ModelCo

ModelCo
Private
Industry Cosmetics
Founded 2002
Headquarters Sydney, Australia
Key people
 Shelley Sullivan (CEO)
Website modelcocosmetics.com

ModelCo is a self-tanning, cosmetics and natural skincare company based in Sydney, Australia. ModelCo is distributed in Australia, New Zealand, Europe, Asia, the United States and the Middle East.[1]

History

ModelCo was launched in May 2002; Shelley Sullivan founded ModelCo and launched the Lash Wand Heated Eyelash Curler,[2] followed by Tan Airbrush in a Can in 2003.[3]

ModelCo has developed and launched over 300 products, including in a Tan Airbrush in a Can, Fibre Lash Brush on False Lashes[4] and launched a natural skincare range in August, 2014.[5]

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.[6] In 2016, ModelCo announced its collaboration with US model Hailey Baldwin and launched the Hailey Baldwin for ModelCo cosmetic collection.[7][8]

In 2018, ModelCo launched a limited edition beauty collaboration with designer Karl Lagerfeld.[9][10] The KARL LAGERFELD + MODELCO Limited Edition Collectable Beauty range launched globally on May 14th, 2018, comprising more than 50 units.[11]

References

  1. ↑ "Beauty Beat: Macpherson to Front New ModelCo Product … Boots Completes Merger With Alliance". Women's Wear Daily. 2 August 2006.
  2. ↑ Cornford, Mel. "ModelCo founder Shelley Barrett changes the beauty industry forever". Vogue Australia.
  3. ↑ WWD, Joelle Diderich. "Karl Lagerfeld to launch color cosmetics with ModelCo". Latimes.com.
  4. ↑ "Beauty Box: lashes". PerthNow. 2 May 2011.
  5. ↑ "Rosie Huntington-Whiteley stunning at ModelCo skincare launch". Mail Online.
  6. ↑ Takyi, Stephanie (19 November 2013). "Rosie Huntington-Whiteley perfects her pout for new ModelCo campaign shoot". Express.co.uk.
  7. ↑ Friedman, Kate. "Hailey Baldwin's Eyeliner Trick Is Actually Pretty Brilliant". Glamour Magazine.
  8. ↑ "Hailey Baldwin Is Launching a Makeup Collection". ELLE. 22 August 2016.
  9. ↑ Diderich, Joelle (30 May 2017). "Karl Lagerfeld to Launch Color Cosmetics With ModelCo". WWD.
  10. ↑ "Everything we know about the new Karl Lagerfeld make up collection". Marie Claire. 30 May 2017.
  11. ↑ "Karl Lagerfeld Is Launching A Makeup Line With ModelCo, And The Packaging Is Everything". TheGloss. 2 May 2018. Retrieved 5 July 2018.
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