Tropic Skincare’s rapid growth and business practices are sparking debate, highlighting the complexities of multi-level marketing (MLM) models. Founder Susie Ma defends the company’s direct-selling approach, while experiences like that of Kathia Maillefert raise concerns.

From Apprentice to £100 Million Turnover

Susie Ma gained recognition after appearing on the BBC’s The Apprentice in 2011, securing a £200,000 investment from Lord Sugar. Now 37, she is the sole owner of Tropic Skincare, a company exceeding £100 million in annual turnover. Her personal net worth is estimated at £73 million, with plans for continued global expansion.

A Mother’s Disappointing Experience

Kathia Maillefert, a 47-year-old single mother, joined Tropic Skincare hoping to supplement her income through ‘pamper parties’. Over three years, she estimates earning around £1,000, an amount she believes was largely spent on purchasing products. “Whatever I made, I ended up putting into products,” she admits.

The Direct Selling Model & Product Range

Tropic Skincare’s products, including the £22 Smoothing Cleanser and £44 Rainforest Dew Hydration Serum, are heavily promoted on social media. While praised for their vegan and plant-based formulations, the brand also faces criticism for persistent sales pitches from its ambassadors.

Criticisms of the MLM Structure

Critics argue that Tropic’s success relies on its MLM structure, where representatives earn from sales and recruitment. This often results in financial losses for most participants, particularly women seeking flexible work. Many feel pressured to purchase stock or meet unrealistic sales targets.

Market research indicates that 50% of new MLM recruits leave within 90 days, and 77% within a year. Online communities, including a Reddit page with over 850,000 members, describe MLMs as “a drain on society,” citing financial risks and exploitation.

Tropic’s Defense and Ambassador Incentives

Susie Ma maintains that Tropic is focused on direct selling, with product quality at its core. She claims ambassadors are not required to hold stock or recruit others, a claim contradicted by Kathia Maillefert’s experience. “Recruitment was constantly pushed,” Kathia recalls, describing the pressure to involve friends and family.

Tropic incentivizes high-performing ambassadors with rewards like exotic holidays, birthday flowers, and events such as the £1 million Tropic Fest, described by Susie as “a huge sleepover with 5,000 like-minded women.” Kathia, who never qualified for these events, found the culture “quite cultish.”

Loyalty and Ongoing Debate

Despite the controversy, many Tropic ambassadors express strong loyalty, describing the brand as empowering and offering financial opportunities. However, the debate surrounding MLMs and their impact continues, placing Tropic Skincare at the center of discussions about ethical business practices within the beauty industry.