BRITA Makes First-Ever Beauty Investment, Backing Hello Klean to Scale Shower Filtration Worldwide

London (UK), 10.03.2026 – Hello Klean, the London-based brand that pioneered shower filtration as a beauty category, today announces a strategic investment from the BRITA Group, marking the 60-year-old water filtration giant's first-ever move into beauty and personal care. BRITA will take a minority stake with an option to acquire a majority position over time. Terms are undisclosed.

Hello Klean will stay completely independent and continue to be led by co-founders Karlee Zhang and Omer Ozener. The partnership brings together BRITA's six decades of filtration science — including R&D infrastructure, ISO-certified testing facilities, and a multitude of filtration innovations — with Hello Klean's consumer brand, product design, and category-defining approach to water-optimised beauty.

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.

Since appearing on Dragons' Den, Hello Klean has grown from £900K revenue in 2022 to double digit million in 2025, while remaining bootstrapped and profitable. 75% of its sales come from subscriptions, with 80,000+ active subscribers and over 1.2 million products sold to date.

Stocked at Selfridges, Sephora, Cult Beauty, and Ounass in the Gulf Region, Hello Klean is the only shower filtration brand with a meaningful presence in prestige beauty retail. Unlike hardware-only players in the category, Hello Klean has also developed a line of water-optimised hair, scalp, and body products featuring its proprietary Klean Complex™.

Two of the fastest-growing markets — shower filtration and personal care — are converging around water quality. Hello Klean differentiates by treating water quality as a core performance variable. Hard water affects over 85% of homes in the United States, more than 60% in the United Kingdom, and a similar proportion across Europe and the Middle East, yet it remains the most overlooked barrier to product performance. It is the missing variable that explains why high-quality haircare and skincare still underperform for millions of consumers worldwide.

This is BRITA's first investment in beauty and personal care. The partnership brings together two distinct capabilities: Hello Klean's direct-to-consumer brand expertise — including a digitally native growth engine, a highly engaged social community, and a subscription model with over 75% recurring revenue — and BRITA's six decades of filtration science, including R&D infrastructure, ISO-certified testing facilities, and a multitude of filtration innovations.

The partnership accelerates Hello Klean's ambition to build the definitive shower filtration brand worldwide, with investment priorities spanning next-generation filtration products and international expansion from the brand's UK and European base.

For BRITA, the partnership represents a strategic entry into the huge global beauty industry through a brand that has already proven product-market fit, consumer demand, and a scalable subscription model.