By will-buy
Black Friday could be a period associated with reckless spending, with consumers expecting brands to sign up inside a weekend of slashed prices.
For those searching for something a bit more mindful, and a slower, responsible method of shopping, beauty store Haeckels may 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 different ways, they posted on their own Instagram account: 'As Black Friday approaches, we receive countless emails asking us if we will do any promotions. As usual, no.'
Every year, the company forgoes deals, but this year they're going one step further.
They continued: 'In fact, we aren't extending its love to be taking any money at all.
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'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 provide our stores to help amplify and promote those making a difference, pushing boundaries and creating change.
'We'll provide you with retail space, marketing, and access to our network.
'We're looking – please tag brands, people and artists creating a difference below, and we'll begin the touch base.'
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Even though it's an excellent day for spending, many will be removed from their physical stores – paving method for newer independent brands.
Haeckels' decision continues to be met with praise.
'Such a great initiative,' one person wrote.
Plenty of others happen to be 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 as opposed to just say it. Love this bravo!'
If you're looking to discover some new beauty brands this Black Friday, inside 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 and effort to shine.
