ModelCo

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ModelCo is an Australian, vegan-certified and cruelty-free self-tanning and colour cosmetics company based in Sydney, Australia. Founded by Australian entrepreneur and former model agent Shelley Sullivan, [1] ModelCo has been a leader in innovation and quality within the cosmetics industry, famous for creating quick-fix beauty products. From the world first Lash Wand Heated Eyelash Curler to Tan Airbrush in a Can, ModelCo has dominated beauty routines with the brand's simple yet effective beauty solutions.

Now in its 20th year, ModelCo has made waves on the international stage through its collaborations with high profile celebrities and creatives. From the likes of renowned fashion icon Karl Lagerfeld, [2] to the it-girls of the moment such as Hailey Bieber (nee Baldwin) [3] Rosie Huntington-Whiteley, [4] Elle Macpherson [5] and Danni Minogue, [6] ModelCo remains a leader for executing globally-renowned collaborations that leave an inspirational mark on the industry.

ModelCo is proudly cruelty-free and a PETA [7] certified cosmetics company. From its suppliers, producers, manufacturers and independent parties, all the way through to the shelves and into consumer’s hands, there is no animal testing involved.

ModelCo is distributed in Australia, New Zealand, Europe, Asia, the United States and the Middle East. [8]

History

ModelCo was founded in 2001 by Shelley Sullivan. The very first products Sullivan launched were the world-first Lash Wand Heated Eyelash Curler, [9] followed by Tan Airbrush in a Can. [10] [11]

ModelCo has developed and launched over 300 products, including in a Tan Mousse, Fibre Lash Brush-On False Lashes Mascara [12] and launched a now defunct natural skincare range in August, 2014.[ citation needed ]

In 2006, ModelCo announced Elle Macpherson as the face of their new anti-aging serum. In 2013, ModelCo announced model and actress Rosie Huntington-Whiteley as the face of the 2013/14 summer campaign. [13] In 2016, ModelCo announced its collaboration with US model Hailey Baldwin and launched the Hailey Baldwin for ModelCo cosmetic collection. [14] [15]

In 2016, ModelCo launched a little sister diffusion line, a luxe-for-less beauty brand called MCoBeauty. [16] Housed in baby pink packaging, MCoBeauty is stocked at Woolworths, Big W and online at mcobeauty.com, with no product priced over $30.

In 2018, ModelCo launched a limited edition beauty collaboration with the late Chanel creative director Karl Lagerfeld. [17] [18] The KARL LAGERFELD + MODELCO Limited Edition Collectable Beauty range launched globally on May 14, 2018, comprising more than 50 units. [19]

In 2020, Sullivan relaunched ModelCo's colour cosmetics range while also unveiling updated hot pink packaging across the brand's entire product range. To coincide with the brand relaunch, ModelCo launched its Tested on Role Models Not Animals campaign, [20] starring Australian models Cameron Stephens, Agi Akur, Astrid Holler and Charlee Fraser.

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References

  1. ↑ "Shelley Sullivan", Wikipedia, 2019-03-20, retrieved 2019-03-20
  2. ↑ "Karl Lagerfeld", Wikipedia, 2019-03-19, retrieved 2019-03-20
  3. ↑ "Hailey Baldwin", Wikipedia, 2019-03-05, retrieved 2019-03-20
  4. ↑ "Rosie Huntington-Whiteley", Wikipedia, 2019-03-14, retrieved 2019-03-20
  5. ↑ "Elle Macpherson", Wikipedia, 2019-03-20, retrieved 2019-03-20
  6. ↑ "Dannii Minogue", Wikipedia, 2019-03-20, retrieved 2019-03-20
  7. ↑ "People for the Ethical Treatment of Animals", Wikipedia, 2019-03-08, retrieved 2019-03-20
  8. ↑ "Beauty Beat: Macpherson to Front New ModelCo Product … Boots Completes Merger With Alliance". Women's Wear Daily. 2 August 2006.
  9. ↑ Cornford, Mel. "ModelCo founder Shelley Barrett changes the beauty industry forever". Vogue Australia.
  10. ↑ WWD, Joelle Diderich. "Karl Lagerfeld to launch color cosmetics with ModelCo". Latimes.com.
  11. ↑ Fox, MeiMei. "9 Tips For Launching A Successful Beauty Startup". Forbes.
  12. ↑ "Beauty Box: lashes". PerthNow. 2 May 2011.
  13. ↑ Takyi, Stephanie (19 November 2013). "Rosie Huntington-Whiteley perfects her pout for new ModelCo campaign shoot". Express.co.uk.
  14. ↑ Friedman, Kate. "Hailey Baldwin's Eyeliner Trick Is Actually Pretty Brilliant". Glamour Magazine.
  15. ↑ "Hailey Baldwin Is Launching a Makeup Collection". ELLE. 22 August 2016.
  16. ↑ "WOMEN WITH GRITT: Shelley Sullivan On Building ModelCo". Gritty Pretty. 2020-12-01. Retrieved 2021-03-12.
  17. ↑ Diderich, Joelle (30 May 2017). "Karl Lagerfeld to Launch Color Cosmetics With ModelCo". WWD.
  18. ↑ "Everything we know about the new Karl Lagerfeld make up collection". Marie Claire. 30 May 2017.
  19. ↑ "Karl Lagerfeld Is Launching A Makeup Line With ModelCo, And The Packaging Is Everything". TheGloss. 2 May 2018. Retrieved 5 July 2018.
  20. ↑ MODELCO, IN PARTNERSHIP WITH (2020-11-22). "ModelCo's latest campaign comes with an important message". Vogue Australia. Retrieved 2021-03-12.
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