Two Products That Prevent Thinning Hair

Led by brand co-founder Maxine Laceby, Absolute Collagen hit the market in 2017 with its daily marine collagen drink, which provides the most concentrated doses of the protein to promote smoother, more hydrated, youthful looking skin, plus glossier, thicker looking hair, and stronger nails. Having sold in excess of ten million doses, it’s safe to say the brand is well-versed in the efficacy of collagen and now it’s using this key ingredient once more – in haircare. The inspiration for the innovation came from the brand's community, who shared their concerns around thin, fine hair as they aged. In direct response to this feedback, the brand set about providing a breakthrough solution where collagen, as always, was the hero product.

Maxine worked with top, world-renowned trichologists from Harley Street to develop this ground-breaking new shampoo and conditioner – something that sets these products apart from a rather crowded market. Eva Proudman, chairman of the Institute of Trichologists UK, used her clinical expertise with thousands of patients to develop the haircare offering, and led the clinical trial into these products’ powerful results. She explains: “Both the shampoo and conditioner have been developed to ensure that volume, thickness, density and manageability are all improved. We have taken a scientific approach to developing the formulas, using soluble collagen to wrap the hair cuticle in a protective layer to deeply nourish it (providing shine and gloss), while collagen amino acids penetrate the cortex of the hair to add volume and thickness. The shampoo gently but effectively cleanses both the hair and scalp, without causing any dehydration or drying. A balanced scalp is important in preventing problems with hair growth. It works to remove dirt, preparing the hair for the collagen-boosting conditioner which then locks in hydration and smoothness immediately, in turn boosting shine.” 

It’s all in the ingredients. As the UK’s first collagen-based haircare formula, both the shampoo and conditioner are real standouts, working to strengthen hair from the inside out. Eva continues: “Our hero ingredients for volume are collagen amino acids and soluble collagen. This clever combination means  that while the amino acids penetrate into the cortex of your hair, the soluble collagen works externally to protectively wrap the hair cuticle in a thin film, forming a protective shield around each strand. The result? Shiny, easy to manage hair that feels fuller and thicker, and looks visibly healthier.”