Who We Are

The True Story of Just Breathe®   From Myth to Ownership, and Why the World Needs a Better Way to Breathe

 

We are not a company born to sell air purifiers.

We are a movement born from crisis and rebuilt on truth.

 

Our journey began in 2018, during one of the worst air quality years in history. Cities in India, China, and Southeast Asia were suffocating under smog. AQI maps bled red. Headlines spoke of asthma epidemics. The average citizen was inhaling air equivalent to smoking dozens of cigarettes a day. And in the middle of this global emergency, one myth grew stronger than ever: that indoor plants alone could purify the air.

 

We believed it too at first.

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Like many, we were inspired by the 1989 NASA Clean Air Study, which showed that plants in sealed lab chambers could remove volatile organic compounds (VOCs). But when we examined the details, we saw the full picture. The NASA study was never meant for homes or offices. It was done in space-mimicking micro-environments with no ventilation, high plant-to-air ratios, and artificial lighting. Yet the media and market turned it into a seductive promise: Put a plant on your desk. Breathe easy.

 

That promise, we discovered, was not just false it was dangerous.

People placed symbolic hope in a few potted greens while ignoring the invisible threats of carbon dioxide, PM2.5, nitrogen dioxide, and formaldehyde. Worse, they let down their guard, believing nature alone was enough when it was never engineered to work that way inside four walls.

 

This realization didn’t break us. It became our foundation.

 

We asked a more difficult question: What if we could take the essence of what plants do well microbial breakdown of toxins, root-zone filtration, humidity balance and amplify it through intelligent, responsible design?

 

By late 2020, before the pandemic hit, we had the answer.

 

We built the Just Breathe® Station an engineered, plant-based air ecosystem that goes far beyond decorative foliage. Our patented Naturfiltra™ Biofilter and Breathing Roots™ Technology use active airflow mechanics to pass ambient air through living root zones and curated microbial soil environments. This isn’t passive photosynthesis. It’s real-time, dynamic biofiltration validated in early trials and supported by evolving environmental science.

 

But we didn’t stop there. Because real solutions must be accountable.

 

We developed AirScope™, our proprietary sensing engine, capable of tracking AQI, PM2.5, CO₂, VOCs, temperature, and humidity in real-time. We built AirSense™, a voice interface that allows any user child or adult to ask: “Is my air safe?” and get an answer. And we created AIR OS™, a centralized system that manages purification, logs UVC cycles, visualizes environmental performance, and connects it all into a transparent ecosystem.

 

During the pandemic, we were among the first to integrate validated UVC disinfection, but not as a gimmick. Our system uses a sealed aluminum chamber, calibrated based on research from Boston University and Signify, to neutralize viruses and bacteria without exposing users to harmful radiation or ozone.

 

Through all this, we held one principle sacred: do no harm.

 

That’s why we made a conscious decision never to use HEPA filters.

 

On paper, HEPA filters sound ideal. They trap fine particles including microorganisms. But few ask what happens next. These filters become biological waste filled with captured bacteria, spores, and allergens. In humid or poorly maintained systems, they can breed pathogens rather than remove them. And when replaced (often monthly), they contribute to a massive and unspoken environmental footprint.

 

Creating HEPA filters involves synthetic polymers, intensive energy processes, and carbon-emitting logistics. Each filter discarded becomes a hazardous material, often without traceability of where it ends up. And all this just to trap the air we’ve already poisoned.

 

We chose a different path.

 

Our solution is regenerative, not consumptive. It works without producing waste, using living systems that clean themselves, evolve over time, and can be nurtured instead of thrown away. Every plant in our system is lab-cultivated. Every biofilter is reusable. Our systems do not need monthly replacements. They require care, not consumption and in return, they offer something deeper: peace of mind and biological balance.

 

This is what makes Just Breathe® truly unique.

We are the only complete solution that:

 

• Uses live botanical biofiltration as its primary purification method

• Monitors and adapts in real-time with AI and sensor intelligence

• Eliminates synthetic filters and chemical consumables

• Integrates sealed, research-based pathogen control without side effects

• Aligns with WELL, LEED, and UN SDG frameworks by design not afterthought

• And delivers all of this in a form that is quiet, measurable, and emotionally healing

 

We are not competing with machines. We are restoring ecosystems inside buildings.

 

We don’t believe the world needs another purifier.

We believe it needs a new standard. One that moves from quarterly testing to live dashboards. From hiding pollution to confronting it with care. From selling hardware to owning outcomes.

 

That is our mission: to make breathable spaces as intuitive as clean water or fire safety. To make air not just clean, but alive infused with humidity, balanced with microbes, and aligned with how the body heals and the mind rests.

 

Our vision is simple but powerful:

A world where the act of breathing never comes with risk, confusion, or compromise.

 

Just Breathe® is not just our name.

It’s a reminder that the most basic human need deserves the most intelligent design.

And that when we take ownership of air fully, transparently, and responsibly we do more than purify it.

We restore trust. We restore health.

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We restore the future.