FRECKLD beauty

Problem we are solving — Hard water affects over 85% of U.S. households, exposing skin and hair daily to minerals that cause dryness, breakouts, scalp irritation, and hair damage. Yet nearly every “shower filter” on the market only filters contaminants but does not soften water, leaving the core problem unsolved. As a result, consumers spend heavily on skincare and haircare without realizing their water is undermining their results. FRECKLD solves this by creating the first consumer shower system designed to actually soften water at the point of use, addressing the root cause and turning water quality into a new category in beauty and personal care.

Current traction — 2,000+ waitlist signups, 350+ consumer surveys validating demand for a true water-softening shower solution, early product prototypes in development with water treatment specialists, and a team including 3 board-certified dermatologists on our advisory board. Patent-pending utility and design filings for FRECKLD’s shower softening system, with fundraising initiated March 2026.

Founder: Amy Matsushima · LinkedIn: https://www.linkedin.com/in/amy-matsushima/

Hard water affects over 85% of U.S. households, exposing skin and hair daily to minerals that cause dryness, breakouts, scalp irritation, and hair damage. Yet nearly every “shower filter” on the market only filters contaminants but does not soften water, leaving the core problem unsolved. As a result, consumers spend heavily on skincare and haircare without realizing their water is undermining their results. FRECKLD solves this by creating the first consumer shower system designed to actually soften water at the point of use, addressing the root cause and turning water quality into a new category in beauty and personal care.