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A decade ago, collagen supplements were barely on the radar in the UK. Today, they’re a fixture of the wellness aisle, and one name that’s closely tied to that shift is Absolute Collagen. Started from a kitchen table by a mother and daughter, it grew into one of Britain’s best-known liquid collagen brands. Here’s a full, honest breakdown of what Absolute Collagen is, what the science does and doesn’t say about collagen supplements, and whether it’s worth your money.
What Is Absolute Collagen?
Absolute Collagen is a British wellness brand founded by Maxine Laceby and her daughter Darcy Laceby, best known for its liquid marine collagen supplements. The brand’s story begins in 2015, when Maxine, then around 50 and with no business background, began experimenting in her kitchen after noticing what she felt were benefits from homemade collagen-rich bone broth. Disappointed by the low concentrations and long ingredient lists of many collagen products at the time, she and Darcy, who was studying food development, set out to create a purer, ready-to-drink alternative. Their first product, a small ready-mixed sachet of hydrolysed marine collagen, launched in 2017.
From the start, Absolute Collagen was a direct-to-consumer brand, selling mainly online through subscriptions. It grew quickly: the ScaleUp Institute reported that the company’s turnover reached around £17 million in 2020, and in 2020 the private equity firm Livingbridge also invested in the business. In 2021, Maxine stepped down as CEO to focus on building her own personal brand, while remaining a co-founder. In 2023, Absolute Collagen Group became a Certified B Corporation, and today the brand operates across the UK, Ireland, and France, with its UK headquarters in London.
What Makes Absolute Collagen Different?
- A ready-to-drink liquid format — instead of capsules or scooped powders, the main product is a small, pre-measured liquid sachet, which the brand says is designed to be convenient and easy to take daily
- Type 1 hydrolysed marine collagen — the brand’s core supplement uses hydrolysed marine collagen, which comes from fish and is broken down into smaller pieces
- Product range beyond the drink — the brand now also offers a topical collagen facial serum and haircare products, expanding from the original supplement
- Industry recognition — the brand won Best New Beauty Supplement in the Mass and Prestige category at the 2019 CEW Awards
- Certified B Corporation — Absolute Collagen Group has been B Corp certified since February 2023, which reflects an independent assessment of its social and environmental practices
- A founder-led story — the brand is built around a mother and daughter partnership and the idea that it’s never too late to start something new
What Does Absolute Collagen Sell?
Marine Collagen Drink
The flagship product: a daily liquid sachet of hydrolysed marine collagen, available in several flavours. It’s typically sold both as a one-off purchase and as a subscription, so check the current pricing and terms on the official site.
Collagen Serum
A topical facial serum designed to complement the supplement, applied to the skin rather than taken by mouth.
Haircare
A haircare range introduced as the brand expanded beyond supplements and skincare.
Bundles and Subscriptions
Multi-pack options and regular delivery plans, which are the main way many customers buy.
Does Collagen Actually Work? An Honest Look
This is the question most readers really want answered, so it’s worth being straightforward. Collagen is a protein found throughout your body, including in skin, hair, nails, and joints, and the body’s natural production declines with age. Collagen supplements are designed to provide the building blocks of that protein, but that doesn’t automatically mean they’ll noticeably change how your skin or joints look and feel.
Research on oral collagen is still developing. Some small studies suggest modest improvements in skin hydration and elasticity for some people, but results vary, studies are often short, and many are funded by manufacturers, so it’s best to approach strong claims with a bit of healthy scepticism. Absolute Collagen describes its products as clinically proven and says it has the support of dermatologists and trichologists, but those are the brand’s own claims, so it’s worth looking at the specific studies it references rather than taking marketing language at face value. In the UK, food supplements also can’t be marketed as treating or preventing disease, so any benefits are best thought of as general support rather than medical treatment.
Is Absolute Collagen Good Quality?
