Why the brand with no name is getting people to pay what they want for products

By Alessandro Carrara | Published: 25-Feb-2025
Skin Care Retail

The brand formerly known as Haeckels is undergoing a rebrand to shake off its association with scientist Ernst Haeckel

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The brand Formally Known as Haeckels (FKAHaeckels) has launched a new scheme that allows customers to pay what they want for products.

The 'Pay What You Feel' initiative is based around a four-tiered pricing system on a selection of FKAHaeckels’ hero products, and will last until 20 March.

Products include the Marine Facial Cleanser, Eco Marine Cream, Algae Plump Serum, Reef Complex Skin Oil, Marine Night Cream and Seaweed Solar Protect SPF 50+.

Prices start as low as £15.63, with products in the higher tiers costing up to £94.60 if customers choose to opt in to those.

Brand founder Dom Bridges described the scheme as an “experiment” to help move the company forward.

“It is about cementing ideas as we try to navigate our vision of a citizen versus a consumer,” Bridges told Cosmetics Business.

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