Absolute Collagen

What Absolute Collagen does

Absolute Collagen is a UK-based direct-to-consumer wellness brand operating under Laceby Ltd, founded in 2017 by Maxine and Darcy Laceby. The company sells hydrolysed marine collagen supplements (8000mg per 10ml sachet), topical skincare (Deep Lift range featuring Matrixyl 3000 and Dermosculpt peptide complexes), and haircare products (Collagen Complex thickening shampoo and conditioner), with the recent Sculpt Pro line targeting side effects of GLP-1 weight loss medications. Products are sold exclusively through the brand's Shopify-powered e-commerce website with a subscription-first model offering 14-day, 28-day, and 56-day delivery cycles at 18-40% discounts, supplemented by one-time purchases at full retail.

Name

Absolute Collagen

Legal name

Laceby Ltd

Website

https://absolutecollagen.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Absolute Collagen is a UK-based direct-to-consumer brand selling marine collagen supplements, skincare, and haircare through a Shopify e-commerce site with subscription-first recurring revenue, targeting women seeking anti-aging and wellness solutions.

Ownership category

akta.pro rank

Product category

Nutritional Collagen Supplements

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRADAOAJ

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/CPG Ingredients, Flavorings & Additives Brands

SECONDARYCRABAAAB

Treatment Skincare (Serums, Actives, Acne & Anti-aging)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABABAE

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth)

Consumer Products & Retail/Beauty & Personal Care/Haircare

Keywords

• Collagen supplements
• Marine collagen drinks
• Anti-aging skincare
• GLP-1 support supplements
• Collagen haircare

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Subscription-based Recurring Revenue: Primary revenue stream from subscription 'Subscribe and Save' model offering 14-day, 28-day, or 56-day delivery cycles for collagen supplements and skincare products. Subscribers receive 18-40% discount, free delivery, and ability to pause, skip or cancel. Subscription products include Marine Liquid Collagen, Marine Collagen Powder, Skin Pro, Hair Pro, and Essential Blend.
2. One-time Product Purchases: Non-subscription one-time purchases of supplements and skincare products at full retail price through the e-commerce website. Gift cards available for UK customers only, redeemable against subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Absolute Collagen is a UK-based direct-to-consumer collagen brand selling hydrolysed marine collagen liquid drinks (8000mg per 10ml sachet), collagen powder sachets and pouches, a marine/bovine Essential Blend, and targeted variants (Skin Pro, Hair Pro, Sculpt Pro for GLP-1 users) via its own e-commerce site on a subscription model. It complements ingestible supplements with a proprietary skincare range (Deep Lift serum, day cream, night cream, neck & dec cream using Matrixyl 3000, Bakuchiol, Hyaluronic Acid and Dermosculpt technology) and the UK's first collagen-complex haircare line (thickening shampoo and conditioner), targeting anti-aging, skin elasticity, hair thinning and GLP-1-related rapid weight loss side effects.

Product overview

Absolute Collagen is a UK-based collagen supplement brand founded in 2017 by mother-daughter duo Maxine and Darcy Laceby. The product portfolio consists of two main categories: (1) Collagen Supplements including the core Marine Liquid Collagen Drink (8000mg hydrolysed marine collagen), Marine Collagen Powder variants, Essential Blend (marine/bovine hybrid), Skin Pro, Hair Pro, and the GLP-1 targeted Sculpt Pro; and (2) Skincare & Haircare topical products including the Deep Lift skincare line (Collagen Boosting Serum, Day Cream, Night Cream, Neck & Dec Cream) and Collagen Complex Haircare line (Shampoo, Conditioner, Duo bundles). The supplements work from within while the topical products target external application.

Differentiator

Problem solved

Functional benefit

Brands

• Deep Lift Skincare: Collagen-boosting skincare line including serum, day cream, night cream, and neck & dec cream.
• Sculpt Pro
• Skin Pro
• Hair Pro
• Essential Blend

