Maxine Laceby: Building a Juggernaut Brand

Absolute Collagen is redefining beauty norms while making a difference. Discover how each collagen sachet enhances wellness and impacts lives with Maxine Laceby at the helm.

Maxine Laceby: Building a Juggernaut Brand

In the world of entrepreneurship, the journey often resembles a rollercoaster ride, with thrilling highs and daunting lows. Maxine Laceby, the founder and CEO of Absolute Collagen, knows this ride all too well.

Her incredible journey from a stay-at-home mom to the visionary behind one of the fastest-growing beauty brands in the UK is a tale of determination, empowerment, and unwavering self-belief.

Keep reading for advice from Maxine based on hard-won lessons from creating a juggernaut brand.

The Light Bulb Moment

Maxine's foray into the beauty industry began with a personal revelation that sparked her entrepreneurial spirit.

Pursuing a fine art degree at the age of 49, she discovered a profound connection between her appearance and self-esteem.

Stripping herself of makeup and embracing her natural grey hair, Maxine realised the need for a positive change.

Her research led her to bone broth, which left her with a newfound sense of well-being.

As she delved deeper, she unearthed the magic ingredient behind this transformation: collagen.

Maxine's light bulb moment was born, and she knew she had stumbled upon something revolutionary.

The Birth of Absolute Collagen

Armed with her passion for collagen and her superpower-like ADHD-driven problem-solving skills, Maxine set out to create a product that would resonate with women like her.

In her kitchen, armed with pots, pans, and a laptop, she experimented with different formulations until she found the perfect one: marine collagen in a convenient sachet.

Maxine's commitment to quality and effectiveness drove her to partner with experienced blenders who initially doubted her formula's feasibility.

However, she persevered, and the result was a collagen product like no other.

The marine collagen sachets provided an easy, ready-to-use solution that women could incorporate effortlessly into their daily routines.

Maxine Laceby, Founder & CEO, Absolute Collagen

The Courage to Take Risks

As Maxine embarked on her entrepreneurial journey, she was acutely aware of the financial risks involved.

She chose to invest in her business by using her mortgage and borrowing money from friends.

Her family's unwavering support also played a crucial role, with her children willingly embracing the prospect of downsizing if necessary.

Maxine's advice to other aspiring entrepreneurs is to thoroughly understand the options available for financing.

While women may hesitate to seek financial support, she encourages them to be bold and back themselves confidently when approaching investors or lenders.

A family affair: With the help of her daughters Darcy and Margot, Maxine's company Absolute Collagen reached £10 million in revenue in just three years.

Overcoming Doubts with Self-Belief

The success of Absolute Collagen was never a premeditated plan but an organic evolution.

Maxine's focus was always on solving a problem and creating a product that truly worked.

As a direct-to-consumer brand, she aimed to establish a close connection with her customers, providing education and genuine value.

Yet, like any entrepreneur, Maxine had her moments of doubt. However, her relentless belief in the effectiveness of her product and her solution-focused mindset allowed her to conquer these doubts.

Her ADHD proved to be a superpower in navigating challenges, ensuring that she reached her goals with tenacity and resilience.

Maxine's journey serves as a testament to the power of empowerment, self-awareness, and perseverance.

Her vision for Absolute Collagen continues to thrive, transforming lives and empowering women to embrace their natural beauty.

Learn to 'Bet on Yourself'

We've only just scratched the surface of Maxine's journey in entrepreneurship.

To take a deep dive and learn more about how Maxine built Absolute Collagen, listen to Unfinished Business: Bet on Yourself.

You'll learn that:

  • Identifying market gaps and innovating solutions sets the bedrock for entrepreneurial success and strategic planning remains indispensable, regardless of whether your business is scaling up or facing challenges.

  • Harnessing personal strengths and abilities fuels effective problem-solving in business.

  • Risk-taking and personal sacrifices often serve as stepping stones in the journey of entrepreneurship.

  • Reinvesting profits back into your venture is a testament to a commitment to long-term growth and prosperity.

  • Haste makes waste: Approaching crucial business decisions with ample time and reflection can result in more balanced and sound judgement.

  • Customer-focused growth coupled with sustainable scaling should be the cornerstone of your business strategy.

  • Personal authenticity and adherence to core values can significantly impact the perception and success of your brand.

Take a listen below 👇