Latest news with #ShelleySullivan
Yahoo
5 days ago
- Business
- Yahoo
MCoBeauty Is Bringing Its Dupes to Europe, Rolling Out Across the U.K. at Superdrug
LONDON – MCoBeauty, the Australian brand looking to democratize the business by creating affordable dupes, is planting its flag in more countries in Europe. The brand, which launched in 2020 with six products, was fully acquired earlier this year by DBG Group in a transaction led by its founder Shelley Sullivan. The valuation was $1 billion. More from WWD A Devout Chloé Girl Is Parting With 80 Outfits by Karl Lagerfeld Kerry Taylor Auctions to Sell Marianne Faithfull's Chanel Jacket, Zandra Rhodes' Princess Diana Dress Karl Lagerfeld and Donald Duck Reunite for Capsule It will launch exclusively at Superdrug in the U.K. on July 21. The brand has already been selling in Belgium and the Netherlands through Kruidvat, a Dutch-owned retail, pharmacy and drugstore chain that specializes in health and beauty. Fueled by social media influencer reviews, it is the number-one cosmetics brand in its home market of Australia. It has been gaining traction rapidly in the U.S., where it launched in 2024 through Kroger's Family of Stores. The brand subsequently entered Target Corp. The Superdrug launch is nationwide, with MCoBeauty set to sell in the majority of the retailer's 800 stores. It will offer 240 stock keeping units including color cosmetics, skin care and body mists, at dedicated kiosks and in multiple locations around the Superdrug stores. In line with its value pitch, all products will be priced 15 pounds or less. Products include Super Glow Bronzing Drops; Grip Primer Base, and Australia's number-one bestseller, XtendLash Mascara, a tubing product that washes off with warm water. Peter Stocks, MCoBeauty's European marketing director, said the company is anticipating 'hot demand' in the U.K., which he described as one of the most 'sophisticated and savvy' beauty markets. 'We know our viral products will be hunted down from the second we launch,' he said. Simon Comins, chief commercial officer at Superdrug, said MCoBeauty's 'trend-led virality and reputation for delivering 'luxury for less' perfectly meets the desires of the Superdrug beauty shopper.' He added that MCoBeauty and Superdrug were 'very aligned, and together we are on a mission to prove that up-to-the-minute, quality beauty innovations can be delivered at affordable prices. We've had our eye on the social buzz building around MCoBeauty for a while now, and so we know that the brand will go down a storm with the savvy, trend-led, Superdrug customer.' Sullivan founded the brand as a more affordable spin-off of her premium beauty company ModelCo. Sullivan, a former model agent, founded ModelCo in 2002, offering self-tanning products and color cosmetics. Over the years, ModelCo. has collaborated with brands including Karl Lagerfeld and Hailey Bieber (before she launched Rhode, and when she was still Hailey Baldwin). Sullivan is an industry insider, so it's no surprise that MCoBeauty has been a success in a market that's dominated by premium and luxury products. MCoBeauty arrived at a time of rising prices, and a swelling interest in makeup and skin care — especially among teenagers and young girls. The marketing is social-first, with legions of influencers reviewing products on TikTok and other platforms, speaking to MCoBeauty's one million digital followers worldwide. It launched as a direct-to-consumer brand and on supermarket shelves in Australia. There are no stand-alone stores. Similar to its clothing equivalents Zara, Mango and H&M, it is quick to market, taking around 16 to 20 weeks to get its dupes on the shelves. The company has created more than 1,000 products over the past five years. MCoBeauty's aim is to disrupt the top five players in any given market, and then become a top five player itself. DBG, which is owned by the billionaire Dennis Bastas, took a 50 percent stake in MCoBeauty in 2022, and assumed full control at the start of 2025. According to sources, the company generated $63 million in sales in 2023 — up 241 percent from 2022's $18.5 million. Best of WWD Marionnaud Launches Customizable Foundation Under In-House Label Skin Shades Modern Grooming Brand Faculty Raises Seed Round Led by Esteé Lauder How to Buy Becca's Bestselling Products Before the Brand Closes
Daily Mail
30-06-2025
- Automotive
- Daily Mail
Parking fines? Pocket change! Rich Lister MCoBeauty boss Shelley Sullivan leaves her BMW in a no-stopping zone to shop at high-end jeweller Van Cleef & Arpels
She's one of Australia's richest beauty moguls, and on Sunday, Shelley Sullivan proved a parking ticket is merely a minor inconvenience when you're worth millions. The ModelCo founder, 51, was spotted leaving her luxury BMW SUV in a clearly marked no-stopping zone along Market Street in Sydney 's CBD before heading into the upscale Van Cleef & Arpels boutique. Dressed in figure-hugging black leggings and a cropped zip-up jacket, Shelley appeared completely unfazed as she spoke on her mobile phone while returning to her car. Shelley accessorised her off-duty look with gold hoop earrings and minimal makeup, while her platinum blonde bob was slicked back in a casual yet chic style. Despite parking directly underneath a 'no stopping' sign painted in bold red and white, Sullivan left her vehicle and proceeded into the luxury jeweller - known for its five- and six-figure price tags. