Two sisters from North Wales are on a mission to grow their beauty brand into a £20 million success story, inspired by BrewDog’s approach.
Farndon: Two sisters, Sarah and Emma Cross, have moved their beauty business from Manchester to a charming village on the Welsh border. They want to grow their brand, CODE Beautiful, into a multi-million-pound success.
They started CODE Beautiful back in 2014, focusing on natural and easy-to-use cosmetics for women aged 30 and up. Their products are cruelty-free and vegan, created based on real feedback from women.
Sarah, 46, and Emma, 41, have a solid background in business. Sarah has worked with well-known brands like ghd, while Emma has experience in IT with North Wales Police. They grew up in Dubai before returning to their roots.
Sarah got the idea for their first product, a mascara, after chatting with a friend about the struggle to find the perfect one. After two years of hard work, they launched it in 2014. Since then, they’ve added popular items like the Lid Lift Enhance, a versatile product for tired eyes.
Excitingly, they’re looking for investors this year to help expand both in the UK and internationally. They see themselves as the BrewDog of the make-up world, offering top-notch products at reasonable prices.
Now based in Farndon, they have a working showroom where they can host events and connect with customers. They’re thrilled to be part of a supportive business community.
Emma shared that they receive fantastic feedback from customers, often seeing mothers and daughters shopping together. Their social media beauty demos are a hit, offering tips on how to use their products effectively.
They’re proud to be a cruelty-free and vegan brand, believing that beauty shouldn’t harm animals. They’re also part of a program designed to help high-growth businesses scale up, which is a great opportunity for them.
Ed Barnston, the manager of their new location, expressed excitement about having them join the local business community and looks forward to their growth.
