In collaboration with Pure Earth Collection

When I started My Baba over a decade ago, I wanted to talk about brands that I loved and I knew that if people came to My Baba they were getting the very best information. Since then, there have been so many new brands cropping up on a daily basis and although that’s a wonderful thing it does make it even harder to cut through the mass of information and figure out what it is you really want or need.

I met Emma Bianco a long time ago and was immediately taken in by her story. What was core to her new company was the belief that babies and children should be nurtured in a natural nontoxic environment. This really struck a chord with me because over the years at My Baba we work with many brands who have the same belief and want their children to have the very best that we can offer. Although we are all much more eco-conscious these days, sustainability is a word that gets thrown around and I think most people are confused as to its real meaning. When I see natural and non-toxic stamped on children’s clothes, bedding or toys I wonder what it means when you don’t see these words? Chemicals spring to mind.

My mother-in-law has taught my children more than anyone about sustainability, to be mindful of our footprint, and to take care of our earth. We have created this conscious brands’ directory to talk about brands that are paving the way to a more sustainable future when it comes to shopping for the family.

We hope you enjoy.

If you’d like to be featured in our Conscious Brands Directory, drop us an email,

About Pure Earth Collection

Pure Earth Collection is a multi-award-winning eco children’s brand founded by Emma Bianco through her love of babies, the planet and all things natural.

Pure Earth Collection makes natural, non-toxic and biodegradable children’s products using plants, not plastics. Core to their company ethos is keeping children safe and protecting their future by looking after both their health and that of our beautiful planet, so they’re really strict about what materials they use; right down to the labels, stitching and packaging.

Everything is made sustainably in family-run, highly ethical factories with no nasty chemicals and no unnecessary plastics in their products, supply chains or distribution. They’re passionate about helping parents to find the purest, safest and least toxic products for their kids so they helped us put together this conscious brands directory. The products recommended here have all been pre-vetted by ourselves or Emma, many of which she used personally for her children, which, given how strict she is about non-toxic living, will hopefully give you some confidence that they’re the safest and most sustainable products around!



Full range of baby and kids clothes, all organic, safe, ecofriendly. And natural rubber wellies!


Carefully selected products for quality, purity and design using 100% organic cotton.

Pure Earth Collection

Super soft clothing from babies to adults including organic kids robes and baby cotton mittens.


Beautiful baby clothes using 100% natural materials with the lowest possible environmental impact


Really beautiful and unique Nordic inspired organic baby clothes. And the cutest little rucksacks too!

Little Borne

Kids and mama clothes made for comfort and freedom, contemporary designs made using 100% organic fabrics


Full range of organic baby and kids clothes. Beautifully designed at affordable prices.

Smalls Merino

Smalls Merino is now certified ULTRAFINE by The Woolmark Company, having been tested against the strictest quality standards, measuring finer than 17.5 micron  (a human hair is 60!).  Smalls Merino also tested an impressive 99.5 percent for wool comfort on the skin. Research has shown that wearing ultra-fine Merino wool significantly improves the severity and symptoms of Eczema, debunking the myth that wool can be itchy on the skin.


It is important to Bebekish that babies feel comfortable and cosy all day along. Blending GOTS certified organic cotton and bamboo creates an amazing clothing fabric that’s natural, organic, anti-allergic and incredibly comfortable for babies skin.

Bebekish organic clothes are gentle and perfect for delicate skin, helping to prevent eczema and skin irritations.

A-Z Of The Best Preloved, Rental & Second Hand Clothes Kids

The world of preloved clothes for kids is a revolution set to change the way we shop forever. It’s not just the independent businesses embracing the kidswear recommerce market, the bigger retailers are starting to sit up and take notice too. Here are our recommendations for the best preloved, second hand and rental kidswear services for kids.

Sleep and Bedding


Natural mattresses that are free from synthetics and with no fire retardant chemicals.

All the ingredients that go into every Naturalmat product are 100% natural and from a sustainable resource that is harvested according to Fair Trade principles. At the end of their life, all of Naturalmat Baby’s materials are 100% biodegradable, so they will return to nature as nature intended.

Pure Eath Collection

The ultimate sleep solutions made from 100% natural fabrics for a safer and better nights sleep. Browse organic sleeping bags, portable blackout blinds, cotton comforters and bamboo baby blankets.

Mini Lily and Mortimer

Soft and breathable organic sleep sheets for natural comfort and visually pleasing.


Marloe London

Bamboo swaddles which use safe and conscious dyes.

Baby Care and Essentials

Kokoso Baby

A great range of bath and skin essentials. All natural and at affordable prices.

Kit and Kin

Totally biodegradable nappies and wipes which actually work! Finally! As well as natural bath and skincare products.


Luxurious and totally natural skincare, with eco conscious packaging and 10% of profits towards helping our coral reefs and oceans.

Green People

Easy to apply and long-lasting natural sun cream for littles and adults alike. They also make a great organic tooth paste for babies, and have a lovely natural skincare range.

Mum & You

100% biodegradable and eco-friendly napies and wipes which are free from nasty chemicals.

Aqua Wipes

100% biodegradable, 100% compostable, plastic free wipes for babies.


Bebekish’s generous-sized muslin swaddles and blankets are amazingly soft and breathable, and their range of natural bamboo muslin blankets are soft and lightweight, and are made to keep your little one cosy and comfy all night.

These anti-allergic and anti-bacterial muslins can be used even when your babies have grown up, as super comfy blankets or beach towels.



Beautifully designed toys and accessories made from natural, sustainable and non-toxic rubber and rubberwood. As well as toys they make lovely all natural rubber pacifiers, glass feeding bottles with rubber teats and rubber bath mats (which are rare to find in a natural form!).

Plan Toys

Beautifully crafted sustainable toys made from rubberwood. A large selection in all shapes and sizes. And importantly they use non-toxic paint and formaldehyde free glue.

Pure Earth Collection

Eco toys made from 100% natural and organic fabrics inside and out. They don’t contain any polyester so they won’t shed micro-plastics into your home, air or waterways.

For First Steps

A unique collection of natural and ethical toys and crafts.

Crayon Rocks

Non-toxic crayons made from soy and other vegetable waxes, limestone and powdered pigments. Worry-free creativity!

Oli&Carol x Donna Wilson collection

These Donna Wilson’s signature colourful teethers & bath toys are made one by one with 100% natural rubber, and painted with natural pigments, making them sustainable and completely safe for little ones. I attach our press release with all the details!

Kitchen and Food


One bottle, multiple lids to create a baby bottle, sippy cup, food containers and more. Safe and non-toxic food-grade stainless steel and silicone.


Stylish bamboo dinnerware for babies and kids. Non-toxic, eco-friendly and dishwasher safe. Hurrahh!! Based in the Australia (like so many of the best eco brands!) but available on Amazon in the UK.



Plant based freezer meals prepared by chefs. Packaged in paper trays and recyclable packaging. The perfect solution for time pressed health conscious parents who love their food!


Surplus veg turned into delicious and healthy hummus and dips. Great for all the family.

Bamboo Bamboo

Sustainable and naturally non-toxic bamboo suction plates, bowls and spoons



The superhero of household cleaning products. Including washing up liquid, anti-bac sprays, laundry detergents and hand wash. Kind to the planet and to us.

Kin & Kloth

Ethically made organic Turkish towels, throws and ponchos


Baby-friendly cleaning products that contain no harsh chemicals or skin-irritating ingredients to take the worry out of everyday cleaning.

Health and Wellness

Nature Doc Kids

Shop from a range of food, supplements, personal care, cookbooks, and much more. All products recommended by nutritionist, Lucinda Miller.