Liverworts show a high propensity to regenerate when the apex of a thallus is amputated; however, the molecular basis for this supposed form of apical dominance remains unexplored. Ishida et al. (on pp. 384–400) report that in Marchantia polymorpha the level of endogenous auxin is transiently reduced at the cut surface of decapitated explants, which then triggers expression of a class VIIIb AP2/ERF transcription factor, LOW-AUXIN RESPONSIVE (MpLAXR). MpLAXR functions as a cellular reprogramming factor and is homologous to Arabidopsis ENHANCER OF SHOOT REGENERATION 1/DORNRÖSCHEN, which has a dual function in shoot regeneration and axillary bud formation. These findings highlight the necessity of auxin reduction in cellular reprogramming and provide insights into stem cell regulation as well as apical dominance establishment in land plants.