How do you build a billion-dollar beauty empire based on high-end imitation?

For our guest today on The Pay Off, Shelley Sullivan, founder of ModelCo and the explosive mass-market brand MCoBeauty, imitation wasn't just flattery—it was a calculated, brilliant, and controversial marketing strategy.

Shelley's journey began with an entrepreneurial spark, launching a modelling agency at 21 before spotting a gap and revolutionising the industry with "tan-in-a-can" and the first heated lash curler. 

But it was MCoBeauty, launched in 2016 with a "luxe for less" mandate, that became a massive disruptor, recently valued at over $1 billion.

In this conversation, Shelley opens up about the strategic genius and the intense pressure of her business model, her decision to sell her remaining stake in the company and the power of intuition. 

How do you build a billion-dollar beauty empire based on high-end imitation?
For our guest today on The Pay Off, Shelley Sullivan, founder of ModelCo and the explosive mass-market brand MCoBeauty, imitation wasn't just flattery&mdash;it was a calculated, brilliant, and controversial marketing strategy.
Shelley's journey began with an entrepreneurial spark, launching a modelling agency at 21 before spotting a gap and revolutionising the industry with "tan-in-a-can" and the first heated lash curler.&nbsp;
But it was MCoBeauty, launched in 2016 with a "luxe for less" mandate, that became a massive disruptor, recently valued at over $1 billion.
In this conversation, Shelley opens up about the strategic genius and the intense pressure of her business model, her decision to sell her remaining stake in the company and the power of intuition.&nbsp;

Turning 'Inspired By’ Into An Empire with Shelley Sullivan 

It was a statement that broke the internet—and simultaneously hit the nail on the head.

“It is extremely difficult to be a 30-year-old in Australia right now” was the powerful sentiment which sent today’s guest viral online… So let’s talk about it. 

Advertising giant, podcaster and media personality, Russel Howcroft, joins The Pay Off today for some real talk. Russel doesn't mince words: he explains exactly why it's never been tougher for young people to get ahead financially right now. 

From the clever tactics companies use to get you to spend your cash to how Gruen changed the trajectory of his career, Russel shares the best advice and most engaging anecdotes we could pack into one episode.

It was a statement that broke the internet&mdash;and simultaneously hit the nail on the head.
&ldquo;It is extremely difficult to be a 30-year-old in Australia right now&rdquo; was the powerful sentiment which sent today&rsquo;s guest viral online&hellip; So let&rsquo;s talk about it.&nbsp;
Advertising giant, podcaster and media personality, Russel Howcroft, joins The Pay Off today for some real talk. Russel doesn't mince words: he explains exactly why it's never been tougher for young people to get ahead financially right now.&nbsp;
From the clever tactics companies use to get you to spend your cash to how Gruen changed the trajectory of his career, Russel shares the best advice and most engaging anecdotes we could pack into one episode.

It’s Tough Being A Young Person Right Now with Russel Howcroft

Sometimes life can feel picture perfect – until it doesn’t. 

In this episode of The Pay Off, Sylvia sits down with financial advisor, professional wealth coach, and author, Gemma Mitchell, to talk about financially rebuilding from the ground up when inevitable curveballs—like divorce or sudden job loss—get thrown our way.

Gemma, who built what looked like the 'perfect life'—the job, the house, the investments—only to have it crumble with a sudden divorce at 28, shares her raw, personal journey and how she’s rewriting her money story.

Gemma dives into the simple, non-negotiable steps we should all take right now to kick off our own Money Reset, as detailed in her new book, The Money Reset.

Sometimes life can feel picture perfect &ndash; until it doesn&rsquo;t.&nbsp;
In this episode of The Pay Off, Sylvia sits down with financial advisor, professional wealth coach, and author, Gemma Mitchell, to talk about financially rebuilding from the ground up when inevitable curveballs&mdash;like divorce or sudden job loss&mdash;get thrown our way.
Gemma, who built what looked like the 'perfect life'&mdash;the job, the house, the investments&mdash;only to have it crumble with a sudden divorce at 28, shares her raw, personal journey and how she&rsquo;s rewriting her money story.
Gemma dives into the simple, non-negotiable steps we should all take right now to kick off our own Money Reset, as detailed in her new book, The Money Reset.

It's Time For Your Money Reset with Gemma Mitchell 

With a successful business history like his, you pretty much afford yourself bragging rights for life. 

And yet, Adam Schwab is unbelievably humble when it comes to discussing his entrepreneurial journey, crediting compounding luck, an incredible team and a loyal customer base of 8-million people to his ongoing success. 

On this episode of The Pay Off, the Luxury Escapes Co-Founder and co-host of the podcast, ‘The Contrarians’, speaks candidly about his journey through business so far.

From a sneaky side hustle in Law School, to subleasing backpacker apartments and eventually, scaling to a luxury travel company, it’s clear Adam’s main passion lies in creating value and delivering on happiness, with a side of impressive profit to go with it.

