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Behind the Brand: ModelCo

How do you create something women want before they know they want it?

How do you create something women want before they even know they want it? In Shelley Barrett’s case, it was eight years as a model agent that sowed the seeds for her iconic Australian beauty brand, ModelCo, which did just that!

Surrounded by models, makeup artists, and stylists on a daily basis, Shelley Barrett was face-to-face with the best (and worst!) of the beauty industry. She listened to models complain about the quick-fix, multipurpose products they wish existed, and was privy to the tricky nature of applying makeup and tanning products on set. After years of seeing the big brands fail to meet these needs, she took matters into her own hands and launched the first ModelCo product in 2002: the LASHWAND Heated Eyelash Curler. It was the only product of its kind, and an instant hit with everyone from celebrities to international beauty experts.

Did you know? One unit of ModelCo TAN Airbrush in Can is sold every 36 seconds worldwide.

The success of the LASHWAND proved innovation and smart design were the industry’s missing links, and when ModelCo launched its next product, The TAN Airbrush in Can, there was no mistaking cutting-edge creativity had become the root of the brand. Another world first, the tanning can dazzled the industry and revolutionised the way women self-tanned with its unique aerosol packaging, and blue-green formula that did away with the undesirable ‘orange’ shade. The Tan Airbrush in a Can put the brand on the map, and what had started as a self-professed ‘pet project’ catapulted Shelley into the world of running a global beauty brand.

ModelCo has set itself apart from the rest with a focus on practical innovation as opposed to fleeting trends. It has injected every corner of the cosmetics and self-tanning categories with smart products that make beauty fuss free. Notable designs include the LIP LIGHTS Lip Gloss, which has its own built-in LED lights for application; and lip liners and eyeliners with inbuilt sharpeners. Famous ambassadors have helped promote hundreds of unique ModelCo products like these over the years including: Elle Macpherson, Dannii and Kylie Minogue, Victoria Beckham, Lilly Allen, Jade Jagger, Cheyenne Tozzi, and more, with the beautiful Rosie Huntington-Whiteley currently carrying the baton.

“Rosie is wonderful to work with. We love that she makes everything look so effortless and glamorous, and that’s what ModelCo is about: achievable, everyday glamour.” Shelley Barrett

There’s no sign of slowing down on the ModelCo front. Each year the brand continues to push boundaries when it comes to smart products, and 2016/2017 will be no different. Whether it’s makeup, skincare or beauty accessories, innovation is at the heart of the business, and ModelCo is committed to solving your everyday beauty problems with research and development.



ModelCo CEO, Shelley Barrett, spills on what’s in her beauty bag and trends to watch.

What’s the one ModelCo product you can’t live without?
Definitely Tan Airbrush in a Can – I love a good self-tan! When it hit the market as the world’s first airbrush ‘tan in a can’, it truly changed the way woman self – tanned, delivering professional results with the convenience of an at-home application. When the product first launched we could not keep up with the demand for orders.

Which on-the-go beauty products would we find in your handbag?
I love to play up my eyes, so I always keep a ModelCo Lash & Line Superlash Mascara and Liquid Eyeliner in my bag. The handy 2-in-1 feature is perfect for on-the-go touch ups. I am constantly reapplying lip gloss throughout the day, too. At the moment I am obsessed with ModelCo Lip Lacquer in Morocco. ModelCo Double Sided Exfoliate Wipes are super handy to cleanse my face before I hit the gym after work. And hydrating your skin from the inside is key, so you will always find a bottle of water in my bag.

What are the three beauty trends we need to keep an eye out for next season?
Brows are still huge. Every ModelCo brow product we launch flies! I love to use ModelCo More Brows for thickening and colouring my brows, and then I apply ModelCo Eye & Brow Duo Highlighter for definition.

Lip liner is back! This was definitely a 90’s trend that is now back in fashion. It is such a crucial part of perfecting your pout. ModelCo Illusion Lip Liner gives you naturally fuller lips which is what every girl wants.

Glowing, dewy, bronzed skin. The natural sun-kissed look has never been so hot. Key is to exfoliate your skin so that your self-tan looks as effortless as possible.

Which celebrity’s beauty style have you been admiring lately?
I love Hailey Baldwin. Her understated, cool, effortless beauty has me captivated.


Winter Makeup Trends

We break down the season’s most-wanted makeup trends…

Fashion week may be over, but thankfully the major event has left in its wake a kaleidoscope of inspiring winter makeup trends to try. From twisted hair and cool ponytails to electric eyes and glitter tears, there’s a lot to get excited about this season.

Whether you’re more polished than punk or fiercely feminine, we break down our top beauty trends you need to try now.

