Seaweed picked from the Kent coast is being transformed into high-end serums and perfumes inside a former casino - before ending up on shelves at Selfridges.

Staff from Margate firm Haeckels collect the algae from beaches across the town every other day in order to produce its range of beauty products, soaps and candles.

“Goo” extracted from the plant is then used in the making of the items inside the firm’s factory - which is the former Genting Casino in Zion Place.

Haeckels managing director Charlie Vickery told KentOnline: “Our founder Dom Bridges moved to Margate about 10 years ago and became a warden on the beach, clearing them of litter.

“There’s always loads of seaweed on the town's beaches, especially after a high tide or a storm surge, and when it’s left out it starts to rot and smell.

“So he started clearing off all the seaweed along with the litter and the ocean plastic.

“He began to explore how seaweed could be used in products and its antiseptic, nourishing, calming and hydrating properties.”

Haeckels - which sells products for as much as £140 - was launched 11 years ago.

The brand started with a bar of soap, and expanded into skin care, perfume and candles - all made from the aquatic plant.

To turn seaweed into a product, the firm extracts the plant’s “essence”.

“It’s a sort of goo, and that’s where all the potency is,” explained Mr Vickery.

“We used to wheel a shopping trolley down to the beach to get the seaweed, believe it or not.

“We are a bit higher-tech now.”

The goo is later turned into a probiotic. Bacteria is then allowed to culture on it.

From harvesting to hitting the shelves, the process takes about a month.

Haeckels sells a variety of products with a strong emphasis on the town of Margate, including a candle which is said to smell like Dreamland.

In the wake of recent sewage scandals off the Thanet coast, customers would be justified in worrying about the ingredients collected from the beach.

But Mr Vickery insisted: “We do a microbial test on the water every day prior to collecting any of the seaweed.

“Rest assured our seaweed is only harvested if it passes the microbial test, and it’s then cleaned and sterilised in our laboratory.

“It’s always in perfect condition and is regularly tested.

“We are very aware of the environmental impact of sewage overflow and of course the supply chain impact for us.”

All of Haeckels’ products are made in Margate, and sold internationally in stores like Selfridges.

And Mr Vickery, 30, says he and his colleagues are “just really excited to play our part in the opening up and gentrification of the town”.

“It will always be our home,” he added.

“I think we are one of the rare companies that have come up from Margate and I think that’s a really exciting and amazing part of our story.”