Protective Mask Company That Gives Back, Maskwell, Launched by PureFilters and Now Creative Group

Toronto-based agency Now Creative Group and air filter company PureFilters launch Maskwell, donating to support frontline workers with every mask sold.

TORONTO, June 2, 2020 /PRNewswire-PRWeb/ -- In response to the COVID-19 pandemic, Toronto entrepreneurs have launched Maskwell, a collaboration between air filter e-commerce startup PureFilters and marketing agency Now Creative Group, in response to the growing shortage of protective masks. Maskwell produces reusable locally designed masks for everyday life featuring high-efficiency air filters while supporting frontline healthcare workers with every purchase.

Launched in April 2020, Maskwell entered the market as an accessible, affordable Canadian option for high-quality filter masks. Fitted with the same quality of materials used in MERV-13 filters, each mask comes with a set of replaceable filters, and the ability to subscribe for fresh filter refills.

Created with its core values in mind, Maskwell thrives on being accessible community-driven and informative. The simple yet effective design highlights quality at the forefront of the Maskwell approach. With expertise from the founders of PureFilters, Maskwell promotes the important correlation between clean air and good health.

As COVID-19 has affected communities, organizations and medical facilities across the country, Maskwell's social impact is at the core of its operation. From day one, Maskwell partnered with The Home Front to provide PPE and medical supplies to charities working on the frontlines. Ten percent of all sales are being donated to The Home Front, with the first donation made within two weeks of launching pre-orders at

The Home Front's co-founder and Executive Director of The Upside Foundation Jen Couldrey stated that the organization has been very impressed to see the team launch Maskwell so quickly to respond to one of the most urgent needs in the world right now.

"We are deeply humbled by their commitment to giving back to the organizations that need their support the most through the proceeds generated from this social enterprise. Huge kudos to them for stepping up and showing leadership during this time."

The Maskwell team also participated in a national technology challenge by Canadians for the world called #HackTheCurve, to develop a solution that could alleviate some of the greatest difficulties being faced by Canadians as a consequence of COVID-19.

"It's been great to see the progress Maskwell has made since participating in the HackTheCurve program," said Shane Flynn, Ryerson DMZ's Director of Incubator & Alumni Relations.

"The success they're seeing commercially, and philanthropically through their donation program is a testament to the hustle and passion the team has. It was an absolute pleasure to be able to mentor them during the virtual program, and I can't wait to see what they accomplish going forward."

For businesses currently open and scheduled to re-open, Maskwell provides corporate rates on masks that help protect employees in sectors such as retail, hospitality, delivery and other essential organizations.

As businesses begin to re-open, Maskwell has committed to supporting local small businesses by running a mask giveaway for business owners and their staff. Nominations are being accepted through Instagram @getmaskwell.

Nadir Chaudhry, the co-founder of PureFilters and Maskwell, was inspired to take action in launching the mask company.

"When worries of the pandemic started to materialize, I became aware of the massive problem of personal protective equipment shortages that front line workers were facing. Having quite a few doctors and nurses in my personal life, I was naturally concerned and wanted to do something about it. I realized it was possible to repurpose the high-efficiency filtration media we use at PureFilters and use it to create a filter on masks. After weeks of tireless communication with existing mask makers, I was unable to find the right partner. Ultimately I decided to create the perfect solution alongside the team at Maskwell: re-usable masks that feature high-efficiency replaceable filters."

About Maskwell:
Maskwell builds re-usable masks that feature high-efficiency replaceable filters to help keep people healthy during uncertain times. Launched in 2020, the company donates a portion of all sales to support those on the frontlines.

About PureFilters:
PureFilters was founded with a mission of making superior indoor air and water quality simple and affordable, as it is essential to wellbeing. Founded in 2013, the company's dedication to customer service and satisfaction has enabled PureFilters to become a household name in Canada.

About Now Creative Group:
Now Creative Group is fueled by entrepreneurial thinking and positive impact. The agency focuses on strategic branding paired with quality content to share stories, create change, and enable growth. Recipients of a Business Excellence Award and Social Good Design Award, Now was founded in 2013 and is based in Toronto.

SOURCE Now Creative Group