The supplement industry didn’t see her coming: Now they’re scrambling to catch up

Rose Rayner didn’t set out to create another wellness brand—she set out to fix a broken industry. When she couldn’t find a collagen product that met her standards—clean, clinically dosed, and effective, without all the fillers, she built it herself. The result is Calmerceuticals—a high-performance, science-backed collagen revolution changing the future of beauty from within.

Standing out in the increasingly crowded and hyperbolic beauty and wellness market is about innovation. While competing trends vie for virality and longevity, every second celebrity has a beauty brand, and there are only so many shades of anything.  

Enter Calmerceuticals, Australia’s first liquid collagen edible beauty brand. Launched in early 2025, founder and ingestible beauty pioneer Rose Rayner is shaking up the beauty supplement industry and redefining how Australian consumers approach skincare. With the product’s maiden release almost sold out, she’s already making waves. 

“With Calmerceuticals,” says Rayner, “I built the exact product and kind of brand I wanted as a consumer—science-led, results-focused and driven, genuinely effective, and radically clean. It took over two years of R&D, dozens of iterations, and a total refusal to settle. That’s how Calmerceuticals became, what I truly believe, is a category-defining ingestible beauty brand.” 

Rayner, who’s lived a life focused on functional health and wellness, believing everything begins within, was looking for a collagen supplement but couldn’t find one she trusted enough to put in her own body. Instead, she saw “a market saturated with ineffective, underdosed, poorly absorbed products with pretty scary ingredients when you actually look into them.” With only powdered and capsule collagen supplements available in Australia, she discovered liquid alternatives on a European vacation. Impressed by the results and the superior consistency, absorption, and efficacy, she saw an opportunity for Australia, which she believes is behind the times on premium, proven, and clean supplementation. 

“We are pioneering the highly absorbable liquid supplementation space. It would have been so much faster, cheaper and easier to create a collagen pill or powder. But we didn’t want either.” 

What is collagen?

If you’ve glimpsed a beauty retailer or TikTok recently, you’ll have seen collagen everywhere. From sheet masks to lip gloss, it’s the reigning beauty and wellness buzzword du jour. But what exactly is it? And why are skincare devotees so obsessed with it?   

Collagen is the body’s most abundant protein, essential for maintaining skin elasticity, joint health, and vitality. As the years pass, our natural collagen production declines, contributing to visible signs of aging like wrinkles and lacklustre skin, and we need to boost our supplies in other ways.  

This isn’t new information, but new advances in research and formulation have sparked a surge in demand. Collagen is having a moment, and collagen-enhancing products are everywhere. However, not all are created equal. Collagen supplementation is all about bioavailability—the amount that enters the body’s circulation—and efficacy depends on form, application, and dosage. Calmerceuticals exclusively uses hydrolised marine collagen and has an impressive 90-95% absorption rate. Hydrolised marine collagen tends to be more expensive than bovine, but is typically far more beneficial for skin, hair and nails.  

Introducing Calmer Collagen+

Liquid collagen is one of the most potent transmitters, far outperforming ingestible powders and capsules. Rayner’s flagship product, Calmer Collagen+, is a game-changer for the Australian beauty and lifestyle market—a clinically proven, results-driven solution designed to transform skin, hair, and nails. The entrepreneur worked closely with top biochemists and nutritionists to develop an Australian-made, first-to-market liquid collagen formula that is twenty times more effective than competitors.  

“The supplement industry often relies on claims without publishing clinical efficacy data because it isn’t required by law. Calmerceuticals Collagen is different. We don’t just replenish; we empower with real and effective results,” Rayner says. 

Sold in convenient and “sip ready”, premium flavoured sachets, each Calmer Collagen+ serving delivers 10,000 mg of VERISOL® F Hydrolysed Marine Collagen, sourced from wild-caught deep-sea fish and clinically proven to improve skin elasticity and reduce wrinkles. Hydrolysation guarantees rapid, maximum absorption, making it easier for the body to utilise than when taken in powdered or topical form. Essential B,C and D vitamins, hyularonic acid, antioxidants, and adaptogens further enrich the advanced formula, supporting skin hydration, elasticity, and cellular regeneration.  

“I couldn’t find a product I believed in – so I built the one I needed. And I built it to scale.”

Rose Rayner

Rayner has combined her background in scaling high-growth businesses with her firsthand experience of the transformative effects of clean nutrition and supplementation.  Rayner’s last venture, the Customer Service Institute of Australia, was acquired for $99 million in a cash and share transaction when the expanded CSIA Group was combined with two other training companies to form Vocation Limited. Vocation (VET) listed on the ASX in December 2013 with a market cap at listing of $460 million. When Rayner and her partner, Brett Whitford, exited the business in 2014, Vocation had a valuation of $830 million.

In Calmerceuticals, she has created a sophisticated, covetable brand that merges science, health, and beauty. With a deep understanding of the market (because she is the market) and a genuine desire to educate consumers, Rayner is partnering with scientists and leading consultants in the field to advocate for a more integrative, results-driven approach to skincare and women’s health.  

“People are done with surface-level beauty. They’re looking inward—literally. Consumers want real solutions to aging, stress, inflammation, hormonal shifts, and general well-being. High-level ingestibles offer that. They’re not just beauty products—they’re tools for longevity and resilience. We’re riding a movement of biohacking, functional wellness, and results-driven routines because that is what I am built on and strongly believe in.” 

Sustainability is also a notable priority and a key point of difference for the brand. Ethically sourced ingredients, eco-friendly packaging, and a transparent supply chain are non-negotiables, and Rayner’s philosophy extends beyond beauty. Her goal is to empower her customers with products that enhance their natural appearance and well-being but not at the expense of supply chain workers or the environment. Two dollars from every sale also goes to marine conservation initiatives.  

What’s next?

“We’re just getting started,” she says. 

Calmer Collagen+ is only the beginning for Calmerceuticals, with new, cutting-edge products touted for future release. Rayner is primed and ready for a science-informed skincare revolution as the population ages, the wellness industry thrives, and consumer demand for ingestible beauty grows.  

“Our mission is much bigger than collagen—we’re building a high-performance wellness brand that people know is the best they can buy, with scientifically formulated and proven, clinical dosages, high absorption technology and third-party testing. We want deep, earned trust from our consumers—  trust has been fundamentally broken in this industry, and we genuinely pride ourselves on being the antithesis to what’s come before.” 

Calmerceuticals is a brand worth watching, and with Rayner at the helm, it will be hard to miss. 

Find out more at calmerceuticals.com