Maxine Laceby: From Stay-at-Home Mom to Successful Entrepreneur

Growing Up and Finding Clarity

Maxine Laceby’s journey from a stay-at-home mom to a successful entrepreneur is truly inspiring. Raised in a single-parent household with very limited means, Maxine left school at 16 and took on various jobs to make ends meet. Eventually, she got married and became a stay-at-home mom for 20 years.

During those years, Maxine had countless business ideas but couldn’t pursue them due to her responsibilities as a mother. She always put her children’s needs first.

Finding Freedom in Her Mid-Forties

When Maxine’s marriage ended in her mid-forties and her children grew up, she finally found the freedom to focus on herself. She enrolled in college to study fine arts but stumbled upon something unexpected.

As part of an art project, Maxine decided not to wear makeup for four months. As a result, she felt insecure and invisible. Determined to improve her well-being from within, she started making bone broth from scratch.

The Birth of Absolute Collagen

Maxine soon realized that bone broth had a remarkable impact on her overall health and appearance. It was through this journey that she discovered collagen. Knowing that collagen supplements were widely consumed, she saw an opportunity to enter the market.

With the help of her daughter Darcy, who was studying food science, Maxine began developing a collagen supplement formula in her kitchen. They eventually launched their company, Absolute Collagen, in 2017. Despite facing skepticism and having no prior business experience, they were determined to succeed.

Belief, Hard Work, and Success

Maxine, accompanied by her daughters, poured everything they had into their business. They self-funded it by selling jewelry, borrowing money, and even remortgaging their house. With a strong belief in their product and a direct-to-consumer approach, Absolute Collagen found success.

Instead of pursuing retail, Maxine focused on connecting directly with customers and offered a subscription model at an affordable price. Through platforms like Facebook and Instagram, they shared their customers’ success stories, allowing their brand to grow organically.

The early years were filled with challenges and mistakes, but Maxine’s resilience and continuous learning led to remarkable growth. They expanded their team and moved into a larger warehouse to accommodate their increasing demand.

Investing in Success and Empowering Others

In 2020, Absolute Collagen sought external investment. Maxine’s goal was to find investors who shared her vision and values while providing support during tough times. The investment proved to be pivotal, and the company achieved sales of $34 million in the following year.

Having gone through the trials and tribulations of building a successful business, Maxine understands the underestimation faced by women in the business world. She believes that it’s essential for women to support and empower each other.

Maxine is an active participant in the Buy Women Built movement, a collective of female-founded brands that uplift and collaborate with one another. She aims to use her success to inspire and mentor other women who wish to transform their ideas into thriving businesses.

Final Thoughts

In Maxine Laceby’s story, we find the essence of entrepreneurship – the unwavering belief in oneself and the determination to turn dreams into reality. Through hard work, dedication, and staying true to her values, Maxine has not only built a successful business but also paved the way for other women in the business world.

Source: I was a divorced mom to college kids in my 40s. Now I run my $34-million supplement company.