TAN Airbrush in a Can. Turbo Lash Wand. These two products are some of the hugely successful and iconic products from Australian brand Model Co. founded by CEO, Shelley Barrett, in 2002. The story behind Model Co is not only interesting but inspiring to those that are looking to do something different.
Initially starting her career as a modelling agent, Shelley experienced first-hand the frustrations of makeup artists who wanted beauty products that weren’t yet available on the market. Determined to tap into this niche market, Shelley went on to start ModelCo and release the hugely successful Turbo Lash Wand and the world’s first ever Tan Airbrush in a Can. Establishing their position as the tanning experts, ModelCo prides itself on its supreme tanning range that includes customer favourites like Tan Mousse, Tan in a Can, Gradual Tan and the groundbreaking Body Bronze Dry Touch Sunscreen SPF50+. As well as this, the iconic beauty brand boasts a legion of celebrities fans including ModelCo ambassador and supermodel Rosie Huntington-Whiteley and television personality and style guru Dannii Minogue.
ModelCo is now a world renowned beauty brand that prides itself on smart beauty innovations and dual purpose products for women on-the-go. We were lucky enough to catch up with founder, Shelley Barrett to see what’s in her makeup bag and to chat about the brand she’s passionately built over the last 12 years.
What products do you have in your makeup bag?
My makeup bag must-haves include ModelCo’s Daily Face SPF50+ for lightweight coverage and sun protection, ModelCo’s LashXtend Mascara which is my favourite everyday lengthening mascara, I’m obsessed with topping up my tan so my jet set sized Tan in a Can for an instant bronze spritz, and of course my ModelCo Shine Ultra Lip Gloss – I rarely leave the house without a coat of lip gloss as it adds instant glamour to my look.
What is your skincare regime?
At the moment I’m road testing a range of skincare products for our new ModelCo skincare launch later this year which is extremely exciting! I’m also a massive fan of the new La Prairie Cellular Swiss Ice Crystal Cream for the hydration boost it gives my complexion, Dermalogica Cleansing Gel for the way it rejuvenates my skin and of course my Trilogy Rosehip Oil to make my skin glow!
The journey that you have taken over the last 12 years to build a worldwide successful brand is an inspiration to many women. It must not have been easy, but what do you think the main drivers have been to get ModelCo to where it is now and what advice would you give to other women looking to do something of their own?
It is so important to surround yourself with people who have more knowledge than you and who can guide you through areas that you need assistance with. I have a wonderful and supportive team that are passionate about ModelCo and value being able to grow the brand. My advice to other women looking to start a business would be work out the funds you need to start up and then double them!
Do you have any key highlights over the years?
Creating the world’s first ever Tan in a Can is definitely a highlight as it revolutionised the way women self-tan with an entirely new airbrush tanning category. The signing of our international celebrity ambassadors Rosie Huntington-Whiteley and Dannii Minogue has been another career highlight as it proves that we are creating high quality products that both celebrities and everyday women alike love and credit to making them look and feel glamorous.
Rosie Huntington-Whiteley is such a great fit as the ambassador for ModelCo. How did that partnership come about?
It was extremely exciting to announce Rosie as our brand ambassador. It is important that our ambassadors truly love and are passionate about the brand, which Rosie is. Not only is she stylish, sophisticated and glamorous, she’s also an internationally recognised model, actress and businesswoman who truly encapsulates the ModelCo brand values – a modern woman who is style-savvy yet time-poor, who wants to look & feel her absolute best whilst enjoying a busy lifestyle.
Do you have a key go-to product that everyone should have in their makeup/skincare kit?
A fabulous mascara! I apply a couple of coats of ModelCo’s LashXtend mascara to make my eyes pop and instantly brighten my face.
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