Why you need to filter your shower NOW: The beauty tool you need

Why you need to filter your shower water NOW: Hairdresser and her client launch an $89 ‘miracle’ beauty purifier that transforms your skin and locks after just one use

  • Kim Haberley and Tayla Cron launched Filtered Beauty to purify shower water  
  • The hard water can leave hair straw-like and limp and flare up skin conditions  
  • Kim has been Tayla’s hairdresser since 2018 and the pair united in business 
  • The filters take minutes to install and remove chlorine, metals and minerals 
  • They’ve already sold 1,000 units and secured 20 stockists across Australia  

A hairdresser and her client have launched an unlikely beauty tool that’s leaving customers’ skin glowing and their locks healthier than they’ve ever looked.

Kim Haberley, a hairdresser and owner of Boho Blonde, and marketing manager Tayla Cron, 26, launched Filtered Beauty to sell easy-to-fit shower purifiers that prevent ‘hard water’ from causing damage to hair and skin over time. 

The small gadgets, which screw into all shower heads and take two minutes to install, filter out chlorine, minerals and metals such as calcium, magnesium, iron, copper and lead from shower water and add oxygen and Vitamin C.

These nasties in hard water reduce lather in soap and therefore leave behind soap scum, leave a film on the hair and skin and can also appear on shower screens as white stains. 

Kim Haberley (left), a hairdresser and owner of Boho Blonde, and marketing manager Tayla Cron (right), 26, launched Filtered Beauty to sell easy-to-fit shower purifiers that prevent ‘hard water’ from causing damage to hair and skin over time

The small gadgets, which screw into all shower heads and take two minutes to install, filter out chlorine, minerals and metals such as calcium, magnesium, iron, copper and lead from shower water and add oxygen and Vitamin C

The residue also causes dryness of the skin and leaves hair feeling ‘straw-like’ and limp.

Kim, 34, had been Tayla’s hairstylist and close friend since 2018 and was always sure to send her off with the ‘creamiest, shiniest blonde locks’ – but after a few washes she noticed it would become ‘slightly dull and yellow’.

She was doing everything right: regular appointments, heat protection, salon grade haircare and never swam in chlorine.

‘I started noticing a pattern with my clients – particularly with those who worked in the mines – where not only was their hair discolouring, it was becoming dry and brittle,’ Kim said.

There is no such thing as naturally pure water, all water contains some impurities. As water flows in rivers, is captured in dams and filters through layers of soil and rock in the ground, it dissolves or absorbs a range of substances. Most of these substances are harmless. 

Water utilities disinfect drinking water with chlorine to kill microorganisms that may cause disease. To remove the chlorine taste from drinking water, allow a jug of water to stand for a few hours before drinking. 

The chemicals used as part of the filtration treatment process, such as alum and ferric chloride, are reduced before leaving the treatment plant.   Hot water systems may contain more dissolved minerals and metals, due to the heating process.

Copper pipes are used extensively in plumbing systems in Australia (and internationally). Drinking water can contain elevated metals such as copper and sometimes lead when left standing in pipes for extended periods.

Water New South Wales treatment system: 

Most of the water from Sydney’s drinking water catchments is supplied to Sydney Water. It has a network of nine water filtration plants. More than 80 percent of Sydney’s water is treated at Prospect Water Filtration Plant – three billion litres of water per day!

The treatment process for freshwater using a flocculation method.

Screening: Freshwater is moved through fine screens to remove solid objects like fish, logs and leaves.

Flocculation: Fine particles are then removed using a chemical that makes the particles clump together (flocculate) and settle to the bottom.

Filtration: Larger particles are caught and removed as the water flows through a layer of sand or a combination of fine-grained sand and crushed anthracite (coal).

Disinfection: The water is then disinfected with chlorine to destroy pathogens, like viruses, bacteria and microbes.

The chlorine disappears quickly, so ammonia is also added as a longer lasting disinfectant. Fluoride is added to our drinking water to meet NSW Health requirements to prevent tooth decay. The final treated water then enters a network of reservoirs, pumping stations and pipes to arrive at homes and businesses. Sydney Water has over 21,000 kilometres of pipes to deliver drinking water to homes and businesses. 

Source: Water NSW and Health NSW

‘After lots of research, the only thing I could put it down to was that the chemicals and minerals present in their shower water were affecting their hair quality.’

Kim quickly began recommending to all her clients that they head down to the local hardware store and purchase a shower filter. Many, including Tayla, didn’t really know what they were looking for and as a result, never invested.

Fast forward to 2021 and Tayla began working for Kim full-time and they were constantly educating their clients and followers through social media about the negative effects of unfiltered shower water on hair and the skin.

‘It was when we started getting an exponential interest from clients and followers about what to look for in shower filters that we had our lightbulb moment and Filtered Beauty was born,’ Kim said.

‘After lots of research, the only thing I could put it down to was that the chemicals and minerals present in shower water that was affecting their hair quality,’ Kim said

What does each layer of the Filtered Beauty purifier do to the water?

