Filterbaby recognized this problem and launched the first-ever bathroom faucet filter designed to remove impurities from tap water. This allows users to cleanse their skin with water that has a lower content of substances that can worsen various skin conditions.
Cosmetics Design spoke to Lin Shui, Filter Baby’s co-founder and CEO, to learn more about the development of this interesting product, how it works, its impact on water, and the benefits it offers to a wide range of consumers.
CDU: Can you explain the concept of Filterbaby and how it works?
Lin Shui (LS): Filterbaby is a dermatologically tested and approved water filter device for skin care. While millions of skin care products flood the market, there is little emphasis on water quality, which is a fundamental element for achieving good facial skin health. Consumers spend thousands of dollars each year on skin care to optimize skin health, but the water used to cleanse the skin is often less than optimal.
Filterbaby filters impurities and contaminants as small as 0.2 microns in tap water, ensuring users are consuming higher quality water and improving skin health. Clinically tested to improve skin hydration in just 2 weeks. Through consumer research, it has been shown to reduce irritation, protect the epidermis, and ultimately lead to glowing, healthy-looking skin.
Moreover, it is economical and very easy to use. In fact, our filters fit 99% of faucets with circular aerators, so users can install them within 5 minutes.
CDU: What effect does it have on skin health and what types of skin conditions is it best for?
L.S.: Extensive research has shown that daily exposure to pollutants, chemicals, and micropollutants in tap water has clear effects on skin health. For example, chlorine is commonly added to municipal water systems and acts as a disinfectant to eliminate harmful microorganisms.
While essential for protecting drinking water quality, it is also known to deplete the skin’s natural oils, thereby weakening the skin barrier. This can lead to symptoms such as dryness, redness, irritation, and early signs of aging.
Additionally, rust particles in water are often caused by corrosion in water pipes, and the presence of rust particles in tap water can irritate and clog pores, causing skin problems such as acne and dermatitis. There is a possibility.
Filterbaby effectively reduces these pollutants and protects your skin. This increases skin hydration, reduces redness and inflammation, strengthens the skin barrier, and helps prevent breakouts.
It can also help relieve a variety of skin conditions, including dermatitis, rosacea, eczema, and more. We have received hundreds of before and after photos from our extensive customer base who have experienced these situations and noticed dramatic improvements.
CDU: Who is your target consumer?
L.S.: We strongly believe that cleaner, safer water plays a vital role in everyone’s skin care routine, providing benefits regardless of age or gender. Filterbaby’s mission is to make these benefits available to everyone, and our diverse customer base reflects this commitment.
Our most popular consumers are women between the ages of 24 and 45. However, our customer base spans a wide range of people, from college students who are suffering from breakouts for the first time after transitioning from their hometown to university life, to people in their 50s who want to protect their skin. Not only sincerity, but even mothers have come to understand the importance of filtered water for bathing newborns.
CDU: Why is now the right time to bring this type of product to market?
L.S.: The timing of this product launch is ideal for several reasons. Today’s consumers are increasingly prioritizing health and wellness and are drawn to better-for-you products. They also want greater transparency and want to know exactly what ingredients are in the everyday products they use.
There’s still a strong focus in the beauty industry on what you can put on your face, whether it’s lotions, serums, creams, or complex 10-step beauty routines. However, Filter Baby has chosen to address the underlying problem, specifically the presence of chemicals and contaminants in tap water. Our aim is to provide our users with cleaner, better water that is specially formulated to improve the quality of their skin.
While it’s no secret that filtration of drinking water is essential due to safety concerns, we’ve noticed that the same thinking isn’t consistently applied to face washing. Recognizing this gap, our goal was to educate people to make the same connection between water quality and skin care.
This approach has proven to be effective and we have received thousands of messages from people who noticed something wrong with their water and had been looking for a solution like ours for years.
CDU: What is your unique selling point?
L.S.: We have developed a comprehensive multi-step filtration process aimed at addressing the most common contaminants found in tap water that are known to be harmful to skin health.
Many faucet-mounted filters rely on activated carbon to treat some chemical contaminants, but they fall short when it comes to removing physical impurities such as rust, lead particles, microplastics, bacteria, and turbidity. It happens often.
Additionally, our commitment to quality is unwavering. We use high-quality materials and our filtration systems are stress and durability tested over 100,000 times to ensure reliability.
Our team is made up of experienced Ph.D. A chemical engineer and renowned dermatologist with a deep passion for skin care. Filterbaby not only meets industry standards, but exceeds them, especially his NSF-42 standards. We are dedicated to continuous testing and product improvement, keeping our customers at the forefront of our priorities.
CDU: How would you position Filterbaby? If a consumer went to a physical store, on what shelf would they find it?
L.S.: We are proud to be the pioneers of water filtration in the skin care field. We aim to be the ultimate destination for consumers who understand the impact their tap water has on their skin health. Our goal is to ensure that Filterbaby is within the reach of consumers from all walks of life, and our selection of online retail partners reflects this commitment.
You can currently find our products on popular online platforms such as Amazon, Urban Outfitters, Bloomingdales, and Dormify. We recently announced our first brick-and-mortar partnership with Thirteen Lune and are excited to expand our retail footprint.
CDU: Why did you choose Threeteen Lune as your first e-commerce retail partner?
L.S.:: Thirteen Lune stands out as a remarkable space dedicated to empowering underrepresented founders, strongly aligned with our own values and aspirations. As minority founders ourselves, we share a mission to make a profound statement about the important connection between water quality and its impact on skin health. Our overarching goal is to improve people’s lives by providing superior water solutions.
We found that Thirteen Lune provided us with the perfect platform to expand our mission and share our message with a larger audience. It’s very exciting for us to be part of this collective force driving positive change in the beauty industry.
CDU: What direction will Filter Baby’s retail strategy take in the future?
L.S.: We are excited about our ongoing discussions with prominent retailers and have ambitious plans for Filterbaby’s future retail strategy. Our vision includes a national launch in 2024 and partnering with major retailers to make our products available to a wider audience.
CDU: Do you have any plans to further develop the Filterbaby concept and technology?
L.S.: This is just the beginning for Filterbaby. Looking to the future, we are committed to expanding our product range to cover every aspect of the bathroom and playing a pivotal role in advancing skin care innovation. Sustainability holds a special place in our heart and our filters have built-in modes to save flow. We are also actively working on developing sustainable water filter replenishment solutions.
