Brand Spotlight

Women In Business: Who Is Shelley Sullivan?

What would be your one piece of advice to someone wanting to start their own business at 21?

Understand the business you are going into! Work out the funds you need to start and then double them!

What made you change your focus to Beauty from your model and talent agency?

Eight years into being a model agent I was continually listening to what my models wished they’d had in their beauty regime that all the luxury brands weren’t providing. I was also looking at the way they applied make up and tanning products and I was inspired to launch a heated eyelash curler.

What do you think the biggest change has been in the beauty industry since you first started ModelCo in 2002?

Several years ago we noticed a significant gap in the online beauty market and developed a website that delivered on two things ‐ content and e‐commerce. What we have created is a site that provides customers with informed and articulate content that helps to educate and inspire their purchasing decisions, as well as an efficient and easy to use e‐commerce site that ships globally. By providing customers with a place to learn more about the brand, we’ve created a community where we listen to our customers and visitors instead of simply selling to them. The results have seen the ModelCo website become a significant source of revenue for the brand.

Social media has been a huge change and is hugely important to my brand. I am constantly thinking about our consumer and trying to understand what she wants. I am across her social media channels so that I can best determine which products she wishes she had in her beauty cupboard that I can then deliver! ModelCo has a specialist digital and social media in‐house team responsible for driving traffic to the ModelCo website and engaging with its customers on all levels. ModelCo’s rapidly expanding social media following has allowed it to build a strong, modern brand identity that engages with its customers and community 24/7, a focus which is a critical priority for the brand.

Given the rise of social media and the digital space, whereas a brand used to launch a product and it would take a few months to gain traction – now, the uptake is a lot quicker. This means that as a brand you can tell very quickly if a product has been well received by consumers.

What do you look for in a collaboration?

I look to collaborate with likeminded brands who are fashion forward and have the WOW factor like ModelCo. We felt that the Karl Lagerfeld brand perfectly embodied this criteria. You have collaborated with some of the world’s most beautiful faces!

Who is next on your list to work with ModelCo?

You will have to stay tuned and watch this space! I am always on the look out for a model that has the ModelCo personality!

What is your go to beauty product?

It would have to be a tie between ModelCo More Brows and ModelCo Tan Airbrush in a Can. Groomed brows are essential for any makeup look and I always feel better when my skin looks sun‐kissed and glowing. I also love ModelCo LashXtend as it is a tubular mascara and lengthens lashes to incredible heights!

What do you think is going to be the must have beauty product in 2019?

I think it will be products centred around innovation. Customers constantly want new and improved technology/formulas/shades/packaging and they also want it immediately!

What make up tips and tricks can you share for the Summer?

As the weather heats up I love to turn up my self‐tan with ModelCo’s extensive range of self‐tanning products. Bronzed and glowing skin is always a winner for Summer. You can pair this with ModelCo bronzer and Luminosity highlighter for a gorgeous radiant complexion.

What is the biggest beauty faux pas do you see people making everyday?

I feel like with the rise of the beauty blogger and youtube “how to” tutorials people are applying their makeup really well! It has helped enormously with general beauty application!

What’s next for ModelCo?

We are bringing out a premium ModelCo cosmetics collection in 2019.

How would you describe ModelCo in one sentence?

We’re Australian; we’re about believable, innovative and achievable beauty.

How did the name ModelCo come about?

It was after working with models through my modelling agencies that I saw a niche in the market for innovative, multipurpose beauty solutions.

What are your personal favorite ModelCo products and why?

As above. What is your best time-saving beauty hack? ModelCo Tan Remover Exfoliating Soap is life changing! It takes off self‐tan, exfoliates your skin and preps you for your next self‐tan application within 30 seconds in the shower!



Writer and expert