Shelley Sullivan
| Shelley Sullivan | |
|---|---|
| Born | Shelley Barrett 13 July 1973 Sydney |
| 🏳️ Nationality | Australian |
| 💼 Occupation | CEo and founder of the innovative brands group, modelco & mcobeauty. |
| 🌐 Website | https://modelco.com/about-us/about-shelley/ |
Shelley Sullivan (née Barrett) (born 13 July 1973) is an Australian entrepreneur and businesswoman. She is the CEO and founder of the Innovative Brands Group, which owns and operates beauty brands ModelCo and MCoBeauty.
She married accountant and financial expert Anthony Sullivan in 2016.[1]
Life and career
Sullivan grew up in the eastern suburbs of Sydney. After completing her Higher School Certificate, she obtained a diploma in business management and psychology.
At the age of 21 she founded her first company, a modelling agency called, Shelley's Management Group. The company represented more than 1,800 models for over 8 years.
In 2001, she saw a gap in the market for "innovative, dual-purpose beauty solutions" and founded beauty brand ModelCo.[2] That same year, Sullivan launched ModelCo's first product, a heated eyelash curler[3][4] followed by the world's first aerosol spray tan.[5]
Sullivan is renowned for securing sought-after endorsement deals with major international celebrities and has previously signed high-profile talent including Elle Macpherson, Dannii Minogue, Rosie Huntington-Whiteley[6] and Hailey Bieber as ModelCo brand ambassadors.
In 2017, Sullivan announced a collaboration with fashion designer Karl Lagerfeld.[7][8] The KARL LAGERFELD + MODELCO Limited Edition Beauty Collection launched globally on 14 May 2018, with the range comprising more than 50 different beauty products.[9][10]
Sullivan was an advisor on Channel 9's fourth season of The Celebrity Apprentice Australia.[11]
In 2016, Sullivan launched ModelCo's little sister diffusion line MCoBeauty, a "luxe-for-less" beauty brand offering affordable, on-trend products that focused on "duping" more expensive high-end and luxury beauty brands[12] MCoBeauty is stocked at Woolworths and Big W and is currently the supermarket chain's best-selling cosmetics brand, with the entire product range priced under $30.
In January 2021, Sullivan announced Australian comedian Celeste Barber as the new face of MCoBeauty.[13]
News of the partnership made global headlines[14] and resulted in a 2000 per cent increase in online sales[15] and a 500 per cent increase in Woolworths sales, attracting 1.5 million new customers into stores, according to the supermarket chain. Dubbed "The Celeste Effect", MCoBeauty products now regularly sell out at Woolworths[16] whenever Barber promotes the brand to her 7.7 million Instagram followers.
Sullivan credits much of her success to her customers, whom she regularly taps into on social media for their feedback on upcoming product development strategies.
"A lot of our ideas come from our customers", Sullivan told CEO Magazine in 2021.[17] "We are famous for duping luxury products, and our customers often ask if we can create budget-friendly products, so we’re always guided by them".
Awards
| Year | Award | Category | Result |
|---|---|---|---|
| 2017 | CEO Magazine Executive of the Year Award | Retail Executive of the Year | Won |
| 2010 | InStyle Women of Style[18] | Beauty | Won |
| 2005 | Ernst & Young | Young Entrepreneur of the Year[19] | Won |
| 2005 | Aerosol Industry Award | Awards for Export or Local Market Development | Won |
| 2005 | Aerosol Industry Award | Award for Most Innovative Strategy for Marketing | Won |
| 2004 | Telstra Business Women's Award | Business Women of the year | Won |
| 2004 | American Express Award | Fastest Growing Small Business | Won |
References
- ↑ Clarke, Jenna (7 October 2016). "ModelCo founder Shelley Barrett marries Anthony Sullivan in private ceremony". The Sydney Morning Herald. Retrieved 12 March 2021.
- ↑ "She means business". The Sydney Morning Herald. 13 September 2007. Retrieved 19 September 2017.
- ↑ Casamento, Jo (9 June 2013). "At home with Shelley Barrett". The Sydney Morning Herald. Retrieved 7 September 2017.
- ↑ Fox, MeiMei. "9 Tips For Launching A Successful Beauty Startup". Forbes.
- ↑ Conford, Mel. "Re-inventing the beauty world with Shelley Barrett". Vogue. Retrieved 18 September 2014.
- ↑ "ModelCo's US push has a Rosie glow". The Daily Telegraph. Retrieved 19 September 2017.
- ↑ Hoyer, Melissa. "Super fun, highly-coveted collection". News.com.au. Retrieved 19 September 2017.
- ↑ "Karl Lagerfeld + ModelCo makeup collection". ELLE. 30 May 2017. Retrieved 19 September 2017.
- ↑ Rippon, Remy. "ModelCo founder Shelley Sullivan on how the brand's Karl Lagerfeld collaboration broke new ground". Vogue. Retrieved 5 July 2018.
- ↑ Weil, Jennifer (30 April 2018). "EXCLUSIVE: Karl Lagerfeld, ModelCo Team on Makeup Line". WWD. Retrieved 5 July 2018.
- ↑ Hoyer, Melissa (20 July 2015). "Gabi Grecko, Geoffrey Edelsten, Mel Greig sign up for Celebrity Apprentice". News.com.au. Retrieved 21 July 2015.
- ↑ "MCoBeauty: Cosmetics & Beauty Products". MCoBeauty. Retrieved 2 March 2021.
- ↑ Huntington, pattyhuntington,Patty; pattyhuntington; Huntington, Patty (29 January 2021). "EXCLUSIVE: Celeste Barber Signs as Face of Australia's MCoBeauty". WWD. Retrieved 12 March 2021.
- ↑ Hou, Kathleen (2 February 2021). "This Comedian Is the New Face of a Beauty Brand". The Cut. Retrieved 22 March 2021.
- ↑ "Karl Lagerfeld's advice to MCoBeauty founder Shelley Sullivan". The CEO Magazine. Retrieved 1 July 2021.
- ↑ "Celeste Barber sends shoppers 'crazy' over $24 Woolies dupe". NewsComAu. 5 February 2021. Retrieved 22 March 2021.
- ↑ "Karl Lagerfeld's advice to MCoBeauty founder Shelley Sullivan". The CEO Magazine. Retrieved 1 July 2021.
- ↑ N/A. "Women of Style Awards". Pacific Magazine. Retrieved 18 September 2014.
- ↑ "Where are they now? Reconnecting with Entrepreneur of the Year alumni" (PDF). Ey.com. Retrieved 7 September 2017.
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