Considered care for the everyday rinse

Why we started

The simplest place to start was the water

We wanted the feeling of a really good hotel bathroom at home, never clinical, never woo. It turned out the simplest place to begin was the water itself: most town water supplies are treated with chlorine to keep them safe, and shower water can carry fine sediment too. A filtered rinse reduces the chlorine taste and odour and the sediment, so skin feels softer and hair looks smoother and shinier.

So we put a small range together around it: a filtered shower head, the cotton refills that keep it going, and a few considered pieces for hair and body. We keep the range deliberately small; every product earns its place by how it feels, how it looks and how it lasts, and our filters are refillable by design, so you swap the cartridge and keep the head.

We’re honest about what these things do. We describe how they look and feel, softer-feeling skin, smoother-looking hair, a calmer few minutes, and never claim to treat, cure or heal anything, because that’s the honest way to talk about good cosmetic care. Ablu is independently owned and run in New Zealand, made for New Zealand, US and Canadian bathrooms.

How we work. We are a small online-only business, not a factory and not a warehouse, and we do not hold stock in New Zealand. Our pieces are made for us by specialist manufacturers in China, and your order is packed and dispatched by our supply partners there and posted directly to you. That is why delivery takes longer than a big local retailer, and it is how a one-person operation keeps prices where they are. We say it here, on our product pages and in our shipping policy rather than burying it. Everything is sold by Ablu Ritual, and if anything is wrong it is us you deal with, not a supplier.

About our photography. Some of our product images are digitally created or styled rather than shot in a studio, and some are supplied by the manufacturer. They are made to show the actual product accurately. If anything you receive does not match what you saw, tell us and we will put it right.

Who you are buying from. Ablu Ritual is the trading name of Corban Turley, a sole trader based in Auckland, New Zealand, NZBN 9429053734730.

Ablu Ritual, 3A Newhaven Terrace, Mairangi Bay, Auckland 0630, New Zealand. Questions? Email hello@abluritual.com or call +64 22 469 7146, a real person reads every message.