Hello Klean has secured £1.5 million in debt financing from re:cap. The company remains fully founder-owned, and the new capital will strengthen its working capital position so it can meet demand, expand internationally to the Middle East and further European markets, and invest in deeper filtration innovation.
Its business model has supported Hello Klean’s ability to scale without external equity funding. More than 70% of the company’s revenue is generated through subscriptions, with monthly retention above 97%. This recurring revenue base has provided predictable cash flow, enabling the company to self-fund inventory, avoid equity dilution, and maintain full ownership during its growth. The subscription-driven model not only supports strong customer lifetime value but also provides the financial stability that makes debt financing a viable option. Unlike many consumer brands that depend on venture capital to fund customer acquisition, Hello Klean’s unit economics have enabled sustainable growth from the outset.
The announcement comes at a moment when consumers are paying closer attention to water quality and its impact on personal care. Hello Klean’s core offering is a high-flow shower filter engineered to reduce impurities that contribute to dryness, buildup, dullness, and irritation. The brand has also expanded into wash-off care products designed to complement a filtered water routine. Customers consistently report softer hair and skin that feels less tight after showering, which has driven strong subscription adoption and long-term retention.
The company’s trajectory has been shaped by a disciplined approach to growth. It operated lean for years, with the founders managing everything from product design to marketing, and only hiring their first full-time employee in 2024. Despite this, the brand scaled rapidly, accelerated further by a breakout appearance on the BBC Dragons’ Den that introduced it to a mainstream audience and helped drive a 700 percent surge in demand. Today, Hello Klean employs 20 people and expects to grow its team to 30 next year as it expands its product pipeline and global footprint.
re:cap’s long-term financing approach provides the flexibility for Hello Klean to continue investing in customer acquisition while allowing cohorts to mature before repayment begins. With this structure in place, the company is well positioned to advance its global expansion with the financial stability needed to scale sustainably.
