Dear Friends,

Over a decade ago, some thought I was unconventional, even a little crazy, for the strong ideas about sustainability and responsible beauty. They wondered why I bothered picking up the trash in Margate. They looked at me oddly when I hired locals with no formal background in beauty. Some folk were quite alarmed at the obsession with turning seaweed into a serum, but I've always believed that challenging the status quo is the only way to truly make a difference.

In the last 12 years, it was our mission to rethink the way that the beauty industry could be done and the name Haeckels has been a constant in our journey. Throughout the growth, the setbacks, good decisions, bad decisions, terrible decisions, near bankruptcy (twice), three fundraises, three offices, two stores, and now 56 employees, we have always been Haeckels - Made of Margate.

But today, this name just doesn’t reflect who we are or what we stand for. Like all of nature’s stories, ours too requires growth, adaptation, and evolution. And here’s why...

Our name was inspired by the botanical work of German biologist and artist Ernst Haeckel. He lived during the Victorian period when ideas of social Darwinism began to take root. I found a book of his intricate drawings of seaweed while I was at art college in Plymouth, it reminded me of the beauty of nature and urged me to connect to the sea and always think about detail and being the best we could be. But I can no longer ignore the fact that Haeckel’s abhorrent beliefs on race and eugenics directly oppose our values of inclusivity and care for all people. While his art may have resonated with the mission to protect and celebrate the natural world, his ideologies have no place in our future. Knowledge obligates action.

So, it’s time to do something a little bit unusual. And yes, some people will once again think we are a little odd, but that’s okay, we are used to that. We’ve chosen to shed the name Haeckels and move forward, but not alone. We want you, our community, to be part of this evolution. In the coming year, we will operate without a formal name—openly referred to as “Formerly known as”—as we engage in honest conversations about what our new identity should be.

In the interim period, we will be led by the motto “It’s about all of us” to remind us why we are doing this in the first place. Anchoring our temporary identity in “people care planet care”. Our goal is to embody the principles of inclusivity, responsibility, and innovation that have always been the heartbeat of what we do, and it’s going to take all of us to get there.

The next 12 months are critical to our survival - in all honesty, it feels like we’ve been given a second chance. The journey has been tough—we came very close to the edge—but we’re more committed than ever to ensuring our future is built on foundations that benefit both people and the planet. It won’t be easy and it won’t be quick, but we know we have to do it if we want to avoid moral bankruptcy as well as a financial one.

In the coming months, you’ll see many changes that reflect our renewed focus. We’re returning to Vivomer packaging - an innovative fully compostable material and secondary packaging will be almost entirely removed. Our product formulations will continue to evolve and upgrade with clarity in sourcing and pricing. You may notice that some of your favourites have been removed and others have increased in price. We’re also exploring larger sizes to reduce the price per ml —you can see a full breakdown of costs per product with our Transparency Wheel available online. This adjustment will make products more sustainable for us to produce, ensuring we can continue offering your favourites for the long term.

We are creating a Citizenship Program to reward our customers who want to engage more deeply with our local and global brand initiatives. Your citizenship is based on how you choose to handle your product—whether you re-use, recycle or compost. We’re exploring expanding across the UK with modular pop-up sites and we hope our updated physical and digital footprint will bring us closer to our community than ever before. It’s only through your support that we can rebuild stronger, better, and more responsible.

I want to say it again: this journey isn’t just about us; it’s about all of us. Our customers, our teams, partners, and friends are all part of this story. Our mission remains clear: to do good business, in every sense of the word, for all of us—for today, tomorrow, and generations we’ll never meet. Thank you for being part of our story, for believing in us, and for your continued support as we work together to shape this next chapter.

We’re excited for what’s to come, and we can’t wait to walk this path with you.

With gratitude and hope,
Dom Bridges
☮️💙
It’s about all of us.