Hello Klean expands water-filtration range with new Skin Filter tap attachment

Hello Klean is extending its water-filtration range to the bathroom sink with Skin Filter, an intelligent tap attachment designed for facial cleansing.

The device launches today, 1 October, through HelloKlean.com. It combines multi-stage water filtration with microbubble technology and tracks water usage to indicate when the filter needs replacing.

Hello Klean describes Skin Filter as its most advanced filtration system to date and its first major product launch since BRITA Group made a strategic investment in the company in March. The partnership forms part of Hello Klean’s ambition to establish water as a category within the beauty and personal care market.

BRITA acquired a minority stake in the business, with an option to increase its holding to a majority position in the future. The investment marked BRITA’s first move into the beauty and personal care sector.

“We were hearing from customers who had resorted to washing their face with bottled water because of the negative impact they felt their tap water was having on their skin,” said Karlee Zhang, co-founder and Chief Marketing Officer of Hello Klean.

“We look at what’s in our skincare, yet barely think about what we use to wash it on and off.”

According to Hello Klean, tSkin Filter can inhibit up to 92% of scale, while reducing lead and free chlorine by up to 98%. The company says its scale inhibitor encapsulates minerals, while a titanium-based medium captures lead ions and releases sodium ions in their place.

The attachment also features a microbubble mode based on the Venturi principle, which introduces microscopic bubbles into the water stream. Hello Klean says the technology increases water contact with the skin and can help loosen sebum, SPF, make-up residue and other daily build-up, allowing them to be rinsed away.

The system connects to the Hello Klean app. Users can monitor water consumption and filter lifespan, while an integrated SmartRefill light indicates when the filter is due to be replaced.

The feature follows the April launch of Shower Head+, which also uses water-consumption monitoring to indicate when a filter change is required.

In March, Hello Klean said subscriptions accounted for around 75% of its sales. At the time, the company reported more than 80,000 active subscribers and total product sales of more than 1.2 million units.

The brand also launched its first London out-of-home campaign in July, promoting Shower Head+ across 200 bus-stop sites and a digital screen in Shoreditch.

Skin Filter is designed to fit standard, single-lever bathroom taps and can be installed without permanent plumbing modifications, according to the company. It will be available in Black and Chrome for £135, or £104 when purchased with a subscription.