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Hello Klean, a maker of shower filters, has received a strategic investment from water filtration firm Brita. Terms of the deal were not disclosed, but the agreement allows Brita to purchase more equity over time; if certain revenue thresholds are met, Brita has the option to acquire Hello Klean in four years.
Hello Klean generated $14.7 million in revenue in 2025, and is projecting $27 million in revenue for 2026.
Karlee Zhang and Omer Ozener founded the company in the UK in 2020 with $80,000 of their own money and have not taken on outside investment until now. The company is profitable, and 75 percent of its revenue comes from subscriptions: Customers can pay to have refill cartridges for its shower heads, costing $45, delivered automatically. A shower head starts at $75, and while they do not soften water, the company claims they help mitigate the effects of hard water, and lessen the impact of irritants like chlorine. Refills are needed to keep the shower head filtering adequately.
“We still have customers now who signed up [for a subscription] six years ago. It’s a very sticky customer base,” Ozener told The Business of Beauty. The company also sells a range of skin and hair care products. Its number-one market is still the UK, and it has a growing business in the US, Europe and Middle East.
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Customers have become more aware of the impact tap water has on their skin and bodies, as incidences of conditions such as eczema and psoriasis continue to rise, which some research correlates with hard water.
Zhang and Ozener said Brita’s support will help the company grow faster and innovate quicker. In a statement, Brita Group chief executive Markus Hankammer said the investment would support its ambition to become a “purpose‐driven lifestyle brand.”
“What’s lacking right now in the category is trust and creditworthiness,” said Ozener. “There are a lot of players coming into the market with conflicting claims,” he said, adding that Brita offers expertise in the filtration space, and that Hello Klean can leverage its research and development and regulatory capabilities.
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