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Start Up Stories: Maxine Laceby of Absolute Collagen

Inspiring entrepreneur Maxine Laceby, founder of award winning beauty brand Absolute Collagen talks to UMi about her journey.

Tell us about your business, what does it do?

Absolute Collagen 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 product helps to promote healthier, younger and more radiant looking skin, as well as reducing the appearance of fine lines and wrinkles and encouraging stronger, thicker and faster growing hair.

We pack our products full of the marine collagen which enters the blood stream more quickly than other types of collagen and therefore delivers results faster than other products on the market.

We pride ourselves on providing customers with products that contain the highest level of grade type 1 collagen peptide found in all the leading brands worldwide at the lowest possible price.

What did you do before you started this business?

Before I started the business, I was a very happy stay at home mum to my daughters, Darcy and Margot.

I gave up work when I was 25 years old to have my two children and did not return to work until I was 50, when I founded Absolute Collagen.

What inspired you to start up?

It was when I decided to start making and taking my own bone broth at home. I quickly discovered that it was collagen in the bone broth I was drinking that was having such an amazing effect on my skin and wellbeing.

It when then that I decided to create my own marine collagen supplement!

How would you describe your business to your grandma?

An ingestible collagen supplement that helps with your skin, hair, nails, joints, ligaments and is great for muscle repair.

Where do you get advice, support or help?

I don’t really. I think that being aware of my weaknesses has been important to the growth of the business.

I have made sure that I have surrounded myself with people who have skills in the areas that I am the weakest, such as tech.

Finance is one of the most common barriers to starting up. How did you access the finance you needed?

Absolute Collagen is self-funded.

What has been your biggest achievement so far?

Winning the CEW beauty supplement award, hitting 9,000 subscribers and receiving reviews every day from people who have had great results and are also inspired by my story. 

How do you differentiate your business from others?

1: I started Absolute Collagen simply because it works and for no other reason than that.

2: We put in the maximum amount of the best ingredients and not the minimum.

3: We operate on the power of S.I.R. Every customer deserves to feel S= Safe, I= Important and R= Respected.

4: Customer service is at the very forefront of our business. We make sure that we are accessible to our customers and we deal directly with them so we can ensure their Absolute Collagen experience is a positive one.  Every social media comment is answered personally, and no one is ever ignored.

5: We deal directly with customer in order to keep costs down. Shops want up to 60% and we would have to pass that cost on to the client.

What’s it like to be your own boss?

I think it’s the only option being over 50 and never really worked before!

Where do you see your business in 5 years time?

Sold out! 

What advice would you give to aspiring entrepreneurs?

Your core values and morals WILL without doubt come through your business, so be sure yours are intact. 

All you have to do is the next right thing, but that is the next right thing for you, the business, its employees and the customer. Your head needs to hit the pillow every night knowing you have always acted with integrity and with everyone best interests at heart.

Ashleigh Smith
Article by Ashleigh Smith
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