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new showbiz newsletter to stay in the loop. The ModelCo founder, 51, was spotted leaving her luxury BMW SUV in a clearly marked no-stopping zone along Market Street in Sydney 's CBD before heading into the upscale Van Cleef & Arpels boutique Her black BMW SUV remained parked in the red-painted zone, metres from the storefront, while passing traffic and pedestrians looked on. In New South Wales, if caught, stopping in a no-stopping zone will set you back $304 and two demerit points if witnessed by a police officer. The sighting comes just weeks after the entrepreneur spoke about what it meant to sell her business earlier this year. Speaking to Stellar Magazine earlier this month, Shelley confirmed that while the business was valued at $1 billion, the real takeaway for her and her team was far from what the public might assume. 'I wish,' she told the outlet when asked whether she personally pocketed that amount. 'The business could be valued at $1 billion, but that's not necessarily a reflection on what the people that are exiting get.' Shelley explained that MCoBeauty's lofty valuation was based on its performance and earning potential rather than a direct windfall for herself. She emphasised that factors like the brand's rapid growth, earnings trajectory, and overall market trends contributed to the billion-dollar figure, not a simple sale price. Despite stepping back from day-to-day operations, the beauty boss hasn't completely walked away. She remains an avid supporter, watching from the sidelines with pride as the brand continues to thrive under new leadership. 'I'm still very much a fan of the brand,' she said. 'Running a business that grew so quickly was a lot… exhilarating and exciting, but at times exhausting.' Shelley admitted that she's now enjoying a well-earned break after years of hustle. The journey to the top wasn't without sacrifices - long hours, relentless pressure and the weight of expectations were all part of the grind. Driven by a clear goal to dominate the beauty market with affordable, on-trend products, Shelley and her team worked tirelessly to turn MCoBeauty into the powerhouse it is today. The business' explosive growth made it a major player on supermarket shelves and in the competitive beauty landscape, rivalling premium brands at a fraction of the cost. She credits the brand's success to a razor-sharp focus on innovation and consumer demand, paired with savvy partnerships and bold marketing. But even with the monumental valuation and market domination, Shelley remains grounded and spends time focusing on family and slowing down more than big-dollar headlines. Reflecting on her business journey, she concluded: 'We had a vision to create Australia's fastest-growing beauty brand. 'But I don't think myself, the family, and the team ever thought beyond our wildest dreams that that's what we would create.'
Daily Mail
22-06-2025
- Business
- Daily Mail
MCoBeauty founder Shelley Sullivan reveals the truth behind $1billion beauty brand deal - and how much she profited from the sale
Shelley Sullivan, the woman behind Australia's fastest-growing beauty label MCoBeauty, has spoken candidly about what it meant to sell her business earlier this year. The entrepreneur, whose budget-friendly beauty empire has become a cult favourite among Aussie celebrities, confirmed that while the business was valued at $1billion, the real takeaway for her and her team was far from what the public might assume. 'I wish,' she told Stellar Magazine on Sunday when asked whether she personally pocketed that amount. 'The business could be valued at $1 billion but that's not necessarily a reflection on what the people that are exiting get.' Shelley explained that MCoBeauty's lofty valuation was based on its performance and earning potential rather than a direct windfall for herself. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new showbiz newsletter to stay in the loop. She emphasised that factors like the brand's rapid growth, earnings trajectory and overall market trends contributed to the billion-dollar figure, not a simple sale price. Despite stepping back from day-to-day operations, the beauty boss hasn't completely walked away. She remains an avid supporter, watching from the sidelines with pride as the brand continues to thrive under new leadership. 'I'm still very much a fan of the brand,' she said. 'Running a business that grew so quickly was a lot… exhilarating and exciting, but at times exhausting.' Shelley admitted that she's now enjoying a well-earned break after years of hustle. The journey to the top wasn't without sacrifices - long hours, relentless pressure and the weight of expectations were all part of the grind. Driven by a clear goal to dominate the beauty market with affordable on-trend products, Shelley and her team worked tirelessly to turn MCoBeauty into the powerhouse it is today. The business' explosive growth made it a major player on supermarket shelves and in the competitive beauty landscape, rivalling premium brands at a fraction of the cost. She credits the brand's success to a razor-sharp focus on innovation and consumer demand, paired with savvy partnerships and bold marketing. But even with the monumental valuation and market domination, Shelley remains grounded and spends time focusing on family and slowing down than big-dollar headlines. Reflecting on her business journey, she concluded: 'We had a vision to create Australia's fastest-growing beauty brand. 'But I don't think myself, the family and the team ever thought beyond our wildest dreams that that's what we would create.'
