Maxine and Darcy: The Founders

Establishing the Absolute Collagen at the age of 50, Maxine really does prove that age is just a number and that everything is possible no matter how many candles there were in your last birthday cake.

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Maxine Laceby

After deciding on going back into education as a mature student, Maxine enrolled at university to pursue her dream of studying Fine Art, where Maxine was assigned to work on a degree project which she called “Dare To Go Bare.”

Maxine cut her hair short, decided to go bare-faced and natural with her makeup and embrace her grey hair - pushing her completely out of her comfort zone. At first Maxine describes how difficult it was for her to acknowledge her new appearance, as she felt insecure and lacked the confidence.

However, this journey of self acceptance led to a culinary experiment that would change Maxine’s life forever. One day, in her home kitchen Maxine began brewing bone broth from chicken and started drinking it daily. After some time, Maxine began to notice changes in her appearance with glowing skin, glossier hair and stronger nails and it was all down to the one pivotal ingredient within the bone broth: collagen.

What stemmed from a fun cooking activity led to the birth of Absolute Collagen, and at age 50 Maxine became a business owner and entrepreneur - proving that opportunities are not limited to age and absolutely anything is possible when you stop limiting yourself.

“I learnt a lot from starting a business at 50. It was the perfect time for me and my family. I often get asked why I’ve been so successful, and every single thing I have used in the boardroom and in the business are things I have learned as a mother - the intuition, the passion, the drive - all these things I have been able to transfer. I just used what I have learned in my life and own it, and apply it to now.”

Darcy Laceby

Maxine discovered the benefits of collagen at the same time her eldest daughter Darcy was studying for her food development degree. After completing her studies, Darcy co-founded Absolute Collagen with Maxine at the age of only 20.

With their paths aligning perfectly, Darcy initially came into the business working as the Chief Product Developer but transitioned into the management of the brand as co-founder a few years later. Her passion for New Product Development (NPD) and extensive knowledge of working with food and science ultimately led to the expansion of our Absolute Collagen product range with award-winning Maxerum and Haircare.

As a Co-founder, Darcy has accomplished an array of impressive awards and achievements including; featuring on The Forbes 30 Under 30 and to ranking 4th on the Sunday Times 100 List of Fastest Growing Companies.

Just like Maxine, Darcy has also experienced some difficulties from people in the industry doubting her for how young she is and everything she has accomplished before the age of 25.

“I’d often go into meetings and would be greeted by people who assumed I was the marketing executive - often I’d just go with it! I’ve learnt now that people judging me for my age is often more of a me problem than an ‘other people’ problem. It comes down to my perception of myself, and so I really believe in myself and the team around me.”

A great reminder that if you believe in yourself and feel strong in your own skin, then absolutely anything is possible.