Hello Klean has raised £1.5 million in debt funding from re:cap to scale its water-first beauty brand.
The new capital will strengthen its working capital position so it can meet demand, expand internationally to the Middle East and further European markets, and invest in deeper filtration innovation.
Hello Klean was created to solve an invisible everyday problem: impurities in shower water that quietly affect hair and skin.
The founders saw a gap between bulky water-softening systems and the low-quality filters that have long defined the category, and built a design-led, lab-tested alternative that could fit seamlessly into any bathroom.
That idea has since grown into a global business with more than one million products sold.
Omer Ozener is co-founder and CEO of Hello Klean.
Ozener said: “We built Hello Klean to over 1 million sold products without taking on venture capital because our unit economics allowed it.
“This partnership with re:cap gives us leverage to scale inventory and international operations while maintaining ownership.
“Most consumer brands burn cash to grow, we grew profitably first, then added fuel.”
The announcement comes at a moment when consumers are paying closer attention to water quality and its impact on personal care.
Hello Klean’s core offering is a high-flow shower filter engineered to reduce impurities that contribute to dryness, buildup, dullness, and irritation.
The brand has also expanded into wash-off care products designed to complement a filtered water routine.
Customers consistently report softer hair and skin that feels less tight after showering, which has driven strong subscription adoption and long-term retention.
The company’s trajectory has been shaped by a disciplined approach to growth.
It operated lean for years, with the founders managing everything from product design to marketing, and only hiring their first full-time employee in 2024.
Despite this, the brand scaled rapidly, accelerated further by a breakout appearance on the BBC Dragons’ Den that introduced it to a mainstream audience and helped drive a 700 percent surge in demand.
Today, Hello Klean employs 20 people and expects to grow its team to 30 next year as it expands its product pipeline and global footprint.
Paul Becker, CEO and co-founder at re:cap, said: “Hello Klean has achieved what few consumer brands manage to do.
“They scaled to over a million units sold while staying profitable and retaining full ownership.
“Their strong fundamentals made it possible to explore different growth scenarios on our platform and shape a funding plan that aligns strategy with capital.
“We are excited to support them as they expand globally.”
