Affinity® Filtration Technology
We tested nearly every other water filter on the market, but none went far enough to protect our health or make us feel safe. We realized if we wanted water filtration done right, we’d have to do it ourselves. So we did. Affinity Filtration, built on over a decade of research and testing, is the only technology that can target and remove a full spectrum of tap water contaminants, providing water that is truly clean and safe – and the peace of mind that comes with it.
Unlike typical filters, Affinity Filtration uses a unique dual-technology approach that can remove an average of 99.7% of 232+ contaminants. That’s more contaminants and the highest level of contaminant removal of any water filter on the market.
Our breakthrough Affinity Filtration Technology uses both magnet-like chemical absorption and a unique physical structure to provide superior contaminant removal. This dual approach allows us to uniquely target and eliminate contaminants at a microscopic scale, making Clearly Filtered the only filter that can target and remove a full spectrum of tap water contaminants.
As contaminants move through a filter built with Affinity Filtration Technology, they have to travel through many twists and turns, as opposed to traveling in a straight line.
This provides more time for the water to contact the filter, which gives the contaminant magnets more time to do their work. The longer the filtration time, the more thorough the contaminant removal. When it comes to water filtration, slow is a good thing.
You can think of Affinity Filtration as a combination of tiny, powerful magnets that recognize the ionic signatures of very specific types of harmful and dangerous contaminants.
When a contaminant is detected, one of the magnets draws it out of the water and binds to it with a powerful and lasting bond. This keeps the contaminant locked in the filter and out of your water for good.
Standard water filters rely on simple carbon (like Brita®) or charcoal, which are only effective at removing unpleasant odors and tastes. These filters are not capable of stopping complex, dangerous chemicals and heavy metals (fluoride, lead, and chromium-6, just to name a few), and instead allow them to pass right through the filter into the water you're drinking. To us, this is unacceptable.
Many contaminants, like lead, chromium-6, mercury, and arsenic, are toxic at levels well below what humans can taste. A typical filter could produce water that tastes fine, but it would still contain all of the dangerous chemicals that were there in the first place. Our filters go beyond taste to provide water that supports good health. We do this by targeting the most harmful chemicals, metals, and contaminants at levels so small they are measured in parts per billion. No other filter can compete.
While removing impurities is the most important job of any water filter, the ability to keep in beneficial minerals and nutrients should not be overlooked. Affinity Filtration Technology is unique because it keeps in all of the beneficial minerals found in water that help keep you healthy and hydrated, in addition to providing superior contaminant removal.
Affinity Filtration Technology has been independently tested and certified by third-party EPA-approved laboratories that use established NSF drinking water standards. The same filters that we sell are what get tested in the lab, and the filters are tested in the lab in the same way they are used in your home.
Additionally, we test at 3-10 times the legal limit for each contaminant to ensure our technology can perform in any tap water, anywhere, no matter how extreme the conditions.
The United States Environmental Protection Agency (EPA) regulates just under 100 tap water contaminants. Clearly Filtered, on the other hand, targets 232 and counting. These include regulated, unregulated, and emerging contaminants, to make sure you are protected from the risks we know of today and those we could learn about tomorrow.
Chemical contaminants are naturally occurring or man-made elements or compounds. Examples include arsenic, BPA, chromium-6, fluoride, glyphosate, human hormones, lead, microplastics, pesticides, and PFAS.
Physical contaminants primarily impact the physical appearance or physical properties of water. Examples are sediment or organic material from soil erosion that end up in bodies of water.
Radiological contaminants are chemical elements that can emit ionizing radiation, which can disrupt the molecular structure of living things. Examples include cesium, plutonium, and uranium.
Biological contaminants, also called microbes or microbiological contaminants, are organisms in water. Examples include bacteria, viruses, and parasites.
We freely publish all of our performance data, including the levels of contamination before filtration, after filtration, and the percent of removal. We encourage you to check out the data for yourself – we think you'll find it pretty refreshing.
Whether you're concerned about water for drinking, cooking, showering, or all of the above, we offer a range of superior filtration products that provide you with the peace of mind that comes from knowing your water is truly clean and safe.
Each time a new or emerging contaminant comes to our attention, we retest and republish our data to ensure we continue to provide water that is truly clean and safe. We are committed to always improving our technology, because it's the right thing to do.