British brand formerly known as Haeckels reemerges as Dulcie after year-long rebrand
After a year spent intentionally operating without an official name, the British beauty brand formerly known as Haeckels has revealed its new identity: Dulcie.
The Margate-based skincare and fragrance company, has now entered what it calls its "second chapter".
The business initiated its rebrand in 2024 after distancing itself from its original namesake, 19th-century scientist Ernst Haeckel.
While Haeckel’s botanical illustrations once served as creative inspiration, the brand publicly acknowledged that his racist ideologies were incompatible with its values.
"This name change is a necessary first step to return to our values of inclusivity and responsibility that define our company today," the company previously stated.
In an effort to reset authentically, the brand removed the name Haeckels from all packaging and communications, spending the subsequent 12 months engaging its community in the transition while operating without a formal name. That period has now officially concluded with the launch of Dulcie.
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Founded in 2012, the company gained a global following for its ocean-inspired fragrances, responsibly sourced ingredients, and approach to sustainable packaging. But the past few years brought what the brand describes as a "near-fatal growth period", driven by rapid, expensive expansion that became misaligned with its customer base and pushed the business close to bankruptcy.
As part of its relaunch, founder Dom Bridges returned full-time to lead the next phase. Additionally, Ann-Margret Kearney was appointed as CEO to help navigate the company through its restructuring and brand evolution.
The new name, Dulcie, originates from Bridges’ personal journey with his wife, Jo, surrounding the birth of their daughter, Dulcie.
Their commitment to cleaning the beach, being present, and ensuring a healthy planet for future generations became the foundation of the business. Naming the brand Dulcie honours those values - and reinforces a responsibility to uphold a higher standard.
"Dulcie is at the heart of why I do this…This new name brings a sense of responsibility not just to my daughter and the planet, but to everyone entering beauty. We commit to doing business the right way, prioritising care over profit. We are a skincare company that truly cares about you, the planet, and future generations," Bridges said.
"The name isn’t just a change of logo or label; it’s the culmination of everything that’s shaped us - family, resilience, and care for both people and planet. Whether you’ve been with us from the start, recently discovered us, or are meeting us for the first time, this new chapter is for all of us."
Sustainability remains central to Dulcie’s identity. The brand continues to innovate using Vivomer, a bio-based, 100% home-compostable material developed by Shellworks.
According to the company, most of its previous 2.0 packaging was composted on farm, while the remainder was recycled with Shellworks to create new material.
"We also pulped and turned our not-needed secondary packaging into paper, which we still use today," the brand shared.
Due to lingering financial constraints, immediate packaging changes are not possible - but Dulcie assures its community that ongoing improvements are on the horizon.
In the meantime, the brand is leaning into creative interim solutions such as bio-stickers and optional graffiti-style customisation for its products.
