Behind the growth (EP2): Darcy Laceby of Absolute Collagen

From experiment to scalable brand

Absolute Collagen began as a personal health experiment rather than a commercial venture. While studying food science at university, Darcy began developing formulations alongside her mother, Maxine, who was making bone broth at home to support her health and wellbeing. What they discovered was a product that genuinely worked; high‑quality ingredients, effective doses and no unnecessary fillers.

The early focus wasn’t on building a brand or scaling a business, but on creating something authentic and effective that they wanted to use themselves. Only later did the commercial shape begin to form. Choosing to sell direct‑to‑consumer and build a subscription model allowed the business to stay founder‑led, generate cash early and grow at pace – without external funding in the early stages.

That accidental start, grounded in scientific development and experience, became the foundation for one of the UK’s fastest‑growing wellness brands.