Rorra
Founded 2024 · 6 known investors
Find your way into Rorra
118 people in our graph share verified history with the Rorra team — schools, employers, funds. One of them is your warm intro.
Rorra sells water filtration products, including a countertop filtration system and showerhead, available direct-to-consumer with subscription options.
Founders & leadership
Rorra was founded in 2024 by Jordi Hays.
Investors · 6
Company profile
researched Aug 2026Rorra designs and sells residential water filtration products aimed at reducing consumer exposure to tap water contaminants such as lead, PFAS ("forever chemicals"), microplastics, chlorine and disinfection byproducts. Its two products are the Rorra Countertop System, a 2.5-gallon gravity-fed unit (1.5 gallons filtered and 1 gallon unfiltered capacity, 17 inches tall by 11 inches in diameter) built from 316L stainless steel and using the company's Enfinity dual-layer pleated electrokinetic nanofiber filter, and the Rorra Filtered Showerhead, a 6-inch ABS plastic showerhead flowing at 2.5 gallons per minute (with an optional 1.8 GPM restrictor) whose filter combines US-made KDF-55 media and calcium sulfite. Neither product requires plumbing or installation; the countertop system runs on four pre-installed AAA batteries powering a filter-change and water-level performance indicator, and has a 200-gallon (roughly 90-day) filter life at about two gallons per hour.
The company positions testing transparency as central to its approach, stating that it works with the NSF and NSF/ANSI-accredited third-party laboratories and publishes results. The countertop system is described as tested to NSF/ANSI 42 (taste, odor, color), 53 (health effects) and 401 (emerging contaminants), with published average reductions of 99.6% for total PFAS and lead, 97.3% for microplastics and 99.0% for estrone; the showerhead filter is described as tested in accordance with NSF/ANSI 177. Products carry a 12-month warranty and a 30-day money-back guarantee. Rorra also offers a free personalized local water report in exchange for an email address, and markets itself with an endorsement from neuroscientist Andrew Huberman as the "#1 filter recommended" by him.
According to the SuperAngel.Fund portfolio profile, Rorra was founded by Brian Keller, Charlie Carlisle and Jordi Hays, follows several years of research, development and design iteration, and plans further product expansions plus omnichannel distribution beyond its own online store.
Founding story
Co-founders Brian Keller, Charlie Carlisle and Jordi Hays became interested in water quality for separate reasons. Keller and Hays, both new fathers, found their children—Ro and Rora, whose names inspired the company name—developed eczema of unknown cause after birth; Keller says his daughter's eczema subsided within about two days of bathing her in water from a filtered showerhead. Carlisle, based in Denver, cited publicized local lead problems and a decade of cycling through about six filtration products, experience he applied to the requirements for Rorra's first product. Concluding that existing market options were inadequate, the three set out to build filtration systems.
Business model
Rorra sells filtration hardware direct to consumers through its own e-commerce site, with recurring revenue from replacement filter subscriptions. Buyers choose a one-time hardware purchase (which the site says will still require later enrollment in the filter subscription program to maintain efficacy), a hardware-plus-subscription plan, or a bundle covering both the countertop system and showerhead. Filters ship every 90 days and subscriptions can be paused or cancelled. The company states it plans to sell omnichannel for mass distribution and wider accessibility.
Product sales plus recurring filter subscriptions: countertop replacement filters are listed at $65 per shipment every 90 days (a 200-gallon filter life the company frames as $0.33 per filtered gallon) and showerhead filters at $45 every 90 days. Free shipping is offered on orders over $99, and discounts are offered via GOVX for military, first responders and teachers, alongside promotional discounting of up to 40%.
Traction
The company's site displays 714 customer reviews for the Countertop System and 135 for the Filtered Showerhead, and cites an endorsement from Andrew Huberman. Orders are advertised as shipping in one to three days.
