Amanda Wakeley named face of Gold Collagen Forte Ageless

Gold Collagen has named British fashion designer, creative director and author Amanda Wakeley OBE as the new face of Forte Ageless, its bestselling liquid collagen supplement.

The brand frames the partnership around ageing well rather than anti-ageing, positioning Wakeley's approach to style and confidence as a fit for a product pitched at feeling and looking your best at every stage of life. Wakeley says she has been taking the supplement for several months as part of her morning routine.

"There are so many collagen supplements available but Gold Collagen really stood out to me," she said. "I love how easy it is to incorporate into my mornings and I've genuinely noticed my skin feels more hydrated and looks healthier. Looking after yourself is an investment and for me, it is about feeling your best at every stage of life."

Forte Ageless is the brand's most advanced formulation, built around 23 active ingredients including 12g of hydrolysed marine collagen, alongside hyaluronic acid, elastin, ceramides, vitamins and minerals. It comes as a peach, lychee and mango flavoured liquid, which the brand says aids absorption and bioavailability, and is preservative-free, sugar-free, lactose-free and gluten-free. Gold Collagen describes it as the strongest collagen supplement on the market.

The formulation is backed by the brand's patented NUTRIGLOW and ANTIOXIDANT COMPLEX technologies and by published clinical research. Gold Collagen points to a double-blind, placebo-controlled, randomised trial of 120 volunteers taking the product daily for three months, in which 92 per cent reported an increase in skin elasticity, 87 per cent felt they looked younger, and 85 per cent noticed less skin pigmentation.

Founder and chief executive Tony Sanguinetti said the casting reflected the brand's outlook. "Amanda Wakeley represents everything that Gold Collagen stands for. Her confidence and authentic approach to ageing make her the perfect ambassador for Gold Collagen. Together, we're encouraging a new era of beauty, one that is focused on feeling strong, healthy and confident from within."

Gold Collagen has sold more than 80 million bottles worldwide and has traded in the ingestible beauty category since 2011, a category that has moved from novelty to a fixture of the skincare conversation over that period. For salon and skin professionals, a designer name fronting a mass-retail supplement is another sign of how firmly ingestibles have moved into the mainstream beauty routine, and of the continued blurring between topical skincare and beauty from within.

Gold Collagen Forte Ageless is available from Gold-collagen.com and Boots.