A well-designed product solves a problem. It doesn’t invent a problem and then offer a manufactured solution. Over the past year, ads from brands like shower head water filter Jolie and sink attachment Filterbaby have littered social media feeds with promises to “fix” problems caused by harmful minerals in tap water, like acne-ridden skin and dry, brittle hair. The idea that tap water, something those with even bare-minimum hygiene practices use, is somehow causing bad skin and hair breakage felt too fearmonger-y not to fact-check.
Jolie is an attachable showerhead that filters minerals out of shower water. The Filtebaby does the same thing with your bathroom sink. The ads have proven effective, both in promoting the products and establishing the necessity of water filters as a product category.
There is some truth to each company’s claims too. The “hard water” caused by minerals in tap water like calcium carbonate and magnesium are harsh on the skin, according to Dr. Luke Maxfield, an LA-based dermatologist and Mohs-trained surgeon. “There are studies that certainly validate water’s role in irritation, especially with people who have a damaged skin barrier already with something like atopic dermatitis or eczema.”
A 2022 UK study of 80 young adults showed that skin sites routinely washed with hard water saw a significant increase in their sodium lauryl sulfate (SLS) deposits which caused more transepidermal water loss and skin irritation.
Dr. Maxfield explained that a water’s pH levels and calcium carbonate concentration, among other factors, play a significant role in disrupting the skin’s barrier. “Tap water has a fairly neutral pH which is the first insult it brings to our skin as our skin likes to be acidic. And then you also have hard water which is the sum of calcium carbonate and magnesium in milligrams per liter, as well as chemicals like fluorine and bacteria that show up in some tap water as well,” said Maxfield.
“People who have eczema or atopic dermatitis are most affected, but people with normal skin are certainly affected too. Because water is this hidden step in everyone’s skincare routine it applies to everyone.”
According to Maxfield, minerals like calcium can leave behind deposits on the skin, especially if you wash your face with warm water. Water filters, like the Joli and Filterbaby, can help.
Jolie Filter
Filterbaby Skincare Filter 2.0
“I think these filters absolutely do what they claim to do in that they filter and remove chlorine. I think they do study them very robustly, but there’s very little published data so far which isn’t uncommon for this industry,” said Maxfield. “There are things I don’t talk about much on social media but regularly recommend in my office and shower filters fall into that category. I recommend the Jolie filters, I have one in my shower as well.”
He recommends Filterbaby and Qure filters as well, noting that they “focus on filtering calcium, an underrated ingredient that has a big impact on the skin and is going to get a lot more attention this year, if I had to guess.”
Qure Filter
Maxfield emphasized that the priority should still be active ingredients with a proven track record. “I do think these filters can be helpful, but I wouldn’t sacrifice a foundational step in a skincare routine, especially for someone who’s really trying to budget. I wouldn’t sacrifice a Tretinoin for a water filter,” said Maxfield.
“This falls in the supporting role category, a tier two-step, a lifestyle change a person can make. And once installed, it’s a very easy lift, there’s nothing else you have to do.” If it’s easier, you’re more likely to do it. This is turning on a faucet, which you would’ve done already.
