Key Takeaways
- Ancient + Brave launches its collagen and wellness products in the U.S. after a 1,400% sales increase over two years.
- The brand focuses on transparency in sourcing, using EU cattle for its collagen to ensure a cleaner supply chain.
- Founder Kate Prince anticipates strong growth potential in the U.S. market, targeting consumers aged 30 to 55.
Ancient + Brave Expands to the U.S. Market
British wellness brand Ancient + Brave is officially debuting in the United States, leveraging a direct-to-consumer model and Amazon sales after an impressive growth trajectory that has seen its sales increase by 1,400% over the past two years. The launch features seven flagship products—True Collagen, Wild Collagen, Noble Collagen, True Creatine, True Hydrate, Triple Magnesium, and True Nightcap—all priced between $46 and $62. In addition to these, the company will introduce functional mushroom tinctures and collagen-infused beverages to cater to the health-conscious American consumer.
As the global collagen market is projected to grow from $9.9 billion in 2024 to $18.7 billion by 2030, Ancient + Brave seeks to capitalize on the rising interest in collagen and creatine among consumers prioritizing health and wellness. To generate initial excitement, the brand is planning a two-week pop-up event in Venice, Los Angeles, in January, with further promotional activities planned for New York.
Kate Prince, a lawyer turned entrepreneur and the founder of Ancient + Brave, acknowledges that the brand will face competition from approximately 130 other collagen-focused companies in the U.S. However, she believes that the brand’s commitment to transparency and high-quality sourcing will help distinguish it. Unlike most brands that source bovine collagen from South America, Ancient + Brave now sources its collagen from EU cattle, providing assurance that the animals are free of hormones and antibiotics. This pivot enhances product quality and underscores the brand’s mission for transparency.
The brand’s offerings vary in collagen types, with Noble Collagen featuring type II collagen derived from cartilage. This specific formulation supports bone and joint health, proving beneficial for women experiencing perimenopausal and postmenopausal symptoms, as well as individuals recovering from joint injuries. British Olympian Kelly Holmes serves as an ambassador for the brand, advocating for Noble Collagen’s benefits, which she claims help her maintain an active lifestyle in her 50s.
While the primary customer base in the U.S. is expected to resemble that of the U.K.—primarily women aged 40 to 55—Prince sees the potential to expand the brand’s reach to younger consumers in their 30s, creating long-term brand relationships.
Founded in 2018, Ancient + Brave began with an investment of around £70,000 (approximately $94,000). By the end of 2022, it achieved revenue surpassing £1 million (about $1.3 million) and grew its team to ten employees. In 2023, sales surged by 703%, reaching £10 million (approximately $13.4 million), with employee numbers increasing significantly to 40. Projections for 2024 anticipate further sales growth to around £20 million (nearly $27 million), establishing Ancient + Brave as the fifth fastest-growing private company in the U.K. according to The Sunday Times.
In a significant move, private equity firm Piper recently invested £7 million (over $9.4 million) in the brand, marking its inaugural institutional investment. This funding partly facilitated the buyout of earlier investors and will support the continued development of product lines. Prince emphasizes that despite this investment, the company remains profitable, underscoring a stable financial foundation.
By focusing on expert-driven consumer education and maintaining a robust team—now including a diverse array of nutrition specialists—Ancient + Brave aspires to deepen its impact in the wellness sector as it forges new pathways in the U.S. market.
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