The science
Why your shower water is damaging your hair and skin
Everything we claim is backed by dermatology and water chemistry research. Here's what the science says — in plain English.
Your water is safe to drink. It's not safe for your skin.
MWSS chlorination is standard and necessary — it keeps drinking water microbiologically safe.
But residual chlorine in shower water is a daily cosmetic exposure, a very different context to drinking it.
The question isn't whether your water is safe. It's whether you want chlorine on your skin and hair every single day.
Chlorine breaks down the protein structure of your hair
Chlorine reacts with keratin, the protein that gives hair its strength, and damages the cuticle that protects each strand.
It also strips the natural oils your scalp produces to stay balanced and hydrated.
A single exposure is minor. Daily exposure, shower after shower, is what compounds into visible damage.
- Increased shedding and breakage
- Dryness and frizz
- Scalp irritation
- Reduced effectiveness of hair treatments
Chlorine strips your skin's natural moisture barrier
Chlorine disrupts the lipid barrier that keeps your skin calm, balanced, and hydrated.
Daily depletion compounds over time, so skin never gets the chance to fully recover between showers.
The effect is most pronounced on sensitive and reactive skin types.
- Dryness and tightness after showering
- Increased sensitivity and redness
- Breakouts and congestion
- Skincare products underperforming
The filtration technology inside PURA
- Tap Water In Chlorine, sediment & metals
- KDF-55 Copper-zinc redox neutralises chlorine
- Calcium Sulfite Secondary media for chloramine
- Clean Water Out Softer water for skin & hair
KDF-55 is a high-purity copper-zinc alloy. As water passes through, a redox reaction converts free chlorine into harmless, water-soluble chloride — neutralising it at the point of contact.
A second stage of calcium sulfite handles chloramine, the more stubborn chlorine compound. At 250g of media, PURA carries the largest filter in its consumer class.
The fix is simpler than you think.
Remove the chlorine before it reaches your skin and hair. That's it — no regimen change, no expensive treatment. Just better water.
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