Estée Lauder Companies made a minority investment in UK-based blue beauty brand Haeckels.
WHO: Haeckels was founded in 2012 by volunteer beach warden and coastal enthusiast Dom Bridges in the British seaside town of Margate, Kent. Haeckels manufactures all its plant-based products in-house while promoting a more circular economy that includes an ecosystem of locally harvested seaweed and the use of sustainable packaging solutions that are fully recyclable or compostable. The brand opened its first store in 2013 in Margate followed by immersive spa spaces in Margate (2019) and London (2020).
WHY: The investment will help expand production and fund international expansion, including setting up supply chains for waste materials outside the UK. The brand will also create a new product innovation arm called Haeckels Lab.
IN THEIR OWN WORDS: Charlie Vickery, Haeckels Managing Director, said in a statement: "The Estée Lauder Companies understands what we do and the love we have for it, with a shared goal to pioneer and disrupt the beauty industry.”
“This minority investment provides us the freedom to continue with our vision and purpose. We thank The Estée Lauder Companies for their commitment to our future, and are excited to be partnering with the company, which has felt like a family since day one.”
Haeckels founder Dom Bridges added: "Estée Lauder Companies came to us at a time where we were looking to grow sustainably and although we are in the early days of our partnership, the discussions and steps forward are healthy and our future symbiotic—we are a positive influence on them and they are a positive influence on us."
Estée Lauder Companies said that the deal was in line with its commitments to environmental and social responsibility, and would leverage its strong track record of identifying and nurturing high-potential brands such as Dr. Jart+ and The Ordinary to support Haeckels in its development as they scale up on a global level.
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