Shelley Sullivan

Shelley Sullivan (née Barrett) (born 13 July 1973) is an Australian entrepreneur and business woman. She is the CEO and founder of the Innovative Brands Group, a high-growth organisation which houses ModelCo[1] and MCoBeauty, both creation of Sullivan.

Shelley Sullivan
Born
Shelley Barrett

(1973-07-13) 13 July 1973
Sydney
NationalityAustralian
OccupationCEO and founder of the Innovative Brands Group, ModelCo & MCoBeauty.
Spouse(s)Anthony Sullivan (m. 2016)
Websitehttps://modelco.com/about-us/about-shelley/

The ModelCo brand is now in its 17th year, and for every one of these years, ModelCo has been the flagship for innovation and quality within the cosmetics industry. Today it continues to prosper and cater to its global customer base with forward thinking, depicting a formula for success. In 2019, MCoBeauty had evolved out of the success of ModelCo to dominate the "luxe for less" beauty category with a range of "purposeful, cruelty-free beauty solutions" for $30 of less.

Life and career

Sullivan grew up in the eastern suburbs of Sydney. After completing her Higher School Certificate, then studied for a diploma in business management and psychology.

At the age of 21 she founded her first company, a modelling agency called, Shelley's Management Group. The company represented more than 1,800 models for over 8 years. She saw a gap in the market for "innovative, dual-purpose beauty solutions" and founded ModelCo in 2002.[2] Sullivan launched ModelCo's first product in 2002, a heated eyelash curler in 2002[3][4] followed by the world's first aerosol spray tan.[5]

To promote the ModelCo brand she has signed celebrities Elle Macpherson, Dannii Minogue, Rosie Huntington-Whiteley[6] and Hailey Bieber[7] In 2017 Sullivan announced a collaboration with fashion designer Karl Lagerfeld due for release in 2018.[8][9] The KARL LAGERFELD + MODELCO Limited Edition Beauty Collection launched globally on May 14th, 2018, comprising more than 50 units.[10][11]

Sullivan was an advisor on Channel 9's fourth season of The Celebrity Apprentice Australia.[12]

Personal life

She married Anthony Sullivan in private ceremony in 2016. She and her husband live at Vaucluse.

Awards
Year Award Category Result
2010 InStyle Women of Style[13] Beauty Won
2005 Ernst & Young Young Entrepreneur of the Year[14] Won
2005 Aerosol Industry Award Awards for Export or Local Market Development Won
2005 Aerosol Industry Award Award for Most Innovative Strategy for Marketing Won
2004 Telstra Business Women's Award Business Women of the year Won
2004 American Express Award Fastest Growing Small Business Won

References
  1. "ModelCo", Wikipedia, 24 January 2019, retrieved 20 March 2019
  2. "She means business". The Sydney Morning Herald. 13 September 2007. Retrieved 19 September 2017.
  3. Casamento, Jo (9 June 2013). "At home with Shelley Barrett". The Sydney Morning Herald. Retrieved 7 September 2017.
  4. Fox, MeiMei. "9 Tips For Launching A Successful Beauty Startup". Forbes.
  5. Conford, Mel. "Re-inventing the beauty world with Shelley Barrett". Vogue. Retrieved 18 September 2014.
  6. "ModelCo's US push has a Rosie glow". The Daily Telegraph. Retrieved 19 September 2017.
  7. "Hailey Baldwin", Wikipedia, 5 March 2019, retrieved 20 March 2019
  8. Hoyer, Melissa. "Super fun, highly-coveted collection". News.com.au. Retrieved 19 September 2017.
  9. "Karl Lagerfeld + ModelCo makeup collection". ELLE. 30 May 2017. Retrieved 19 September 2017.
  10. Rippon, Remy. "ModelCo founder Shelley Sullivan on how the brand's Karl Lagerfeld collaboration broke new ground". Vogue. Retrieved 5 July 2018.
  11. Weil, Jennifer (30 April 2018). "EXCLUSIVE: Karl Lagerfeld, ModelCo Team on Makeup Line". WWD. Retrieved 5 July 2018.
  12. Hoyer, Melissa (20 July 2015). "Gabi Grecko, Geoffrey Edelsten, Mel Greig sign up for Celebrity Apprentice". News.com.au. Retrieved 21 July 2015.
  13. N/A. "Women of Style Awards". Pacific Magazine. Retrieved 18 September 2014.
  14. "Where are they now? Reconnecting with Entrepreneur of the Year alumni" (PDF). Ey.com. Retrieved 7 September 2017.
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