Industry-leading beauty company Absolute Collagen has chosen Telford to open its headquarters ahead of expanding the business across the EU.

The company, which produces a liquid marine collagen supplement which fights the visible signs of ageing, was founded in May 2017 and began life as a small business based out of founder Maxine Laceby’s garage.

The business grew rapidly and within one year it became apparent that this home-based business needed to seek a larger space for its operations.

 The Development at Hadley Park East, a development that was set to deliver a mixed use development scheme including a number of units for commercial use, was brought forward through the Telford Land Deal. The type of units being developed by Morris Properties matched the needs of Absolute Collagen and in the summer of 2020 Maxine and her team made the move to Telford. Within just one year of moving the business had outgrown their unit due to the rapid growth of the business and quickly made the move to a larger unit on the same site.


With such rapid growth their workforce of course also needed had to grow to sustain this, the business now employs 39 members of staff many of which live locally in Telford.  In just a few years, Absolute Collagen has gone from a small business to a multimillion-pound beauty brand beloved by thousands of Absoluters, including celebrities. Absolute Collagen has won multiple awards (including a CEW Award – known as the Oscars of the beauty industry – for best new supplement) and Maxine herself has won multiple awards as a successful businesswoman.

Maxine Laceby, founder and CEO of Absolute Collagen, said:

“We’re thrilled to open our brand-new office and warehouse. With a growing team and subscriptions increasing daily, moving to a new location was essential to facilitate the ongoing growth of the business.

“Absolute Collagen has come a long way since I launched it from my kitchen, where I had the simple vision to bring affordable beauty to everyone, and show them that they can be the best version of themselves. At the time, I had been a full-time mum for 25 years and didn’t have any experience in the business world. I’m hugely proud that the business has developed into a thriving company and feel very lucky to have so many subscribers to Absolute Collagen.

“We are now expanding across the EU, Germany and Ireland, and the new office location marks the start of the next chapter for the business, with many exciting plans in the pipeline. I’m looking forward to the year ahead and can’t wait until the whole team can be in the office together.”

“Our biggest success to date has been the increase in annual business turnover, in 2017 our turnover was £29M, and in 2020 our turnover was £43M, an increase of 29% over 5 years.”

“This of course would not have been possible should we have not made the move to Telford.”

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