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 built a small range 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. Questions? Email hello@abluritual.com, a real person reads every message.