Our story
A small thesis
“What if the daily step you take most — with no product involved — was the one worth upgrading first?”
Feels Like Om started in a bathroom in Venice, California, in 2022. The founders weren't water engineers. They were two people with very dry skin who kept wondering why none of the expensive moisturizers were working.
When you look at the water leaving most U.S. municipalities, it's technically safe to drink. But by the time it lands in your shower, it's been chlorinated, re-treated, and pushed through miles of pipe. Chlorine, chloramine, trace metals, and sediment show up at the faucet whether you live in Beverly Hills or Brooklyn.
We built FLO to handle the water side of the equation. Not as a miracle fix, not as a cure — but as a small, daily shift that takes the chemical edge off the water that touches your body 365 days a year.
We're a small company. We listen to customers. We publish what they tell us. We say what the product can't do. And we believe honest products outlast loud ones.
True beauty starts with clean water. The rest is just marketing.
How we build
Four principles.
Held lightly, applied often.
I.
Prefer the quiet claim.
If a product promises everything, it doesn't mean anything. We'd rather tell you it softens the edge of your water than say it changed your life.
II.
Claim less. Deliver more.
We don't run clinical trials — we run a customer perception study. Self-reported observation, not a cure. Where we don't know, we say so. Where our filter can't do something, we tell you.
III.
Design to disappear.
Your bathroom was already beautiful. Our job is not to redecorate it — our job is to improve the water quietly, then step back.
IV.
Favor the daily, small thing.
Ten-step skincare routines are the loud cousin. Cleaner water is the quiet one. Both matter, but only one happens to you every single day.
One last thing
If this resonates,
start with one filter.
The shower filter is the easiest place to begin. You'll feel it in a week. If you don't, we'll take it back.