Eye Catching

Go beyond basic black eyeliner and make a graphic statement with the trending hue of cobalt blue. For a more seductive and slightly dishevelled look, work your liner in layers and smudge it along the way. Go abstract and accentuate the eye without mascara. Instead, curl your lashes and sweep shimmery eye shadow over the upper lids to make an impact.
Fashion Week Eye Makeup

Lip Service

The general take-home message from Fashion Week is to undoubtedly go bold or go home. Givenchy, Anna Sui and DKNY left us with a renewed interest in dark, romantic beauty by perfecting the pout with shades of crimson, oxblood and plum purple, while Victoria Beckham turned the heat up with fiery orange-red. For an instant boost of confidence, put down the foundation brush and mascara, and let your lips do all the talking.
Fashion Week Bold Lip


You can thank your lucky pores this season, because heavy, caked-on foundation is a thing of the past. Fresh faced with silky smooth skin and brushed up brows is making a welcome comeback. Achieve a radiant, refreshing winter makeup look with just a touch of concealer and either a liquid or powder highlighter. Lightly cover imperfections and dark circles with your concealer, and achieve a naturally flawless glow by applying your highlighter to the bridge of your nose and above your cheekbones. To finish things off, add a swipe of peachy blush to bring back your youthful flush!
Fashion Week Makeup

Feeling inspired? Head over to our beauty section on Brands Exclusive to try out these trends yourself! Once you’ve got your beauty needs covered, head over to our previous post on winter fashion trends to nail your wardrobe for the colder months too!

Your Winter Beauty Regime

We round up how to combat the cold so you don’t lose face this winter…

Once winter arrives, it’s important to not only adapt your wardrobe; your beauty products need to be ready to combat the cold too! Here are our top tips on how to get your beauty regime winter ready:

Moisturise, moisturise, moisturise
During winter, your skin needs some extra care. The exposure of unprotected skin to cold air can be very damaging, so swap your thin lotions for creamier options. This will help keep your skin moisturised when winter dries it out and makes it itch. The key really is to keep doing it, so moisturise at any opportunity you get throughout the day!

The power of a lip balm
Winter is definitely a dry season, so all areas of your skin will be a little parched. Start with a high-quality lip balm with SPF to keep your lips soft and supple. The main purpose of lip balm is to provide an occlusive layer on the lip to seal moisture in lips and protect them from external exposure, such as cold wind throughout the winter months. Opt for a balm that contains beeswax or carnauba wax for added health benefits.

Condition your hair
Skin is not the only thing getting dehydrated during the winter months. Your hair also gets drier, tending to be too brittle and (on occasions) even falling out (something you obviously want to avoid!). Many of us regularly wash our hair and skip the conditioner, but conditioner gives extra nutrition to your hair, which is essential during the winter months.

Say goodbye to flakes
We all have a tendency to turn the heat up a little higher in the shower when the temperatures plummet, which is why our scalp can end up feeling dry and itchy. Avoid the issue of flakiness by moisturising down to the root – you can start by applying oil to the scalp at night. Massage in a drop of Moroccan oil treatment before bed to relieve a dry and itchy scalp.


7 Beauty Items You Need in Your Handbag

From eye drops to dry shampoo, always be prepared for beauty emergencies…

Let’s be honest, we’d pack our entire makeup kit into our handbag every time we left the house if we could… you know, just in case we get invited to an impromptu awards night or on a last minute Tinder date. Unfortunately, that’s just not a practical way to live our lives, so some compromises need to be made and those non-essentials weeded out.

But figuring out what classifies as a beauty essential … that’s the difficult part, right? Well not anymore, because we’ve done all the hard work for you, carefully compiling this list of seven beauty items that you should never leave the house without!

Eye Drops
Dry, irritated and red eyes aren’t a good look (not to mention they’re uncomfortable!). Whether you suffer from allergies or you find that staring at your computer screen all day is wreaking havoc on your poor peepers, eye drops in your handbag are here to save the day!

BB Cream
The all-rounder of your beauty kit, BB Cream is a true beauty essential. It’s designed to be the only product you’ll need after you wash your face – perfect for anyone trying to cram exercise, showering and makeup application into their lunch break! A good BB cream is a moisturiser, primer, sunscreen, concealer and foundation, all in one. Choose wisely.

Lip Balm (with SPF)
Chapped lips are never a good time. Keep them soft and protected with a good quality lip balm with SPF protection.

Smell is a powerful sense, and an awesome mood lifter. Grab a travel-sized bottle of your fave perfume and keep it on hand for a quick spritz when you need a pick-me-up.

Red Lipstick
Nothing can take your look from day to night like a bold red lip. It can quickly and easily dress up jeans and a white tee or enhance your favourite LBD, and there’s a shade for everyone!

Think the layer you’re putting on under your foundation in the morning is enough? Think again. Sunscreen should be applied liberally to all exposed skin 20-30 minutes before sun exposure, and re-applied every two hours after that. Use SPF 30+ or 50+ for maximum available protection – there are plenty of non-greasy, high-quality options available for all skin types, so no excuses!

Dry Shampoo
Never underestimate the power of dry shampoo. Throw a travel-sized can in your bag and take your hair from limp to voluminous in 60 seconds.

What do you consider to be your number one beauty essential? Let us know on our Facebook page!