Hollywood star Rumer Willis becomes face of eco-friendly baby brand Pura

HOLLYWOOD star Rumer Willis has teamed up with eco-friendly baby brand Pura.

The daughter of Demi Moore and Bruce Willis, 36, has become the face and brand champion for the nappy and wipes biodegradable product.

Rumer, who has one-year-old daughter Louetta Isley Thomas Willis, with her ex-boyfriend Derek Richard Thomas, is on a mission to educate parents about the "hidden toxins and pollutants in baby care".

While Pura provides alternative with environmentally friendly products that are "clean, certified allergy and eczema safe".

At the same time protecting the planet with less plastic.

US actress and A-lister Rumer recently switched to Pura’s skin safe and sustainably made baby care for her own baby Louetta.

She explained: “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. 

“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 for the environment.” 

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

The owners have shared their excitement about the new partnership with working with activist Rumer.

Guy said: “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.”

Pura’s Allergy UK approved super soft nappies for sensitive skin are totally chlorine free, fragrance, paraben and toxin free and more sustainably made.

While its plastic-free wipes, made from biodegradable plant fibres, contain 99 per cent water and aloe vera.

DOTING DAUGHTER

Away from the cameras, Rumer has been busy with family life.

In 2022, she announced that her father was stepping back from acting after being diagnosed with aphasia, which is a "cognitive" issue.

Alongside a throwback photo of Bruce, 67, Rumer wrote: "To Bruce’s amazing supporters, as a family we wanted to share that our beloved Bruce has been experiencing some health issues and has recently been diagnosed with aphasia, which is impacting his cognitive abilities.

"As a result of this and with much consideration, Bruce is stepping away from the career that has meant so much to him."

She continued: "This is a really challenging time for our family and we are so appreciative of your continued love, compassion and support.

"We are moving through this as a strong family unit, and wanted to bring his fans in because we know how much he means to you, as you do to him.

"As Bruce always says, 'Live it up' and together we plan to do just that."

The message was signed by Bruce's family members, including his daughters Rumer, Scout, 30, Tallulah, 28, Mabel, 7, and Evelyn, 9, his wife Emma Heming Willis and ex-wife Demi Moore.

Aphasia is a medical condition resulting in the inability to understand words and communicate clearly, aphasia typically occurs after a stroke or head injury.