Consumers can now filter out the “Big 3” contaminants from their water with the newly certified PUR Plus line of pitcher, dispenser and faucet mount water filters, making it easier to enjoy cleaner, better-tasting water throughout the day
BOSTON, Sept. 15, 2026 (GLOBE NEWSWIRE) — PUR®, the #1 selling brand that filters lead in water*, and a Helen of Troy Limited wellness brand, today announced that its PUR PLUS™ water filters are now certified to reduce Total PFAS**, making PUR PLUS the only water filter for both pitchers and dispensers certified to reduce lead, microplastics and Total PFAS**, the three contaminants consumers say concern them most when drinking tap water.
For people wanting to feel better about the water they drink every day, the new certifications can offer added peace of mind. Whether water is filtered at the pitcher, dispenser or tap, PUR PLUS helps consumers enjoy cleaner, better-tasting water while filtering out three of the contaminants they care about most, which makes it easier to choose water more often and stay on track with daily hydration goals.
“People are increasingly concerned about the quality of the tap water they use and consume every day,” said Erin Yarbough, Director of Brand Marketing for PUR. “With PUR PLUS, we’re making it easier to enjoy better-tasting water while getting certified filtration against the three contaminants consumers most care about. When filtered water is readily available at home, it can also be a simple way to help people drink more water, stay hydrated, and rely less on single-use plastic bottles.”
The PUR PLUS Pitcher & Dispenser Water Filter is certified to reduce 99.75% of Total PFAS**, 99.8% of microplastics and 99.9% of lead, and to reduce 5X more contaminants than the leading pitcher filter.† The PUR PLUS Faucet Mount Filter, built with the brand’s proprietary Mineral Core™ technology, is certified to reduce 99.92% of Total PFAS**, 99.65% of microplastics and 99.70% of lead, filtering water over natural minerals to deliver crisp, refreshing taste without sacrificing contaminant reduction. Both products are aimed at delivering cleaner, better-tasting water.
The new certifications, issued by IAPMO R&T to NSF/ANSI Standards 42, 53 and 401, span the PUR PLUS line, including the PUR PLUS Pitcher & Dispenser Filter (PPF951K™) and the PUR PLUS Faucet Mount Filter (RF-9999™). For families, it means lead, microplastics, and Total PFAS (sometimes called forever chemicals) can be addressed with a single certified water filter, at the pitcher or at the tap, which no other brand in these categories currently delivers.
Awareness of PFAS and microplastics in drinking water has climbed sharply, making them top concerns for consumers seeking cleaner drinking water, alongside lead. In PUR’s Water Filtration Category Review (August 2026), a national survey of 434 U.S. adults, 88% of consumers said they had heard about lead in drinking water and 84% said the same of microplastics. Nearly eight in ten (79%) said they would be extremely or very concerned to find lead in their tap water, and 74% said the same about PFAS.‡
That concern translates directly into what consumers want from a water filter. When asked how valuable it would be if a water filter removed a given substance, respondents ranked lead first at 82%, followed by microplastics at 75% and PFAS at 71%.‡ Until now, shoppers comparing filtration options had to weigh one claim against another. The PUR PLUS filter is now the first and only pitcher and dispenser filter certified to remove all three.
As concerns around drinking water quality continue to evolve, PUR remains focused on developing innovative water filtration solutions that empower consumers to confidently enjoy cleaner water from their tap.
PUR PLUS water pitchers, dispensers, faucet mount systems and replacement filters are available now in store and online at Walmart, Target, Amazon. Complete performance data sheets for every model are available at PUR.com/pds.
About PUR:
Marketed by the Kaz division of Helen of Troy Limited, PUR has been a leader in water filtration for more than 35 years and is a trusted brand in the at home water filtration category for faucet water filters, water pitchers and dispensers, replacement filters, and refrigerator filters. PUR was the first leading brand to claim reduction of trace levels of pharmaceuticals identified in U.S. tap water. PUR Plus filters reduce up to 70+ contaminants to provide cleaner, better-tasting drinking water while helping consumers save up to $30 per week compared to purchasing bottled water.
About Helen of Troy Limited:
Helen of Troy Limited (NASDAQ: HELE) is a leading global consumer products company offering creative products and solutions for its customers through a diversified portfolio of well-recognized and widely-trusted brands, including OXO, Hydro Flask, Osprey, Vicks, Braun, Honeywell, PUR, Hot Tools, Drybar, Curlsmith, Revlon, and Olive & June. All trademarks herein belong to Helen of Troy Limited (or its subsidiaries) and/or are used under license from their respective licensors. For more information visit www.helenoftroy.com
Media Contact:
Ann Ragan Kearns
Comm Oddities
[email protected]
*Based on Nielsen retail sales data.
**Total PFAS as defined by the NSF/ANSI standard. The test mixture for Total PFAS is made up of PFOA, PFOS, PFHxS, PFNA, PFHpA, PFBS and PFDA.
†Based on contaminants certified for reduction versus the leading pitcher filter.
‡PUR Water Filtration Category Review, August 2026. Survey of 434 U.S. adults.
Photos accompanying this announcement are available at
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