ModelCo Founder and CEO Shelley Sullivan has been a standout in the worlds of fashion and beauty for the past two decades. Running her successful model and talent agency in the 90’s, she identified a new opportunity in the beauty market. With an intuitive knack for knowing what women (really) wanted in their makeup bags, Shelley envisaged believable, achievable beauty – and launched her first beauty brand ModelCo, with a range of quick-fix, affordable, quality products for women.
“Looking after so many models, I listened and learnt what they really wanted in their beauty regimes: quick-fix and smart beauty products that they could afford,” explains Shelley. “Models tend to be a tough audience; they spend half their time sitting in the makeup chair and have access to so many different brands. I knew if I could create something my girls loved and used in their downtime then I was really on to something.” Said Shelley Sullivan (nee Barrett).
Shelley created a first-to-market heated lash curler; followed by Tan Airbrush In A Can - The world’s first airbrush self-tanning spray. With two global product hits on her hands, Shelley then expanded the ModelCo range into on-trend colour, complexion-perfecting natural skincare, and further self-tanning innovations. Today, there are over 250 products in the ModelCo range and Shelley received a number of prestigious business accolades including the Ernst & Young Entrepreneur of the Year and the American Express award for Fastest Growing Small Business.
Shelley continued to build on the ModelCo brand’s early ties to the modelling world by initiating some clever collaborations with some of the world’s most beautiful faces including Elle Macpherson, Rosie Huntington-Whiteley, Danni Minogue, and Hailey Baldwin who have all acted as brand ambassadors. In May 2018, Shelley launched a collaboration with global fashion icon Karl Lagerfeld. Featuring a range of innovative beauty products, the limited-edition collection was available through KARL LAGERFELD stores and KARL.COM, plus ModelCo’s premium distribution network modelco.com; as well as Nordstrom, Douglas, Cult Beauty, Galeries Lafayette, and in the Middle East at selected retailers.
In 2017, Shelley dreamt up a new beauty brand – MCoBeauty. With a goal to further dominate the industry with luxe for less makeup and beauty solutions, MCoBeauty evolved to offer just that, with the full range accessible for just under $30.
“The MCoBeauty range has a price point that makes it available to everyone. We have not compromised on quality, rather tailored our range of products to allow a lower price point, and then we focused our attention on making the products the best in the market.” ” – Shelley Sullivan, CEO & Founder