BRITA backs Hello Klean with first-ever beauty investment

Hello Klean, the London-based brand focused on shower filtration, has announced a strategic investment from BRITA Group, marking the water filtration company's first move into the beauty and personal care sector.

BRITA has taken a minority stake in the UK-based company, with an option to acquire a majority position over time.

The investment will support further product development and international expansion from its UK and European base.

Founded to address impurities in shower water that can affect hair and skin, Hello Klean offers an alternative to traditional water-softening systems and lower-quality shower filters.

The brand focuses on design-led, lab-tested filtration products intended to integrate easily into everyday bathroom routines.

It has grown from £900,000 in revenue in 2022 to double-digit millions in 2025. According to the company, around 75% of sales come from subscriptions, with more than 80,000 active subscribers and over 1.2 million products sold to date.

In addition to shower filtration hardware, Hello Klean also stocks a collection of water-optimised hair, scalp and bodycare products featuring its proprietary Klean Complex.

Karlee Zhang, co-founder and CMO of Hello Klean: "We built this category before anyone was paying attention. When we started, 'shower filtration' wasn't a beauty conversation, it was a plumbing one. We started with £60k and our own bathroom, won Dragons' Den, and proved the model works."

The new partnership brings together Hello Klean’s direct-to-consumer brand and subscription-driven business model with BRITA’s filtration expertise, including its R&D capabilities, ISO-certified testing facilities, established manufacturing infrastructure and portfolio of filtration technologies.

Markus Hankammer, CEO of BRITA Group, said: "Hello Klean has rapidly proven the rising global demand for smarter water-quality solutions in daily life. We share the belief that water is the often-overlooked variable that fundamentally shapes both product performance and personal wellbeing.

"What convinced us was their disciplined approach to solving a real consumer problem paired with a brand that resonates deeply with customers worldwide.

"For BRITA, this partnership is a strategic move into a category where our decades of filtration expertise can create meaningful value - and it supports our ambition to evolve into a purpose-driven lifestyle brand that inspires people to rethink the way they consume water."