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 Sullivan (nee Barrett) , CEO and Founder. After owning and operating one of the most highly respected model and acting management groups in Australia, representing over 1800 talent for over a decade, Shelley saw a gap in the market for innovative, dual-purpose beauty solutions for women on the go.
This vision saw Shelley create the ModelCo business from a one product dream to the international cosmetics empire it is today. As Chief Executive Offer for the brand, Shelley leads a management team across all facets of the ModelCo business including Research and Development, Retail Operations, PR and Marketing, Digital and Social Media, Finance, Customer Service and International Expansion.
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, This product was closely followed by Shelley’s self-described “light bulb moment”, the world’s first aerosol spray-tan ModelCo TAN AIRBRUSH IN A CAN. Not only did TAN AIRBRUSH IN A CAN truly transcend convention and change the way women self-tanned, it also created a new global beauty category. An international sell out, TAN AIRBRUSH IN A CAN drew interest from some of the world’s most premium stockists and staggering success was quickly achieved.
More than a decade on, Shelley is as much a household name as ModelCo. Her brand is stocked in over 3000 stores internationally and draws attention from celebrities, makeup artists and industry experts alike.
“We’ve learnt that beauty doesn’t have to be hard,” says Shelley. “At ModelCo we 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”
In addition to product innovation and listening to her customers, Shelley has a knack for identifying and securing the right faces and figures to represent the ModelCo brand. Her background in the modelling industry giving her the advantage to pick the faces needed to have a halo effect over the brand. The power of the ModelCo brand has attracted international celebrity ambassadors including Elle Macpherson, Dannii Minogue, Cheyenne Tozzi and the current ambassador Rosie Huntington-Whiteley. The ModelCo brand’s history is fuelled with spectacular “WOW” moments – from celebrity ambassador appearances, product launches, retail displays, fashion show spectaculars to high profile luxurious brand holidays.
Hailed as one of Australia’s leading female entrepreneurs, Shelley has won a number of prestigious business awards including Ernst & Young – Young Entrepreneur of the Year and American Express Award for Fastest Growing Small Business.
“At ModelCo we like thinking outside the square, we know what products women need before they even know they need them.” says Barrett.
Her opinion is constantly sought out for comment in the media on business, beauty and fashion articles and Shelley is regularly profiled in the top media outlets in Australia and worldwide including Vogue, Harpers Bazaar, The Sydney Morning Herald, BRW, The Daily Telegraph, news.com.au and more.
In 2015, Shelley appeared on Australian television screens in Channel 9’s Celebrity Apprentice in the role of Advisor to Mark Bouris. Shelley brought her extensive business knowledge to the role and acted both as a mentor to contestants and the eyes and ears of Mr Bouris during Celebrity Challege segments and Boardroom judgments.
Shelley is also a committee member of sunSCHine for Sydney Children’s Hospital and an avid supporter of the National Breast Cancer Foundation.