Absolute Collagen has built a loyal customer base, and its strong growth, awards, B Corp status, and years of operating history suggest a well-established, legitimate business rather than a passing fad. The brand also says it focuses on a high concentration of collagen in a small dose, and that it avoids unnecessary bulking agents, which was part of its original reason for being.
That said, a few honest considerations apply:
- It’s a premium-priced supplement. Daily liquid collagen costs more over a month than many powders or capsules, and subscription pricing can add up, so check the current cost.
- Subscriptions need care. Because the brand sells mostly through subscriptions, read the cancellation and delivery terms before you sign up, so you know how to pause or cancel.
- It’s made from fish. Marine collagen isn’t suitable for vegetarians or vegans, and anyone with a fish or shellfish allergy should check the ingredient list and speak to a healthcare professional first.
- Results vary. As with any supplement, outcomes differ from person to person, and it takes consistent use over weeks or months to judge.
Absolute Collagen’s Story and Values
A big part of the brand’s appeal is its origin. Maxine Laceby began the business in her fifties after her daughters had grown up, returning to university to study fine art at the same time as Darcy studied food development. The brand’s messaging has centred on celebrating women at every age, rather than on the idea of looking younger, and it describes a mission of building confidence. That positioning, along with its B Corp status, is a major reason it stands apart from more clinical, results-only supplement brands.
How Does Absolute Collagen Compare to Other Collagen Supplements?
| Feature | Absolute Collagen | Typical Collagen Powder or Capsules |
|---|---|---|
| Founded | 2015 (first product 2017), UK | Varies |
| Format | Ready-to-drink liquid sachet | Powder or capsules |
| Collagen type | Hydrolysed marine collagen | Varies (marine, bovine, or other) |
| Buying model | Mostly direct-to-consumer, subscription | Varies, often retail |
| Certification | Certified B Corporation (since 2023) | Rare |
| Range | Drinks, facial serum, haircare | Often supplement only |
| Suitable for vegans | No (fish-derived) | Varies |
Tips for Buying Absolute Collagen
- Start with a single purchase or short plan if you’re new to collagen, rather than committing to a long subscription
- Read the subscription and cancellation terms before you checkout
- Check the ingredients and allergens, especially if you have a fish allergy or follow a vegetarian or vegan diet
- Be consistent for at least a few weeks before deciding whether it’s working for you
- Talk to a GP or pharmacist if you’re pregnant, breastfeeding, or taking medication
Final Verdict: Is Absolute Collagen Worth It?
Absolute Collagen is one of the UK’s most established liquid collagen brands, with a genuine founder story, industry recognition, and B Corp credentials. If you like the idea of a convenient, ready-to-drink supplement and are comfortable with a premium price, it’s a well-regarded option. But it’s worth keeping expectations realistic: the evidence for oral collagen is still developing, results vary, and it isn’t a replacement for a balanced diet, sun protection, or medical advice. For anyone curious about collagen, Absolute Collagen is worth considering, ideally starting with a short trial.
Frequently Asked Questions
Who founded Absolute Collagen? Absolute Collagen was founded by Maxine Laceby and her daughter Darcy Laceby. The business began in 2015, and the first product launched in 2017.
What is Absolute Collagen made from? The brand’s core supplement uses hydrolysed marine collagen, which is derived from fish, so it isn’t suitable for vegetarians or vegans.
Is Absolute Collagen a B Corp? Yes, Absolute Collagen Group has been a Certified B Corporation since February 2023.
Does collagen really work? Research on oral collagen supplements is still developing. Some small studies suggest modest benefits for skin hydration and elasticity, but results vary and many studies are manufacturer-funded.
Does Absolute Collagen have a subscription? Yes, the brand sells mostly through direct-to-consumer subscriptions, so check the current terms and how to cancel before ordering.
Is Absolute Collagen suitable for everyone? Not necessarily. It contains fish-derived collagen, and anyone who is pregnant, breastfeeding, on medication, or allergic to fish should speak to a GP or pharmacist first.
