EP36: Maxine Laceby, Co-Founder of Absolute Collagen, from stay-at-home mum to creating one of the UK's fastest-growing direct-to-consumer businesses.

Maxine Laceby: Starting Absolute Collagen at 50 and building a £30m DTC BrandThis week Jo sits down with Maxine Laceby, co-founder of Absolute Collagen, to discuss how she built a pioneering liquid collagen, direct-to-consumer brand in midlife. After 25 years as a stay-at-home mum, turning 50 and studying fine art led Maxine to a self-identity project, “Dare to Go Bare,” and a wellbeing journey that began with homemade bone broth and evolved into discovering collagen. In 2017 she launched Absolute Collagen with her daughter Darcy, growing it from a kitchen-table idea into a £30m business, raising £15m investment, and earning major rankings and awards. Maxine credits transferable “mum skills” like emotional intelligence, intuition, and reading people, alongside a consumer-first mindset, strong team culture, hiring to offset weaknesses, and choosing aligned partners over money. She emphasizes authenticity, integrity, and scientifically proven claims in a “Wild West” supplement market.00:00 Welcome and Guest Intro02:23 Motherhood Skills to Boardroom03:06 Emotional Intelligence as Superpower05:11 Designing for the Absoluter08:01 Dare to Go Bare Origins10:51 Finding Maxine Under the Masks13:47 Kids Reactions and Leading by Example15:39 Always a Problem Solver17:51 Collagen Discovery with Darcy19:13 Early Results and Hair Science21:55 Mother Daughter Business Dynamic23:28 Empowered Family Collaboration26:08 Respect and Boundaries27:07 Scaling With Great Hires29:29 Authenticity Versus Celebrity32:09 Brand Integrity and Science33:58 Culture Fit and Team Freedom34:53 Investment and Valuation Lessons38:39 New CEO and Absoluter Mindset40:44 Three Two One Advice43:33 Thanking Brad and ClosingSupport the showEdited and produced by Jo Glynn-Smith 2025. Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BXFor bookings: [email protected] Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change. Instagram @jojoglynnsmith and @themidlifeentrepreneurContact: [email protected] CREDIT Easy Money by REX BANNER licensed by Artlist.ioPHOTOGRAPHY by JONATHAN GLYNN-SMITH www.jonathanglynnsmith.com