{"id":10619,"date":"2025-12-03T09:19:23","date_gmt":"2025-12-03T14:19:23","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=10619"},"modified":"2025-12-03T09:19:23","modified_gmt":"2025-12-03T14:19:23","slug":"after-year-long-rebrand-the-brand-formerly-known-as-haeckles-is-now-dulcie","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=10619","title":{"rendered":"After Year-Long Rebrand, the \u2018Brand Formerly Known As Haeckles\u2019 Is Now Dulcie"},"content":{"rendered":"


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About a year\u00a0ago<\/a>, 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\u2019s beliefs on race and eugenics, which were influential on many Nazis\u2019 views on the subject, something Bridges didn\u2019t know until\u00a0after<\/em>\u00a0he launched his skincare brand.<\/p>\n

Understandably, Bridges didn\u2019t want his company associated with a racist, and for the past year, they called themselves \u201cFormerly Known as Haeckles\u201d while undergoing a more formal rebrand.<\/p>\n

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.<\/p>\n