With a successful business history like his, you pretty much afford yourself bragging rights for life.&nbsp;
And yet, Adam Schwab is unbelievably humble when it comes to discussing his entrepreneurial journey, crediting compounding luck, an incredible team and a loyal customer base of 8-million people to his ongoing success.&nbsp;
On this episode of The Pay Off, the Luxury Escapes Co-Founder and co-host of the podcast, &lsquo;The Contrarians&rsquo;, speaks candidly about his journey through business so far.
From a sneaky side hustle in Law School, to subleasing backpacker apartments and eventually, scaling to a luxury travel company, it&rsquo;s clear Adam&rsquo;s main passion lies in creating value and delivering on happiness, with a side of impressive profit to go with it.

Compounding On ‘Luck’ To Create Luxury with Adam Schwab

On a podcast about money, it’s not uncommon to hear about ‘bonds’.

We’re taking a slightly different approach… We’re talking about sisterly bonds. 

This week’s guests on The Pay Off are sisters and co-founders, Ali & Gaby Rosenberg, whose strong sisterly bond has allowed them to create the successful Fintech company Blossom. 

In this episode, Ali & Gaby share the ups and downs of their journey creating a company, the heartfelt reason behind calling the app ‘Blossom’, how they’re helping both people and the planet as well as their advice to future entrepreneurs. 

On a podcast about money, it&rsquo;s not uncommon to hear about &lsquo;bonds&rsquo;.
We&rsquo;re taking a slightly different approach&hellip; We&rsquo;re talking about sisterly bonds.&nbsp;
This week&rsquo;s guests on The Pay Off are sisters and co-founders, Ali &amp; Gaby Rosenberg, whose strong sisterly bond has allowed them to create the successful Fintech company Blossom.&nbsp;
In this episode, Ali &amp; Gaby share the ups and downs of their journey creating a company, the heartfelt reason behind calling the app &lsquo;Blossom&rsquo;, how they&rsquo;re helping both people and the planet as well as their advice to future entrepreneurs.&nbsp;

How Blossom Is Breaking Investment Barriers with Ali & Gaby Rosenberg

With anxiety at an all time high when it comes to the cost of living, the size of your super, and the money in your bank account, is a stress-free financial future an achievable reality?

In this episode of The Pay Off, Sylvia sits down with financial advisor, wealth expert, and author, James Wrigley, to talk about replacing that paralysing financial fear with confident, actionable choices.

As laid out in his essential new book, Retire Life Ready, James is helping shift the rhetoric from one of sacrifice to one of real empowerment. 

With anxiety at an all time high when it comes to the cost of living, the size of your super, and the money in your bank account, is a stress-free financial future an achievable reality?
In this episode of The Pay Off, Sylvia sits down with financial advisor, wealth expert, and author, James Wrigley, to talk about replacing that paralysing financial fear with confident, actionable choices.
As laid out in his essential new book, Retire Life Ready, James is helping shift the rhetoric from one of sacrifice to one of real empowerment.&nbsp;

A Stress Free Financial Future with James Wrigley

He’s a man who unashamedly loves dragons, wizards and fairies… But it would be the inner demons which would spark the greatest change in his life. 

Luke Bateman is the man making SERIOUS noise on social media, sparking an absolute frenzy across BookTok for his authentic and honest passion for fantasy books. 

He’s now running his own company, signed a two book deal and has launched his own podcast, In The Good Books. 

It didn’t always look like this though - Luke’s battled depression, addiction and a complete loss of identity. His story is an important one to tell, and he’s joining The Pay Off this week to do exactly that. 

He&rsquo;s a man who unashamedly loves dragons, wizards and fairies&hellip; But it would be the inner demons which would spark the greatest change in his life.&nbsp;
Luke Bateman is the man making SERIOUS noise on social media, sparking an absolute frenzy across BookTok for his authentic and honest passion for fantasy books.&nbsp;
He&rsquo;s now running his own company, signed a two book deal and has launched his own podcast, In The Good Books.&nbsp;
It didn&rsquo;t always look like this though - Luke&rsquo;s battled depression, addiction and a complete loss of identity. His story is an important one to tell, and he&rsquo;s joining The Pay Off this week to do exactly that.&nbsp;

From Rock Bottom to Reclaiming Your Power With Luke Bateman 

She went from being a banking executive to a Senator determined to fix the system. But is the political fight worth it?

On this episode of The Pay Off, Sylvia is joined by Senator Jane Hume, the former financial sector powerhouse who stepped off the corporate ladder and into the Senate. 

Her mission? To correct the systemic failures that are costing Australian families—and particularly women—billions.

Senator Hume has made recent headlines with the Tackling the Gender Super Gap Bill, a legislative push designed to empower couples to overcome the 'motherhood penalty' through tax-free super splitting.

In this episode, she talks about her leap into politics, the motherhood penalty and the current Australian political climate. 

