Alantra advises Absolute Collagen on its sale to Livingbridge

SECTORConsumer Goods & Retail


Dec 2020
Sell-side advisory

Alantra has advised Absolute Collagen, the UK’s leading marine collagen supplement provider, on its minority investment from Livingbridge.

Absolute Collagen is a direct-to-consumer, subscription-based wellness brand, principally offering marine collagen supplements intended to deliver skin, hair and health benefits.

The business was founded in 2015 by Maxine Laceby after she experienced positive skin and wellbeing benefits attributed to the collagen contained in homemade bone broths. Disappointed by the low concentration and multitude of bulking agents in collagen supplements available at the time, she set out to create a pure collagen product with the highest bioavailability and efficacy, launching ready-mixed sachets of hydrolysed marine collagen in 2017.

Since then, Absolute Collagen has grown a loyal subscriber following (the “Absoluters”), with strong consumer advocacy and endorsement from professional dermatologists and trichologists. In 2019 the business also won Best New Beauty Supplement – Mass & Prestige at the prestigious CEW Awards. Today, Absolute Collagen offers high quality collagen supplements in three flavours as well as a topical collagen facial serum, with further products in development.

The Alantra team that advised on the transaction comprised Matthew Wiseman, Chris Bates, James Segal and Pippa Hunter.

Matthew Wiseman
, partner at Alantra, commented: “We are delighted to have worked with Maxine Laceby and the Absolute Collagen team to deliver a high-quality, added-value investor in Livingbridge that can help to support the exciting growth of the Absolute Collagen brand. The products are sold 100% direct to consumer and sit at the intersection of beauty, healthcare and wellbeing.

“Absolute Collagen has created a passionate community of consumers who appreciate the benefits of its hydrolysed marine collagen for their skin, hair and nails, and recognise the inspirational messages of empowerment and self-care that Maxine has created.

“We look forward to working closely with Livingbridge and the Absolute Collagen team as the business continues to increase its consumer reach, broaden its product range and expand internationally.”

Maxine Laceby, Founder of Absolute Collagen, said: “Deciding to seek investment was a huge decision, and one I didn’t make lightly. Having spoken to several investment bankers, I found Alantra to be professional, informed, capable, considerate and supportive, all with a strong EQ, which was essential as a family business.

They listened and proposed various investment strategies. I knew we were all at the centre of every one of their considerations.

Our consumers, Absoluters as they call themselves, are at the forefront of everything we do. They are the reason, they are the why, and securing a minority investment which would enable Absolute Collagen to continue to lead the way in innovation and the development of our existing products and future range to serve our absoluters better was key to seeking investment. Alantra not only got this, but they also delivered right on point.”

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