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Year in Review: Looking Back at 2020


2020 has been a year unlike any other. Join Team AC as we look back at the highlights and the things that kept us going!

December 18, 2020


Photo showing a smiling Maxine, Margot and Darcy Laceby standing in front of a large copper Absolute Collagen sign

December 18, 2020


Another year comes to an end - and what a year it has been! While the world was thrown into turmoil and coronavirus dominated the news across the globe, we also made sure to celebrate the good things, both big and small, that helped us through 2020 and made this year one to remember. So what were the highlights for Team AC in 2020? Join us as we look back on a year unlike any other.

We worked (and rocked) from home

2020 was a big year for Team AC as we moved into our fabulous new office space - but then found ourselves working from home throughout two lockdowns! While we couldn’t be together in person for much of the year, the team spirit stayed strong with regular video calls, care packages, and more. We pulled together even when we were apart, and you know what? We rocked it!

A grid of photos on a yellow background showing members of the Absolute Collagen team working from home

And every time we were able to return to the office, we were delighted to note that Team AC had added new members - yes, our fantastic team has grown rapidly throughout 2020. We welcomed new faces in our fulfilment, marketing, customer service and logistics departments, and these new faces helped the Absolute Collagen brand and vision to spread ever further to more and more people - and places!

We launched in Germany

And speaking of new places, 2020 marked a milestone year for Absolute Collagen’s international expansion, as we launched in Germany, with a German website and Instagram account. Our goal is to ensure every Absoluter feels safe, important, and respected - no matter where in the world they are, or the language they speak. We’re thrilled with the response in Germany and can’t wait to continue expanding even further!

We launched our serum, Maxerum

Photo showing a bottle of Maxerum alongside its yellow box standing on a grey surface against a grey background

The new launches didn’t stop there, as 2020 also marked the launch of our first ever serum. Maxerum was two years in development and the result of in-depth research and skincare expertise, and we knew we had to get it just right. With four powerhouse ingredients (you can read more about them here) and an elegant lavender and rose geranium scent, each little bottle of Maxerum packs a mighty punch. But don’t just take our word for it - trust our Absoluters, who love Maxerum so much that it sold out twice, and one lady said she’d bathe in it if she could!

Maxine won awards

Awards ceremonies looked a little different this year - as did everything, really. What didn’t change, however, was how extremely proud we all were as our founder, CEO, and all round Collagen Queen Maxine won various awards throughout the year. She was named a Rising Star and one of the Top 50 Most Ambitious Business Leaders 2020 by the LDC, and then rounded off the year by winning the Demeter category at the prestigious Natwest Everywoman Awards, awarded to the most inspiring businesswoman with a business between three and five years old.

Photo showing Maxine Laceby in her home wearing black evening wear and celebrating her awards win

We created our first Christmas collection

2020 was a year of firsts in many ways, but one of the most exciting has to be our first ever Christmas collection! We had a great time creating the collection, with special festive designs on our collagen sachets, luxury beauty crackers, and the ultimate collagen wellness gift box!

Close up photo showing three sets of womens' hands pulling Absolute Collagen Christmas crackers

Plus, we created an exclusive festive Absolute Collagen decoration and we loved seeing all the photos flood in from all the Absoluters who hung it on their Christmas trees! It feels pretty special knowing that people all across the world gifted their loved ones Absolute Collagen this Christmas.

Most importantly… we supported one another

It goes without saying that 2020 has been a year quite unlike any other. It’s been tough for so many people in so many ways, and at times it has felt incredibly isolating. Throughout it all, we were inspired to see the very best in humanity coming out - from Captain Tom to the clapping for the NHS and carers, the community spirit really shone through, and as ever, our Absoluters were there supporting one another through it all.

We’d just like to say a huge thank you to all you Absoluters out there from all at Team AC - thank you for your support, for your cheer, for your selfies, for all the love you show one another in the Absoluters Facebook group and beyond, and for being with us through this year. We can’t wait to see you all in 2021 and share the next stage of the Absolute Collagen journey with you all. Sending a huge hug from our family to yours - and a very happy New Year!

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