It's time to change the way you think about beauty

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 with supermodel Elle Macpherson.  ModelCo's cult range of products, including over 80 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 Curler and TAN Airbrush in a Can experienced phenomenal world-wide recognition and sales, are innovations that have transcended convention & changed women's lives forever.

Within just three short years of launching and a 350% turnover growth, ModelCo, has enjoyed spectacular global success with the brand now sold in over 500 department stores and niche beauty apothecaries, including Colette and Le Printemps in Paris; 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 BLISS Spas and Victoria’s Secret. In May 2006 ModelCo will launch into Henri Bendel, the ultimate New York boutique department store.

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 ModelCo to take the brand to the next stage and provide our consumers with a true ModelCo brand experience. The rollout in all 34 stores, over the next 12 months, will consist of state-of-the-art concept installations. These first-of-a-kind concept stores or ‘ModelCo Boudoirs’ will be staffed by trained consultants and will provide a wide variety of quick-fix beauty treatments.

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.

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.

ModelCo – Salute the Future of Beauty.