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It was ModelCo who sparked the movement of feeling confident in your own skin, in the comfort of your most real you with products that enhanced rather than masked. We reshaped how people tanned at home, with our world-first Tan Airbrush In a Can; flawless results in the comfort of your own home, minus the having-to-get-nude-in-front-of-someone-else part. We saw you, we heard you, we listened.

18 years on, and we’ve done a thing or two. We’ve helped beauty lovers alike, achieve their best lashes yet without the fuss of

extensions, plumped lips without injections, and simplified self-tanning so much so we don’t have to think twice about the process to get to the golden result. High-fi looks, to lo-fi effortless glam was simple for us, and we wanted it to be simple for you too.Almost instantly, we became widely known and loved for our on-trend colour cosmetics, simple-but-smart, natural skincare, and award-winning self-tanning solutions. We have made a name for the brand by creating exclusive, limited-edition collections with our muses, Elle Macpherson, Rosie Huntington-Whiteley and Hailey Baldwin. And thanks to all this support plus that of our original retailers like Colette in Paris, Sephora and New York’s Henri Bendel – we’ve managed to paint the world pink.

In 2018, we made history and collaborated with fashion icon and creative genius Karl Lagerfeld, to launch the KARL LAGERFELD + MODELCO limited-edition colour cosmetics collection, undoubtfully an industry ground breaker. Emblazoned with ModelCo’s high-quality formulas, technical packaging and KARL LAGERFELD’s artistic aesthetic, we unveiled the collection on the streets of Paris, creating a WOW moment that went global.

Seventeen years later, we’re still dreaming big. We are beauty futurists and remain dedicated to having our finger on the pulse, to create beauty products for the modern woman. We are proud to have created over 250 products, including our innovative Lip Lights, featuring LED lights that automatically activate when opened, as well as a handy inbuilt mirror, the ultimate beauty product for those who seek purpose in their beauty products.

Today, ModelCo has evolved to reflect you. Beauty is more than just a product; it’s a feeling. We’re trailblazing for global good, and we’re inviting you to become part of our ModelCo movement.

“We’re grounded with the belief that beauty and integrity should be synonymous” – Shelley Sullivan, CEO & Founder of ModelCo

We are proudly cruelty-free and a PETA certified cosmetics company. ModelCo also has a range of Vegan Certified beauty products.

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