In an extraordinary display of entrepreneurial triumph, former Apprentice finalist Susie Ma has achieved a stunning £20 million payout following Tropic Skincare’s remarkable 30% profit surge. This impressive financial milestone comes just one year after Ma successfully regained full control of her beauty empire from Lord Alan Sugar.
Tropic Skincare’s Financial Breakthrough
Tropic Skincare experienced exceptional financial performance throughout 2024. Consequently, pre-tax profits soared by over 30% to reach £8.7 million. Additionally, revenues climbed significantly to £68 million from £62.3 million the previous year. This substantial growth enabled Ma to distribute £18.2 million in dividends during 2024, followed by another £2 million payment in April 2025.
The Lord Sugar Exit Strategy
Ma’s strategic acquisition of Lord Sugar’s 50% stake in 2023 marked a pivotal moment for Tropic Skincare. Initially, Sugar had invested £200,000 for half the business after Ma’s 2011 Apprentice appearance. However, the multimillion-pound buyback deal allowed Ma to regain complete control. Subsequently, Sugar resigned as director and received an £11 million dividend before his full exit.
Tropic Skincare’s Operational Improvements
Following the ownership transition, Ma implemented several crucial operational enhancements:
- Cost saving initiatives that significantly improved gross margins
- Inventory reduction of £1.2 million to £7.4 million
- Senior management strengthening for planned 2025 expansion
- Manufacturing optimization at their Croydon facility
Tropic Skincare’s Business Model Evolution
Tropic Skincare maintains a unique direct sales approach through over 20,000 brand ambassadors. Each ambassador pays £198 for a starter kit and earns 25-35% commission on sales. Moreover, the company has established itself as a socially responsible enterprise, donating 10% of profits to charitable causes. In 2024 alone, Tropic contributed £615,000 to various charities, including nearly £300,000 to United World Schools.
Future Growth Prospects for Tropic Skincare
Industry experts anticipate substantial international expansion for Tropic Skincare under Ma’s complete ownership. With profits consistently climbing and full control restored, the company is well-positioned to enter new global markets while maintaining its commitment to fresh, sustainable, and ethically produced skincare products.
FAQs
How much did Susie Ma pay herself from Tropic Skincare?
Susie Ma paid herself dividends totaling £18.2 million in 2024, with an additional £2 million distributed in April 2025.
When did Susie Ma buy back Lord Sugar’s stake?
Ma completed the multimillion-pound buyback deal in April 2023, regaining full control of Tropic Skincare.
What was Tropic Skincare’s profit growth in 2024?
The company achieved a remarkable 30% profit increase, with pre-tax profits reaching £8.7 million.
How many brand ambassadors does Tropic Skincare have?
The company works with over 20,000 self-employed ambassadors who sell products directly to consumers.
What percentage of profits does Tropic donate to charity?
Tropic Skincare donates 10% of its profits to various charitable causes and social initiatives.
When was Tropic Skincare founded?
Susie Ma founded Tropic in 2004 when she was just 15 years old, starting with a market stall in Greenwich.
