U-Earth

What U-Earth does

U-Earth Biotech Ltd is a privately-held UK biotech company headquartered at 172 Fulham Road, London (with an Italian office in Milan) that develops and delivers nature-based air purification under the Pure Air Zone brand. Its core technology is the patented AIRcel bioreactor, which the company describes as digesting air pollutants analogously to a concentrated forest, complemented by SensorX real-time monitoring, a 222nm U-Lamp for crowded indoor spaces, and the PAZ Dashboard for cloud-based reporting. The product portfolio is unified under a 'Clean Air as a Service' subscription: customers pay a monthly fee for a fully serviced suite of plug-and-play devices, with installation, maintenance, monitoring and ESG reporting bundled in and no upfront capital outlay.

The company sells primarily to B2B enterprises — corporate offices, healthcare facilities, sports organisations, real estate and hospitality operators — and supplements direct enterprise sales with a channel partner program targeting facility managers, sustainability advisors and co-working providers. Personal protection is sold via the U-Mask consumer product and (RED)/Global Fund collaborations. Marketing is anchored on event activations with Formula 1 teams, SailGP, FIA, UEFA, UNICEF Italy and major sustainability forums, plus earned media across CNBC, Bloomberg, Discovery, and Italian outlets. The company's differentiators include a 47-patent portfolio (28 granted), compatibility with WELL/LEED/RESET/LBC certifications, and the Impact Factor algorithm, an AI-powered ESG-scoring tool developed with IAIA that translates pollution destruction into a GRI-compliant material score.

Operationally, U-Earth is small (headcount band 11–50), founder-led by CEO Betta Maggio, with no disclosed institutional funding beyond a 2018 iStarter round and no public revenue figures. Geographic footprint spans the UK, Italy, Singapore (via GSIC) and the UAE, with global claim supported by event activations worldwide.

Name

U-Earth

Legal name

U-Earth Biotech Ltd

Website

https://u-earth.eu

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

U-Earth Biotech Ltd is a London-based biotech company that provides nature-based air purification as a subscription ('Clean Air as a Service') to enterprises, targeting corporate offices, healthcare, sports, real estate and hospitality markets via its Pure Air Zone ecosystem.

Ownership category

akta.pro rank

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)

akta.pro primary industry

Indoor Air Quality (IAQ) Environmental Monitoring (VOC/CO2/PM2.5) (HSAHAGAG)

akta.pro secondary industry

Smart Air Quality Sensors, Purifiers & Humidifier/Dehumidifier Integration (HSAOANAH)

Keywords

• Air purification services
• Bioreactor technology
• Indoor air quality
• Clean air solutions
• Air quality monitoring

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Pure Air Zone (PAZ) Subscription / Clean Air as a Service: Monthly fee rental model for a suite of patented air purification devices managed by air quality specialists; fully serviced with no upfront investment; includes installation, monitoring, reporting, and ongoing support; targeted at B2B organizations
2. U-Mask Product Sales: Sale of personal air pollution face masks and related consumables; includes charity-branded variants (U-Mask RED partnership with Product RED generating €230K in donations)
3. Site-Specific Custom Projects: Custom air quality solutions tailored to specific business needs across different environments; plug-and-play devices with flexible integration

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

U-Earth provides a Pure Air Zone biotech ecosystem that combines patented AIRcel bioreactors, SensorX air monitors, U-Lamp UV devices, and the PAZ cloud dashboard into a fully serviced "Clean Air as a Service" subscription for businesses. The company also sells U-Mask personal protection masks and related consumer products through its e-commerce storefront.

Product overview

U-Earth offers the Pure Air Zone Ecosystem, a nature-based air purification platform combining multiple interconnected products. The core technology is AIRcel, a patented bioreactor that digests air pollutants. This is supported by SensorX for real-time air monitoring and the PAZ Dashboard for cloud-based reporting and compliance tracking. U-Lamp provides UV-based aerosol purification for crowded spaces, while U-Mask offers personal respiratory protection. The Pure Air Zone App enables community engagement, air quality tracking, and access to the network of certified Pure Air Zone locations. The company operates on a clean air as a service (CaaS) subscription model.

Differentiator

Problem solved

Functional benefit

Brands

• AIRcel: Core patented air purification bioreactor technology that digests pollutants like a concentrated forest.
• U-Mask
• SensorX
• U-Lamp
• PAZ Dashboard
• Pure Air Zone App (U-App)
• Impact Factor
• Hyper Health

Quantifiable outcome

• 35% reduction in absence rates achievable with healthier air environment
• +5 more outcomes

