Absolute Collagen was built on science, integrity and real women.

It started with 1 honest question.

Absolute Collagen began with Maxine and Darcy Laceby - a mother and daughter partnership that’s gone from strength to strength. The business was born from a question that many women quietly ask themselves as they get older:

“Who am I, really, once I strip everything back?”

Darcy’s mum Maxine, was studying Fine Art at the time. As part of her course, she removed her make-up, let her hair go grey, simplified her clothes and explored how she was perceived by the world when appearance was no longer doing the talking. What she discovered was powerful. Her value wasn’t in how she looked. It was in who she was.

That shift changed everything. And it became the foundation of Absolute Collagen.

Today, Absolute Collagen is one of the most clinically studied collagen supplements in the UK, supported by:

• The UK’s largest collagen clinical trial
• Over 30,000 data points
• Measurable improvements in skin, hair and elasticity
• Ongoing input from scientists, dermatologists and nutrition experts

From personal results to a bigger idea.

Around the same time, Maxine began taking collagen and noticed real changes in her skin. Friends started asking what she was doing differently. There was just 1 problem. There was nothing she could confidently recommend.

At the time, collagen wasn’t widely available in the UK, and certainly not in a simple daily format backed by proper science. So Maxine and Darcy decided to create what didn’t yet exist.

“I was studying Food Science & Consumer Management at university, with access to labs and research. That allowed us to dig deep into the science behind collagen and understand its role as an essential protein in the body. Very quickly, we realised we weren’t just creating a supplement. We were building a brand with a point of view.” - Darcy.

A brand that’s not about looking younger.

From the very beginning, Absolute Collagen was never about turning back time.

It was about ageing in a way that feels like you. Knowing who you are, knowing what works, and supporting your body properly as biology changes.

The Laceby’s were proud to become the UK’s original collagen brand, pioneering the category from 2017 onwards. Everything they’ve done since has been rooted in 3 things: science, efficacy and community.

Why science has always come first.

If they were going to ask women to trust them, proof mattered.

“Our collagen is sourced from one of the world’s leading suppliers, who own their entire supply chain from start to finish. Every step is tightly quality controlled. We even visit the farms ourselves, because when it comes to quality, we want to see it firsthand.

Innovation, for us, is not about trends. It’s about solving real problems for real women. That’s why every product starts with our community. We speak to thousands of customers every year to understand what they actually need. Then we bring in scientists, dermatologists and researchers to build proper solutions - not off-the-shelf formulas.

If a product doesn’t bring real value, it doesn’t launch. Simple.” - Darcy

Proving what their community already knew.

Their customers were already telling them they were seeing results. But they wanted to go further.

So they ran the UK’s largest and most robust clinical trial of a collagen supplement ever. It was independent, peer-reviewed, placebo controlled, and the first to study collagen’s effect on hair and scalp health. Over 12 weeks, they collected more than 30,000 data points from 130 participants. The results were groundbreaking.

• 100% saw visible wrinkle reduction.
• Skin elasticity increased by 60%.
• New hair count increased by 27%.

It did more than validate their product. It pushed the entire category forward and uncovered new insights into how collagen supports skin and scalp health at a cellular level.

As Dr Dave Riley, Senior Scientist and lead researcher on the clinical trial at Absolute Collagen, explains:

“What makes this trial unique is not just the results, but the scale. With over 30,000 data points, we’re able to see consistent, measurable improvements across a wide population — which is rare in this category.”

Collagen works by supplying key amino acids that support fibroblast activity in the skin, helping to improve elasticity, hydration and overall skin structure over time.

Integrity beyond the product.

“Becoming a B-Corp certified business was never about a badge. It’s a commitment that holds us accountable in every decision we make, from sourcing and packaging to how we treat our people and our planet. It means balancing purpose with profit and choosing integrity above all else.” - Darcy

Maxine and Darcy want Absolute Collagen to be a brand that their community can rely on, today and for years to come.

As the community grew, so did their needs. Hydration and moisture support came through clearly, which led to the development of Skin Pro: Renew & Rejuvenate . It builds on the brand’s hero collagen formula, now supercharged with 120mg of moisture-boosting hyaluronic acid for more targeted skin support.

The same thinking then led to Hair Pro: Renew & Rebuild . It delivers the collagen and skin benefits customers already loved, enhanced with targeted hair support ingredients to help repair, strengthen and rebuild from within.

Every innovation Absolute Collagen builds comes from listening first.

Age powerfully.

For women looking for a collagen supplement backed by both clinical evidence and a clear philosophy, Absolute Collagen represents a new standard - built on proof and trusted by both experts and customers looking for clinically proven results.

“Absolute Collagen exists to celebrate women as they are - not to tell them they need ‘fixing’. We’re serious about science and are confident in who we are. We believe in backing biology, backing evidence and backing women to age powerfully, and on their own terms.

That’s how Absolute Collagen was built, and that’s how it will continue to grow.” - Darcy