If you were into beauty in the early 2000s, chances are you remember ModelCo. Founded in 2002 by former model agent Shelley Sullivan, this trailblazing Australian brand earned a loyal following for its clever, fuss-free beauty products that were made for busy women.
Their first breakout hit? The Turbo Lashwand Heated Eyelash Curler, designed to give lashes lasting lift without the dreaded clamp. It was a practical solution born from Shelley’s experience working with models who needed tools that delivered fast, professional results.
From Local Favourite to Global Name
ModelCo didn’t take long to grow from a boutique Aussie brand into a global beauty force. With an expanding range that included makeup, skincare, and self-tanning products, it became a staple in bathrooms across Australia and beyond.
One of its most iconic innovations was Tan Airbrush in a Can – a self-tanner that delivered streak-free colour in minutes. The brand also collaborated with high-profile celebrities, including Elle Macpherson and Rosie Huntington-Whiteley, bringing an added touch of glamour to their campaigns.
While ModelCo officially ceased operations in February 2025, their beauty legacy continues through sister brand MCoBeauty, which has carried over many of their most popular products.
Best-Loved ModelCo Products
Even with the brand now closed, these favourites are still remembered fondly by fans:
Tan Airbrush in a Can
The cult self-tanner that delivered flawless results without the fuss
LashXtend Tubing Mascara
Praised for its smudge-proof wear and easy removal
Lip Lights Gloss
Complete with an LED light and built-in mirror, it made touch-ups a breeze
Glow Stick 3-in-1
A multitasking product that worked as blush, shadow, and lip tint
Tan Mousse Instant Bronze
Perfect for a quick, natural-looking bronze
Where to Buy ModelCo (While You Still Can)
Even though ModelCo has shut its doors, you can still find remaining stock at select retailers:
Chemist Warehouse
a great spot for tanning favourites
Cosmetic Capital
Features discounted makeup and tan products
Fresh Beauty Co.
A boutique beauty store with select ModelCo items
RY (Recreate Yourself)
Offers a mix of ModelCo makeup and tanning
Activeskin
Stocks top-rated items while supplies last
Quick Facts About ModelCo
Who owns ModelCo?
ModelCo was founded and owned by Shelley Sullivan, an Australian entrepreneur and beauty expert (en.everybodywiki.com).
Is ModelCo cruelty-free?
Yes. ModelCo was certified cruelty-free by PETA and did not test on animals.
Is ModelCo Australian-owned?
Absolutely. ModelCo was 100% Australian-owned and operated.
Is ModelCo made in Australia?
Yes, many ModelCo products were developed and produced locally, maintaining Australian manufacturing standards.
Is ModelCo organic?
While ModelCo focused on quality and innovation, it was not marketed as an organic brand.
Is ModelCo vegan?
Yes. ModelCo offered vegan-friendly products free from animal-derived ingredients.
A Lasting Legacy in Australian Beauty
ModelCo may no longer be on shelves, but its impact on the beauty world lives on. The brand proved that beauty could be innovative, ethical, and accessible without losing its fun, Australian spirit. From heat-powered curlers to glow-giving tanners, they delivered beauty solutions that made everyday life just that little bit easier.
For fans missing their favourite ModelCo goodies, MCoBeauty is the next best thing, and a fitting continuation of the beauty philosophy that started it all.
