THE WHAT? Water filtration company BRITA Group has made its first investment in the beauty sector, taking a minority stake in UK-based shower filtration brand Hello Klean.
THE DETAILS The strategic investment gives BRITA a minority share in the London-based brand, with an option to acquire a majority stake over time, although financial terms were not disclosed. Hello Klean will remain independent and continue to be led by co-founders Karlee Zhang and Omer Ozener.
The partnership combines BRITA’s six decades of filtration science, R&D infrastructure and testing capabilities with Hello Klean’s consumer-focused brand and product design. Hello Klean, which specialises in shower filtration systems and water-optimised hair and body care, has grown rapidly, expanding from £900,000 in revenue in 2022 to double-digit millions in 2025, with 75% of sales coming from subscriptions and more than 1.2 million products sold. The brand is stocked at retailers including Selfridges, Sephora, Cult Beauty and Ounass.
THE WHY? The investment allows BRITA to enter the beauty and personal care sector through a fast-growing category — shower filtration — while supporting Hello Klean’s global expansion and product development.
Source: cgc.global
