It may come as a surprise that a blossoming Manchester-based beauty brand wasn’t set up as a grand business plan by the owners, but rather a response to years of disappointment.
CODE Beautiful, born out of a flat in Didsbury, was founded by sisters Sarah (pictured main image, left) and Emma Cross (right) in 2014, was founded after the siblings grew “fed up and tired of the BS in the beauty industry”.
“We were tired of being let down by beauty products that promised the world but didn’t deliver on their hype,” Sarah explains to BusinessCloud.
“We couldn’t find a mascara that actually worked, so we thought: why don’t we create products that actually do what they say?”
The startup launched as a cruelty-free vegan brand built on real results rather than hype.
With nearly three decades of experience in customer loyalty after working with names like ghd, Diesel, Michael Kors and First Direct, Sarah knew how to listen to what customers actually wanted.
Born in Wales and raised in the Middle East, Sarah is now a solo parent building one of the UK’s most promising independent beauty brands, getting the business ready for a valuation of £20m within the next few years.
Flipping the model
While CODE Beautiful initially launched through retailers like Harrods, QVC and Harvey Nichols, Sarah quickly saw the value in going direct.
She said: “I really wanted to have a richer relationship with our customers, so we completely flipped the model from B2B to B2C.”
That shift not only helped the brand build stronger customer loyalty, but allowed for greater insight into what people actually want and what they don’t.
From a low return rate to a thriving online community, CODE Beautiful’s growth has been driven by constant feedback and continuous product testing.
The founders maintain that “if something doesn’t deliver the results we promise, we don’t sell it”.
Social media plays a key role in this strategy, but the brand avoids the overly-curated style which has become common practice in the beauty space.
“We focus on authentic, two-way engagement rather than just pushing products,” says the long-term consultant.
“We share real transformations, genuine stories, and build a community. Our customers become advocates because they genuinely love the products and feel connected to our story.
“It’s about being real, not perfect or curated. I’m very proud that we are leaders on the narrative [of building an authentic community]. There are lots of new brands coming to market using our narrative, but the consumer sees through it and I’m flattered as I know we are on the right path.
“I will continue to make sure we stay ahead of the game.”
A family affair
CODE Beautiful began in a Didsbury flat and has grown into a fast-scaling business with a small, dedicated team, many of whom are family.
The sisters got their parents involved in warehouse and logistics during the early years, something which Sarah says made a huge difference.
“It’s both our biggest strength and our biggest challenge,” she said. “They cared as much as I did, but we also had to learn to separate family conversations from business ones and establish clear roles.”
Her parents have since retired, but their operational groundwork remains a core part of the business’s success.
Now, as the business prepares to raise external investment for the first time, Sarah is focused on expanding the team with people who share the brand’s values.
She added: “We’re at that exciting stage where we’re growing strategically. Investment is next and that’s where we can really start to scale.”
Growing through ASCEND
CODE Beautiful was one of 24 companies on GM Business Growth Hub’s first ASCEND Scale Up Programme.
This gave the sisters the opportunity to build relationships with many other Manchester businesses and gain valuable insights from the programme’s mentors.
On being part of the programme, Sarah said: “ASCEND has been absolutely game-changing for us. It’s helped me think bigger, plan smarter, and prepare for the next level of growth.
“The programme pushed us to really examine our business, improve our financial planning and think strategically about investment and scaling.
“It’s given us the tools and confidence to pursue ambitious growth plans we might not have considered before.
“We’ve seen incredible growth, and our repeat purchase rates show that we’re delivering on our promises.
“My goal is to get the business ready over the next few years to be at a £20m valuation.”
The importance of staying grounded – and spiritual
Asked for advice for other founders, Sarah highlights the importance of staying grounded whilst thinking strategically.
“Make sure your product genuinely solves a problem. Build real relationships.
“Bootstrap at first — it teaches discipline. And surround yourself with people who challenge you to think bigger.”
Beyond the business, Sarah is open about her spiritual personality, showing perhaps a different side to one regularly predetermined of a business owner in the beauty industry.
“I meditate daily, work with moon cycles, and I’m completely obsessed with crystals,” she explains.
“People might expect a beauty CEO to be all about the glamorous lifestyle, but I’m more likely to be in the woods with my dog and hiking boots on.”
The company has also partnered with Prevent Breast Cancer and is donating 10% of its profits this summer to the Manchester charity.
As CODE Beautiful heads into its next phase, that blend of clarity, purpose and resilience remains at its forefront.
She concludes: “Building a business isn’t just about the numbers or success stories you see on social media.
“It’s about the daily choice to keep going, to stay true to your values, and to remember why you started.”