WHY SHOULD I FILTER MY WATER? IT'S SIMPLE. We chlorinate our water across nearly every water system to disinfect and kill bacteria such as e.coli (definitely don't want that!), but that chlorine doesn't need to be there when we shower. Chlorine, along with other contaminants: -Strips out the natural oils in our hair & skin, leaving them damaged, dry, and irritated -Breaks down the amino acids in our hair, depleting the hair's natural strength -Irritates our skin, leading to eczema, itchiness, hives & rashes -Dissolves hair lipids, leaving hair looking less shiny, less strong, and causing split ends So we found the best-in-class filter media that would remove the most chlorine and heavy metals in your shower water for the longest period of time. Meet KDF-55 & Calcium Sulfite... we call it the Ferrari of water filtration. And we put the most of it in our filtered showerhead. We believe that beauty starts with clean water. The Jolie Filtered Shower head now retailed at gyoker hair!