Our Story

I'm Szidonia (known as Szindy), a hairstylist of over 15 years, and a blond and hair extension specialist.

For most of the time I kept running into the same thing. Colour fading faster than it should. Hair that felt rough no matter what conditioner or treatment went on it. Clients doing everything right at home and still not getting the results we'd worked for in the chair.

I tried to solve it the way stylists usually do. Different colour lines for better longevity. Different aftercare. Better products, better routines, more detailed recommendations. It helped at the margins, but it never fixed the problem-because the problem wasn't what my clients were putting on their hair. It was what they were rinsing it with.

Most of the UK is supplied with hard water, and chlorine is added to all mains water by law. Both land on your hair and skin every time you shower. It was the one part of the routine nobody was looking at, including me.

So I started recommending shower filters. There were dozens on the market and I couldn't find one I was confident putting my name to - either the claims were vague, the build felt cheap, or fitting it was enough of a job that clients wouldn't bother.

In the end I made my own. I wanted something that fitted a normal UK shower without tools or a plumber, that was small enough to take away with you, and that used filtration I could actually explain. That's Purified Beauty.

It isn't a treatment and it won't fix everything. But it's one part of your routine you can actually control.