Sand Filter: Captures large sediment such as sand

Stainless Mesh: Captures medium sediment to prevent it from entering the shower purifier

Micro-Porous PP Cotton: Removes small sediment and dust from water

Calcium Sulphite: Extremely effective at reducing chlorine from water at all temperatures.

KDF 55: Reduces chlorine, unwanted minerals and heavy metals such as lead, chromium, copper, mercury, nickel, and copper.

Granular Activated Carbon: Helps reduce trihalomethane (THMs), and odour.

Red Mineral Balls: Helps to boost oxygen levels in the water

Zeolite: Releases revitalising minerals

Vitamin C: removes chlorine and infuses the water with Vitamin C and other beneficial minerals

Tourmaline: Boosts filtration and releases revitalising minerals which transform your hair and skin health

The pair launched Filtered Beauty on July 1 after a year of research and development with a manufacturer and experienced engineer team.

‘We were really passionate about getting our branding right as we wanted to not only convey an aesthetic brand but wanted to evoke an emotional response from the consumer when they see Filtered Beauty sitting on the shelf,’ Kim said.

‘It is so important to filter your shower water as our shower water contains toxins and contaminants which directly affect your hair, skin and overall health. 

‘A lot of people aren’t aware, but before water is pumped for distribution to your home, substances are added to treat the water. This is to disinfect it before it enters the distribution system to ensure that any disease-causing microorganisms are destroyed. 

The pair launched Filtered Beauty on July 1 after a year of research and development with a manufacturer and experienced engineer team

‘Chlorine is added to destroy bacteria, algae and viruses. Fluoride is added to help prevent tooth decay. Ammonia is added to ensure chlorine levels remain consistent as water travels through the distribution system. Phosphoric Acid is added for corrosion control to help create a barrier between lead pipes and drinking water.’

While this process makes our water safe to drink, it can be very harmful to our hair and skin. Minerals like chlorine remove the protective oils that keep your hair healthy and strong and this causes dry, itchy scalps and lifeless hair cells. 

The Filtered Beauty shower purifier has an advanced 15- stage filtration system. Not only does it filter out the toxins and chemicals, but it also infuses your water with beneficial minerals and Vitamin C.

‘We are beginning work on our next product and hope to turn over six figures within the next year,’ Kim said

Together, KDF 55, Calcium Sulfite, Activated Carbon and High Chlorine Balls ensure MAXIMUM filtration with over 95 per cent chlorine removal, as well as reducing heavy metals, chemicals, pesticides and other contaminants from your water.

The infusion of beneficial vitamins and minerals such as Zeolite, Vitamin C and Tourmaline help revitalise and restore your hair and skin health.

Australian water supplies are estimated to have up to 50 contaminants added and closer to 2,000 if by-products are considered, with international water supplies containing even more. 

Taking this into consideration, it is no surprise many are suffering the negative effects of hard water – especially those with dyed hair or skin conditions like eczema.

What is the impact of ‘hard water’ on the skin and hair? 

EFFECTS OF HARD WATER ON SKIN

Ultimately hard water leaves a mineral residue on the skin causing dryness. Due to the large amounts of calcium in hard water, soap will also not lather sufficiently, nor completely dissolve again leaving a layer on your skin. 

This can result in irritation causing eczema, psoriasis, acne, blocked pores, premature ageing and more. What this also means is that your skincare is not able to work at its optimum. We are trying to overcome our skin conditions, yet it is our shower water that could be the cause of these skin conditions.

EFFECTS OF HARD WATER ON HAIR

Hard water coats your hair with a mineral film. This leaves your hair feeling straw-like, dry, grimey, flat and lifeless weighing down curls and causing your hair to look ‘limp. We then naturally wash our hair more often, spend more money on treatments and purple shampoos when in fact, we are only making the problem worse. 

Exposure to domestic water changes the tones of blondes. You leave the salon looking fabulous only to feel gold, brassy even copper tones appear as the iron content in hard water discolours your hair. The exposure to hard water also drys out your hair, leading to brittle hair that snaps, causing hair loss.

To further your hair health, Kim recommends investing in haircare from a professional salon.

‘Do not use pharmacy products. They are so cheap because they are diluted with chemicals, water and fillers. These ingredients do nothing for your hair health, they are actually damaging,’ she said.

She also recommends always using heat protectant, sleeping with a silk pillowcase, never going to bed with wet hair and never brushing it while wet. 

‘Don’t brush your hair while wet, unless you have a wet brush! Your hair is most fragile when it’s wet,’ she said.

‘Our next product is also really exciting and unlike anything we’ve ever seen before. We think it’s really going to be a game-changer so we’re really excited to start working on that,’ she said

The response to the filter has been nothing but positive with hundreds of five-star reviews and more than 1,000 units sold through the website and the 20 stockists.  

‘We are beginning work on our next product and hope to turn over six figures within the next year,’ Kim said.

‘We are really excited to see what’s next for Filtered Beauty. We would love to secure some international stockists in America and Europe and have our product in a major beauty store such as Mecca/Sephora. 

‘Our next product is also really exciting and unlike anything we’ve ever seen before. We think it’s really going to be a game-changer so we’re really excited to start working on that.’

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