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Ros Simmons
Born 6 May
Residence Slinfold, West Sussex, UK
Nationality British
Occupation CEO of Vie at Home

Ros Simmons is a businesswoman. The CEO of Vie at Home, she has been with the company since it first launched in 1997, starting out as Marketing Director and rising to her position today as CEO. In late 2008, Simmons successfully led a management buyout of the formerly known Virgin Vie At Home, from Virgin Group. [1]


Educated at the London College of Fashion, Ros joined The Virgin Cosmetics Company from The Body Shop International PLC. During the seven years with the company, she held the position of Brand Manager with the global responsibility for Colourings, the internationally awarded and recognised, Colour Cosmetics division of The Body Shop.

When she joined The Virgin Cosmetics Company as one of the founding directors, she was given the task of growing Virgin Vie at Home into the UK’s leading Cosmetics Party Plan business as well as developing the multi-award winning cosmetic and skin care product ranges. She can also take credit for the expansion into the highly acclaimed Jewellery and Homeware product categories, available today as part of Vie at Home's portfolio.

With her experience, Ros understands the industry extremely well and perhaps even more importantly, she truly cares about the future success and income security of the her current consultants and managers. Ros has witnessed first hand the difference that Vie at Home has made to so many women’s lives and whilst she would be the first to declare she is in business to make money, the whole concept of party plan direct sales is to enable her people to make money too.

Ros believes that Vie at Home is an enterprise ‘for’ women, ‘by’ women and is a real case study for women’s empowerment. Vie at Home gives women choices. Consultants can be stay at home Mums, be there for their children and still contribute to the household income. Direct Selling has helped many thousands of women to get back on their feet financially as well as giving them confidence and improved self esteem.

Ros has successfully combined her exceptional business skills with her twin passions, the company and its people and making women in general feel and look great, and is now poised and ready to take on all comers to make Vie at Home the best in its class and the benchmark for the industry.

In January 2009 Ros led a Management Buy-out of Virgin Vie at Home with her business partner Ratan Daryani. In order to take control of the company the team purchased the shares for £1 each. Further to this the Virgin Group wrote off £21m worth of loans and paid the new enterprise £7m worth of 'Brand Protection' payment, so that if the pair fail, the Virgin Brand is not endangered. [2]

In late 2009 Ros closed the final Effective Cosmetics (Previously Virgin Cosmetics) stores, putting the chain into Administration. [3]

Personal background

Ros lives with her husband Andy in West Sussex, and is a proud Auntie. Her hobbies include gardening, interior design and she's a big cricket fan.


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