Named customers32 records

Segments6 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• UNICEF Italy HeadquarterscoreStrategic or Co-development Partner · 1 December 2022UNICEF HQ in Rome became a Pure Air Zone in December 2022. The objective of the partnership is to generate awareness on air quality in schools and show the impact on both children and the planet's wellbeing. Activation includes projects designed by U-Earth and UNICEF alongside PAZ installations in schools.
• The Economist ImpactmajorGTM or Marketing Partner · 1 October 2022Economist Countdown to COP27 event (October 3-6, 2022) in London and virtually. During the physical edition, the conference area was turned into Pure Air Zone. Hundreds of experts and thousands of guests gathered for practical ideas on sustainability.
• World Football SummitmajorGTM or Marketing Partner · 1 September 2022World Football Summit is where football industry's leading stakeholders meet. During the 2022 edition in Sevilla, conference areas were turned into Pure Air Zones. Betta Maggio (U-Earth CEO) interviewed Michele Uva (UEFA Director of Football and Social Responsibility) on sustainability panel.
• Reset ConnectmajorGTM or Marketing Partner · 1 January 2022UK's leading sustainability and net zero event held in London in 2022 and 2023. Both editions' conference areas were set up as Pure Air Zones. Reset Connect is a platform for meeting fund managers, innovations and new tech to support sustainability strategies.
• San Raffaele Hospital, San Giuseppe Hospital, Sesto San Giovanni Hospital (Milan)coreStrategic or Co-development Partner · 1 January 2022#WarToCovid charity campaign 2020-2021. Part of U-Mask sales profits used to create Pure Air Zones within 3 Milan hospitals: San Raffaele (ER/COVID wards, March 2020), San Giuseppe (Obstetrics/ER/canteen, April 2020), Sesto San Giovanni (COVID dialysis/visiting rooms, April 2020).
• FIA (Fédération Internationale de l'Automobile)coreStrategic or Co-development Partner · 13 December 2021U-Earth established a Pure Air Zone at the 2021 Annual General Assembly in Paris with 45 biotech air purifiers providing clean air throughout the week-long event. Custom U-Masks were provided for all 2022 AGA attendees. FIA has represented the interests of motoring organisations since 1904.
• SailGPcoreStrategic or Co-development Partner · 1 January 2021Pure Air Zone bioreactors have kept SailGP's hospitality lounge guests and athletes safe since Season 2 (2021/22). SailGP's London Headquarters became a Pure Air Zone. U-Mask accompanied sailors and operational teams while racing around the world. SailGP's 'Purpose & Impact' report has included the impact of these choices, with U-Mask's contribution quantified through a CFE calculation.
• GSIC powered by MicrosoftcoreStrategic or Co-development Partner · 1 January 2021Global Sports Innovation Centre powered by Microsoft. Both Singapore and Madrid offices are Pure Air Zones. Activation included PAZ at GSIC's 2022 APAC Summit in Singapore. U-Earth's social contribution focused on the importance of air quality management for the sports industry through educational programs.
• CHLOE' (Fashion Brand)minorStrategic or Co-development Partner · 1 January 2021Custom design U-Mask ordered by CHLOE' to be sold on their website. Proceeds were donated to charity.
• Williams RacingcoreStrategic or Co-development Partner · 1 January 2020Williams HQ implemented Pure Air Zone for sustainability, health and research goals. A Scientific Research Project addressing specific contaminants in the factory has been ongoing since 2020. U-Mask was included in Williams official team kit and offered to VIP guests during both 2020/21 and 2021/22 seasons.
• McLaren F1coreStrategic or Co-development Partner · 1 January 2020WE RACE AS ONE U-Mask partnership contributed over €1 million donated by McLaren to the respective Foundation. U-Mask's impact, quantified by its CFE, further supported community engagement. Focus on addressing athlete safety and spreading awareness against racism, inequality and COVID-19 effects.
• (RED) / Product REDcoreStrategic or Co-development Partner · 1 January 2020Partnership since October 2020 created U-Mask RED. Since 2006, Product RED has generated over $760 million towards Global Fund's fight to end AIDS. Sales of U-Mask RED generated donations of €230K.
• FIGC (Italian Football Federation)majorStrategic or Co-development Partner · 1 January 2020FIGC installed U-Earth Pure Air Zone purifiers to support the national team's health and performance while training for 2020/21 season. Fundraising project with customized U-Masks on figc.it website to help #èilnostrodovere campaign in collaboration with LAPS Foundation.
• Italian Navy (Nastro Rosa Championship)minorStrategic or Co-development Partner · 1 January 2020Italian Navy sponsored sailing championship (Nastro Rosa). U-Earth's Pure Air Zone project shares important values with sailing: technology, respect for nature, continuous improvement. Quote from Riccardo Simoneschi, General Prosecutor SSI Sport and Events.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• IQAir: Swiss-based premium air purification company offering commercial and residential HEPA/activated-carbon systems with sensor-based monitoring, most comparable in B2B positioning and the combination of hardware plus air quality data.
• Molekule: US air purifier company built around proprietary PECO (photoelectrochemical oxidation) technology, the closest analogue to U-Earth's nature-based novel purification approach with premium B2B/B2C positioning.
• Blueair: Premium air purifier brand (now part of Unilever) with strong commercial and consumer footprint, a direct competitor in offices, hospitality, and indoor air quality use cases.
• Smart Air: Affordable HEPA-based air purifier company with strong B2B and B2C channels in China and globally, similar mission-driven branding around clean air as a public health issue.
• Alen Corporation: US-based air purifier company with B2B and B2C focus, comparable in offering premium indoor air purification with branding emphasis on health and wellness benefits.

Broad incumbents

• Dyson: Global consumer technology company with a substantial air purifier line (including HEPA+activated carbon models with app connectivity), competing in indoor air quality as part of a much broader product portfolio.
• Camfil: Swedish clean air solutions provider focused on commercial and industrial air filtration, comparable in targeting facilities and integrating with HVAC systems for indoor air quality.
• Honeywell Building Technologies: Major incumbent in building automation and air quality solutions, with indoor air quality as part of a much wider portfolio of HVAC controls, sensors, and management platforms.

Emerging players

• Awair: Indoor air quality monitoring company with smart sensors and cloud dashboard for offices and homes, overlapping with U-Earth's SensorX and PAZ Dashboard components.
• uHoo: Smart indoor air quality monitor with cloud platform, focused on enterprise and healthy-building certifications, comparable to U-Earth's monitoring and reporting layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/uearthofficial
• YouTubeyoutube.com/channel/UCcJCDP-SE31SauWPTdF4p-Q
• Facebookfacebook.com/uearth.pureairzone
• LinkedInlinkedin.com/company/u-earth-biotechnologies
• Instagraminstagram.com/u.earth.pureairzone
• TikToktiktok.com/@u.earth.pureairzone

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about U-Earth