Beauty / news
Hello Klean Expands in Middle East, Its Fastest-Growing Market
Hello Klean has introduced its full product lineup in the UAE via Ounass, with the Middle East now its fastest-growing market and a source of over 20 percent of revenue. The London-based beauty tech brand, backed by Brita Group, says the region inspired its creation.
The idea for Hello Klean emerged from a personal frustration in Dubai. Karlee Zhang, now cofounder and chief marketing officer, moved there to manage social media for Huda Beauty and began experiencing hair loss and skin irritation. She eventually discovered the cause was water quality, not her beauty routine — an experience that would shape the company's mission years later.
Today, Hello Klean is bringing its full product ecosystem to the United Arab Emirates through luxury retailer Ounass. The rollout is anchored by the company's newest offering, Shower Head+, a hydropowered intelligent shower filter that pairs with an iOS app.
The device tracks water consumption per shower and sends alerts when water temperature exceeds 42 degrees Celsius, or 108 degrees Fahrenheit. It represents Hello Klean's effort to merge water care with connected beauty technology.
The Middle East has quickly become the brand's fastest-growing market since its products launched in the region 18 months ago, according to cofounder and chief executive officer Omer Ozener. The region now accounts for more than 20 percent of Hello Klean's revenue.
The company has deliberately avoided venture capital, instead partnering with Germany's Brita Group. Zhang, a Tiffany & Co. alum, said the Middle East is more than a growth market — it is the place that inspired the business.