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ModelCo was launched in 2002 by former modeling agent Shelley Barrett (then Shelley Williams). For 10 years Barrett had been running a modeling agency known as Shelley's Management Group. In May 2002 ModelCo launched the Lash Wand Heated Eyelash Curler and Erase Those Fine Lines with spokesperson Elle Macpherson.
ModelCo has developed and launched over 125 products, including Tan Airbrush in a Can, Liquid Buds, More Brows and Wonderful Lip Plumper. The products are branded with a bright pink colour scheme.
The company today
ModelCo is distributed throughout Australia & New Zealand; Europe, Asia, the United States and the Middle East. In Australia ModelCo is stocked in Myer and David Jones stores nationally. Internationally their products can be found in stores such as New Zealand's Farmers, London’s Space.NK, Colette and Le Printemps in Paris, and Sony Plaza in Japan.
On 9 February it was announced that Australian Popstar, Australia's Got Talent & The X Factor judge and Fashion Designer Dannii Minogue is to be ModelCo's newest face. Dannii will shoot commercials, billboards etc. as part of affiliation with ModelCo. On its first day of release in the United Kingdom, the product sold out at Boots stores.
- "Farmers Beauty - ModelCo". Retrieved 11 December 2013.