CODE Beautiful

CODE Beautiful

CODE Beautiful is known for refusing beauty-industry hype and creating no-nonsense cosmetics built on what customers actually ask for.

Founded in 2014 by sisters Sarah and Emma Cross, the brand was born from frustration: they felt many products over-promised and under-delivered, and they wanted a different kind of beauty story - one rooted in sisterhood, honest feedback, and uncompromising quality. As the brand explains in its own ethos, it is for people who “see past the beauty industry hype”, with a focus on products that enhance the way customers look and feel, according to their own definitions of beauty.

When it comes to best-sellers, CODE Beautiful has clear heroes in the eye area. The award-winning CODE Lash Kit sits front and centre for anyone wanting to upgrade their look without fuss, while the CODE FFL (Forget Fake Lashes) is positioned as the pre-mascara lash plumper that helps create fuller, thicker-looking lashes - before mascara even goes on. For everyday confidence, the brand’s CODE VLM Volumising Lengthening Mascara is described as clump-free and smudge-proof, designed for real-life wear with a buildable finish.

In terms of key product categories, CODE Beautiful is especially prominent across eyes, with standout options for eyeshadows, false eyelashes, and brows. The brand also develops brow essentials including brow gels and brow pencils, so routines can move seamlessly from defining eyes to framing brows - staying true to the “no trends, no nonsense” approach.