The personal filtration market has an interesting, new competitor

Because I am a water engineer and have studied the water quality in the US (atleast the areas I’ve lived in), I tend to generally drink water straight out of the tap. But I still love new design and technology in the space.

There’s a new competitor out in the personal water filtration space, competing against Brita, PUR, and a couple of similar products on the market. Imagine a designer (similar to IDEO) being asked to redesign a Brita Water Filter…that would be SOMA Water Filter.

What makes them particularly unique is that they are 100% recyclable and sustainable (excluding the fuel costs/postage involved with shipping). The filters are compostable (I assume they use activated charcoal, like Brita). Glass makes them classy, and I expect dishwasher safe (but also breakable). But their model is particularly unique and SMART. They work on a subscription basis, generally by half a year or annually. Every couple of months, they will ship you a water filter…making them a regular part of your life.  And they have a brilliant and very catchy advertising video. They certainly know what they are doing!! I wouldn’t be surprised if they soon pair up with Charity:Water.

Check out their excellent kickstarter campaign. If you do invest, tell me what you think of the water…they are for sure going into business because they’ve already made a splash in the media and are close to getting their ask: