The science
Why your shower water is damaging your hair and skin
Everything we claim is backed by dermatology and water chemistry research.
Safe to use. 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
Seven layers. Nothing gets through.
- 01 Ultra-fine Steel Mesh Blocks rust and sediment
- 02 Activated Carbon Fibre Removes chlorine and chemical odour
- 03 KDF-55 Strips heavy metals and bacteria
- 04 Calcium Sulphite Neutralises chlorine on contact
- 05 Vitamin C Antioxidant protection for skin and hair with every shower
- 06 Lemon Beads A natural lemon aroma — every shower feels like a spa
- 07 Ultra-fine Steel Mesh Final barrier — nothing gets through
Chlorine is hit at four separate stages. By the time water reaches your skin, it has been through more filtration than most premium water filters.
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 sulphite 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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