About a year ago, UK-based skin care brand Haeckles announced it would change its name. Founder Dom Bridges chose to name his brand after 19th-century zoologist Ernst Haeckel because of his illustration work, particularly of sea life, which Bridges discovered in college and admired. Less admirable, however, were Haeckel’s beliefs on race and eugenics, which were influential on many Nazis’ views on the subject, something Bridges didn’t know until after he launched his skincare brand.
Understandably, Bridges didn’t want his company associated with a racist, and for the past year, they called themselves “Formerly Known as Haeckles” while undergoing a more formal rebrand.
The brand has now unveiled its new identity, and instead of choosing another problematic eugenicist, Bridges named the skincare firm after his newborn daughter, Dulcie.
