Providing women with stylish, high quality, quick fix products has always been the basis of iconic beauty brand, ModelCo and the personal mission of Shelley Barrett, CEO and Founder. After owning and operating an esteemed modelling agency for 10 years, Shelley saw a gap in the market for innovative, dual-purpose beauty solutions for women on the go.
“I’ve learnt that beauty doesn’t have to be hard,” says Barrett. “I create products for women who want to look and feel their best whilst enjoying a busy lifestyle. That’s what ModelCo is about – achievable, every day glamour”.
Barrett launched the first ModelCo innovation, TURBO LASHWAND Heated Eyelash Curler in 2002. In just a few months, TURBO LASHWAND had sold out worldwide and was featured in beauty editorial across the globe in publications such as VOGUE, Harper’s Bazaar, marie claire and InStyle. The staggering success from just one product was the beginning of ModelCo. Barrett didn’t realise at the time that she was launching a global cosmetics and self-tanning company.
Off the success of TURBO LASHWAND, Barrett saw a gap in the market for dual-purpose, smart beauty solutions and next launched the world’s first aerosol self-tanner TAN Airbrush in a Can. An international sell out, TAN in a Can drew interest from some of the world’s most premium stockists and was soon available in Collette in Paris, beauty mecca SpaceNK in London and Henri Bendel in the USA.
More than a decade on, Shelley Barrett is as much a household name as ModelCo. Her brand is stocked in over 1800 stores internationally and draws attention from celebrities, makeup artists and industry experts alike.
Entrepreneurial by nature, Shelley has enlisted several international celebrity signings throughout the brand’s history. From 2006-2007, Elle Macpherson was named as ModelCo’s first official ambassador and the face of revolutionary, anti-ageing, cosmeceutical product ERASE Those Fine Lines. The campaign was photographed in Paris by celebrated musician and photographer, Bryan Adams.
“I believe in organic partnerships; it is important that whoever represents ModelCo loves and identifies with the products and who we are as a brand. I have great respect for strong and empowering women and our ambassadors have all embodied everything we stand for,” says Barrett.
In 2011, ModelCo named Dannii Minogue as the global face of FIBRE LASH Brush on False Lashes then in 2012, the face of SUPER TAN. International model and singer, Cheyenne Tozzi joined Minogue for the 2012 campaign, which was shot on the iconic Australian luxury resort Hayman Island by international photographer Simon Upton.
In May 2013, Barrett signed international model and actress, Rosie Huntington-Whiteley as the face of the 2013/14 summer campaign, a major coup for the brand. The former Victoria’s Secret model and Vogue cover girl visited Australia in July 2013 to shoot the summer campaign on Hayman Island and was featured in some of Australia’s most prestigious publications.
Said Huntington-Whiteley of her signing: “I’m so excited to be working with ModelCo. We all want a quicker, smarter way to look and feel glamorous and ModelCo is a trustworthy brand that makes me feel exactly like that!”
“I love beauty products that not only deliver what they promise but make my life easier too. As I am constantly travelling or working, ModelCo’s innovative, dual purpose, glamour-on-the-go products really resonate with my lifestyle,” said Huntington-Whiteley.
Barrett leads the ModelCo Research and Development team and in 2014, will launch a Natural Skincare line following more than 80% of 8000 respondents in a recent survey stating that this was what they wanted to see from the brand.
“Our customers are a significant part of our development strategy. We listen when they tell us what they want and we make it happen,” say Barrett.
Embracing the heritage of the ModelCo brand – smart beauty, quality and innovation – the natural skincare range is an extension of the existing self-tanning, cosmetics and sun care offering. ModelCo Natural Skincare is an easy-to-apply, affordable, high quality range that makes you look and feel fabulous.
Barrett is a committee member of sunSCHine for Sydney Children’s Hospital and an avid supporter of the National Breast Cancer Foundation.