What Alkaway does

AlkaWay is an Australian direct-to-consumer retailer and specialist distributor of alkaline and hydrogen water filtration products, founded in 2000 in Byron Bay and operating with a 1–10 person team across seven country-specific websites (Australia, Canada, USA, UK, EU, Singapore, New Zealand). The company's portfolio is anchored by the proprietary UltraStream line — a non-electric, 12-layer filtration system combining granular activated carbon, KDF-85, catalytic carbon, fluoride adsorption media, zeolite ceramic balls, O-Dobi alkalizing beads, tourmaline, magnetic conditioning, and magnesium-based molecular hydrogen infusion — and is augmented by distributed brands including KYK/Higen PEM hydrogen water generators (using DuPont Nafion membranes), Sprite Chlorgon shower filters, and a Hydrogen Inhaler based on SPE/PEM titanium-electrode technology. The product range spans entry-level tablets and bottles ($29–$229), benchtop and undersink systems ($689–$989), premium hydrogen generators ($1,999–$2,999), whole-house filtration ($1,789–$2,349), and medical-adjacent inhalation devices ($3,699), supported by a recurring replacement filter stream (e.g., $279 every 12 months/3,000L for UltraStream).

The business model is pure direct-to-consumer e-commerce: sales flow through owned country storefronts and phone ordering, augmented by Afterpay/ZipPay financing, a $50/$50 referral program, and an affiliate channel. The company reports having served 50,000+ households over 25+ years and carries 2,500+ verified five-star reviews, but discloses no revenue, no external funding, and no institutional ownership. Customer segments are residential and health-conscious consumers across the listed geographies, with no enterprise/contract customers evidenced. Certifications include NSF/ANSI 177 (Sprite shower filters), WaterMark (whole-house systems), US FDA registration, ISO 13485, and GMP compliance for Higen products, which together underpin the company's positioning around water quality, hydrogen wellness, and product safety.

Name

Alkaway

Legal name

AlkaWay

Website

https://alkaway.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

AlkaWay is an Australian D2C specialist that designs, manufactures, and supplies alkaline and hydrogen water filtration systems, including the UltraStream line, hydrogen generators, inhalers, and shower filters, serving residential customers across Australia, North America, Europe, the UK, Singapore, and New Zealand.

Ownership category

akta.pro rank

Product category

Household Water Filtration Systems

NAICS

Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

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

akta.pro primary industry

Countertop Water Filtration Systems (CRAJAJAC)

akta.pro secondary industries

Under-Sink Water Filtration Systems (CRAJAJAD), Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE), Showerhead Water Filters (CRAJAJAG), Replacement Filter Cartridges & Consumables (CRAJAJAH), Pitcher & Dispenser Water Filters (CRAJAJAB)

Keywords

• Alkaline water filters
• Hydrogen water systems
• Household water filtration
• Shower filtration systems
• Whole house water treatment

Headquarters

HQ city

Byron Bay

HQ country

Australia

HQ region

Oceania

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. Product Sales - Hardware: Primary revenue from selling water filtration hardware including UltraStream systems ($689-$989), hydrogen water bottles ($229), hydrogen inhalers ($3,699), Higen generators ($1,999-$2,999), shower filters ($79-$149), and whole house systems ($1,789-$2,349). Sales occur through e-commerce website with shipping across Australia and internationally.
2. Replacement Filters and Consumables: Recurring revenue from replacement filters including UltraStream replacement filters ($279), pre-filters, shower filter cartridges, and specialty filters. Filter replacement typically recommended every 12 months, creating recurring purchase opportunities.
3. Accessories and Parts: Revenue from replacement parts, accessories, test kits, water bottles, magnetic conditioners, and complementary products like AlkaBalance electrolytes, VitaKlenz supplements, and educational materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Alkaway designs, manufactures, and retails household water filtration and ionization systems, with a flagship UltraStream alkaline/hydrogen water filter and a broader line including hydrogen inhalers, hydrogen water bottles, countertop and undersink hydrogen generators (Higen 1+ and Higen 2+), shower filters, and whole-house water filter systems. The company sells primarily direct-to-consumer via international e-commerce websites and supports its hardware with recurring filter replacement subscriptions.

Product overview

AlkaWay is Australia's leading hydrogen and alkaline water filtration specialist offering a comprehensive portfolio of water treatment products. The core product line centers on the UltraStream family (benchtop, undersink, and twin undersink configurations) which combines multi-layer filtration with hydrogen infusion technology. Supporting the UltraStream are hydrogen water generators (Higen 1+ and Higen 2+), portable hydrogen products (water bottles and tablets), and inhalation devices. The company also offers whole house filtration systems for both town/city and tank/rainwater, shower filters using Sprite's Chlorgon technology, magnetic water conditioners, supplements (electrolytes, probiotics, oxygen products), and comprehensive replacement filters and accessories. The product ecosystem provides solutions ranging from point-of-use drinking water to whole-home treatment, with the UltraStream as the flagship offering integrating alkalization, mineralization, ionization, and hydrogen infusion in a single non-electric system.

