HER Biz: Shelley Sullivan, ModelCo & MCoBeauty

If there’s anybody who knows what it takes to build an empire, it’s Shelley Sullivan. The Australian entrepreneur needs no introduction, as the powerhouse behind not one, but two of the world’s most recognised beauty brands — ModelCo and MCoBeauty. The beauty mogul has consistently proved that her ambitious drive, or as she describes “relentless determination”, is the key to success. So whether you’re in the market for a new skincare regime, a cult mascara, or a radiant, skin-loving glow, chances are Sullivan has a product that’ll fit the bill. As part of HER BLACK BOOK’s Festival of Her, a shopping event to support female-founded businesses, Sullivan shares some insight into impressive business journey. 

“Before I started ModelCo, I ran my own talent agency in my early 20s, so I was spending a lot of time with models. Models tend to be quite discerning beauty customers and I developed a real knack for knowing exactly what it was that women did and didn’t want in their beauty bags. I realised they wanted fast, easy-to-use products that felt luxurious with premium formulas, but at affordable prices.” “I’m really proud of creating products that have become absolute cult favourites that our customers adore. The creation of our diffusion line MCoBeauty in 2016 was a real turning point for the business. MCoBeauty’s success has skyrocketed and we’re now Australia’s fastest-growing beauty brand. We’re the #1 best-selling makeup brand in Woolworths and we’re more popular than some of our global competitors that have been around for decades. I’m incredibly proud of that achievement.”