Tropic’s highest turnover to date was £29.5 million in 2018, and the company now sells 3.3 million products per year, or one product every nine seconds. It has now opened a new, relevant headquarters in Croydon, UK, to keep up with its growth.
Last year saw the brand launch 10 new collections, 12 new products and revamp 15 existing formulations all whilst maintaining their position as the fastest-growing skincare brand in the The Sunday Times Virgin Atlantic Fast Track 100 league table for the third year running.
The company boasts consumer-favourite labelling claims of natural, vegan and cruelty-free.
“With the success of Tropic growing year on year, it became a necessity for us to move our HQ to accommodate both our growing team and growing production,” says founder Susie Ma, who has been named as a Forbes 30 Under 30 honoree.
“I’m delighted to be expanding and upgrading Tropic’s Beauty Kitchen to allow for the generation of even more freshly made Tropic products, and I’m looking forward to seeing what the future holds at our new HQ!”
Vegan, cruelty-free, natural: a crowd-pleasing combination
Last year saw L’Oréal’s Logocos acquisition bringing more vegan claims to the global beauty giant’s portfolio, and Unilever’s vegan personal care brand launching in the UK: vegan claims are having a moment in beauty, and it looks set to continue.
Another big step forward in the company’s naturals efforts, L’Oréal’s launch last year of its Botanéa hair dye also tapped into these claims, with the products also 100% plant-based, and so vegan. Find our full report on L’Oréal’s efforts in this area here.
What’s causing brands and parent companies to jump so wholeheartedly onto the vegan beauty bandwagon?
“The market for vegan products is booming, in line with growing consumer concerns about the ethical and environmental impact of animal-related products and a desire to buy products that align with the issues people care about,” suggests Mintel’s Global Beauty and Personal Care Analyst, Andrew McDougall.
“As consumers in general strive to be healthier, this has led to more people adopting a plant-based diet, so the likelihood is they will want to align their beauty routine with the rest of their lifestyle.”