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Base in Sydney, ModelCo is the successful beauty and cosmetics brand created by Founder and CEO Shelley Sullivan. ModelCo’s in-house research and development department, led by Shelley, is always working to develop, test, and market innovative solutions to everyday beauty problems.
In the 1990s Shelley was running a successful model and talent agency when she identified a new opportunity in the beauty market. With an intuitive knack for knowing what women (really) wanted in their makeup bags, Shelley envisaged believable, achievable beauty and a line of quick-fix, affordable, quality products for women. By 2002 Shelley got to work on realising her vision with a first-to-market heated lash curler which was an instant hit and within months it had sold out globally. Shelley’s next innovation: Tan Airbrush In A Can, the world’s first airbrush self-tanning spray which reinvigorated the self-tan category and empowered women to DIY with the confidence of convincingly natural colour.
ModelCo proudly offers premium colour cosmetics, tanning products and skincare to customers who expect only the best. The iconic Australian beauty brand has been developing and perfecting its award-winning line of beauty aids with premium-quality formulations, applications, and packaging.
Shelley has continued to build on the brand’s early ties to the modelling world with brand ambassadors who include some of the world’s most beautiful faces including Elle Macpherson, Rosie Huntington Whiteley, Danni Minogue and Hailey Baldwin.
ModelCo is a PETA-certified cosmetics company and does not test on animals at any point in the product development and manufacturing process.