Shelley Barrett
Hall of Fame Alumni
ModelCo
- Founder and CEO
About Me - My Biography
ModelCo is a cult international beauty brand based in Sydney, Australia and is the creation of former model agent Shelley Barrett. ModelCo creates smart beauty solutions that are quick-fix, multi-purpose and unique. Ideal for consumers who are time poor yet want to look and feel good. Each product cleverly combines cutting-edge creativity and technical innovation inspired by models, celebrity and the everyday womenÍs need for easy to use, dual-purpose cosmetics.
“ModelCo is all about smart beauty, I create unique & innovative products for women that are chic, sophisticated and looking for quick-fix beauty solutions. I only use the best formulations for my products and always ensure that each product is not only stylish, but convenient to useî- says Shelley.
ModelCoÍs first product LASH WAND Heated Eyelash Curler, the first of its kind, quickly nabbed the attention of high profile celebs and leading beauty experts and critics. Soon after, came TAN Airbrush in a Can _ the revolutionary airbrush tanning product. Then in 2011 ModelCo achieved a record sell out on launch in the UK with the over whelming success of FIBRE LASH Brush on False Lashes in conjunction with Dannii Minogue.
Now, 10 years on from creating a new tanning category with Tan in a Can, ModelCo is set to again revolutionise the world of tanning with SUPERTAN Instant Self Tan, the first ever self-tanner with super qualities.
Her Story
Ten years ago, former model agent Shelley Barrett created the cult beauty brand, ModelCo. Noticing the lack of premium quality, specialised products in the beauty industry, Shelley sought to create a line of make-up products that would revolutionise the way people thought about beauty.
ModelCo officially launched onto the market in May 2002 with the hugely successful Lash Wand Heated Eyelash Curler, catapulting Shelley and her team to success within the industry and beyond. ModelCo’s range of products, including over 125 unique wonder products, has garnered a cult following, making the company a trailblazer in beauty worldwide.
Shelley’s ventures in the world of small business have taken her on unexpected journeys. One key learning experience that she would pass onto others is to take the time to know and understand the big picture.
“When starting a business, really take the time to understand the industry you are going into. When I started ModelCo, I thought I was going into the world of beauty and cosmetics, but I was also diving into wholesale, retailing and manufacturing!”
Strategies for Success
Shelley’s Top 5 Strategies for Success:
- Know what success is (for you). In order to create success, you must first define it. Be very clear about what you want, then map out the steps and channels of how you will achieve this.
- Be an innovator, not an imitator. ModelCo has been built around being different, being first to the market, being risky and being innovative. Don’t let fear stand in the way of your potential to create or innovate. You might not always get it right, but you definitely won’t get it wrong if you follow your own lead.
- Find good people. Your business is only as good as your team. Look for enthusiastic staff members who can bring skills that complement your own. Leaders with the ability to listen to feedback from other employees and customers are also crucial as it keeps a service, product or brand fresh, innovative and ahead of its competitors.
- Don’t take yourself too seriously. It’s important to keep a sense of perspective. Staff should enjoy what they’re doing and things aren’t always smooth sailing. You want to be able to think on your feet if something does go wrong and understand that it’s not the end of the world. There are no problems, only solutions.
- Just do it. Have the bravery to follow your dream and give it a go. Do all the research you possibly can, know your market and your competitors and get out there. Don’t hesitate, just do it.
