While your tap water may look clean, it can contain potentially harmful contaminants picked up on its journey through aging pipes. PUR filters with MAXION technology reduce these contaminants. MAXION Filter Technology is our commitment to superior filtration performance and innovation, by using activated carbon and ion exchange to reduce more contaminants than any other brand (Comparison valid for faucet filters based on NSF certifications as of 10/14/16). Color: Whites.