About Us
About Us
The ModelCo brand was started back in 2002, by then Sydney Model Agent Shelley Barrett. Shelley's close relationships with her models, makeup artists, stylists and photographers allowed her to experience firsthand what beauty products women want but can never find. Shelley identified a niche in the market for innovative, quick-fix and multi-purpose beauty solutions. In the beginning Shelley had an idea to create a heated eyelash curler, LASHWAND – the single product that quickly garnered a global cult following, thus giving birth to a new brand in beauty.
What was meant to be a side project at the time soon became a world of its own. After LASHWAND Heated Eyelash Curler, came the first ever TAN Airbrush in a Can – another first of its kind, experienced even greater world-wide recognition and sales and also created a new category in beauty all around the world. The launch of FIBRE LASH with Dannii Minogue as its ambassador then saw ModelCo create a new global cult following of this first ever real brush on false lash extensions With the intention of not starting just another cosmetic brand, Shelley’s vision was to develop beauty products that were multipurpose and innovative...
"ModelCo is all about smart beauty, I create unique & innovative products for women that are chic, sophisticated and very easy to use. I only use the best formulations for my products and when it comes to packaging, I always ensure that each products is not only stylish, but very convenient to use that produce beautiful result”, says Shelley.
ModelCo is now stocked all over the world in over 1000 boutique apothecaries, department stores and pharmacies through-out the world such as Collette in Paris, David Jones Australia, SpaceNK & Boots in the UK and selected Sephora stores USA. A brand that is adored by some of the world’s most stylish women, ModelCo is a favourite amongst those from the likes of Nicole Ritchie, Lily Allen, Sienna Miller, Victoria Beckham, Elle McPherson, Naomi Watts, Kate Winslet, Lily Cole, Uma Thurman, Mischa Barton, Jade Jagger, Cameron Diaz, Renee Zellweger, Sophie Dahl, Alicia Keys, Keira Knightly, and Dannii & Kylie Minogue to name just a few.
"In the early stages, a lot of people said to me that 'hot pink' packaging was a very bold choice - but there is no mistaking the signature ModelCo brand. Funnily enough, this has been a major attribute in the brands success!", says Shelley. Starting with just a simple idea and product, ModelCo now boasts a collection of over 100 unique products for tanning, face, lips, eyes and body - with a story to share behind every creation..
ICONIC INNOVATIONS
"I never really understood the concept of "It all starts with an idea..." until ModelCo... It was LASHWAND Heated Eyelash curler that gave birth to the brand." -Shelley Barrett
Lash Wand heated Eyelash Curler launched into the global market as the only product of this kind, re-inventing the manual curler with an advanced heating technology that quickly caught the attention of international celebrities and women of the world -hitting its first international stockist within 3 months of launch, iconic boutique “Collette”, Paris.
ModelCo's next product and major innovation was TAN Airbrush in Can - The worlds first aerosol "Tan in a Can" self-tanning product to hit the market, spawning a new beauty category all around the world. The unique concept developed by ModelCo transcended convention and the way that woman tan forever. Not only was it the aerosol packaging that was innovative, however it was also the blue-green based DHA ingredient that banished “the orange effect", producing a beautiful national look colour that rivalled competitors, thus creating a new trend in tanning ingredients. The 'tan in a can' concept has since been followed by some of the worlds largest global beauty houses.
GLOBAL FACES
"I have a great respect for strong and empowering women... Working with Elle MacPerson and more recently Dannii Minogue in 2011, it was these traits that both of these women possess that were a perfect match for ModelCo. I am a believer in organic partnerships, so it was important to know that they loved and identified with the product and who we are as a brand."
From 2006-2007, Elle MacPherson was named as ModelCo's first celebrity ambassador and the face of revolutionary cosmeceutical product 'ERASE Those Fine Lines', an anti-aging product designed for 30+ women. The campaign was photographed in Paris, the fashion and beauty capital, by celebrated musician & photographer Bryan Adams.
In 2011, ModelCo named Dannii Minogue the global face of FIBRE LASH Brush on False Lashes Mascara, selling out in 2 days of launch in the UK selling 1 product per 30 seconds, creating a waiting list of over 2500 people eager to purchase the latest ModelCo lash Innovation. FIBRE LASH went on to be a global best seller and was awarded "TOP LASH SECRET" in the 2011 Harpers Bazaar UK 2011 Beauty Hot 100 Awards.
Awards
2011- Winner, 'Top Lash Secret', Harpers Bazzaar UK Beauty Hot 100 - FIBER LASH Brush on False Lashes
- Winner, Most Innovative New Product in Makeup, Australian Beauty Awards - FIBER LASH Brush on Lashes
- Winner, Most Innovative New Product in Lip Gloss, Australian Beauty Awards - LIP PLUMPER Hydra Lip Therapy
- Hall of Fame, Instyle Best Beauty Buys Awards - TAN Airbrush in a Can
- New Woman Best of Beauty Awards Most Innovative Product - LIP LIGHTS
- Winner, Redbook MVP Award - FLUIDSPLASH 3 in 1 FOUNDATION
- New Woman Best of Beauty - Winner FLUIDSPLASH 3 in 1 FOUNDATION & Australian Product of the Year - FLUIDSPLASH 3 in 1 FOUNDATION
- Winner, Red Book MVP Beauty Awards, SKIN DRINK Airbrush Moisturiser
- Finalist, Vogue Beauty Icons - TAN Airbrush in a Can & SKIN DRINK Airbrush Moistursier
- Finalist, New Woman Best of Beauty Award - SKIN DRINK Airbrush Moisturiser, COOL FEET Airbrush Catwalk Heels & BRONZE Airbrush Sun
- Winner, UK Edition of New Woman Best of Beauty Award – TAN Airbrush in a Can
- Finalist, Marie Claire Awards of Excellence – LASH WAND
- Winner, Aerosol Industy Awards, Premier Award - SKIN DRINK Airbrush Moisturiser
- Winner, CLEO Golden Compact Award – TAN Airbrush in a Can
- Finalist, New Woman Best of Beauty Award – TAN Airbrush in a Can
- Finalist, New Woman Best of Beauty Award – TAN Airbrush in a Can
- Winner, Readers' Choice Award, CLEO Best of Beauty – LASH WAND
- Winner, Readers' Choice Award, CLEO Best of Beauty – LIQUID BUDS