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Published
May 31, 2018
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UK beauty brand Code Beautiful targets overseas growth

Published
May 31, 2018

Manchester-based beauty brand Code Beautiful is looking to enter the competitive South Korean market and strengthen its presence in the US after seeing growing demand in Europe.


Photo: Code Beautiful


The company sells own-brand cosmetics including mascara, lip liners and lip plumping treatments on its website and through multi-brand retailers including Harvey Nichols, BeautyBay amd Beautyandtheboutique.

It has been working with the Department for International Trade since 2015 to support its international expansion, and has now reported that overseas sales account for 10% of its revenue, with demand coming from France, Ireland, Spain and Scandinavia, according to The Manchester Evening News.

"Exporting is a huge area for growth for the business but at the start of our journey we knew we needed to find help in order to be successful,” said founder Sarah Cross, explaining that the Department for International Trade helped it adapt its packaging to suit different overseas markets and reflect changing consumer tastes.

"We also gained valuable support in understanding what shoppers in different markets want from customer service teams and social media content, meaning we now have dedicated teams for every country in which we operate. As a result, we are now seeing success of international customers buying directly from our website.”

Paul Stowers, acting regional director at the DIT for the North West said: “Code Beautiful is a prime example of a business from the North West thriving through trading internationally. There is huge demand for British goods overseas and DIT is available to help local businesses start exporting by advising and supporting them wherever possible.”

Code Beautiful is a brand that specialises on improving beauty basics. Its first product, a volumising and lengthening mascara called Code VLM, launched in 2014 and was followed by Code VLM Mini and CODE FFL.

More recently, the company has been focusing on the lips with its lip plumping treatment Code Lip and Code SSL, a soft smooth lip liner that gives a fuller look.

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