In the latest Sales Leaders Secrets episode, Amanda Downs chats with Ella Cookson, a former beauty therapist who now leads a 2,500-strong team at Tropic Skincare. Ella’s story is one of resilience, learning, and helping others find their voice, often before they realise they have one.
Starting from Scratch
Ella didn’t plan on becoming a sales leader. When she joined Tropic, she was recovering from a tough period in her life and hoping to fund another round of IVF. What started as a way to get a discount on products quickly turned into something more. She saw early on that the business could offer her not just income, but confidence and purpose. From the start, she said “yes” before she felt ready, whether it was going live on Facebook, applying for incentives, or mentoring new ambassadors. One step at a time, she built something sustainable and rewarding.
A Fresh Take on Direct Selling
Tropic works a little differently from traditional direct selling brands. There’s no pressure to recruit, no bulk-buying or risky investment. Instead, ambassadors earn through genuine product sales, mostly shared through social media, events and word of mouth. Ella talks passionately about the brand’s ethical focus. All products are vegan, made fresh to order in the UK, and sold by people who actually use and believe in them. For many on her team, the model provides something priceless: flexibility, low risk, and a way to build a business around life, not the other way around.
Leading with Trust and Flexibility
Ella’s leadership style is grounded in empathy and trust. She used to want to know every team member personally, but as her network grew (particularly during lockdown) she realised her role was to support her leaders, not do everything herself. She now focuses on mentoring key team members and letting them shape their own approach. For Ella, good leadership is about giving people the space and confidence to take ownership.
Understanding People, Including Herself
Self-awareness plays a big part in how Ella leads. Learning about Human Design helped her understand her own energy and decision-making style. She also uses colour profiling to understand how her team members communicate and stay motivated. At the heart of it all is the belief that leadership doesn’t have to mean pressure or burnout. It can be grounded, human, and tailored to what actually works for each individual.
Recognition Matters
One thing Ella makes time for, no matter how busy things get, is celebrating others. Whether it’s team shout-outs, incentives, or handwritten notes, she believes recognition keeps people going and connected.
Her biggest message? Don’t forget to rest. Pushing constantly leads to burnout, and in her view, tired leaders can’t pour into their teams. Giving yourself permission to slow down is part of building something that lasts.
Sales Leader Secret: You Need to Care
Ella’s approach is simple: be kind, be real, and don’t try to know everything. You don’t need to be perfect to lead, you just need to care.
Listen to Ella’s full story in the latest episode of Sales Leader Secrets ......
