BOTTOM LINE

Hannah Curran, Founder of U.A.E. nappy and wipes brand PureBorn, is building a global business by tapping into demand for eco-friendly baby products.

- SAMUEL WENDEL

Any parent with a newborn knows that most supermarket trips aren’t complete without visiting the aisle stocking nappies. There they’ll find products from international names such as Pampers, Huggies, Bambi, and Fine—but more recently in the Middle East a new name has emerged on shelves alongside those big brands: PureBorn.

Founded in Dubai in 2016 by British expat Hannah Curran, PureBorn sells a range of baby products— most notably nappies and wipes—online and in stores, and is working to make a name for itself as an eco-friendly brand. The company says that its nappies are made with organic bamboo pulp and come in biodegradable packaging, positioning PureBorn as a greener option compared to regular disposable nappies at a time when there’s rising demand for more sustainable products overall. “We were doing eco before it was a trend,” says Curran.

So far, that formula appears to be working. PureBorn has gained shelf space at major retailers such as Carrefour, Spinneys, Lulu, and Waitrose, and it’s also available through e-commerce platforms, including Mumzworld and Amazon. That’s seen it build a footprint spanning 16 countries, which in the Middle East includes the U.A.E, Qatar, Kuwait, Bahrain and Saudi Arabia. Outside the region its products reach the U.K., India and beyond. Curran reports her company is profitable and growing: according to the founder, it brought in $5 million in revenue in 2021, and by the second quarter of 2022 it expects to have already delivered more orders than it did all of last year.