Your water has been treated. Not purified.
Tap water meets regulations. But "compliant" doesn't mean "pure." Here's what science actually says — and how Puure's multi-barrier filtration responds.
What's actually in your water
Official data. Not assumptions.
Chlorine & disinfection by-products
Chlorine keeps water safe but reacts with organic matter to form trihalomethanes (THMs) — by-products the WHO links to increased bladder cancer risk with long-term exposure.
WHO — TrihalomethanesForever chemicals
PFOA classified as a confirmed carcinogen (Group 1) by IARC/WHO in 2023. These chemicals persist in the environment indefinitely and accumulate in the body.
PFOA = Group 1 Carcinogen (IARC 2023) IARC/WHO ClassificationPesticide residues in tap water
UK water companies test for over 100 pesticides. The Drinking Water Inspectorate regularly finds traces that pass through conventional treatment.
DWI — Water QualityLead & heavy metals
The WHO confirms there is no safe level of lead exposure. The UK still has millions of homes connected via lead pipes installed before the 1970 ban.
WHO — Lead & healthFluoride (WHO threshold)
Naturally present in water, excess fluoride is linked to dental and skeletal issues. Some regions naturally exceed the WHO recommended limit.
WHO Guidelines 4th ed.Why a single layer isn't enough
"The most effective means of consistently ensuring the safety of a drinking-water supply is through the use of multiple barriers."
— WHO, Guidelines for Drinking-water Quality, 4th edition, 2022
Each contaminant type requires a different technology. Activated carbon alone can't reduce heavy metals. KDF media doesn't capture fluoride. That's why Puure combines 6 complementary mechanisms in a single cartridge.
Read WHO GuidelinesSegue a água
Descobre como cada camada filtra contaminantes específicos — preservando os minerais essenciais.
Mechanical Pre-Filtration
Non-Woven Fiber
Size exclusion — particles too large to pass
Carbon Adsorption (CTO)
Coconut Shell Carbon
Adsorption — molecules stick to micropores
KDF Redox Reaction
KDF Media (Cu-Zn)
Electrochemical — electron transfer changes metal state
PFAS Capture
PFAS Media
Molecular binding — PFAS chains lock onto active sites
Heavy Metal Reduction
Heavy Metal Media
Ion exchange — metals captured in matrix cells
Fluoride Reduction
Fluoride Media
Mineral adsorption — F⁻ ions bind to mineral surface
6 barriers. 6 mechanisms. One cartridge.
Tap each stage to discover how it works — with an animated diagram.
<strong>Material: Non-woven fibre layer.</strong> Acts as an ultra-fine sieve — particles are physically blocked based on size. This protects inner layers and extends cartridge lifespan.
Targets:
<strong>The core of the cartridge.</strong> CTO = Chlorine, Taste, Odour. Coconut shell activated carbon contains millions of microscopic pores. Contaminants <em>adsorb</em> (stick to the surface).
Targets:
<strong>KDF = Kinetic Degradation Fluxion.</strong> A copper-zinc alloy that triggers redox reactions. Heavy metals become insoluble and are trapped. Also inhibits bacterial growth.
Targets:
<strong>PFAS are "forever chemicals"</strong> that don't break down. High-affinity media specifically binds PFAS molecules. EPA designated activated carbon as "Best Available Technology" for PFAS removal (2024).
Targets:
<strong>Enhances heavy metal reduction.</strong> Working in synergy with KDF (Stage 3), ensures stable long-term efficiency throughout the cartridge lifespan.
Targets:
<strong>Mineral-based adsorption media</strong> reduces fluoride without reverse osmosis — preserving essential minerals.
Targets:
Puure (advanced) Cartridge Performance
Every figure based on controlled test conditions.
The studies that validate each technology
Peer-reviewed publications and official agency reports.
PFAS removal by GAC: 92-100% at full scale
Belkouteb et al. — Water Research, 2020
GAC removed 92-100% of 15 PFAS compounds at a full-scale treatment plant in Sweden.
EPA: GAC is "Best Available Technology" for PFAS
US EPA — April 2024
The EPA designated granular activated carbon among BATs to meet new PFAS limits.
WHO: Multi-barrier approach for water safety
WHO Guidelines, 4th edition, 2022
WHO recommends multiple barriers as foundational strategy for drinking water safety.
Fluoride reduction: mineral media 3x more effective
Water Research, 2023
Mineral-based media outperformed activated alumina by a factor greater than 3.
What Puure is not
Puure is not reverse osmosis. And that's by design.