Pure Water Freedom

What Pure Water Freedom does

Pure Water Freedom is a private direct-to-consumer e-commerce retailer specializing in water filtration products with a primary focus on fluoride removal. Founded in 2010 and operated from Surrey, Canada, the company sells through its own Magento-based website to U.S. customers, offering a comprehensive portfolio that spans entry-level pitchers ($42.95) and shower/bath filters ($34.95–$84.96), countertop and under-sink units, reverse osmosis systems ($202–$560), whole-house point-of-entry systems ($454–$4,162), ultraviolet sterilizers (1–84 GPM, $169–$3,469), and a Crystal Quest sub-brand for premium whole-house configurations. The product line is built on multi-stage filtration combining bone char, activated carbon (including a proprietary Dual-Carbon Matrix), ceramic media, ERA 6500/9500 oxidation media for heavy metals, RO membranes, and UV-C sterilization, with several SKUs independently certified to NSF/ANSI 42, 53, P231, and 177-2019 standards.

The business model combines one-time hardware sales with a recurring replacement-cartridge revenue stream (cartridges priced $12.95–$850 with replacement cycles of 6–12 months), which provides consumable lock-in across pitcher, shower, under-sink, whole-house, and gravity filter formats. Go-to-market is exclusively DTC via the company's own storefront, supported by content marketing (blog, educational resources, SEO), an email newsletter, and an affiliate program. The target customer base is horizontal: primarily health-conscious U.S. households concerned about fluoride, chlorine, PFAS, and heavy metals, with secondary segments for whole-home treatment and portable/temporary filtration use cases (rentals, travel, off-grid). No institutional investors, M&A activity, partnerships, or management team disclosures are present in the source data, indicating an independently operated niche retailer.

Name

Pure Water Freedom

Legal name

Pure Water Freedom

Website

https://purewaterfreedom.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Water Freedom is a private DTC e-commerce retailer, founded in 2010 and based in Surrey, Canada, that sells fluoride-focused and multi-contaminant water filtration systems — pitchers, RO, whole-house, UV, and shower filters — directly to health-conscious U.S. consumers via its own website.

Ownership category

akta.pro rank

Product category

Water Filtration Systems

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Countertop Water Filtration Systems (CRAJAJAC)

akta.pro secondary industry

Replacement Filter Cartridges & Consumables (CRAJAJAH)

Keywords

• Water filtration systems
• Fluoride removal filters
• Reverse osmosis systems
• Whole house filtration
• Replacement filter cartridges

Headquarters

HQ city

Surrey

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Filtration Hardware Sales: One-time sale of water filtration products including pitchers, countertop systems, under sink units, whole house filters, shower filters, and reverse osmosis systems. Prices range from $20 to over $4000 depending on product type and capacity.
2. Replacement Cartridges and Parts: Recurring revenue from replacement filter cartridges and parts. Products include fluoride cartridges, carbon block filters, sediment filters, UV lamps, and various fittings. Cartridge prices range from $10 to $850.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pure Water Freedom is a direct-to-consumer e-commerce retailer that sells water filtration hardware and replacement cartridges designed to remove fluoride and other contaminants (chlorine, chloramines, heavy metals, PFAS, pharmaceuticals, VOCs) from residential and light-commercial water supplies. The product range spans portable pitchers and gravity filters, countertop and under-sink units, reverse osmosis systems, whole-house point-of-entry systems, shower and bath filters, and UV sterilizers, priced from approximately $20 for basic cartridges to over $4,000 for commercial-grade RO systems. Revenue is generated by one-time hardware sales plus recurring replacement cartridge sales, with a 30-day money-back guarantee and US manufacturing positioning.

Product overview

Pure Water Freedom offers a comprehensive portfolio of water filtration products organized into five main categories: Fluoride Filters (pitchers, countertop, under-sink, reverse osmosis, refrigerator/in-line, whole house, and gravity systems), Shower & Bath Filters (bath ball, luxury shower, handheld, and combo filters), Water Filters (ceramic countertop/undersink, faucet mount, and whole house softeners), Ultraviolet Sterilizers (1-84 GPM capacity for residential and commercial), and Replacement Parts/Cartridges. The flagship products include the Smart Fluoride Pitcher Water Filter with 5-stage bone char filtration, the ARMOUR Stainless Steel Gravity Filter System with ColdStream FTO Plus cartridges, Thunder Series Reverse Osmosis systems (1000C/M through 4000C/M), Luxury Shower Filter with 3-stage Dual-Carbon Matrix filtration exceeding NSF/ANSI 177-2019 standards, and Crystal Quest branded whole house systems. The company emphasizes multi-stage filtration combining bone char, activated carbon, ceramic media, ERA oxidation media, and UV sterilization to target fluoride, chlorine, heavy metals, PFAS, pharmaceuticals, and microbial contaminants.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Fluoride Pitcher Water Filter

Quantifiable outcome

• Reverse Osmosis removes up to 92% fluoride, 99% lead, and 98% chlorine
• +5 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ProPur: Gravity filtration systems sold DTC with emphasis on fluoride and contaminant reduction. Direct comparable to Pure Water Freedom's gravity filter category and similar target customer.
• APEC Water Systems: Direct-to-consumer RO and filtration systems retailer with multi-stage undersink and whole-house products. Directly comparable DTC distribution model and RO product overlap.
• Clearly Filtered: Premium DTC water filter brand offering pitchers and undersink systems with third-party-tested contaminant reduction claims. Comparable DTC e-commerce model, similar health-conscious customer, and overlapping emphasis on contaminant removal performance data.
• ZeroWater: DTC pitcher and replacement-filter brand focused on total dissolved solids reduction. Comparable mass-market DTC channel, similar pitcher entry SKU, and overlapping consumable cartridge revenue model.
• Epic Water Filters: DTC water filtration brand with gravity filters, shower filters, and undersink units targeting consumers concerned about fluoride and chlorine. Highly comparable specialty positioning and product form factors to Pure Water Freedom's gravity and shower lines.
• Berkey Filters (New Millennium Concepts): Direct competitor selling gravity-based water filtration systems (and compatible ColdStream-type replacement elements) to health-conscious consumers seeking to remove fluoride, heavy metals, and contaminants. Highly comparable product category, similar target buyer, and overlapping counter-positioning versus mainstream municipal water.
• iSpring: Broad-line water filtration retailer selling RO, undersink, whole-house, and replacement cartridges direct to consumers online. Overlapping product catalog and DTC go-to-market comparable to Pure Water Freedom.
• AquaTru: Countertop reverse osmosis brand sold direct to consumers. Direct overlap with Pure Water Freedom's countertop and undersink RO category and similar DTC premium-positioning approach.

Broad incumbents

• Culligan: Established national water treatment incumbent offering whole-house filtration, softening, and bottled water. Larger portfolio and dealer network, but overlapping whole-house and point-of-use filtration categories.
• Pentair: Global water treatment and filtration major offering residential and commercial systems. Indirect peer — overlaps with Pure Water Freedom's whole-house, RO, and cartridge categories as a much larger incumbent.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PureWatrFreedom
• Facebookfacebook.com/PureWaterFreedom
• LinkedInlinkedin.com/company/pure-water-freedom

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Pure Water Freedom