Revive Collagen appoints Shawn Haynes to lead US expansion

UK-based Revive Collagen has announced the appointment of Shawn Haynes as President of Americas, as the business prepares for its largest international push to date.

The brand, which has rapidly become one of Europe’s fastest-growing collagen brands since launching in 2020, is now setting its sights on the United States with Haynes leading the charge.

Haynes brings more than 25 years of experience in launching and scaling brands, including Mane by Jen Atkin, e.l.f. Cosmetics and Revolution Beauty. At e.l.f., he "engineered the expansion plan for US retail business", laying the groundwork for its acquisition by TPG Growth, while at Revolution Beauty, he led the US division to $90 million (£65.9 million) in sales and helped take the company public on London’s AIM Stock Exchange in 2021.

John Bailey, Co-Founder of Revive Collagen, said: "Shawn has an outstanding track record of transforming emerging brands into global success stories.

"The US represents a major growth market for Revive Collagen, and with his expertise in building and scaling high-growth consumer brands, we are well-positioned to accelerate our expansion. His leadership will ensure our growth in the Americas is fully aligned with our global strategy, as we continue towards our goal of becoming the world's number one ingestible collagen brand."

As a British brand already stocked in over 6,000 global retail doors, including Boots, Holland & Barrett, M&S and Sephora online, Revive Collagen is poised to launch in over 5,600 US locations this summer including Walgreens, CVS, Ulta Beauty and The Vitamin Shoppe.

Haynes said: "I'm thrilled to be joining such a dynamic company and innovative brand, one that has already made a meaningful impact in the lives of so many loyal consumers. As more people shift their focus toward wellness and begin their beauty routines from within, there's a tremendous opportunity to reach new audiences.

"Revive Collagen is perfectly positioned for this next chapter of growth, driven by category-leading innovation, accelerated consumer acquisition across channels, strong digital and social performance, and a commitment to delivering real results for today's wellness-focused consumer. I'm excited to work alongside such a talented team and our passionate, engaged founders as we continue to grow and elevate the brand."

Alongside the US expansion, Sarah Power has been promoted to President EMEA & APAC.

Founded in the UK by beauty entrepreneurs John Bailey and Samantha Faiers, Revive Collagen delivers ready-to-drink, high-dose marine collagen supplements with additional skin-boosting ingredients. Designed to enhance hair, skin, and nails within 6-8 weeks, the brand's premium formulations are free from dairy, soy, gluten, lactose and artificial additives.