Differentiator

Problem solved

Functional benefit

Products and services

• UltraStream Flagship Alkaway countertop water filter combining a 12-layer filtration system, O-Dobi antioxidant beads, and hydrogen infusion to produce alkaline, hydrogen-rich drinking water; targeted at health-conscious household consumers.
• AlkaWay Hydrogen Inhaler Dedicated hydrogen inhalation device for at-home molecular hydrogen therapy sessions; targeted at wellness consumers seeking hydrogen therapy beyond drinking water.
• AlkaWay Hydrogen Water Bottle Portable hydrogen-generating water bottle for on-the-go hydrogen-rich water; targeted at health-conscious consumers who want hydrogen water away from home.
• Higen 1+ Countertop Hydrogen Water Generator Countertop SPE/PEM hydrogen water generator using DuPont Nafion membrane technology for high-concentration hydrogen water on demand; targeted at consumers wanting dedicated hydrogen-generation hardware rather than a passive filter.
• Higen 2+ Undersink Hydrogen Water Generator

Quantifiable outcome

• Removes 99%+ of chlorine, heavy metals, and over 200 harmful contaminants
• +7 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Sprite IndustriescoreChannel Partner/ Reseller/ DistributorAlkaWay distributes Sprite shower filters in Australia, including the High Output Shower Filter, Filtering Shower Head, and Universal Hose Filter. Sprite's patented Chlorgon filtration technology is exclusively offered through AlkaWay's Australian retail channel. These NSF/ANSI 177 certified products are made in the USA.
• KYK International / HigencoreTechnology or IntegrationAlkaWay distributes KYK/Higen hydrogen water generators in Australia, including Higen 1+ and Higen 2+ models. These products use patented KYK PEM technology with DuPont Nafion membranes. AlkaWay provides Australian marketing, support, and distribution for these hydrogen water systems.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Enagic (Kangen Water): Enagic is the global leader in alkaline water ionizers (Kangen Water brand), manufacturing and distributing premium water ionizer systems. Directly comparable to AlkaWay in product category, premium positioning, and alkaline/hydrogen water focus, though Enagic is significantly larger with global operations and multi-level marketing distribution.
• Life Ionizers: Life Ionizers is a US-based manufacturer and retailer of alkaline water ionizers with multiple product tiers across price points. Directly comparable to AlkaWay's UltraStream and Higen product lines in alkaline water ionizer category and direct-to-consumer e-commerce approach.
• Tyent USA: Tyent USA sells hydrogen and alkaline water ionizers with premium pricing and strong direct-to-consumer e-commerce presence. Closely comparable to AlkaWay in hydrogen water focus, premium positioning, and online GTM strategy.
• Aqua Ionizer Pro: Aqua Ionizer Pro offers alkaline water ionizers with multi-stage filtration and lifetime warranties, focusing on premium D2C sales. Comparable to AlkaWay in water ionizer category and e-commerce distribution approach.
• Brio Water Technology: Brio Water Technology designs and sells countertop and undersink water ionizers with emphasis on filtration and ionization. Comparable to AlkaWay's UltraStream family in product format and direct-to-consumer model.

Emerging players

• iSpring: iSpring is an online-focused water filtration company offering reverse osmosis systems, undersink filters, and whole-house solutions. Comparable to AlkaWay in e-commerce-led GTM and multi-category water filtration portfolio, though without the hydrogen/alkaline specialization.
• EOS Water: EOS Water produces hydrogen-infused bottled water and related hydrogen products, representing a partially overlapping offering with AlkaWay's hydrogen water focus but in a different delivery format (bottled water vs filtration systems).
• PurePro: PurePro manufactures and distributes water ionizers and RO systems primarily through export channels. Comparable to AlkaWay in water ionizer manufacturing and international distribution focus, though typically positioned at lower price points.

Broad incumbents

• EcoWater Systems: EcoWater Systems is a leading US whole-house water treatment provider with extensive dealer network and broad product range. Comparable to AlkaWay's whole-house filtration category but as a much larger incumbent with traditional dealer-based distribution model.
• Brita: Brita (owned by Clorox) is the dominant mass-market water filtration brand offering pitchers, dispensers, and faucet-mount filters. While not in the premium hydrogen/alkaline segment, Brita addresses the same core consumer pain point of filtered drinking water and competes for share-of-wallet in household water.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alkaway
• YouTubeyoutube.com/c/AlkawayAu
• Facebookfacebook.com/alkawayau
• Instagraminstagram.com/alkawayaustralia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

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 Alkaway