Beauty brand says it will use Black Friday to amplify other brands

Black Friday can be a period associated with reckless spending, with consumers expecting brands to participate in a weekend of slashed prices.

For those looking for something a bit more mindful, and a slower, responsible way of shopping, beauty store Haeckels might be your answer.

The brand, which makes its products in Margate, Kent, create ocean-inspired skincare that supports the microbiome.

Fast shopping just isn’t their style – especially as it can result in consumer pressure to spend on things that aren’t needed.

Deciding to mark Black Friday in a different way, they posted on their Instagram account: ‘As Black Friday approaches, we receive countless emails asking us if we will do any promotions. As usual, no.’

Every year, the brand forgoes deals, but this year they’re going a step further.

They continued: ‘In fact, we’re not even going to be taking any money at all.

‘This Black Friday, we want to offer our retail spaces in Margate and London to smaller brands with big ambitions.

‘We’ll take all our products off the shelves and offer our stores to help amplify and promote those making a difference, pushing boundaries and creating change.

‘We’ll offer you retail space, marketing, and access to our network.

‘We’re on the lookout – please tag brands, people and artists making a difference below, and we’ll begin the reach out.’

Even though it’s a prime day for spending, their products will be removed from their brick and mortar stores – paving way for newer independent brands.

Haeckels’ decision has been met with praise.

‘Such a great initiative,’ one person wrote.

Plenty of others have been tagging and recommending small beauty businesses.

Another said: ‘This is the sort of initiative that I talk to my clients about when they talk about transparency, accountability etc… live it rather than just say it. Love this bravo!’

If you’re looking to discover some new beauty brands this Black Friday, in a measured and low-pressure way, skip the sales and head to one of their stores for a browse.

Alternatively, if you have a small brand, this might be your time to shine.

The London branch is based at 16 Broadway Market, London E8 4QJ.

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