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Our team

    As Seen On

    Who are we?

    Our team is made up of indoor air quality experts whose ultimate goal is to help consumers avoid air purifiers, dehumidifiers, and humidifiers that don’t live up to the marketing hype. 

    We are committed to finding the perfect device for improving your home’s indoor air quality for the long term. That’s why we don’t just look at lab reports and product specifications provided by manufacturers. 

    Every product you read about on HouseFresh has been tested in our own home environment. We test the performance of all devices in a real life situation, and this allows us to compare different devices accurately.

    We don’t have backroom deals with specific manufacturers because we want to share the truth of our own experience using these devices in our house.

    Sometimes we find a product we really don’t like and other times we make discoveries of products that are awesome.

    Why should you trust us?

    1. We buy the appliances with our own money

    Ever wondered why so many online reviews are 100% positive? The biggest reason why is due to publications reviewing products that have been sent to them by the manufacturer for free. 

    To avoid any sort of bias, we don’t accept these offers to review devices. Instead, we purchase each product we review with our own money.

    2. We track performance over time

    We don’t just take manufacturers at their word, we test performance and electricity usage using our own equipment so you can know exactly what you can expect.

    We use each of the appliances we review in our homes over a long period of time, and employ tools like the Purple Air Indoor Air Quality Sensor or Govee Hygrogemeter WIFI to track performance over time.

    3. We are happy to say something sucks

    Another reason why most reviews you’ll read are 100% positive is that reviewers don’t want to put people off buying an appliance (no matter how bad it is) because they are only after an affiliate commission ($$$).

    We go into all our reviews as users first. If a product is bad, then we wasted our money and we want to warn others not to waste theirs.

    4. We don’t ignore long-term costs

    Keeping the air quality high in your home will use a lot more electricity than you will expect, especially if you use power-hungry gadgets like dehumidifiers or heaters. Even relatively low energy usage HEPA-based air purifiers require filter changes on a regular basis and these costs can often be much more than the original price after just a few years. 

    That’s why we share as much data as we can on long-term costs so you can consider this as well as performance, efficiency, and fancy features. 

    5. We want to uncover the best value for money

    Just because a product is new and flashy, it doesn’t mean it’s worth the high price tag.

    We test new appliances as they come out and compare them against long-term contenders to decide which one will give you the best value for your money.

    6. We look out for fake reviews

    Every now and again a new product will pop up that seems to be praised everywhere we look. But we never take consumer reviews at face value. 

    We have built our process on top of algorithms that help us identify the presence of fake review activity, so we can account for this as part of our analysis. If you ever click on a link on HouseFresh to buy a product we recommended, you won’t land on a fake listing.

    What do our product tests involve?

    We follow industry news to stay on top of new releases of appliances as they hit the market. 

    We keep informed on the initial performance as reported by consumer advocates Consumer Reports (USA) and Which?® (UK). We also dig through customer reviews on major marketplaces to identify specific pain points we want to test.

    Once this initial background research is completed, we purchase the appliance so we can conduct different tests in our own home. 

    The tests will of course be different for air purifiers when compared to dehumidifiers or other appliances, but in general lines, this is how they go: 

    1. We pick a room in our home depending on the specific use case we want to test
    2. We fill the room with incense, steam and/or smoke (all in the name of science) 
    3. We put the unit to the test and track its performance cleaning the air, reducing humidity levels, eliminating odors, etc
    4. We note down the time the unit took to do the job it was meant to do, the quality of the air once the job is one, and the amount of electricity it took

    Who are the people behind HouseFresh?

    Our team is made of families, home owners, apartment dwellers, dog parents, asthmatics and those allergic to dust. 


    Danny Ashton


    Founder and Senior Writer

    Danny has been writing about air purifiers for 10+ years, and only realized it’s been that long when we asked him to write his bio. He is the founder of HouseFresh and is a major fan of home technology, which makes him the perfect person to design the tests we use to evaluate every product we review at HouseFresh.



    Managing Editor

    As an experienced content producer and editor, James makes sure our content is always compelling, clear, and useful. He also leads the production team and makes sure our writers have everything they need to keep doing their best work.



    Senior Content Producer

    Daniel is our resident house gadget geek. He is our man in the frontline, following consumer trends to help him identify the best up and coming tech to review for HouseFresh. When he’s not tinkering with new gadgets, he is shooting videos for all of our product reviews.

    Paul Allen



    Paul is our go-to-guy for air purifier and dehumidifier reviews. His apartment has become a de facto HouseFresh test lab where he pits the latest clean air technology against the perils of city center life. When he’s not putting a purifier through its paces, Paul likes to endlessly dig through dusty record shops (making his dust-free apartment even more important).

    Graeme Cole



    Graeme writes articles for our original studies and visualizations from his home office/houseplant jungle in London. He is the person behind all the content we publish under Blog.

    Tom Taylor-Biggs

    Tom Taylor-Biggs


    Tom is our resident researcher. Whether it’s finding out the best way to defrost a dehumidifier or discovering the flashpoints of various essential oils, Tom is our informational archeologist digging up the best facts. When he’s not elbow-deep in scientific journals, you’ll find Tom in underground music bars or at home making moody rock music.

    Jeanne Yacoubou, MS

    Jeanne Yacoubou, MS


    Jeanne is our newest air quality aficionado/writer. Still shocked by the arrival of Summer 2021 wildfire smoke from California to her Maryland (East Coast) home, she’s forever indebted to her HEPA filter-equipped air purifier. When she’s not reading the latest scientific reports on indoor air quality, you’ll find Jeanne planning (or planting) the expansion of her native plant-covered front lawn.

    Behind the scenes



    Project Manager

    Flor is the project coordinator in charge of organising and uploading all the content to the site. She makes sure each article is ready on time and is as tidy as her own home. When she’s not tidying up her house, she loves to do yoga.



    IT Engineer

    As our lead developer and IT engineer, Vadym is the master of our digital domains. No feature big or small gets added to the site without his knowledge. When he isn’t creating flawless code he likes to hangout with his family and 3 cats in his 14th floor apartment. Admiring the views from his window with a purring cat on his lap is Vadym’s favourite way to relax.




    Elo translates words into images, always learning a lot in the process. When she’s not busy finding out how something works you can find her reading sci-fi in her pyjamas or birdwatching in the nearest park.

    Media contacts



    Media Relations Lead



    Digital PR Associate



    Digital PR Associate



    Digital PR Associate