Products and services

• Marine Liquid Collagen Drink The flagship 8000mg hydrolysed marine collagen liquid supplement drink sourced from cold-water fish, packaged in ready-to-drink 10ml sachets for daily consumption to support skin, hair and nail health.
• Marine Collagen Powder Pouch Powder-form marine collagen supplement that can be mixed into drinks and smoothies, providing hydrolysed marine collagen for skin, hair and nail support.
• Marine Collagen Powder Sachets Individual sachet format of marine collagen powder providing convenient daily dosing and portability.
• Essential Blend Powder Collagen Hybrid blend of premium marine and bovine collagen positioned as the most affordable collagen supplement option, combining two collagen sources for comprehensive benefits.
• Skin Pro Liquid Collagen Supplement Supercharged skin hydration liquid collagen supplement targeting fine lines, wrinkles and skin elasticity concerns.
• Hair Pro Liquid Collagen Supplement Supercharged hair growth liquid collagen supplement formulated to support hair thickness, strength and overall hair health.
• Sculpt Pro Body & Skin (GLP-1 Support AM/PM Supplement) AM/PM two-part supplement formulation containing 30 clinically aligned ingredients including 8000mg marine collagen, designed for individuals using GLP-1 medications or experiencing rapid weight loss. AM dose targets skin, hair and energy; PM dose focuses on muscle tone and gut health. Priced from £84.98 for 28-day supply.
• Deep Lift Collagen Boosting Serum Topical skincare serum formulated with Matrixyl 3000, Bakuchiol and Hyaluronic Acid, clinically proven to reduce wrinkles by 18% and increase skin firmness by 27% in 28 days.
• Deep Lift Collagen Boosting Day Cream Daily moisturizer with SPF30 protection, Niacinamide and Matrixyl 3000 peptides, clinically proven to increase skin hydration and smooth texture in 28 days.
• Deep Lift Boosting Collagen Night Cream Overnight night cream that works while sleeping to visibly reduce fine lines, restore skin suppleness and improve skin firmness; clinically proven to reduce wrinkles by 18% and increase skin firmness by 27% in 28 days.
• Deep Lift Neck & Dec Cream Targeted neck and décolleté cream with proprietary Dermosculpt formula, clinically proven to improve firmness, tone and reduce fine lines, and scientifically shown to increase collagen production by 75% in lab testing.
• Collagen Complex Hair Thickening Shampoo UK's first collagen complex formula shampoo designed to tackle fine, thin hair, boosting thickness, volume and shine without weighing hair down; contains soluble collagen and wheat protein.
• Collagen Complex Hair Thickening Conditioner Collagen complex formula conditioner that thickens and strengthens fine, thinning hair, wrapping the hair cuticle for shine and protection while penetrating the cortex for internal volumising.
• Collagen Complex Hair Thickening Shampoo & Conditioner Duo Bundle containing both the collagen complex thickening shampoo and conditioner for combined hair thickening and volumising benefits, priced from £17 (2x50ml mini) or £34 (2x250ml full size) on subscription.

Quantifiable outcome

• 100% of participants saw improvement in fine lines and wrinkles after 12 weeks
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• CoppaFeel!coreStrategic or Co-development PartnerAbsolute Collagen partnered with CoppaFeel!, the UK's first and only breast cancer awareness charity for young people, founded by Kris Hallenga after her stage 4 breast cancer diagnosis at age 23. The partnership focuses on educating and empowering young people about breast cancer signs and symptoms. Maxine Laceby was inspired after reading Kris's book 'Glittering a Turd' and participated in the CoppaFeel! Scottish Highlands Trek, where she met Emma Willis (Deep Lift Skincare Brand Ambassador). The partnership includes fundraising events and spreading awareness through the Absoluter community.
• Emma WilliscoreGTM or Marketing PartnerCelebrity stylist and TV presenter Emma Willis serves as Deep Lift Skincare Brand Ambassador. She met Maxine Laceby during the CoppaFeel! Scottish Highlands Trek and bonded over their belief in women supporting each other. Emma promotes the Deep Lift Skincare range, publicly stating that using the products helps her skin stay hydrated and feel firm, providing a 'confidence boost on makeup-free days.'

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Typology: French DTC skincare and supplement brand built on clinical, minimalist formulations with a comparable founder-led, evidence-anchored premium positioning and international shipping footprint (incl. UK/US).
• Skin Rocks by Caroline Hirons: UK DTC skincare brand built on a strong founder/educator brand presence and clinically positioned formulations; comparable on content-led acquisition, female anti-aging audience and crossover wellness positioning.

Direct peers

• LQ Collagen: UK-founded liquid collagen drink subscription brand with similar hero-product format, female-skewing anti-aging target market and premium subscription pricing; close format competitor to the Marine Liquid Collagen drink.
• Heights: UK DTC subscription supplement brand with clinical-trial backing, premium positioning, and content-led acquisition strategy; comparable on founder-led, evidence-anchored premium supplements DTC motion.
• Ancient + Brave: UK-based premium collagen and wellness supplement brand sold via DTC subscription with a comparable hero-product positioning around marine collagen. Most direct head-to-head competitor in the UK collagen category.
• Beauty Pie: Members-only DTC beauty brand offering premium skincare at disruptive prices; comparable on DTC-only distribution, female-skewing premium skincare target market, and aggressive subscription/membership flywheel.
• Hunter & Gather: UK-founded DTC wellness and supplement brand with a similar premium, evidence-led, multi-category portfolio (supplements, skincare adjacencies) and subscription-led model targeting health-conscious female consumers.
• Medik8: UK-based clinical skincare brand with science-backed formulations (peptides, vitamin A) sold via DTC, professional channels and selective retail; comparable on Matrixyl/peptide-led anti-aging positioning and B Corp-adjacent brand ethos.

Broad incumbents

• Vital Proteins: Category-defining US collagen supplement brand acquired by Nestlé Health Science; sets the global benchmark for premium collagen pricing, clinical positioning and retail distribution that Absolute Collagen benchmarks itself against.
• The Ordinary (DECIEM): Now part of Estée Lauder, The Ordinary redefined clinical-ingredient skincare at accessible price points and is the gold-standard reference for evidence-led skincare marketing that Absolute Collagen's Deep Lift line competes against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/abscollagen
• YouTubeyoutube.com/channel/UCrF6GgqMyP2wGiCMy49MYBA
• Facebookfacebook.com/absolutecollagen
• Instagraminstagram.com/absolutecollagen

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Absolute Collagen