- Sector: Retail
- Region: East of England
The personal touch
Susie Ma, Founder of Tropic Skincare, first started making the company’s bestselling body scrub in her mum’s kitchen at the age of 15. She went on to officially launch the brand in 2011 and has since expanded the range to more than 100 other beauty products, scooping up more than 60 industry awards along the way.
Susie has a clear philosophy for the brand as it grows. "My mission for Tropic is to create beauty products that are truly good for you," she says. "No toxic chemicals, no marketing gimmicks, just natural, nutritious ingredients packed into our freshly-made products.
"I believe that staying on-trend and true to your ethics is crucial for growth. In the UK, 50% of consumers who bought beauty products in the past 12 months looked for products made with natural ingredients. The natural beauty industry is booming right now; shoppers are savvier and I think it’s important to listen."
Although Tropic Skincare has developed into a substantial enterprise, Susie says that keeping the personal touch remains a vital part of what it does – something she learned the value of when selling her products from a market stall in the early days of the business.
"In a digital age, it’s far too easy to lose the human element of a brand, so, in 2013, I launched Tropic’s social selling platform," she says. "We now have a growing family of more than 10,000 dedicated ambassadors that sell Tropic products across the country. It’s our job at HQ to inspire and empower them to ensure that they get the most out of their Tropic businesses."
These ambassadors don’t just sell the products, they also help to shape the way the company operates. "At Tropic, we always listen, and often ask our ambassadors how products or campaigns are working for them, so we get real feedback, which allows us to continually improve and develop," says Susie.