Hello Klean, a company from London, has secured £1.5M (almost €1.3M) in debt funding from Germany’s re:cap, aiming to bring its water-centric personal care solutions to a wider audience. The company is renowned for its innovative approach to tackling impurities in shower water through scientifically crafted products. Hello Klean focuses on solutions that address issues varying from hard water effects to chlorine and heavy metal exposure.
Previously, Hello Klean operated primarily through self-funding and a unique subscription-led business model. This model supported growth without relying on venture capital, ensuring over 70% of revenue from subscriptions. Despite this, the company has managed notable expansions, such as increased operations and reach through partnerships with retail giants like Selfridges and Sephora UK. The decision to maintain full ownership is critical to its strategy.
What Issues Do Hello Klean Products Address?
Addressing impurities in shower water, Hello Klean achieved success by providing a solution that fills the gap between large-scale water-softening systems and inadequate filters. Their product line integrates seamlessly into common bathroom settings, merging design and laboratory-tested innovation. The company’s distinctive approach has resonated with consumers, topping over one million units sold globally since its establishment in 2019.
Founded by Karlee Zhang and led by CEO Omer Ozener, Hello Klean’s emphasis is on developing proprietary filtration products while focusing on customer engagement and product efficacy. With no external equity investment, the brand capitalizes on sustainable and profitable business practices.
How Will the New Capital Be Utilized?
The recent capital influx will increase working capital and fortify existing market demands while exploring new European and Middle Eastern regions. Hello Klean aims to advance its filtration technologies, enriching product lines and enhancing market penetration. CEO Omer Ozener highlighted the benefit of growth without compromise:
“We grew profitably first, then added fuel. This funding helps us scale further.”
Hello Klean run with lean operations, with the founders initially managing multiple roles from product development to marketing. This approach drove significant traction, particularly after a feature on BBC’s Dragons’ Den which increased their orders by 700%. The team, currently comprising 20 members, expects to expand as it enhances its market footprint and product offerings.
Hello Klean’s journey illustrates a strategic growth model prioritizing sustainable expansion and market-specific solutions. Emphasizing advanced filtration science, the brand aims to establish itself in a crowded personal care market by carving out a niche that links beauty with water quality. This multifaceted approach benefits consumers by providing actionable solutions for everyday water quality challenges.
