Hello Klean Secures £1.5m Debt Facility From re:cap to Scale Its Shower Filtration Brand

November 25, 2025

Direct-to-consumer shower filtration brand Hello Klean has closed a £1.5 million debt financing facility with re:cap, a Berlin-based fintech specialising in revenue-based debt capital for high-growth digital brands. The company remains entirely founder-owned, and the new facility will be used to strengthen working capital, build inventory ahead of international demand, and invest in the next generation of its filtration technology. Co-founders Omer and Karlee Ozener built the business from £75,000 in personal savings and have never taken outside equity.

The context for this raise is a growing consumer awareness of how water quality affects personal care outcomes. Hard water — prevalent across much of the UK, Europe, and the Middle East — contains chlorine, heavy metals, and mineral compounds that can contribute to dry skin, hair breakage, and scalp irritation. Traditional personal care brands have largely addressed these issues through product formulation, leaving the water itself untreated. Hello Klean takes the opposite approach, filtering at the source.

The company's core product is a high-flow shower filter engineered to reduce the contaminants associated with hair and skin damage. Using redox media and mineral-binding compounds, it targets chlorine and heavy metals before they reach the body. Hello Klean also offers a range of wash-off care products designed to complement a filtered-water routine, sold primarily through a subscription model that drives more than 70% of the company's revenue. Customer cohorts typically reach break-even around month six and full profitability by month eight, giving the business the recurring, predictable cash flows that make debt financing viable without diluting ownership.

Growth has been rapid. The company sold over one million products while operating with a lean team, hiring its first full-time employee only in 2024. A breakout appearance on BBC Dragons' Den drove a 700% surge in demand and introduced the brand to a mainstream UK audience. Today Hello Klean employs 20 people and expects to grow its headcount to around 30 as it enters new markets. Monthly subscription retention sits above 97%, a metric that reflects the strength of the product and the loyalty of the customer base.

For re:cap, Hello Klean represents the profile of business its model is designed for: profitable, subscription-driven, and founder-controlled, with strong unit economics that allow repayments to align naturally with revenue maturation. The structure allows Hello Klean to invest in customer acquisition and inventory without the pressure of short-term repayment cycles. As the brand targets the Middle East — a region with both high water hardness and strong consumer appetite for premium personal care — and additional European markets, the combination of disciplined economics and long-term debt capital positions it to expand without sacrificing control.

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