Haeckels relaunches as Dulcie following year-long restructuring
The relaunch aims to stabilize the business, reset its values, and strengthen its market positioning.
UK – The British skincare and fragrance brand formerly known as Haeckels has officially relaunched as Dulcie, marking a significant shift following a year-long transition period driven by controversy over its namesake’s racist ideologies and a period of financial restructuring.
Haeckels was initially named after Ernst Haeckel, a German zoologist whose botanical illustrations inspired the brand’s founder, Dom Bridges, when launching the company in 2012.
However, Haeckel’s legacy includes documented racist ideologies and connections to scientific racism and social Darwinism, concepts later associated with Nazi ideology.
Upon learning about these associations, Bridges publicly acknowledged the incompatibility of Haeckel’s views with the brand’s values of inclusivity and care for all people, stating that the name could no longer reflect who they are or what they stand for.
In late 2024, the brand began operating without an official name, referring to itself as “Formerly Known as Haeckels” (FKAH), while engaging its community in consultations and rebranding efforts.
The new identity, Dulcie, named after Bridges’ daughter, was officially unveiled in early November 2025.
The rebranding coincided with a return of Bridges to full-time leadership and the appointment of Ann-Margret Kearney as CEO, signaling a renewed focus on core values, financial stability, and responsible growth.
The company faced a financially challenging period, with reports indicating it was “haemorrhaging money” prior to the relaunch.
This prompted a restructuring process, including a minority investment from Estée Lauder in 2022.
Dulcie’s relaunch emphasizes transparency, inclusivity, and sustainability.
The brand has introduced new packaging made from compostable, vegan plastic alternatives and removed most secondary packaging.
Bridges has committed to ongoing customer engagement and “honest conversations” to shape the brand’s future, ensuring the change is “more than skin deep”.
This transformation highlights how brands in the beauty industry are increasingly held accountable for their names and legacies, with Dulcie positioning itself as a leader in ethical rebranding and responsible business practices.
Haeckels, built its reputation on natural skincare, fragrance, and lifestyle products rooted in the coastal environment of Margate.
The brand held a license to harvest seaweed sustainably, making kelp the cornerstone of its formulations.
Its skincare line included marine facial cleansers, hydrating creams, serums, and exfoliating blocks, all designed to showcase the restorative properties of algae and botanicals.
Alongside these, Haeckels offered body care essentials such as hand balms, shampoos, conditioners, and nourishing lotions infused with bladderwrack and other coastal plants.
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