UK-based, ready-to-drink luxury collagen brand, Revive Collagen, entrusts Shawn Haynes of WYN Beauty by Serena Williams with leading the brand’s US expansion. This is a major undertaking since a growing consumer awareness of collagen's benefits has awakened a drive to get as much of it as possible. Collagen is coveted for its ability to boost joint health, skin elasticity and muscle recovery. These fortifying properties also make collagen one of the much sought-after tools in the industry’s well-aging kit, as it can reduce the appearance of fine lines and sagging. The convenience of consuming collagen that’s ready to drink makes it easy to incorporate into one’s everyday lifestyle and bolsters the health benefits of hydration.
During Haynes’ time as director at WYN, he worked closely with Serena Williams and the Board of Directors to strategize the brand’s growth and positioning in an already flooded marketplace. Haynes has launched and scaled several brands of note throughout his storied 25-year career, including Mane by Jen Atkin and e.l.f. Cosmetics. It was at e.l.f. Cosmetics that Haynes served as vice president, and engineered the brand’s plan for retail expansion in the US, priming it for its acquisition by TPG Growth.
“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,” says Haynes. “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.”
