Sisters Sarah and Emma Cross have successfully built a thriving beauty business valued at £20 million in a picturesque village near the Welsh border. The duo made the strategic decision to relocate their cosmetics brand, CODE Beautiful, from Manchester to a serene village setting, where their venture has flourished. Founded in 2014, CODE Beautiful is centred around providing ‘natural, quick and easy’ beauty products tailored for women aged 30 to 75+. Their cruelty-free and vegan line has gained recognition for its quality and effectiveness, resonating with makeup professionals and celebrities alike.
Sarah, the 46-year-old CEO, and Emma, the 41-year-old operations director, envisioned the brand after identifying a gap in the market during a conversation about the challenges of finding the perfect mascara. Following two years of dedication to research and development, they introduced their flagship mascara and expanded their product line to include popular items such as Lid Lift Enhance. Sarah’s background in consumer brands, including a role at ghd, coupled with Emma’s experience in IT at North Wales Police, has equipped them with the skills needed to navigate the beauty industry landscape successfully.
The sisters’ entrepreneurial journey led them back to their roots in Wales, where they now operate their business from the Barnston Estate in Farndon. The move has allowed them to establish a showroom for hosting events and engaging with customers within a supportive business community. With ambitious plans for growth, Sarah and Emma are seeking investors to propel their brand to new heights both domestically and internationally. They aspire to position themselves as industry leaders, known for producing top-notch products at affordable prices.
Emma highlights the brand’s commitment to integrity by maintaining cruelty-free and vegan standards, emphasising that beauty should not come at the expense of animals. Their dedication to ethical practices has garnered trust and loyalty from customers, reflecting the brand’s values. As part of the GM Business Growth Hub’s ASCEND Scale Up Programme, Sarah and Emma are honing a financial model for scaling their business operations swiftly and sustainably.
Ed Barnston, the Estate Manager at Barnston Estate, expressed his enthusiasm for welcoming Sarah and Emma’s venture to the thriving local business community. The sisters’ story serves as an inspiring testament to the power of innovation, determination, and a shared vision for success. Their journey from envisioning a beauty brand in Manchester to establishing a multimillion-pound enterprise in a tranquil Welsh village underscores the potential for growth and prosperity in unexpected settings.
The tale of the Cross sisters showcases the transformative impact of seizing opportunities, leveraging expertise, and staying true to one’s values when navigating the competitive beauty industry landscape. As they chart a course towards realising their £20 million business goal over the next five years, Sarah and Emma embody the spirit of entrepreneurship and resilience. With a blend of creativity, tenacity, and strategic acumen, they continue to pave the way for CODE Beautiful to reach new milestones and captivate a diverse clientele with their innovative beauty offerings.