News.com.au
21-06-2025
- Business
- News.com.au
MCoBeauty founder: ‘I didn't spend any time at home'
Just months after her headline-making exit from billion-dollar business MCoBeauty, the company she founded in 2016, Shelley Sullivan has opened up about the realities of building and running her brand while also raising two daughters. 'I had [my two daughters] Lucy [now 19] and Emily [now 18] when I started ModelCo [launched in 2002]. I didn't spend any time at home with the girls. I was working around the clock because I passionately loved what I did, but I wouldn't have been able to do that without family helping,' Sullivan told Stellar podcast Something To Talk About. 'I was working around the clock because I passionately loved what I did, but I wouldn't have been able to do that without family helping. Work-life balance is difficult. Anyone that says that they have a great work-life balance, I'm not sure I believe [them]. 'As a woman, I found it very challenging: work-life balance, having great friends, [a] great family, it's difficult. Plus, you've got this behemoth of a business that is almost running you, you're not running it. I was fortunate when I started MCoBeauty; the girls were in their teenage years, close to finishing school, so they were more independent. I don't know how I would have coped with the acceleration of MCoBeauty with babies.' Listen to the full interview with Shelley Sullivan on Something To Talk About below: Sullivan, who sold MCoBeauty earlier this year, points out that while the brand is valued at a billion dollars, she did not walk away with that amount of money. 'We all had a vision to create Australia's fastest growing beauty brand. We just drove those sales as hard as we could and the valuation is a multiple of base earnings. So the beauty landscape and the beauty industry drives that valuation, not us,' she told Stellar. 'The business could be valued at $1 billion but that's not necessarily a reflection on what the people that are exiting get... But I don't think myself, the family and the team ever thought beyond our wildest dreams that that's what we would create.' When asked what advice she would give to Hailey Bieber, who also recently sold her beauty and skincare brand Rhode for a reported billion dollars, Sullivan was gracious. 'I don't know [Hailey Bieber's] deal structure, so it's hard to give advice. We did work with Hailey — Hailey was the face of ModelCo for a minute,' she said. 'She's a great girl who was very much, from what I understand, involved in the product development [of Rhode]. That's a great brand. I actually purchased some of their products. She's done a great job.' Read the full interview and see the shoot with Shelley Sullivan in the new issue of Stellar out today inside The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD) and Sunday Mail (SA).
Daily Mail
11-05-2025
- Entertainment
- Daily Mail
MCoBeauty founder Shelley Sullivan reveals shock weight loss at glamorous Silver Party - following her split from husband Anthony after seven years of marriage
Beauty industry trailblazer Shelley Sullivan debuted her shock weight loss at the prestigious Silver Party in Sydney on Saturday night. The MCOBeauty founder, 51, appears to have slimmed down since her sudden split from husband Anthony following an explosive argument in May last year. An emotional Shelley was spotted being consoled by her mother just a few weeks after their break-up, and it seems the entrepreneur has now undergone a makeover. Shelley was all smiles as she flaunted her new figure in a sizzling red dress at the annual charity event, which was held at Justin Hemmes' Vaucluse mansion. The businesswoman stood out from the crowd in the bright frock which had an off-the-shoulder neckline and daring thigh split. Sweeping her short blonde tresses back from her face, Shelley opted for a minimal makeup look as she posed with fashion designer Jonathan Ward and other friends. The Silver Party, held annually by the Sydney Children's Hospitals Foundation, is one of the city's most prestigious charity galas. Held this year at a lavish harbourside home, the event drew hundreds of Sydney's most influential business leaders, philanthropists, media figures, and celebrities. Shelley's slimmed-down appearance at the event comes after her abrupt split from husband Anthony following seven years of marriage. An acrimonious fight reportedly prompted Anthony to leave the country and head to the US, while his wife moved into the five-star InterContinental Hotel in Double Bay. The devastated mother-of-two was later seen being comforted by her mum Kerrie in Sydney's financial district, where her multimillion-dollar business is based. The pair looked visibly distressed as they shared a tender moment in the midst of her marital breakdown. Shelley told Daily Mail Australia at the time she would not be commenting on the marriage break-up. 'Shelley is absolutely shattered by the split,' a close friend told Daily Mail Australia. 'Anthony was her rock, she's devastated - her marriage was everything to her.' The businesswoman's close-knit group of friends are doing their best to support her as she deals with the split. 'She has an amazing network that has just put their arms around her at this time,' the friend added. Anthony is an accountant and CEO of Quantaco, which provides financial services to companies in the hospitality trade. The couple had known each other for years and were friends before starting to date, and then tied the knot in a lavish ceremony in Point Piper in 2016. The pair have since moved out of their $11,000-a-week heritage-listed rental mansion Leura in Bellevue Hill. Shelley made her mark in the 1990s with her model and talent agency before launching her thriving 'masstige' beauty brand ModelCo in 2016. Masstige is a retail term referring to a product whice is marketed as 'prestige' or premium but is in fact mass-produced and inexpensive. The beauty boss launched her brand's Tan Airbrush In A Can more than 20 years ago and it still sells a bottle every 36 seconds worldwide. She is also credited with introducing the world to the first heated eyelash curlers. ModelCo has overtaken legacy beauty brands like L'Oréal, Maybelline and Rimmel in the Australian market. The likes of Kendall Jenner, Hailey Baldwin, Rosie Huntington-Whiteley and Elyse Knowles have represented the internationally famous line. In 2022, MCoBeauty was approached by a large Australian conglomerate which acquired a portion of the business.
