Renowned indie hair brand Act+Acre, known for its emphasis on scalp care, is venturing into the world of home goods with a groundbreaking product duo—a filtered showerhead and filters. The newly launched filters, a first of their kind, have received approval from trichologists, specialists in hair and scalp health. Each filter is equipped with 12 different filtering elements and a proprietary blend of KDF 55, calcium sulfite, and coconut-activated carbon, working together to purify and filter shower water effectively.
Available for purchase on the brand’s e-commerce site and Sephora’s online platform, the Act+Acre showerhead is priced at $120. The filters, recommended for replacement every six months, can be bought separately at $32 each. Designed for user-friendly installation, the showerhead comes with plumber’s tape and a wrench, ensuring a quick and straightforward setup process that takes just 60 seconds.
Helen Reavey, co-founder and creative director at Act+Acre, highlighted the significance of the filters, recognizing them as a pioneering solution in the market. The decision to develop the filters stemmed from the brand’s commitment to addressing the impact of hard water on scalp health. Hard water, rich in minerals and contaminants, can lead to hair and scalp buildup, resulting in issues such as dryness, itchiness, irritation, and even hair thinning and loss, as explained by the National Library of Medicine. In 2023, a study by biotech environmental company EcoPure revealed that 85% of U.S. households experienced hard water.
The realization of the challenges posed by hard water during the COVID-19 pandemic, especially as people moved to new locations, prompted Act+Acre to find a solution. Helen Reavey expressed the brand’s motivation to tackle this issue head-on, emphasizing the absence of suitable solutions in the market at that time.
The introduction of Act+Acre’s showerhead aligns with the growing trend of #everythingshower, showcasing the beauty industry’s recognition of the showerhead as a space for innovation and expansion. Act+Acre’s venture into home goods follows the footsteps of other popular brands like Canopy and Jolie, both of which launched their own showerheads in 2023 and 2021, respectively. The Act+Acre showerhead represents a unique combination of beauty and functionality, catering to the evolving needs of consumers seeking holistic solutions for hair and scalp care.