Filtering the Future of Self-Care: BRITA Group Backs Hello Klean to Scale Shower Filtration
Published: 23 Mar 2026
Author: Precedence Research
Hello Klean, a London-based brand that focuses on shower filtration, has announced a strategic investment from BRITA Group. This marks the water filtration company's first entry into the beauty and personal care sector.
BRITA x Hello Klean: The Strategic Splash into Personal Care
Hello Klean, a London-based brand that focuses on shower filtration, has announced a strategic investment from BRITA Group. This marks the water filtration company's first entry into the beauty and personal care sector. BRITA has taken a minority stake in the UK company, with the possibility of acquiring a majority share in the future. This investment is intended to support further product innovation and international expansion from its UK and European headquarters.
According to Precedence Research, Depth Filtration Market size accounted for USD 3.08 billion in 2025 and is predicted to increase from USD 3.46 billion in 2026 to approximately USD 9.91 billion by 2035, expanding at a CAGR of 12.40% from 2026 to 2035 as demand grows for the adoption of single-use disposable filters, the need for high-capacity impurity removal, and stringent quality regulations in food, beverage, and water treatment industries.
Founded to address the impurities in shower water that can negatively affect hair and skin, Hello Klean offers an alternative to traditional water-softening systems and subpar shower filters. The brand focuses on design-driven, laboratory-tested filtration products that are made to easily integrate into everyday bathroom routines.
The Ultimate Glow-Up: Why Water Giant BRITA is Betting on Hello Klean’s Shower Tech
Karlee Zhang, co-founder and Chief Marketing Officer of Hello Klean, said: "We created this category before it received any attention. Initially, 'shower filtration' was not seen as a beauty topic; it was more about plumbing. We started with £60,000 and our own bathroom, secured a deal on Dragons' Den, and proved that the model works."
The new partnership combines Hello Klean’s direct-to-consumer brand and subscription model with BRITA’s filtration expertise, which includes its research and development capabilities, ISO-certified testing facilities, established manufacturing infrastructure, and a wide range of filtration technologies.
Markus Hankammer, the Chief Executive Officer of BRITA Group, noted: "Hello Klean has quickly confirmed the rising global demand for smarter water-quality solutions in daily life. We share the belief that water is often an overlooked element that significantly affects both product performance and personal health. What impressed us was their systematic approach to solving a real consumer problem, along with a brand that deeply connects with customers worldwide. For BRITA, this collaboration marks a strategic move into a field where our extensive filtration knowledge can create substantial value, and it aligns with our aim to evolve into a purpose-driven lifestyle brand that inspires people to rethink their water usage habits."
A recent report by Precedence Research highlights that the Depth Filtration Market is benefiting from rising demand in biopharmaceutical manufacturing, stringent regulatory standards for product purity, and the need for efficient, high-capacity clarification in food, beverage, and wastewater sectors.