THE PFAS CONTAMINATION CRISIS

The U.S. Environmental Protection Agency (EPA) has been aware of the health risks of PFAS for decades, but only recently set legal limits for PFAS in tap water.

In April 2024, the EPA finalized the first national drinking water standards covering six PFAS compounds. But just one year later, in May 2025, in a startling reversal of one of the most significant public health victories in a generation, the agency signaled a major change in direction and plans to eliminate the maximum contaminant levels allowed for four of those compounds.

Yet, according to new data, 172 million people across the U.S. rely on tap water exposed to PFAS contamination. More concerning, the Centers for Disease Control and Prevention (CDC) has detected PFAS in the blood of 98 percent of Americans, including newborns. 

So, PFAS is still being overused on a daily basis. For example, every year, an average of 2.5 million pounds of PFAS pesticides are dumped on the California crop fields.

Click the map below to see the mapping of the PFAS contamination crisis in the U.S. (unaffiliated link):

For the suspected industrial discharges of PFAS in the U.S. (unaffiliated link), please see this interactive map. 

DANGERS OF PFAS

PFAS are a large group of man-made chemicals used in consumer and industrial products since the 1950s for their resistance to heat, water, grease, and stains. They can be found in many products like cookware, food packaging, carpets and textiles, firefighting foams, and pesticides. They have earned the nickname "forever chemicals" because they don't break down easily and can build up in the environment and the human body.

According to major public-health agencies (EPA, ATSDR 1, ATSDR 2) PFAS pose potential long term health risks like cancer, liver disease, various immune system issues, decreased fertility, developmental issues in children, and more. 

CAN URBAN FALLS FILTERS REMOVE PFAS?

The short answer: yes, to a meaningful degree — thanks to the Activated Carbon Fiber (ACF) build.

*Note: Reverse osmosis (RO) is highly effective for water purification, but it comes with tradeoffs such as higher cost, bulkier installation, and a slower filtration and flow rate, often requiring a storage tank to maintain steady pressure for a smooth shower.

Activated Carbon Fiber (ACF) and the traditional granular activated carbon (GAC) both trap PFAS in similar ways. But ACF's ultra-high surface area, achieved through modern manufacturing, allows smaller filters to match the performance of their much bulkier GAC counterparts. The tradeoff is filter lifespan. GAC filters typically last around 6 months (depending on size and use), while ACF filters need replacement every 2–3 months, sometimes sooner depending on water quality and usage. This is how we’re able to deliver such effective filtration in a compact showerhead, with the tradeoff of more frequent filter replacements.

It’s worth noting that KDF 55 filters, now increasingly common in shower filters, are typically marketed only for removing chlorine and dissolved (water-soluble) heavy metals, and for good reason: they’re generally not effective against insoluble heavy metals, chloramine, or organic chemicals like PFAS and pesticides. Their lower manufacturing cost compared to ACF is likely one of the reasons they’re so widely used despite these limitations.

INDEPENDENT WATER QUALITY REPORT