What 2,380 customers actually reported.
In May and July 2026 we asked verified blu customers one question: what has changed since you started using the filter? 2,380 answered. Their answers are below, next to laboratory measurements of what the filter does to the water itself — two different kinds of evidence, kept separate.
CUSTOMER PHOTO · SKIN
CUSTOMER PHOTO · HAIR
CUSTOMER PHOTO · SKIN
CUSTOMER PHOTO · HAIRFull anonymized dataset: doi.org/10.5281/zenodo.22216338
What customers reported, and what the lab measured.
Two different kinds of evidence, deliberately kept apart. The skin, hair and shower figures are what customers told us in a survey — they describe perception, not measurement. The water figures are laboratory results and describe the water itself.
Drag to compare. Real customers.
- Before · Day 0
- Tightness · barrier-stripped · post-shower redness
- After · Day 90
- Calm · barrier restored · soft to the touch
- Before · Day 0
- Brittle · cuticle damage · colour faded
- After · Day 90
- Soft cuticle · less breakage · colour holds longer
CUSTOMER STORY"Two years of dermatology bills.
The variable was the water."
Aisha had been to three dermatologists for forearm eczema flares that always coincided with showers. Topical steroids managed the symptoms; nothing addressed the water. She fitted a blu filter and kept using everything else exactly as before.
"The dermatologists weren't wrong. They were just looking at the wrong end of the problem. The water was stripping my barrier faster than any cream could rebuild it."
How the survey was conducted
Full method, sample and limitations for the customer-reported figures on this page.
In May and July 2026, 2,380 verified purchasers of a blu Ionic Shower Head & Filter completed a voluntary survey about what had changed since they started using it. Invitations went by WhatsApp only to customers linked to a verified purchase record. The link opened a one-minute, chat-style survey hosted on the survey platform. Customers were offered a reward voucher for completing it.
The question was: what positive changes have you noticed since using your blu Shower & Filter? Respondents could select more than one. Of all 2,380 surveyed, 2,116 — 88.9%, shown as 89% — reported one or more positive changes. 252 selected “I haven’t noticed any changes yet” and 12 left the question blank. Reporters selected 2.76 benefits on average, which is why the individual percentages do not sum to 100%.
Every percentage on this page uses the same denominator — all 2,380 customers surveyed. Anyone who skipped a question is counted as not having reported that outcome, which is the conservative reading. Grouped figures count each customer once: 77% (1,825 customers) reported a better overall shower experience and/or improved water feel, and 64% (1,528 customers) reported at least one hair, skin, dryness, freshness or vitality benefit.
How to read these numbers
This was a voluntary, incentivized customer survey — not a randomized, controlled, clinical or laboratory study. The completion voucher may have influenced who took part. The results describe what participating customers perceived and may not represent every blu customer. A perception survey does not establish any change in the chemical, microbiological or physical composition of water; the water figures above are separate laboratory measurements. Individual experiences vary.
The survey was administered in-house by blu (commercial trade licence no. 1251670); blu makes no claim of independent administration.
Responses were automatically timestamped and recorded in real time, and no individual response was manually edited for the analysis. Published results are aggregated and contain no personally identifiable customer information.
The full anonymized dataset, codebook and methodology note are published on Zenodo under a CC BY 4.0 licence: doi.org/10.5281/zenodo.22216338.
The strongest evidence is
your own 30 days.
30-day money-back guarantee, 3-year warranty. Try it on your own skin and hair — if nothing changes, return it within 30 days of purchase for a full refund.