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Absolute Collagen appoints new CEO to drive growth

Sophie Smith
06 December 2021

Absolute Collagen has announced the appointment of its new CEO, Frances Russell, who joins the British D2C brand to lead the company into its next phase of growth.

Prior to her new position, Russell held senior positions at Amazon, M&S and Arcadia Group.

Newly appointed CEO, Frances Russell, said: "I am very excited to be joining Absolute Collagen. I am looking forward to working with the team to help grow the business and more importantly, serve our wonderful community of Absoluters."

Russell will work closely with Absolute Collagen co-founders Maxine Laceby and Darcy Laceby, to help drive the next stage of growth for the company. This includes the introduction of a new product category, to be revealed by the brand in Q1.

Maxine Laceby, Co-founder of Absolute Collagen, added: “Bringing Frances on board was a no-brainer. She is intuitively aligned with our community and understands their emotional needs clearly. With her strong brand background, expertise in customer service and community building, partnered with expert leadership, she’s the perfect fit.

"Frances’ appointment will allow me to concentrate further on the needs of our growing community of Absoluters as well as focusing on creative development of the brand.”

Founded in 2017, Absolute Collagen aims to provide consumers with a convenient and cost-effective concentrated daily dose of collagen in a travel-friendly sachet.

Absolute Collagen's new appointment follows the opening of its new warehouse and distribution centre in the Midlands, which has allowed the skincare brand to meet the growing demands of its customer base.

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