and the effect they are having on human health and the environment. Sadly, because of conventionally made plastic products, little people are up to 20x more exposed to microplastics than adults. We only use natural materials and avoid polyester, acrylic and other petroleum-based materials.

Our Bamboo Wadding

Over 90% of customer report better sleep from night one! Bamboo fabric has so many brilliant qualities for babies. Not only is it super soft, but using it as a wadding gives a unique year-round comfort while reducing the risk of overheating. Bamboo is also hypoallergenic, making it perfect for sensitive skin. What’s more, the bamboo kun (bamboo’s unique bio-agent), makes the fabric antibacterial and odourless, keeping your baby’s bedding fresher for longer.

Cleaner oceans pledge

With every item bought from us we remove plastics from our shores and oceans on your behalf. We do this by partnering with the wonderful Surfers Against Sewage. So far we have removed:

Total grams cleaned so far: 2,000,000
Water bottles:19,980,000
Plastic bags:199,980,000

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

Shop our natural children’s range

Want to know more and get 10% off your first order?

Sign up to our newsletter below to keep up to date on the latest news, offers, events and many more.