behind the filter: The fettle effect story
The story of how Fettle came to life, starts in Vietnam of all places. Our founder, Oscar, was presented with a unique opportunity to move there at the start of 2018 for a graduate role after finishing university in Melbourne. He was aware that countries like Vietnam had issues with clean water from a drinking standard but hadn’t given a second thought about what it would mean to be showering in it on a daily basis.
It wasn’t long before the effects of showering in heavily chlorinated and chemically compromised water was wreaking havoc, in the form of excessive hair loss and skin breakouts. After a few weeks of research and little bit of panicking (mostly about the hair), a few of the more seasoned expats recommended installing a shower filter, as it was common for foreigners to experience such issues. To his relief, once a shower filter was installed the issues quickly resolved themselves.
behind the filter: The fettle effect story Cont...
However, the story doesn’t finish there. Showering with a Vitamin C filter over the next two years whilst living in Vietnam, saw benefits never experienced before. His hair was the healthiest it had ever been, with thick volume and even new hair growth. His skin, which was prone to a little acne had completely subsided as well. He was not alone either, his housemates and friends who he recommended install a shower filter, were experiencing the same benefits, many of whom had not had issues with the water to begin with. The shower filters were a winner.
After moving back home to Australia at the end of 2020 (Covid things), the everyday shower experience without a filter was not the same. The benefits of using a filter would not be confined to Asia. And thus, Fettle Effect was created in 2021. Fast forward to 2024 and the filter you see today has been created off the back of extensive testing, trial and error and feedback from friends of Fettle.
"you're looking in fine fettle today"
The origin of our brand name, "Fettle Effect," is centered around health and the compounding impact that small changes can have on our overall well-being. The term 'Fettle' is taken from the phrase 'Fine Fettle,' an old English saying that describes being in good health and high spirits. We wanted to capture the essence of this concept in our brand, celebrating wellness and self-care.
We paired 'Fettle' with 'Effect' to highlight the potential that lies within seemingly simple actions, drawing inspiration from the phenomenon known as the 'Ripple Effect.' The name "Fettle Effect" encapsulates our philosophy: small, regular actions like installing our shower filter can set off a wave of positive changes in one's skin and hair health.
Together, Fine Fettle x Ripple Effect embodies our mission - It’s the small changes we make in our everyday life that build the foundation for a healthy lifestyle.