Quality Filter Testing Laboratory

What Quality Filter Testing Laboratory does

EuroGuard Filter operates as a direct-to-consumer e-commerce vendor of residential water filtration hardware, selling gravity-fed countertop filters, faucet-mounted filters, replacement cartridges, and filtered shower heads to consumers primarily in the UK, US, and selected European markets. The company runs its own storefronts at euroguard.co (UK/US) and euroguardfiltre.fr (Europe), supported by a 12-country regional selector and free 2-day shipping in the UK and US. Its product-led growth motion is anchored by a 7-step water filter finder quiz that captures email leads and personalises product recommendations based on household size, renter-vs-owner status, and primary water concerns.

The core technology stack is gravity-based mechanical filtration rather than software. Products use 304 stainless steel housings, activated carbon (including activated ionised carbon), and a patented CeraCore ceramic cartridge in the faucet filter line. Replacement cartridge lines include GravityPlus™ (2-3 year lifespan), TriPure™ (activated carbon + ultrafiltration + anti-scale), and Premium 2X Activated Ionised Carbon Filters, some of which are cross-compatible with Berkey BB9 systems. The company holds NSF/ANSI 42 and 372 certifications covering chlorine/taste/odor reduction and lead content compliance, and claims removal of 200+ contaminants including chlorine, heavy metals, PFAS/PFOS, microplastics, and pesticides.

The revenue model is a hybrid of one-time hardware sales and recurring consumables. Gravity filter units retail at $259 (euroguard One) and $325 (Midnight Black / Moonlight White, 6L/8.5L); the faucet filter with CeraCore is $68. Replacement cartridges run $123-$135 per multi-pack, and a $177/year subscription bundles free replacements for euroguard One owners. The company reports 30K+ satisfied customers and an "Excellent" Trustpilot rating, but discloses no revenue, headcount, funding history, management team, or institutional ownership. Operating geographies cover the UK, US, France, Belgium, Spain, Portugal, Denmark, Sweden, Switzerland, Australia, New Zealand, and Canada.

Name

Quality Filter Testing Laboratory

Legal name

EuroGuard Filter

Website

https://enviroteklab.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

1–10 employees

Short description

EuroGuard Filter is a direct-to-consumer e-commerce company selling premium gravity water filters, faucet filters, and replacement cartridges to consumers in the UK, US, and Europe. The company earns revenue from one-time hardware sales ($68-$325) and recurring filter cartridge subscriptions ($177/year).

Ownership category

akta.pro rank

Product category

Home Water Filtration Equipment

akta.pro primary industry

Countertop Water Filtration Systems (CRAJAJAC)

akta.pro secondary industries

Replacement Filter Cartridges & Consumables (CRAJAJAH), Showerhead Water Filters (CRAJAJAG), Hydration, Water Filtration & Purification Retail (CRAMAMAE)

Keywords

• Gravity water filters
• Faucet water filters
• Water filtration cartridges
• Home water purification
• Replacement filter cartridges

Headquarters

HQ city

Williamstown

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Gravity Water Filters: Primary revenue stream from selling gravity water filter units. Products include euroguard One ($259), Gravity Water Filter in Midnight Black/Moonlight White ($325 for 6L/8.5L variants). These are one-time purchase items with stainless steel construction and 10-year warranty.
2. Hardware Sales - Faucet Filters: Revenue from faucet-mounted tap water filters. Products include the stainless steel faucet filter with CeraCore technology at $68. Replacement ceramic cartridges available.
3. Replacement Filter Cartridges: Recurring revenue from replacement filter cartridges. GravityPlus cartridges last 2-3 years. Faucet filter cartridges rated for approximately 1.5-2 months. Premium 2X Activated Ionised Carbon Filters priced at $135 (pair), TriPure cartridges at $123 (2-pack).
4. Accessories: Revenue from gravity water filter accessories and replacement parts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

euroguard designs and sells residential water filtration systems under its own brand, including countertop gravity water filters (6L/8.5L stainless steel units), faucet-mounted filters with patented CeraCore ceramic cartridges, filtered shower heads, and proprietary replacement cartridges (GravityPlus™, TriPure™, Premium 2X Activated Ionised Carbon). Products are sold direct-to-consumer through the company's own e-commerce websites in the UK, US, and Europe, with NSF/ANSI 42 & 372 certification and removal of 200+ contaminants.

Product overview

euroguard offers a portfolio of gravity-based and faucet-mounted water filtration products designed for residential use without plumbing or electricity. The core product line includes countertop gravity water filters (euroguard One, Midnight Black & Moonlight White models in 6L/8.5L capacities) and faucet-attached filters (Stainless Steel Tap Water Filter with patented CeraCore technology). The portfolio also includes multi-stage replacement cartridge systems (GravityPlus™, TriPure™ cartridges, Premium 2X Activated Ionised Carbon Filters) and filtered shower heads for whole-home water quality. All products feature 304 stainless steel construction and are designed to remove 200+ contaminants while retaining essential minerals.

