Getting to Know You: Maxine Laceby, Founder & CEO, Absolute Collagen

Maxine Laceby

Maxine Laceby, Founder and CEO of Absolute Collagen, one of the UK’s fastest growing direct to consumer beauty brands tells Business Matters what inspires her.

What do you currently do?

I am the Founder and CEO of award-winning brand, Absolute Collagen. We manufacture and retail powerful liquid marine collagen supplements that fight the visible signs of ageing and improve the quality of skin, hair and nails.

A daily dose of the sachets, which are packed full of marine collagen, promote healthier looking skin, thicker hair as well as reducing joint pain and muscle degradation, boosting lean muscle mass and energy levels, helping to support a healthy digestive function and improving liver health.

My current focuses within the company are driving the business forward, looking at international expansion and new product development.

What was the inspiration behind your business?

About four years ago I started to look at what I was putting into my body and the in ‘thing’ at the time was bone broth, so I started brewing up my own batches in my family kitchen from things such as pig trotters and chicken feet. Almost immediately I had a better sense of well-being, my aches and pains disappeared, and my skin looked fresh and radiant.

After embarking on some extensive research, I soon discovered that it was the collagen in the bone broth that was causing these changes. I started cooking up large vats of broth and soon I become known as the local collagen dealer, with my friends banging down the door for the stuff.

I became tired of the work involved and started to think about how I could make this easier for myself. It was then that I decided I wanted to put the product into sachets, to make it as easy and convenient as possible. During my research I discovered that type 1 marine collagen is the best collagen out there and I know that was what I wanted to use in my products. It was then that Absolute Collagen was born!

Who do you admire?

Every single female in history who has gone before me, shouted loud and worked hard in order to make my presence within the world of business acknowledged.

What defines your way of doing business?

My personal morals and principles run through Absolute Collagen and we operate on the power of SIR’. We believe that every single one of our customers deserve to feel Safe, Important and Respected at every single point in their Absolute Collagen journey. That is part of the reason why we retail via our website, direct to consumer.

It means that we are able to manage the whole consumer experience and ensure that every aspect of the customers experience is a positive one. Customer service is incredibly important to us and we make sure that every single every customer comment or query is heard, acknowledged and responded to personally.

What would you tell your younger self?

To just keep going, it will all be OK! Never divert from who you are and what you stand for, remain authentic and stay humble.

Looking back, is there anything you would have done differently?

Absolutely not, everything I have done has led me to where the business is today and where I am within this sector.

What advice would you give to someone starting out?

Write your brand bible and create your brands identity and voice. Who you are and what you stand for. I say this because your morals and principles will undoubtedly show themselves and your brand will become who you are. Be careful, if you cut corners in your personal life it is likely you will do it in business too.