Haeckels undergoes rebrand with founder back at helm and new CEO

Ocean-inspired beauty brand Haeckels is marking a new chapter of innovation, responsibility and growth, bolstered by the return of its founder and the appointment of a new CEO. 

As part of its rebrand, the name 'Haeckels' will be removed from all packaging and communications. The business will then operate without a formal name over the next 12 months as it engages with its community around the name change.

This period of realignment is driven by the brand's need to address an important issue surrounding its namesake, Ernst Haeckel.

"While his botanical illustrations aligned with our passion for marine conservation, and inspired the name, his racist ideologies are entirely incompatible with our principles. This name change is a necessary first step to return to our values of inclusivity and responsibility that define our company today," reads a statement from the brand.

Haeckels also unveils its new identity and a return to its core principles following a "near-fatal" growth period.

Over the last few years, the British brand said it has pursued an expensive path of growth, at a pace that was "out of sync with its customer", driving the business to near bankruptcy.

CEO Ann-Margret Kearney (left) and Founder Dom Bridges (right)

At the heart of the relaunch is founder Dom Bridges, who is returning full time to Haeckels as part of its renewed leadership strategy.

Bridges will lead the charge in reinforcing the skincare brand’s mission of "changing the beauty industry for the better", strengthened by his deep understanding of the company's core values.

"I finally feel like we have condensed our message to one that is faithful to us. I love skincare, I love the business and I want it to be around for decades to come and the only way to do that is to strip back all of the ideas, conversations and concerns and focus on what’s coming next," said Bridges.

"We’re excited to foster a different relationship between customer and brand in a new circular way of existing that’s better for us and the planet. It’s time to wave goodbye to the archaic idea of the consumer and align the way we do business with the philosophy we believe in."

In addition, Haeckels has appointed Ann-Margret Kearney as its new CEO to help navigate the brand through its current transition.

With over 10 years of experience in leadership roles within the luxury beauty and wellness industries, her expertise in operational efficiency and brand development will be "pivotal" as the brand focuses on enhancing its responsible practices and product offerings.  

"This is a business with incredible brand love, with all of the characteristics to be industry-defining. I have never seen customer or staff engagement like it. Doing the right thing by this business is not quick and it sure as hell isn't easy. There is no playbook for a pivot like this," said Kearney.

"We are iterating every single day to put this visionary brand in its proper place, where brand love also equals a healthy commercial business that uses its growth and platform for the greater good."

In line with this ethos, the brand continues to innovate its packaging solutions, with every product now housed in Vivomer, a Shellworks bio-based, 100% home compostable material.

It has also eliminated secondary packaging on all products, except for fragrances and candles, as well as introduced QR codes for customers to track how materials can be reused, refilled, or composted.

To further this commitment, a new Transparency Wheel has launched on each product page of the brand's website, breaking down the exact cost of each product—from ingredients and overheads to shipping expenses.

By providing this level of insight, it aims to foster a deeper understanding of the value behind each product, "building a foundation of trust and mutual respect with our community".

To celebrate this new era, the brand is expanding across the UK, launching a new website, and introducing a subscription 'citizenship' programme. With an ambitious path forward, it has also hinted at plans for new retail stores and collaborations.

Founded in 2012, Haeckels is a beauty and fragrance brand inspired by the ocean. Known for its responsible practices and locally sourced ingredients, it remains committed to challenging the status quo in the beauty industry.