Latest developments
Both the Countertop System and the Filtered Showerhead are offered for sale, including a combined drinking-and-bathing subscription bundle and a promotional Black Friday discount of up to 40% with free shipping. The company describes additional NSF standard tests as completed or in progress and says further product expansions are planned.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
A recent entrant in residential water filtration, competing against long-established incumbents; its investor SuperAngel.Fund characterizes the category as dominated by companies created decades ago using older technology and designs, leaving room for a new brand to modernize the industry.
Rorra frames its differentiation around published third-party test results and transparency in a category it describes as opaque, plus stainless steel construction rather than plastic, no-plumbing installation, and electrokinetic nanofiber filtration. A comparison table on its site contrasts Rorra with Berkey filters, filtered pitchers and reverse-osmosis systems on NSF testing, targeting of forever chemicals and microplastics, US-made filters, plumbing requirements and stainless steel design. The company also describes treating its systems "more like computers than traditional water filters," upgrading filters for existing owners over time.
Technology
The countertop system uses the proprietary Enfinity filter, a dual-layer pleated electrokinetic nanofiber medium that uses electrically charged nanofibers, in a gravity-fed configuration with a 200-gallon life, two gallons per hour flow, and a stainless steel (316L) housing; the company claims filtration up to four times faster than competing products and US engineering and manufacturing. The showerhead filter uses 240g of media—described as the most in its category and over 30% more than comparable systems—combining US-made KDF-55 and calcium sulfite to target chlorine, chloramine, iron, lead, chromium and copper. Validation is done via the NSF and other NSF/ANSI-accredited third-party labs against standards 42, 53, 401 and 177, with test data published on the company site.
Go-to-market
Direct-to-consumer online sales via rorra.com, supported by subscription bundles, promotional pricing, third-party lab test disclosure, a lead-generating free local water report, an endorsement from Andrew Huberman, and customer/creator video testimonials. The founders have said the company intends to distribute omnichannel over time.
U.S. households concerned about tap water contamination, with emphasis on families with young children and health-focused consumers; the showerhead is also marketed for skin, hair and respiratory concerns. Renters and others unable to modify plumbing are addressed by the no-installation design.
Geography
Focused on the United States: messaging centers on U.S. tap water infrastructure and contamination, the showerhead is stated to fit all standard U.S. showers with an optional flow restrictor for compliance in certain markets, and the countertop filter is described as engineered and manufactured in the USA. Co-founder Charlie Carlisle is based in Denver.
History
Rorra was created by three co-founders after several years of research and development, product testing and repeated design iteration, and launched in November 2024 with the 2.5-gallon countertop system; it subsequently added a filtered showerhead, both listed as available on its site. Prior to Rorra, Brian Keller and Charlie Carlisle worked together for nearly a decade at consumer products company Love Your Melon, which Keller co-founded in 2012 in an entrepreneurship class at the University of St. Thomas in St. Paul, Minnesota, and which was acquired in 2021 after donating nearly $10 million and 250,000 products toward pediatric cancer causes.
Risks & controversies
Rorra's marketing relies on health claims about tap water contamination and on third-party lab testing; its site notes that some NSF standard tests are still in progress rather than complete. Purchasers of one-time hardware are told future enrollment in the filter subscription program will be required to maintain system efficacy, and the showerhead requires a flow restrictor to comply with regulations in certain markets.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 2
launches, deals, and filingsRorra publicly launched its first product, a 2.5-gallon stainless steel gravity-fed countertop water filtration system using its proprietary Enfinity filter, sold with a filter subscription. The launch followed several years of research, development, testing and design iteration.
Rorra listed its Filtered Showerhead as available for purchase, a 6-inch ABS showerhead with a KDF-55 and calcium sulfite filter tested in accordance with NSF/ANSI 177 at multiple third-party labs, sold standalone, with a filter subscription, or bundled with the Countertop System.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Rorrarorra.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Rorra do?
- Rorra is a direct-to-consumer water filtration company selling a stainless steel countertop system and a filtered showerhead.
- Who founded Rorra?
- Rorra was founded by Jordi Hays in 2024.
- Who are Rorra's investors?
- Rorra's investors include Creator Ventures, DMG Ventures, GROOVE CAPITAL, Nexus Bay, SuperAngel.Fund, V3 Ventures.