Many people struggle daily with dry skin, brittle hair, and irritated scalps, not realising that the culprit might be the water they shower with. Hello Klean has identified this problem and created a solution that is changing how consumers think about beauty routines.
The brand’s water-first approach combines a high-performance shower filter that removes harsh impurities such as chlorine and heavy metals with specialised hair and body care products. This focus has attracted over half a million subscribers worldwide and helped the British company sell more than one million units.
Today, Hello Klean secured £1.5 million in debt funding from German fintech re:cap to fuel its next phase of international growth, targeting the Middle East and additional European markets.
A lab-tested, design-led shower filtration system
The company’s origin story traces back to co-founder Karlee Ozener’s personal experience of coping with the frustration of hard water’s impact on her hair and skin through multiple relocations. Realising that traditional beauty products were only treating symptoms, not the cause, Karlee teamed up with her partner Omer to develop a better way.
Starting with £75,000 of personal savings, they built a lab-tested, design-led shower filtration system that fits seamlessly into any bathroom, combined with rinse-off formulations optimised for filtered water. They aim to put the quality of water front and centre in beauty care and empower consumers to reclaim healthier skin and hair by addressing the root of the problem.
At the core of Hello Klean’s offering is its filtration technology, using redox media and specialised mineral-binding compounds to target and neutralise water contaminants known to cause hair and skin damage. Unlike Aquasanamand Berkey, Hello Klean focuses on beauty-specific water-quality enhancement. The brand’s science-led approach extends to its complementary shampoos and body care products, formulated to work synergistically with the filtered water.
Additionally, the company’s subscription business model, which accounts for as much as 70% of its revenue and boasts retention rates above 97%, provides a financially stable foundation that has enabled it to avoid equity dilution and fuel growth.
What’s next?
Looking ahead, the new funding from re:cap provides Hello Klean with the resources to boost inventory, expand its team from 20 to nearly 30 employees, and accelerate market entry into high-potential regions such as the Gulf Cooperation Council and European countries with hard-water challenges.
Alongside geographic expansion, the brand plans to deepen innovation in its filtration technology and broaden its product line to support the growing global demand for water-first beauty solutions.