Differentiator

Problem solved

Functional benefit

Products and services

• Gravity Water Filter – Midnight Black & Moonlight White (6L / 8.5L) Countertop gravity-fed water filter for residential consumers, available in 6L or 8.5L capacities with stainless steel construction. Removes 200+ contaminants including chlorine, heavy metals, and microplastics. Requires no electricity and no plumbing modification.
• euroguard One Gravity Water Filter System Stainless steel 6L countertop gravity water filter system for residential consumers, designed for placement without plumbing or electricity. Compatible with an annual replacement filter subscription at $177/year.
• Stainless Steel Tap Water Filter with CeraCore Faucet-mounted water filter for residential kitchen use, featuring patented CeraCore ceramic cartridge technology and stainless steel construction to deliver instant filtered water directly from the tap.
• Premium 2X Activated Ionised Carbon Filters (Pair) Replacement pair of activated carbon filter cartridges for residential gravity water filters, compatible with euroguard gravity filters and Berkey BB9 systems.
• TriPure™ Cartridges (2-Pack) 2-pack of multi-stage replacement cartridges combining activated carbon, UF ultrafiltration, and anti-scale technology, compatible with all euroguard gravity water filters.
• GravityPlus™ Cartridges Long-lasting replacement cartridges for euroguard gravity water filters, rated for approximately 2-3 years of typical household use, using activated ionized carbon filtration technology.
• Filtered Shower Heads Shower filtration systems for residential consumers designed to protect skin and hair from chlorine and hard water, available in handheld and fixed/overhead configurations.
• Annual Replacement Filter Subscription (euroguard One) Annual subscription program at $177/year providing recurring replacement filters for euroguard One gravity water filter system customers.

Quantifiable outcome

• Removes 99.99% of PFAS, PFOS and forever chemicals
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• PUR: PUR (owned by Helen of Troy) is a direct competitor in faucet-mounted water filters and a top mass-market brand in the same consumer segment. PUR is highly comparable because it competes for the same tap-water filtration use case, particularly at the value end of the category.
• ZeroWater: ZeroWater is a leading pitcher and dispenser water filtration brand competing directly with Euroguard's gravity and faucet products. It is comparable because it targets the same health-conscious consumer persona concerned about contaminants, though it competes primarily on TDS-reduction performance at a lower price point.
• Berkey: Berkey is the well-known gravity-based stainless steel water filter brand and the closest direct competitor to Euroguard's countertop gravity filters. Berkey's dedicated community of replacement-cartridge buyers is the same installed base that Euroguard explicitly targets with its Berkey BB9-compatible cartridges.
• AquaTru: AquaTru is a DTC countertop water filtration brand offering premium reverse-osmosis and alkaline systems. It is comparable to Euroguard because it sells premium, no-plumbing-needed countertop filtration direct to health-conscious consumers, competing for the same household wallet share.

Broad incumbents

• Pentair: Pentair is a large water treatment company with both consumer (e.g., OmniFilter, Everpure) and commercial/industrial portfolios. It is a broad incumbent comparable to Euroguard as a multi-channel water filtration competitor that pressures pricing and distribution across the consumer category.
• iSpring: iSpring is a large online water filtration brand selling under-sink RO, whole-house, and countertop systems direct to consumers. It is comparable because it competes for the same household filtered-water purchase decision and is a strong DTC acquirer of consumer filtration search traffic.
• Brita: Brita (owned by Clorox) is the dominant global pitcher and faucet-mounted water filtration brand. It is comparable to Euroguard because it sells the same consumer product categories (pitchers, faucet filters, replacement cartridges) and competes for the same household filtered-water dollar, but at a much lower price point and with mass-market retail distribution rather than DTC premium positioning.
• Waterdrop: Waterdrop is a global water filtration brand with a broad portfolio of under-sink, reverse-osmosis, and refrigerator filters sold via DTC and Amazon. It is comparable to Euroguard as a broadly positioned water filtration competitor that increasingly extends into the countertop and faucet filter categories Euroguard serves.

Emerging players

• Clearly Filtered: Clearly Filtered is a premium DTC water filtration brand offering pitchers and under-sink systems focused on contaminant removal. It is comparable to Euroguard because it sells premium, health-positioned filtration direct to consumers and overlaps heavily on the contaminants-removed value proposition.
• Epic Water Filters: Epic Water Filters is a smaller DTC brand selling gravity filters and pitcher systems with a similar health/contaminant removal pitch. It is comparable to Euroguard because it competes in the same gravity/niche filtration category and overlaps directly with the Berkey-compatible positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/euroguardfilter
• Facebookfacebook.com/euroguardfilter
• TikToktiktok.com/@euroguardfilter

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Quality Filter Testing Laboratory