Building a £30m DTC beauty brand - a mother-daughter success story
Maxine and Darcy will share their fast, furious and often fraught family journey, from months spent perfecting their formula in their kitchen to those often challenging debates across the boardroom. 2016 was a very different landscape for emerging brands; the pair were repeatedly told they needed a big brand’s backing, and the only way was retail. The duo had already hung their north star firmly on transparency and consumer experience, so entirely self-funded (through re-mortgaging their home), Maxine and Darcy successfully launched Absolute Collagen (AC) as a direct-to-consumer, they took the market by storm, building a credible and ever-growing beauty business from boiling up bones at their kitchen table to leading beauty entrepreneurs, turning over £20M in just a few years. Within five years, they had secured external investment to grow the business further and attract the best-in-class people. Absolute Collagen now has thousands of loyal ‘Absoluters’, enjoys rave reviews and has won numerous prestigious beauty awards.