Two sisters are aiming to grow their beauty brand into a multi-million-pound business.
Sarah and Emma Cross launched CODE Beautiful in 2014, their own range of ‘natural, quick and easy’ cosmetics aimed at women aged 30 to 75+. The award-winning range, which is cruelty-free and vegan, was created by asking and listening to feedback from women about the products they really wanted.
The brand has a curated collection of products including mascara, lash primer, brow definer, a lid lift enhancer and an intense lip plumper and a lip liner.
CEO and creator Sarah, who lives in Holt, and her Operations Director sister Emma, who lives in Wrexham, grew up in Dubai before moving back to the UK.
Sarah, who is also an export champion for the Department of Trade and Industry, has a background in consumer brands including working for iconic hair brand ghd. Emma previously worked in IT for North Wales Police.
They are one of 25 businesses selected for GM Business Growth Hub’s ASCEND Scale Up Programme and are building a financial model for expansion.
Delivered in partnership with KPMG, the programme has been tailored to help the founders of high-growth businesses to scale rapidly and achieve their full potential.
Sarah said:
“We came up with the idea for the company after a friend and I were chatting about mascara and the fact we could never find the perfect one.
“It took two years of hard work, research and development but in 2014 we launched our holy grail of mascaras. Since then, we’ve launched a number of new products including our best-selling Lid Lift Enhance, a concealer, primer and eyeshadow in one and the antidote to tired eyes.
“We’re expecting this year to be our busiest ever year and for the first time we’re looking for investors to help us to grow both in the UK and internationally. We see ourselves as the BrewDog of the make-up industry, making best in category products at an affordable price point.
“After starting the business in Manchester, it’s exciting to move it to business premises on the Barnston Estate in Farndon. We have a working showroom where we can host events and welcome customers and we’re surrounded by a lovely business community.
“We’re so proud of our business and have plans to grow it to a £20 million brand in the next five years.”
Emma said:
“We get some amazing feedback from our customers and have lots of mothers and daughters shopping together with us. We’re seen as a trusted brand.
“People love the beauty demonstrations that Sarah does on social media which include lots of tips and tricks for how best to apply our products to help enhance your look.
“We’re proud to be a cruelty-free and vegan brand because beauty should never come at a cost to animals.”
