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Hello Klean has raised £1.5 million in debt funding from re:cap to scale its fast-growing water-first beauty brand. The company has grown revenues 10× in under two and a half years and now serves more than 500,000 customers worldwide.
London, UK – 24 November 2025; What started as a small bootstrapped project built from £75,000 in personal savings has grown into one of Europe’s fastest-rising consumer brands. 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.
Hello Klean has now secured £1.5 million in debt financing from re:cap. The company remains fully founder-owned and profitable, and 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.
Its business model has supported Hello Klean’s ability to scale without external equity funding. More than 70% of the company’s revenue is generated through subscriptions, with monthly retention above 97%. This recurring revenue base has provided predictable cash flow, enabling the company to self-fund inventory, avoid equity dilution, and maintain full ownership during its growth. The subscription-driven model not only supports strong customer lifetime value but also provides the financial stability that makes debt financing a viable option. Unlike many consumer brands that depend on venture capital to fund customer acquisition, Hello Klean’s unit economics have enabled sustainable growth from the outset.
“We built Hello Klean to over 1 million sold products without taking on venture capital because our unit economics allowed it,” said Omer Ozener, Co-Founder and CEO of Hello Klean. “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.
“Hello Klean has achieved what few consumer brands manage to do,” said Paul Becker, CEO and co-founder at re:cap. “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.”
As Hello Klean’s customer cohorts typically break even after six months and reach full profitability from month eight onward, long-term debt funding proved more appropriate than shorter-term facilities. re:cap’s long-term financing approach provides the flexibility for Hello Klean to continue investing in customer acquisition while allowing cohorts to mature before repayment begins. With this structure in place, the company is well positioned to advance its global expansion with the financial stability needed to scale sustainably.
About Hello Klean
Hello Klean is a British-based beauty company redefining how water quality fits into everyday hair and skin health. Founded in 2019, the brand develops award-winning shower filters and science-led hair and body care that reduce the damaging effects of hard water, chlorine, and heavy metals. With retail partnerships including Selfridges, Cult Beauty, Sephora UK, Harvey Nichols, and Ounass in the GCC, Hello Klean is expanding rapidly across continents. Created by Karlee Ozener and scaled alongside Co-Founder and CEO Omer Ozener, the company is disrupting the water-care category through proprietary filtration technology, credible formulation science, and community-driven brand experiences.
About re:cap
Founded in Berlin in 2021, tech company re:cap provides a capital operating system for the digital economy. re:cap enables companies in Germany, the Netherlands and UK to obtain debt capital and software to automate financial processes from a single source. Companies use re:cap to manage their liquidity, create forecasts and close potential financing gaps with debt capital –I all based on real-time company data. re:cap was founded by fintech experts Paul Becker (CEO) and Jonas Tebbe (CPO), who previously co-founded wealth tech pioneer LIQID. Leading tech investors Entrée Capital, Felix Capital, Project A, and Mubadala Capital have invested in re:cap.
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Image source: HelloKlean.com
