Company History - ModelCo Cosmetics & Beauty Products

MODELCO is a cult beauty brand based in Sydney, Australia and is the creation of former model agent Shelley Barrett. MODELCO creates premium beauty products for high demand consumers that are quick-fix, multi-purpose and unique. The formulations, applications & packaging are revolutionary and of a premium quality. Each product cleverly combines cutting-edge creativity and technical innovation.

MODELCO launched onto the market with the phenomenally successful LASH WAND HEATED EYELASH CURLER in May 2002. MODELCO's cult range of products, including over 125 unique wonder products, have made the company a trailblazer in beauty worldwide by being the first-to-market with a range of unique products never seen before. The staggering success of MODELCO's first two creations, LASH WAND HEATED EYELASH CURLERand TAN MODELCO experienced phenomenal world-wide recognition and sales, are innovations that have transcended convention & changed women's lives forever.

Within just six short years of launching and a 350% turnover growth, MODELCO, has enjoyed Spectacular global success with the brand now sold in 5 continents, 27 countries and over 1000 stores and niche beauty apothecaries, including Colette in Paris; Boutique 1 (formerly Villa-Moda in Dubai; and beauty mecca Space NK in the UK. In the US MODELCO is stocked at Sephora and is the first Australian beauty brand to launch into New York's finest boutique department store Henri Bendel.

In Australia, MODELCO recently entered into an exclusive distribution partnership with in David Jones, the country’s leading prestige department store. This partnership will allow MODELCOto take the brand to the next stage and provide our consumers with a true MODELCO brand experience. The rollout in all 34 stores, consist of state-of-the-art concept installations staffed by trained consultants and will provide a wide variety of quick-fix beauty treatments.

Our ongoing relationships with models & celebrities was again highlighted when in 2006, in a industry coup, MODELCO signed a 2 year contract with Elle Macpherson as the global face of MODELCO’s revolutionary cosmeceuticial product ERASE THOSE FINE LINES.

Elle Macpherson epitomised so many of the brand values and is the perfect internationally recognised ‘woman of influence’ to endorse this product. There were many synergies relating back to the brand heritage & that have real appeal to our core consumer – Elle is an international supermodel, an astute business woman, a mother and of course an Australian icon.

Our celebrity following continues to grow and ModelCo counts Nicole Ritchie, Kylie Minogue, Naomi Watts, Sienna Miller, Victoria Beckham, Kate Winslet, Lily Cole, Uma Thurman, Mischa Barton, Jade Jagger, Cameron Diaz, Renee Zellweger, Sophie Dahl, Keira Knightly and Ashley Olsen, to name just a few, as fans of the brand.

So how did MODELCO start? Director, Shelley Barrett, had been running a successful modelling agency for 10 years and over the course of time she would hear countless stories, ideas and dreams from her models and stylists about products they wished were on the market but weren’t available. Shelley listened, saw the potential for a thriving business and went straight into production formulating innovative products that larger multi-nationals weren’t providing.

MODELCO then developed their signature ‘pink’ identity, high-voltage glamour packaging and with brand essence of WOW has gone on to create innovative beauty products inspired by models, celebrity and the every day women’s need for unique, dual-purpose cosmetics.

MODELCO has embraced a distinctive marketing strategy and multi-channel distribution model consisting of department stores, home shopping television, E-commerce, specialty beauty apothecaries and selected high end fashion / lifestyle boutiques. This multi-channel, integrated business strategy enables MODELCO to build brand awareness, increase consumer loyalty and leverage investment while reinforcing the authenticity and premium image of the brand.

Today MODELCO has become a cult beauty brand that resonates with a modern woman, providing chic and sophisticated must-have beauty products. ModelCo’s edge transcends what’s new into what’s next, with products that deliver what they promise.