Ever since the ModelCo brand was dreamed up over 18 years ago, we’ve been thinking pink. As a former model agent, Shelley Sullivan had an intuitive knack for anticipating what women (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 self-tanned. 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, and award-winning self-tanning solutions. We’re proud to have featured in the most influential magazines, websites, beauty blogs, influencer hauls, and admired by celebrities.
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. 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 much of the globe pink.
Eighteen 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 artistic aesthetic, we unveiled the collection in iconic destinations across the globe such as Paris, L.A, and Germany which garnered world-wide press.
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’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.