Who IARA is for
Renters
A plumbed-in softener was never an option for you. IARA plugs in, and comes with you when you move.
Hard-water areas
You live where the water is hardest. IARA removes the minerals before they reach your skin and hair.
People who invest in their routine
You buy the good products. Soft water is the foundation that finally lets them work.
Your skincare has been fighting your water. The water keeps winning.
You moisturise and your skin is tight again by lunch. You buy the better serum and it barely lands. You've assumed your skin is just difficult, or that you haven't found the right routine yet. You have. The problem was never on your shelf. It was coming out of your showerhead. In a hard water area, dissolved calcium settles on your skin every wash and disrupts the barrier that holds moisture in, undoing whatever you apply minutes later. So you buy more product to fix a problem more product cannot reach. IARA softens the water before it touches you. It is the one change that finally lets everything else you own do its job.
showers a year, every one depositing minerals onto the same skin. The damage is not a one-off. It compounds.
of UK homes are in a hard water area. If yours is one, every product you have ever bought has been working against your tap.¹
IARA does not change your skin. It changes what touches it. The fix finally exists, so join the waitlist and be first when it ships.
Built for hard-water skin.
The change isn't another product. It's softer water, before it ever reaches you.
Find your borough. See what's coming out of your shower.
Drag the slider to see how hard London's water gets.
Your borough
Richmond upon Thames
255mg/lEvery London borough is hard or very hard. IARA softens the water before it touches your skin, so join the waitlist and be first when it ships.
Join the waitlistThe Comparison
Filtering isn't softening.
Most shower filters stop at chlorine. The minerals that dry out your skin and coat your shower in limescale go straight through. Here's how IARA compares.
| Softens + filters IARA | Standard shower filter |
Whole-house softener |
Doing nothing |
|
|---|---|---|---|---|
| Softens water (removes calcium & magnesium) |
Yes
|
No
Minerals pass through
|
Yes
|
No
|
| Reduces chlorine |
|
Yes
|
Partly
Not usually
|
No
|
| Less limescale on screen & showerhead |
Yes
|
Partly
Minimal
|
Yes
|
No
|
| Skin feels less tight after showering2 |
Yes
|
Partly
|
Yes
|
No
|
| Fits in minutes, no plumber |
Yes
|
Yes
|
No
Plumber needed
|
—
|
| Works in a rental |
Yes
|
Yes
|
No
Landlord permission
|
—
|
| No salt, no electricity |
Yes
|
Yes
|
No
Regular salt top-ups
|
—
|
| Cartridge / maintenance |
Every 6 months
|
Every 1–3 months
|
Salt every 1–2 months
|
—
|
1 [CONFIRM: test method / lab name / date, e.g. "Independent lab test, X mg/l input water, 2026."]
2 Based on softening the water. Individual results vary.
Comparisons refer to typical product categories, not specific brands. Costs are typical UK prices as of 2026.
The technology is the transformation.
In Brazilian myth, Iara is the spirit of the water. We took her name because IARA transforms it.
Hard water arrives carrying calcium and magnesium. Ion exchange resin captures those minerals and releases harmless sodium in their place. The water that reaches you is not filtered or covered over. It is genuinely changed, soft in the way whole-home systems make it soft.
That is the whole idea. Not a gadget clipped to your showerhead, but a real change to the water itself. The transformation is the product.
Not filtered. Changed.
Frequently Asked Questions
Do I need a plumber to install IARA Soft?
No. IARA Soft is plug-and-play. It connects to a standard shower with no tools, no drilling and no landlord permission, so it works in a rented flat as easily as an owned home.
When does IARA Soft launch?
We are launching in the UK in 2026. The founding list gets first access and the best price we will offer, so joining now is how you get in first.
Does IARA Soft filter the water as well as soften it?
Yes, IARA Soft's job is softening. It uses ion exchange to remove the calcium and magnesium that make water hard, the minerals ordinary shower filters leave behind.
How do I keep it working?
You refresh the resin with a salt pod. It takes a few minutes, no tools, roughly every every week. Then it is ready again.
Is softened water safe?
Yes. Ion exchange swaps the hardness minerals for a small amount of sodium, the same process used in whole-home softeners. It is gentle on skin and hair, which is rather the point.