Darcy Laceby co-founded Absolute Collagen with her mum in 2017, building it into one of the UK's fastest growing companies. She joins Will Laurenson to explain how the brand uses traceability, naming the exact 27 farms its fish come from and running a 130-person clinical trial with 30,000 data points, to stand out in a market full of unverified claims. They cover why most brands run on 80% marketing and 20% science, how a 15,000-member Facebook group builds more trust than any published stat, and why a skipped month is never penalised. Press play to hear how she balances rigour with trust.