Hello Klean

Hello Klean is a London-based direct-to-consumer personal care brand building a shower-care ecosystem around the science of water quality. Founded in 2019 by husband-and-wife duo Omer and Karlee Ozener, the company was built on a single insight: hard water — prevalent across more than 60% of Europe and much of the Middle East — is a primary cause of dry skin, hair breakage, and scalp irritation, yet most beauty brands address the symptom through product formulation rather than filtering the water itself.

Hello Klean's flagship product is a high-flow shower filter that uses redox media and mineral-binding compounds to reduce chlorine and heavy metals before they reach the body. The company has since expanded into a range of wash-off hair and skin care products designed to complement a filtered-water routine. More than 70% of revenue comes from subscriptions, and monthly retention sits above 97% — metrics that reflect both product efficacy and genuine customer loyalty. The company scaled to over one million products sold without taking external equity, funding its growth entirely from the founders' personal savings of £75,000.

Hello Klean's brand moment came when it appeared on BBC Dragons' Den, where it secured investment from Steven Bartlett and experienced a 700% surge in demand. By 2024, the company had hired its first full-time employee and grown to a team of 20. In November 2025, it secured a £1.5 million debt facility from Berlin-based re:cap to fund international expansion into the Middle East and further European markets — allowing it to scale without sacrificing founder ownership.

The company's expansion into the Middle East is both strategic and personal: the region has high water hardness, strong consumer appetite for premium personal care, and a natural affinity with a brand built around water filtration. Hello Klean is targeting 30 employees and continued headcount growth as it enters new markets, while remaining entirely founder-owned. Its story — a bootstrapped, subscription-driven brand scaling to international reach — has made it one of the more distinctive consumer brand successes in recent UK startup history.