“The UK is home to some exceptionally hard water, with cities like London, Newcastle and Oxford among the worst afflicted. Aside from leaving something resembling tectonic plates atop your cup of tea, limescale and hard water can play havoc with your skin and hair.”

"According to an NCBI study, hard water decreases hair strength and increases hair breakage. This was found when comparing hair treated with hard water to hair treated with deionized water."

"When I have a new patient in the clinic with any of the aforementioned issues I always first guide them to purchase a shower water filter...After your very first shower you’ll notice a difference in your skin and your hair followed by an increase in growth of your lashes, brows and nails as well as plump and soft lips"

"Hard water is a life-ruiner. It ruins lives. It’s also water that’s naturally higher in minerals, which can bind to your hair and weigh it down, dry it out, and leave it damaged."

"Studies, like one by King’s College London, has found, ‘growing evidence of a link between exposure to hard water and the risk of developing eczema"

"The water in most urbanised areas in the UK, most notably London, has what is called 'hard water'...Hard water can make your hair feel drier and duller, whilst soft water leaves it, well, softer."

"Soft water is essentially the opposite of hard water. This means that it’s cleaner and healthier"