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 & healthWhy 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 GuidelinesFollow the water
See how each layer removes specific contaminants — while preserving essential minerals.
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.
Material: Non-woven fibre layer. Acts as an ultra-fine sieve — particles are physically blocked based on size. This protects inner layers and extends cartridge lifespan.
Targets:
The core of the cartridge. CTO = Chlorine, Taste, Odour. Coconut shell activated carbon contains millions of microscopic pores. Contaminants adsorb (stick to the surface).
Targets:
KDF = Kinetic Degradation Fluxion. A copper-zinc alloy that triggers redox reactions. Heavy metals become insoluble and are trapped.
Targets:
PFAS are “forever chemicals” that don’t break down. High-affinity media specifically binds PFAS molecules. EPA designated activated carbon as “Best Available Technology” for PFAS reduction (2024).
Targets:
Enhances heavy metal reduction. Working in synergy with KDF (Stage 3), ensures stable long-term efficiency throughout the cartridge lifespan.
Targets:
Mineral-based adsorption media reduces fluoride without reverse osmosis — preserving essential minerals.
Targets:
Puure Nano Cartridge — lab results
Tested by Measurlabs (Helsinki) to ISO/IEC 17025. 200+ contaminants analysed — report ID 25146.
Results obtained on the Puure Nano cartridge under controlled laboratory conditions (Measurlabs, ISO/IEC 17025). Values for individual contaminants vary with water composition.
The studies that validate each technology
Peer-reviewed publications and official agency reports.
Puure Nano: 200+ contaminants analysed
Measurlabs (Helsinki) — ISO/IEC 17025, 2026
PFAS, PAH and pharmaceuticals below detection limit; microplastics and lead at 100% reduction; calcium and magnesium retained (98–99%). Report ID 25146.
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.
What Puure is not
Puure is not reverse osmosis. And that's by design.