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Meet Emma Cross

Meet Emma Cross

A product of the bonds of sisterhood—literally; we were founded in 2014 by Sarah and Emma Cross. Fed up with products that over-promised and under-delivered, as well as with this pervasive one-size-fits-all definition of beauty; we went to work creating a cosmetics brand that didn’t fall short.

Instead of trying to sell products by telling women they need to fit an industry definition of beautiful, we decided to do things the other way around. By simply asking, listening to the feedback and then committing to creating products of uncompromising quality, CODE Beautiful was born.

We’re a close knit team and we believe in what we’re building. We view you as a part of that too. We thought it would be nice for us to get to know each other better.

Without further ado, meet Emma.

Where did you grow up?

A mix of places actually—sorry, not a simple answer. I’m from a little village in North Wales, but I grew up in Dubai.  Also, I lived in Manchester for 7 years— back home in North Wales now though.

How do you think that influenced who you are?

Growing up in Dubai really helped to shape my values and the way I approach life. Back in 1992 I was leaving my whole world to a place that I’d never heard of at the time.  I was in school with 76 different nationalities. That definitely shaped my perspective on things. It has given me a passion to explore new places and cultures.  It’s also taught me good haggling skills haha 

What do you do at CODE Beautiful? 

I look after the operational side of the business… from finances to customer relations to creating and maintaining our website, looking after logistics and warehousing – a little bit of everything 😉

Favourite CODE Beautiful product?

CODE SSL Soft Smooth Lip Liner – partly because I never used a lip liner before CODE SSL and it’s a multifunctional; lip liner, lipstick and lip plumper with a self-sharpening lid! I’m also totally in love with our latest product CODE LLE Lid Lift Enhance. I mix both shades together and use it as a quick smoky eye look. Love it. I love them all its hard to pick!

Favourite.... not CODE Beautiful product.

I’m loving The Inkey List Hyaluronic Acid Serum, feels so lovely on the skin and I’ve got super sensitive skin.

Number 1 Beauty Tip?

ALWAYS take make-up off, no matter what time you get in (or how drunk you are). It’s part of my ritual—also drink lots of water.

Coffee or wine?

These days I like coffee… I wouldn’t say no to a red wine though.

What's on your desk?

I would like to say nothing…. As like to keep a nice clean desk. Today I have: headphones as I’ve just listened to a webinar using them, mini chocolate brownies – I NEED them ( don’t tell my PT), a mug with ‘Sorry for what I said before coffee’, My passion Planner – have to be organised, And of course, my Bewater ‘be love’ water bottle with amethyst, rose quartz and green aventurine crystals.

Are you a morning person?

Definitely not – wish I was.

Dogs or Cats..or?

Monkeys. Haha. I do like dogs and cats too.

What was the last dream you can remember?

Oh god… I literally can’t remember! Lately I don’t remember my dreams…. 

Biggest lesson learned this year?

Push yourself out of your comfort zone. We’ve recently filmed some short videos – I’m not a fan of speaking on camera, but was quite pleased with the end results!

If you were a chocolate bar... which one would you be and why?

That’s a tough one…. Cadbury’s Cream Egg or Cadburys Caramel or After Eight mints – I guess they are all the same—hard on the outside but soft in the middle.

Favourite things to do when off duty?

I like to workout 3 – 4 times a week. Catching up with friends of course— eat out – I’m not the biggest fan of cooking 😂  Going away, little adventures. Family time.



I absolutely love the two products I’ve bought from you so far, the LLE and VLM mascara. Thank you for creating such amazing products! x

Amazing achievement Emma! Lovely to see all the hard work and dedication has paid off! Absolutely love the code products!!! X

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