ModelCo’s Blueprint to Serve How Consumers Shop for Beauty

On the heels of her limited-edition collaboration with Karl Lagerfeld and Stella Maxwell, ModelCo founder Shelley Sullivan will be officially dividing her 17-year-old company into two sectors in early 2019. The move was designed to better reflect and cater to global consumer beauty shopping habits. She’s also venturing even deeper into the self-tanning category, one she helped pioneer. ModelCo, which is headquartered in Sydney, is among Australia’s fastest-growing beauty brands and received a big boost from Lagerfeld’s vote of confidence.

Launching now is ModelCo’s Tan Water, a hydrating liquid that can be spritzed over the face and body to achieve a subtle, buildable glow. Gradually, over the course of four hours, Tan Water produces a natural looking tan. It can also refresh and revive an existing glow with soothing ingredients like green tea extract, coconut water and Rose Bulgaria Flower Oil to hydrate and illuminate. According to NPD, sales of prestige self-tanners are growing at almost a 20 percent clip.

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