To remove colouring matter from pure substances the activated charcoal is used. It works by

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It has been observed that the surface of a solid has the tendency to attract and retain the molecules of other immiscible phase with which it is brought into contact. These molecules remian only at the surface and do not go deeper into the bulk. This tendency of accumulation of molecular species at the surfacec of a solid it termed adsorption.

Chemistry - Surface Chemistry Question with Solution | TestHub

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