The gap
Filter companies sell subtraction. They will tell you, accurately, what their media removes, and stop talking the moment the water leaves the cartridge. Supplement companies sell addition. They will sell you a sachet of salt and sugar and say nothing about what is in the glass you are dissolving it into.
Both are half right, and the half each one leaves out is the other one's product. Filtration strips minerals along with contaminants — that is not a defect, it is how membranes work. Electrolyte powders assume a glass of water they never examine.
We would rather sell you the second half and lose the margin on the first than sell you a filter and let you drink empty water for a year.
What we will not do
- We will not make health claims we cannot support. Our alkaline drops change the pH of the water in the glass. They make no claim about the pH of your body, because your body regulates that itself and any brand telling you otherwise is selling you something.
- No sugar in the electrolytes. Sugar is in most hydration powders because it makes them palatable, not because the minerals require it.
- No subscription you have to fight to leave. Cartridges last about six months. We will remind you. You can ignore the reminder.
- No fear marketing. Municipal water is a genuine public health achievement. It is also a floor. Both things are true and we are not going to frighten you to sell a filter.
How we build things
Matte composite, borosilicate glass, brushed steel, unbleached paper. Objects that sit on a counter every day should be worth looking at, and should be repairable rather than replaceable. The consumable part of our filters is the cartridge, and only the cartridge.
The name
Puras — pure, plural, feminine. Not one pure thing but the several separate ones that have to be true at once: clean water, returned minerals, and a body that can hold both.