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Feb 9, 2022
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Estée Lauder invests in UK natural beauty brand Haeckels

Published
Feb 9, 2022

British skincare and fragrance brand Haeckels said on Wednesday that The Estée Lauder Companies (ELC) has made an investment in the company, although it didn’t tell us how much money had been invested nor what that does to the ownership mix, although it’s understood to be a minority stake.


Haeckels


It's a big deal for the independent British label given the huge global importance of Lauder and its brands, and also given the growth seen by other brands in which the US group has invested.

“Leveraging their strong track record of identifying and nurturing high-potential brands such as Dr. Jart+ and Deceit, the investment from [ELC] will enable Haeckels to continue doing what the brand does best: championing sustainability, creating game-changing products and fighting for greater transparency in beauty”, the company said.

The new investment also allows the firm to further scale and support its development at a global level “through shared information and driving innovation in the sustainability space”. 

Founded in Margate, Kent in 2012 by Dom Bridges, Haeckels is based on natural ingredients, “pioneering design, high-quality craftsmanship and a celebration of coastal regeneration and sustainability”.

In 2013, it opened its first store in Margate and in 2019 and 2020, it launched Haeckels House immersive spa treatment spaces in Margate and London, respectively.

Its offer is “inspired by the team's love of the ocean” and uses renewable resources such as seaweed, “while implementing and supporting solutions to [the] crises facing the planet’s oceans”. 

The company said its products showcase “the ocean’s natural wellness properties, which provide customers a plant-based alternative to traditional formulas”. 

The products are made in-house, “creating a circular economy that includes an ecosystem of locally harvested seaweed, [and] the opportunity for customers to have a 360 end-of-life experience with products and compostable packaging”. 

All of these things help to ensure the brand is “as sustainable as possible”. 

Founder Dom Bridges said: “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.”

MD Charlie Vickery added that ELC “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 joining the company, which has felt like a family since day one.”

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