Estée Lauder Companies (ELC) has invested in British beauty brand Haeckels.
Created by Dom Bridges in 2012, Haeckels is inspired by the Margate, Kent, coastline with natural products made from handpicked seaweed.
The skin care and fragrance brand will use the undisclosed minority investment to scale globally, support new product development and its sustainability initiatives known as 'blue beauty'.
“Estée Lauder Companies came to us at a time where we were looking to grow sustainably and although we are in the early days of our partnership, the discussions and steps forward are healthy and our future symbiotic," said Bridges.
"We are a positive influence on them and they are a positive influence on us.”
The deal is said to be in-line with ELC's CSR commitments.
Haeckels' Managing Director, Charlie Vickery, added: "The Estée Lauder Companies understands what we do and the love we have for it, with a shared goal to pioneer and disrupt the beauty industry.
"This minority investment provides us the freedom to continue with our vision and purpose."
Haeckels has a flagship store in Kent and spa treatment spaces in the country as well as London.
Best-selling products include its Bio-Energiser + Broccoli Hair Cleanser, Algae Pump + B3 serum, Large Exfoliating Seaweed Block and the Shell + Dry Wave + Pleurotus 0.4% deodorant.
The brand is a member of 1% For The Planet and uses compostable packaging.
Consumers can receive a free product from the brand in return for a bag of beach rubbish.