ModelCo

ModelCo is an Australian, vegan-certified and cruelty-free self-tanning and colour cosmetics company based in Sydney, Australia. Founded by Australian entrepreneur and former model agent Shelley Sullivan,[1] ModelCo has continued to be the flagship for innovation and quality within the cosmetics industry with quick-fix beauty products. From the world first Lash Wand Heated Eyelash Curler to Tan Airbrush in a Can, ModelCo has notably dominated beauty routines with simple yet effective beauty solutions.

ModelCo
TypePrivate
IndustryCosmetics
Founded2002
Headquarters
Sydney
,
Australia
Key people
Shelley Sullivan (CEO)
Websitemodelcocosmetics.com

Now in its 17th year, ModelCo has made waves on the international stage through collaborations with the interesting and influential. From the likes of renowned fashion icon Karl Lagerfeld,[2] to the it-girls of the moment such as Hailey Baldwin [3] Rosie Huntington-Whiteley,[4] Elle Macpherson[5] and Danni Minogue,[6] ModelCo remains a leader for executing globally-renowned collaborations that leave an inspirational mark on the industry.

ModelCo is proudly cruelty-free and a PETA[7] certified cosmetics company. From supplier, producer, manufacturer or independent party all the way through to the shelves and into consumer’s hands, there is no animal testing involved.

ModelCo is distributed in Australia, New Zealand, Europe, Asia, the United States and the Middle East.[8]

History

ModelCo was launched in May 2002; Shelley Sullivan founded ModelCo and launched the Lash Wand Heated Eyelash Curler,[9] followed by Tan Airbrush in a Can in 2003.[10][11]

ModelCo has developed and launched over 300 products, including in a Tan Airbrush in a Can, Fibre Lash Brush on False Lashes[12] and launched a natural skincare range in August, 2014.

In 2006, ModelCo announced Elle Macpherson as the face of their new anti-aging serum. In 2013, ModelCo announced model and actress Rosie Huntington-Whiteley as the face of the 2013/14 summer campaign.[13] In 2016, ModelCo announced its collaboration with US model Hailey Baldwin and launched the Hailey Baldwin for ModelCo cosmetic collection.[14][15]

In 2018, ModelCo launched a limited edition beauty collaboration with designer Karl Lagerfeld.[16][17] The KARL LAGERFELD + MODELCO Limited Edition Collectable Beauty range launched globally on May 14, 2018, comprising more than 50 units.[18]

In 2019, ModelCo launches a luxe for less beauty brand, MCoBeauty.

References
  1. "Shelley Sullivan", Wikipedia, 2019-03-20, retrieved 2019-03-20
  2. "Karl Lagerfeld", Wikipedia, 2019-03-19, retrieved 2019-03-20
  3. "Hailey Baldwin", Wikipedia, 2019-03-05, retrieved 2019-03-20
  4. "Rosie Huntington-Whiteley", Wikipedia, 2019-03-14, retrieved 2019-03-20
  5. "Elle Macpherson", Wikipedia, 2019-03-20, retrieved 2019-03-20
  6. "Dannii Minogue", Wikipedia, 2019-03-20, retrieved 2019-03-20
  7. "People for the Ethical Treatment of Animals", Wikipedia, 2019-03-08, retrieved 2019-03-20
  8. "Beauty Beat: Macpherson to Front New ModelCo Product … Boots Completes Merger With Alliance". Women's Wear Daily. 2 August 2006.
  9. Cornford, Mel. "ModelCo founder Shelley Barrett changes the beauty industry forever". Vogue Australia.
  10. WWD, Joelle Diderich. "Karl Lagerfeld to launch color cosmetics with ModelCo". Latimes.com.
  11. Fox, MeiMei. "9 Tips For Launching A Successful Beauty Startup". Forbes.
  12. "Beauty Box: lashes". PerthNow. 2 May 2011.
  13. Takyi, Stephanie (19 November 2013). "Rosie Huntington-Whiteley perfects her pout for new ModelCo campaign shoot". Express.co.uk.
  14. Friedman, Kate. "Hailey Baldwin's Eyeliner Trick Is Actually Pretty Brilliant". Glamour Magazine.
  15. "Hailey Baldwin Is Launching a Makeup Collection". ELLE. 22 August 2016.
  16. Diderich, Joelle (30 May 2017). "Karl Lagerfeld to Launch Color Cosmetics With ModelCo". WWD.
  17. "Everything we know about the new Karl Lagerfeld make up collection". Marie Claire. 30 May 2017.
  18. "Karl Lagerfeld Is Launching A Makeup Line With ModelCo, And The Packaging Is Everything". TheGloss. 2 May 2018. Retrieved 5 July 2018.
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