How Absolute Collagen is championing women who embrace every year

Absolute Collagen has launched its most unapologetic campaign yet, 'Age Powerfully'. The campaign is a nationwide celebration of women who are redefining what it means to grow older with confidence.

Developed with creative agency Otherway, the campaign marks the brand’s biggest marketing investment to date. In a world still saturated with "anti-ageing" rhetoric, Absolute Collagen is on a mission to prove age is not a flaw to fix, but a force to celebrate.

Shot by acclaimed photographer Nadia Ryder, Age Powerfully stars women exactly as they are - unfiltered and unretouched. The portraits deliberately spotlight laugh lines, lived-in faces and all the beauty that comes with a life fully lived.

The accompanying copy swaps clichés for witty, warm one-liners that sound like genuine conversations between friends. "If I could go back to 25 I wouldn’t. But I’d send her some samples," reads one. Another declares, "I liked being younger. I LOVE being this."

Maxine Laceby, Founder of Absolute Collagen, said: "For us, Age Powerfully isn’t just a campaign - it’s a movement.

"We’ve always believed that beauty isn’t about looking younger, it’s about feeling your most powerful self at every stage of life. This campaign celebrates women who wear their experiences with pride and who know their worth - lines, laughter and all."

Absolute Collagen’s roots run deep on this topic. Laceby founded the company at 50, after rediscovering her own sense of potential later in life. Created with her daughter, Darcy, the business grew from a single, high-quality marine collagen formula into a full beauty brand built on science and women’s empowerment.

Featuring a diverse cast of women across print, digital, social and outdoor, the campaign highlights the authenticity that has helped the brand grow.

"We’re proud to be redefining the narrative," Laceby adds. "Celebrating women who’ve lived, who’ve laughed at the absurdity of modern expectations, and who still show up - not in spite of it, but because of it. When women feel powerful in their own skin, they inspire everyone around them."