Ever since the ModelCo brand was dreamed up 20 years ago, we’ve been thinking pink. As a former model agent, Shelley Sullivan has an intuitive knack for anticipating what people really wanted in their makeup bags and bathroom cabinets. And so, with the goal of believable, achievable beauty, we launched our first-to-market heated eyelash curler in 2002, followed by our innovative world-first Tan Airbrush in A Can, which created an entire new global beauty category and forever changed the way women applied self-tanner. ModelCo quickly grew into a complete collection of innovative, quick-fix, beauty products.
Almost instantly, we became widely known and loved for our on-trend colour cosmetics, simple-but-smart, natural skin care products, and award-winning self-tanning solutions. We’re proud to have featured in the pages of the world’s most influential magazines, top-read news websites, beauty blogs, influencer hauls, and admired by celebrities around the globe.
The ModelCo brand has continued to garner world-wide attention, from cult-cool collaborations with the likes of Elle Macpherson, Rosie Huntington-Whiteley, Hailey Baldwin, and Karl Lagerfeld. With collaborations like these, innovative and disruptive products, and original retailers like Colette in Paris, Sephora and New York’s Henri Bendel, we’ve managed to paint the globe pink.
20 years later, we still dream big. We are beauty futurists and remain dedicated to our search for the next big beauty breakthrough and sharing it with our customers around the world. 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 a smart modern woman.
In 2018, ModelCo collaborated with fashion icon and creative genius Karl Lagerfeld, to launch the KARL LAGERFELD + MODELCO limited-edition colour cosmetics collection. Emblazoned with ModelCo’s high-quality formulas, technical packaging, and KARL LAGERFELD’s signature aesthetic, we unveiled the collection in iconic destinations across the globe, including Paris, L.A, and Germany, to the excitement of international press and consumers alike.
In 2020 we relaunched our iconic pink packaging with an updated look and feel, along with our Tested On Role Models Not Animals campaign, featuring inspiring Aussie models Charlee Fraser, Astrid Holler, Cameron Stephens and Agi Akur. These women perfectly embody the ModelCo brand of “beauty with purpose”.
Today, we’re trailblazing for global good, and we’re inviting you to become part of our ModelCo movement. Our products have been tailored to better reflect the everyday consumer, with a curated edit of purposeful beauty essentials that expand across tanning and cosmetics.
We are proudly cruelty-free and a PETA-certified cosmetics company.