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Iconic Australian beauty brand, ModelCo, has developed award-winning self-tanning, beauty, suncare and natural skincare solutions for over a decade. With a commitment to innovation, ModelCo continues to lead the way on a global scale, transcending convention and producing smart, quality products that make women look and feel fabulous.
Based in Sydney Australia, ModelCo is the creation of former model agent, Shelley Sullivan (nee Barrett) who, after working with models, makeup artists and stylists, saw a niche in the market for innovative, quick-fix, multi-purpose beauty solutions.
In 2002, ModelCo LASHWAND Heated Eyelash Curler launched into the market as the first ModelCo innovation and received resounding worldwide results. The only product of its kind, this clever take on the manual eyelash curler quickly caught the attention of international celebrities, beauty experts and industry specialists.
In just a few months, ModelCo LASHWAND had sold out in retailers across the globe and created a cult following amongst the fashion and beauty savvy and celebrities alike. The staggering success from just one product was the beginning for ModelCo as an Australian based, internationally available cosmetics and tanning company.
ModelCo’s next product and major innovation was ModelCo TAN Airbrush in Can – the world’s first self-tanning airbrush product that created a new global beauty category. Not only was the aerosol packaging an innovation, but ModelCo created a unique blue-green based formula that banished ‘the orange effect’ seen in a lot of self-tans.
ModelCo TAN Airbrush in a Can produced a beautiful, natural looking colour that outsmarted competitors and created a new trend in tanning ingredients. The ‘Tan Airbrush in a Can’ concept has since been followed by some of the world’s largest global beauty houses and continues to be a best seller for ModelCo, with one unit sold every 36 seconds worldwide. Today, ModelCo spans across a full cosmetics and self-tanning offering including eyes, lips, face, body, nails and tan. ModelCo launched a natural skincare line in August 2014.
Each product cleverly combines cutting-edge creativity and technical innovation: ModelCo LIP LIGHTS lip glosses and lipsticks come with inbuilt LED lights and side mirrors for easy application; lip liners and eyeliners come with inbuilt sharpeners; ModelCo DAILY FACE MATTIFYING SUNSCREEN also contains an inbuilt strawberry SPF50+ Broad Spectrum Sunscreen lip balm and compact mirror for complete sun protection. The difference between ModelCo and other beauty houses, is that the focus is on practical innovation and not beauty trends following fashion runway collections.
ModelCo’s cult range, which now boasts a natural skincare collection and hundreds of unique products across Face, Eyes, Tanning, Body and Lips has achieved spectacular global success with the brand currently sold globally across department stores, beauty apothecaries, salons and pharmacies plus shipping worldwide from modelcocosmetics.com
Loved by some of the world’s most stylish women, ModelCo is a favourite amongst Dannii and Kylie Minogue, Elle Macpherson, Victoria Beckham, Lily Allen, Jade Jagger, Cheyenne Tozzi, Rosie Huntington-Whiteley and Sienna Miller.
As well as a strong celebrity following, ModelCo has worked with celebrity ambassadors throughout its history including Elle Macpherson, Dannii Minogue and Cheyenne Tozzi.
“I am a believer in organic partnerships; it is important that whoever represents ModelCo loves and identifies with the products and our brand. I have great respect for strong and empowering women and our ambassadors have all embodied these traits. The key to our cult following lies in the strength of our products and our relationships with these influential celebrities.” says Sullivan (nee Barrett).
Elle Macpherson was named as ModelCo’s first official celebrity ambassador and the face of revolutionary, anti-ageing, cosmeceutical product ModelCo ERASE Those Fine Lines. The campaign was photographed in Paris by celebrated musician and photographer Bryan Adams.
ModelCo achieved a record sell out on launch in the UK in July 2012 with ModelCo Fibre Lash Brush on False Lashes in conjunction with style icon and ModelCo Ambassador Dannii Minogue. ModelCo FIBRE LASH went on to be a global best seller and has been awarded many prizes including ‘TOP LASH SECRET’ in the Harper’s Bazaar UK Beauty Hot 100 Awards.
In 2013, ModelCo announced international supermodel and actress, Rosie Huntington-Whiteley as the new brand ambassador and face of several ModelCo brand campaigns. The former Victoria’s Secret model and Vogue cover girl regularly visited Australia to launch new product ranges and for ModelCo’s annual campaign shoots.
“ModelCo have great products that do what they say they do. 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!” says Huntington-Whiteley.
In August 2014 ModelCo welcomed Rosie back to Australia to launch ModelCo’s natural skincare collection at a VIP event in Sydney. The ModelCo natural skincare collection marked an exciting foray by the brand into the skincare beauty category.
ModelCo is proudly cruelty-free and a PETA certified cosmetics company.
What this means, is that ModelCo do not test on animals at any point of a products creation. From supplier, producer, manufacturer or independent party all the way through to the shelves and into consumer’s hands, there are no furry friends involved.
ModelCo is world renowned for product innovation, it is the crux of the business and the brand is always looking for solutions to everyday beauty problems that women face. ModelCo prides itself on having its finger on the pulse of what’s hot, interpreting market trends and creating products that women need before they know they need them.
ModelCo has an in-house Research and Product Development team, led by Shelley Sullivan, that is dedicated to creating new products and adding features to existing products. ModelCo ensures global product compliance to major export markets.
All PR, Social Media, Design, Digital Content, Finance and Retail execution operate from departments in-house at ModelCo HQ.
In August 2016 ModelCo announced its first product collaboration with Hailey Baldwin. ModelCo has collaborated with American celebrity/influencer and model Hailey Baldwin to produce the Hailey Baldwin for ModelCo collection – an innovative, limited edition range of uber-cool cosmetics and face-perfecting products that Hailey cannot live without. Inspired by Hailey’s gorgeous beauty and glowing youthfulness, ModelCo and Hailey worked together to create a range of products that signify her beauty look.
The collaboration announcement created world-wide headlines and generated a massive volume of press both in Australia and internationally. In the lead up to the exciting release, Hailey launched #thebeautysquad alongside ModelCo to share exclusive updates and a product pre-release with her fans.
Hailey visited Sydney, Australia for ModelCo in November 2016 to launch her Hailey Baldwin for ModelCo collection.
The introduction of MCo by ModelCo, a new ‘luxe for less’ cosmetic range, into Woolworths in 2013 means that ModelCo products reach a wider customer base. The new diffusion range continues to offer quick fix, smart beauty products that the ModelCo brand is renowned for. MCo for ModelCo is designed for the trend focussed, fashion forward, chic young women who has a super busy lifestyle and understands that on-trend, affordable cosmetics have the power to boost confidence and enhance your look.
Currently in its 15th year, ModelCo continues to be ones of Australia’s fastest growing beauty brands with further international expansion and new beauty collaborations to be announced in 2017.