From Kitchen Table to Multi-Million Pound Brand: Business Lessons from Maxine Laceby

Building a successful business isn’t always about grand strategies or endless resources- sometimes, it starts with nothing more than curiosity, courage, and a kitchen table. Maxine Laceby’s journey from home cook experimenting with bone broth to the co-founder of Absolute Collagen, a multi-million-pound beauty brand, is proof that big dreams can start small.

In her interview with Amanda Hughes on The Growth Addicts Podcast, Maxine shared powerful insights about resilience, risk-taking, and what it really takes to grow a successful small business from scratch. Whether you're just starting out or looking to take your business to the next level, here are the key lessons Maxine revealed.

1. Passion Fuels Progress: A Key Lesson from Successful Entrepreneurs

Maxine’s journey began with curiosity, not expertise. As a woman in her 50s with no formal business background, she became fascinated with the benefits of collagen. After researching and experimenting in her kitchen, she created a homemade product that impressed her friends and family.

Her story proves that you don’t need to be an expert to start—you just need the drive to learn. Maxine openly admitted she didn’t know everything when she started, but she followed her passion and asked plenty of questions.

"I knew nothing about the beauty industry," Maxine explained. "But I knew how to ask questions, and that’s what got me where I am today."

Instead of feeling limited by her lack of experience, Maxine reframed it as an advantage. Her fresh perspective allowed her to approach the collagen market differently, which ultimately gave Absolute Collagen a unique edge.

Lesson: Don't let a lack of experience hold you back. Curiosity and determination can take you further than credentials alone.

2. Your Story is Your Superpower: How to Stand Out as a Small Business Owner

One of the biggest strengths behind Absolute Collagen was Maxine’s ability to tell her story authentically. Rather than hiding her unconventional background, she embraced it. Maxine openly shared that she was a mum who started experimenting in her kitchen, which helped her build trust with her audience.

People connected with her journey, and her honesty made her brand relatable. Maxine knew that by being transparent about her process- mistakes included- she was creating something people could believe in.

Her story became one of those small business success stories that inspires others. Customers felt they weren’t just buying a product- they were buying into a movement built on honesty, authenticity, and real results.

💡Lesson: Don’t be afraid to show the real you. Customers connect with authenticity far more than they do with polished perfection.

3. Embrace Imperfect Action: How to Scale a Business with No Experience

Maxine didn’t spend months creating the “perfect” product before launching. Instead, she focused on getting her idea out there and refining it along the way. She trusted her instincts and took action, even when things weren’t perfect.

During her interview with Amanda, Maxine reflected on the importance of moving forward before feeling fully ready.

"If I’d waited until everything was perfect, I’d still be waiting now," she shared. "I just knew I had something people needed, and I had to get it out there."

Her journey is a great example of how to scale a business with no experience. Maxine took small, strategic steps forward—learning as she went—and built momentum by staying adaptable.

💡Lesson: Don't get stuck in analysis paralysis. Launch before you’re ready, then improve as you go.

4. Customer Feedback is Your Greatest Asset: A Strategy for Small Business Growth

Instead of guessing what her customers wanted, Maxine actively sought feedback. Early on, she directly engaged with her audience, asking about their results, preferences, and concerns. This hands-on approach allowed her to refine her product and marketing strategy in ways that genuinely served her customers.

One example Maxine shared was when a customer mentioned struggling to remember to take their collagen every day. Instead of ignoring the comment, Maxine introduced a simple reminder card in every order. That small, thoughtful addition improved customer retention and built stronger loyalty.

💡Lesson: Your customers hold the answers to your biggest growth opportunities- ask, listen, and adapt.

5. Resilience is Key: Lessons from Successful Entrepreneurs

Maxine was transparent about the obstacles she faced. From production issues to marketing challenges, she experienced her fair share of setbacks. But she refused to let those hurdles define her journey.

She shared one memorable moment when her product packaging arrived misprinted just days before launch. Instead of delaying, she and her team hand-corrected every label themselves. It wasn’t ideal, but it kept her momentum going.

Her mindset was clear: mistakes aren’t failures- they’re lessons. Every challenge gave her the chance to improve her product, refine her messaging, or build stronger systems.

Her ability to push through setbacks is what makes her journey one of the most inspiring small business success stories in recent years.

💡Lesson: Expect bumps along the way and know that each one is an opportunity to learn and grow.

6. Surround Yourself with Supportive People: How to Grow a Small Business from Scratch

Maxine credits much of her success to the people she surrounded herself with. From mentors to trusted team members, she sought guidance from those who could fill the gaps in her knowledge.

Instead of trying to do everything herself, Maxine focused on building a support system that empowered her to stay in her zone of genius—building a brand with heart.

"I didn’t need to know everything—I needed to know the right people," Maxine reflected.

This willingness to delegate and collaborate allowed her to focus on what she loved most: connecting with her audience and sharing her story.

💡Lesson: Don’t try to do it all alone. Seeking help isn’t a weakness- it’s a smart business move.

7. Believe in Your Vision: How to Build a Business When Others Doubt You

Maxine’s story is a powerful reminder that your belief in your business matters more than anyone else's doubts. Many questioned whether a collagen brand founded by a 50-year-old woman could succeed, yet Maxine trusted her instincts and built something remarkable.

Her unwavering belief kept her going through challenges, criticism, and uncertainty—and that belief paid off.

"You have to believe in what you're doing- because if you don’t, no one else will," Maxine advised.

💡Lesson: Trust your gut, even when others don’t see the vision yet.

8. Embrace the Power of Purpose: A Key to Small Business Success

Maxine’s ultimate goal wasn’t just to sell collagen- it was to empower women to feel confident in their own skin. This sense of purpose shaped her entire brand, from her messaging to her product design.

By keeping her mission at the heart of her business, Maxine created something that genuinely resonated with her audience.

💡Lesson: A purpose-driven brand will always feel more meaningful to your customers and that connection drives loyalty.

Inspired by Small Business Success Stories?

Maxine Laceby’s journey from her kitchen table to a multi-million-pound brand is a testament to what’s possible when you combine passion, resilience, and authentic storytelling.

If you’re looking for inspiration on how to grow a small business from scratch, Maxine’s story is a powerful reminder that success doesn’t require perfection- it requires courage, action, and belief in what you’re creating.

For more inspiration from Maxine’s story, listen to the full podcast interview with Amanda Hughes on The Growth Addicts Podcast.

👉 Listen to the episode here

And if you’re looking for more real-life advice on building a business during challenging times, check out this post where Amanda shares her own journey:

👉 Introduction: My Journey

About Me

👋 Hey, I’m Amanda! Instagram Growth Mentor, Apple Top 30 Podcaster & Amazon #1 Bestselling Author.

I help small business owners like you get seen & get sales on Instagram—without the overwhelm.

With 10+ years of experience running small businesses, I know what it’s like to juggle marketing, sales, and all the things. That’s why I’m obsessed with making Instagram simple, fun, and profitable for business owners just like you.

📩 Grab my FREE 30 Content Prompts here for instant content ideas!

and

📲 Let’s connect on Instagram → @amandahughes.uk