The Beauty Crop names Head of Brand & Creative following 'record-breaking' demand

The Beauty Crop has appointed Amy Harrap as its new Head of Brand & Creative, joining the viral brand as it targets further growth. 

Most recently working as a freelance Brand Marketing Consultant, Harrap also brings experience from a number of fashion and beauty brands.

She previously served as Brand & Creative Lead of The Sports Edit at Marks & Spencer, as well as Senior Brand Marketing Manager at The Inkey List and Brand & Campaign Manager at Beauty Bay, amongst other roles.

Harrap joins The Beauty Crop during a period of strong growth for the business, following significant progress across both brand development and commercial performance in 2025.

Throughout the year, the company focused on expansion, including the activation of a Boots gifting stand, a launch on Lookfantastic, and entry into EU markets through TikTok Shop and its direct-to-consumer website. It also introduced 78 new products in 2025, bringing the total number of launches to 158 when including shade extensions.

The Beauty Crop was founded in 2015 by Ning Cheah, who launched the brand after experiencing difficulties finding affordable beauty products that did not aggravate her eczema. After working in investment banking, Cheah identified a gap in the market for products that combined playful branding with clean formulations, without compromising on performance or accessibility.

The brand operates with a focus on ingredient-led formulations, developing products designed to deliver skincare benefits alongside cosmetic performance. Its approach emphasises plant-based ingredients and nutritional formulas, with the aim of making skin-nourishing beauty products accessible across a wide range of price points.

Community engagement plays a central role in the brand’s development process, with customers regularly involved in product testing, formulation feedback, and in-person events.