Hello Klean, a direct-to-consumer beauty brand focused on water purification for personal care, has secured £1.5 million in debt funding led by re:cap to accelerate its global scaling efforts.
This capital injection arrives after the company achieved over half a million customers while operating entirely bootstrapped and maintaining profitability since its inception.
The London-based company was established to address the negative effects of impurities in household water supplies on skin and hair, offering design-focused filtration systems as an alternative to existing bulky or low-quality solutions.
This foundational approach has propelled the brand to generate 10x revenue growth within the last two and a half years, resulting in more than one million products sold globally. Crucially, the company’s financial structure relies heavily on recurring revenue, with over 70% of income derived from subscriptions boasting monthly retention rates exceeding 97%. This predictable cash flow enabled Hello Klean to self-fund inventory and avoid external equity dilution throughout its rapid ascent, maintaining full founder ownership.
The £1.5 million facility from re:cap is structured as long-term debt, aligning with the company’s unit economics where customer cohorts become profitable after eight months.
Consequently, this financing strengthens working capital without altering ownership, providing the leverage required for immediate operational expansion. Future plans center on establishing a presence in the Middle East and deepening penetration across existing European markets, alongside continued investment in next-generation filtration technology. The founders previously scaled the business using personal savings, hiring their first full-time employee only in 2024, illustrating a highly disciplined, lean operational history.
The consumer wellness sector is increasingly attentive to environmental and product purity standards, positioning Hello Klean’s core offering—high-flow shower filters—advantageously within this market shift.
By utilizing debt that matches the maturity profile of their customer base, Hello Klean positions itself to aggressively pursue market share while preserving the foundational control that fostered its initial, profitable growth trajectory. This move signals a strategic pivot from internal funding to leveraging external, non-dilutive capital for accelerated market capture.
