ROSE Launches as the First Exposure Health Company With Its Comprehensive Water Test

ROSE’s first product is a science-backed, home water test that screens for more than 100 contaminants from just one tap-water sample.

NEW YORK--(BUSINESS WIRE)--ROSE is an exposure health company focused on helping people better understand and reduce the invisible contaminants in their homes. Today, the company officially launches with its first product, The Water Test, a comprehensive home solution that analyzes a single tap-water sample in an ISO-certified lab for more than 100 contaminants, including PFAS, commonly known as “forever chemicals.” Developed over a year of R&D with ROSE’s team of scientists, the test pairs detailed results with personalized, actionable recommendations to help people understand what is in their water and what to do next. At $399, ROSE delivers broad contaminant screening and PFAS analysis, while standalone PFAS tests can cost hundreds of dollars.

ROSE was founded on a simple belief: people should be able to understand what they are exposed to at home and know what to do about it to protect their health. Starting with water, one of the most important and consistent exposure pathways in daily life, ROSE is building a new category at the intersection of exposure health and diagnostics to help people identify potential concerns and take informed steps toward solutions. Water is also a core component of the exposome, an emerging field of study, and a central focus of ROSE’s research, that examines how environmental exposures shape human health. A growing body of research in exposomics suggests that environmental exposures may account for the majority of the factors contributing to chronic disease.

The brand was co-founded by Eli Bronner, a repeat founder with experience across healthcare, technology, and venture, and Henry Ellis, an operator and founder with a background in consumer products, brand building, design, and growth. Bronner previously co-founded Lua, later acquired by Life Biosciences, while Ellis was a founding partner and COO & CPO of Ghia, where he launched the brand, scaling from pre-launch to category leader.

The company’s first launch SKU, The Water Test ($399), screens for 100+ contaminants, including PFAS (“forever chemicals”), pesticides, heavy metals, disinfection byproducts, VOCs, and petroleum compounds, through a partner lab certified by the International Organization for Standardization (ISO). The panel was designed with ROSE's Scientific Advisory Board to create a new standard based on the latest emerging contaminants and relevant health concerns. The test leverages state-of-the-art instrumentation, implementing comprehensive isotope dilution protocols, with novel methods that exceed standard EPA performance criteria (lower limits of quantitation and superior matrix interference mitigation). Each result is paired with a source-cited dashboard and a personalized treatment plan to help customers reduce exposure to protect their health. Unlike many existing options that require consumers to purchase separate tests for PFAS and other contaminants, ROSE includes it all in one comprehensive test.

“We’ve built an entire health industry around optimizing our steps and sleep while largely ignoring what our bodies are exposed to, and ROSE is here to change that by making those exposures visible and actionable,” said Eli Bronner, Co-Founder and CEO of ROSE.

“Most people don’t need more products, they need better information,” said Henry Ellis, Co-Founder, COO and CPO of ROSE. “Our approach is simple: Test. Treat. Track. Start by understanding what’s actually in your water, address the issue if there is one, and retest over time to confirm the solution is working.”

ROSE enters the market with a fresh perspective. Rather than encouraging consumers to assume they need filtration or treatment by default, the company is centered on a test-before-treat model. The Water Test is designed to help people understand whether action is needed, what kind of action makes sense, and how to verify that a treatment is actually working.

The test was developed with leading scientists and lab partners, backed by a Scientific Advisory Board spanning environmental health, toxicology, epidemiology, water safety, family medicine, GI, biochemistry, chemistry, and exposure science. Advisors and collaborators include:

• Dr. John C. Warner, PhD — Co-founder of the field of green chemistry and co-author of its Twelve Principles; President and CTO of the Warner Babcock Institute for Green Chemistry; recipient of the 2014 Perkin Medal, the highest honor in American industrial chemistry.
• Dr. Adelina Voutchkova-Kostal, PhD — Director of the American Chemical Society's Green Chemistry Institute and Research Associate Professor of Chemistry at George Washington University; Yale-trained chemist specializing in the design of safer, non-toxic industrial chemicals.
• Dr. Agustin Pierri, PhD — Technical Director of Weck Laboratories, a specialist in trace-level detection of PFAS and other emerging contaminants and Scientific Advisor to California's Environmental Laboratory Technical Advisory Committee.
• Dr. Heather M. Stapleton, PhD — Ronie-Richele Garcia-Johnson Distinguished Professor at Duke University's Nicholas School of the Environment and a leading authority on flame retardants and household chemical exposure.

Together, they work to decode the exposome and use their expertise to shape what ROSE tests for, how contaminants are assessed, and what guidance customers receive.

ROSE’s water testing methodology builds on trusted EPA foundations while incorporating more sensitive instrumentation used in advanced pharmaceutical and research labs. This includes direct-inject LC-MS/MS for PFAS and pesticides, purge-and-trap GC-MS for VOCs, and collision-cell ICP-MS for heavy metals such as lead, arsenic, and mercury. The result is a test designed to reduce handling steps, improve detection limits, and maintain strong quality-control standards.

While ROSE is beginning with water, its vision extends further. The company is already developing a new biomarker product focused on exposure, planned for release in early 2027. Over time, it aims to expand into additional pathways, including air, mold, and product testing, creating a broader platform for understanding personal environmental health in everyday life.

The Water Test is available now for $399 at getrose.com. A Two-Tap Bundle is also available to test both kitchen and bathroom water, accounting for differences in household plumbing and dermal exposure from shower steam.

About ROSE

ROSE is an exposure health company making invisible contaminants visible and actionable. Starting with a comprehensive water test, ROSE partners with leading scientists and labs to help people better understand what they’re exposed to and what to do about it. The company’s first product, The Water Test, screens for 100+ contaminants from a single tap-water sample and delivers clear guidance to help customers reduce exposure and protect their health.