She went from being a banking executive to a Senator determined to fix the system. But is the political fight worth it?
On this episode of The Pay Off, Sylvia is joined by Senator Jane Hume, the former financial sector powerhouse who stepped off the corporate ladder and into the Senate.&nbsp;
Her mission? To correct the systemic failures that are costing Australian families&mdash;and particularly women&mdash;billions.
Senator Hume has made recent headlines with the Tackling the Gender Super Gap Bill, a legislative push designed to empower couples to overcome the 'motherhood penalty' through tax-free super splitting.
In this episode, she talks about her leap into politics, the motherhood penalty and the current Australian political climate.&nbsp;

Tackling The Gender Super Gap with Senator Jane Hume 

Financial freedom is a mindset, not a milestone.

Today’s guest is Queenie Tan, the financial guru helping people reframe their relationship with personal finance.

Through her platform, ‘Invest with Queenie’ and recently published book ‘The Fun Finance Formula’, Queenie is on a mission to prove your money doesn’t have to be a source of stress or deprivation, and instead, a wealth of opportunity.

Growing up, Queenie saw the extremes of both her father's frugality and her mother's belief that money was for enjoying life, which led to a personal struggle with finding balance.

Now, her work is guided by the "three Fs"—Foundation, Fun, and Freedom—a framework she uses to help people balance their budgets and lives.

Financial freedom is a mindset, not a milestone.
Today&rsquo;s guest is Queenie Tan, the financial guru helping people reframe their relationship with personal finance.
Through her platform, &lsquo;Invest with Queenie&rsquo; and recently published book &lsquo;The Fun Finance Formula&rsquo;, Queenie is on a mission to prove your money doesn&rsquo;t have to be a source of stress or deprivation, and instead, a wealth of opportunity.
Growing up, Queenie saw the extremes of both her father's frugality and her mother's belief that money was for enjoying life, which led to a personal struggle with finding balance.
Now, her work is guided by the "three Fs"&mdash;Foundation, Fun, and Freedom&mdash;a framework she uses to help people balance their budgets and lives.

The Three F's Of Finance You Must Know with Queenie Tan

Simple principles to transform your financial habits - that’s what this podcast is all about. It’s also a philosophy our next guest on The Pay Off is sharing with the world.

Ben Nash is a financial advisor, best-selling author, and the man behind Pivot Wealth. He’s all about making smart moves with your money, so that you don’t have to sacrifice your lifestyle or give up on your dreams. 

In the episode, Ben talks about the 5% rule, investment strategies, the most common questions he receives on social media, the foundations of a good ETF and the risk vs. reward argument around Crypto.

Ben’s new book, Virgin Millionaire; the step-by-step guide to your first million and beyond is out now on Amazon|Audiobook. If you want some help with your money and investing, you can book a call with Pivot Wealth here.

Disclaimer: The information contained in this episode is general in nature and does not take into account your personal objectives, financial situation or needs. Therefore, you should consider whether the information is appropriate to your circumstances before acting on it, and where appropriate, seek professional advice from a finance professional.

Simple principles to transform your financial habits - that&rsquo;s what this podcast is all about. It&rsquo;s also a philosophy our next guest on The Pay Off is sharing with the world.
Ben Nash is a financial advisor, best-selling author, and the man behind Pivot Wealth. He&rsquo;s all about making smart moves with your money, so that you don&rsquo;t have to sacrifice your lifestyle or give up on your dreams.&nbsp;
In the episode, Ben talks about the 5% rule, investment strategies, the most common questions he receives on social media, the foundations of a good ETF and the risk vs. reward argument around Crypto.
Ben&rsquo;s new book, Virgin Millionaire; the step-by-step guide to your first million and beyond is out now on Amazon|Audiobook. If you want some help with your money and investing, you can book a call with Pivot Wealth here.
Disclaimer: The information contained in this episode is general in nature and does not take into account your personal objectives, financial situation or needs. Therefore, you should consider whether the information is appropriate to your circumstances before acting on it, and where appropriate, seek professional advice from a finance professional.

A Life Not Limited By Money with Ben Nash

Money is a constant contradiction. You’ve got to spend money to enjoy life but save every cent for the future. 

It’s why Australians are caught between impossible expectations and an economic system that feels stacked against them. So, how do you keep up the juggling act when the stakes just keep getting higher?

In The Pay Off Sylvia Jeffreys sits down with leading experts and entrepreneurs to uncover tips and tricks from some of the sharpest business minds in the game.

You can listen to The Pay Off wherever you get your podcasts, or you can watch every episode on 9Now, search 'The Pay Off 9Now Podcast'

Money is a constant contradiction. You&rsquo;ve got to spend money to enjoy life but save every cent for the future.&nbsp;
It&rsquo;s why Australians are caught between impossible expectations and an economic system that feels stacked against them.&nbsp;So, how do you keep up the juggling act when the stakes just keep getting higher?
In The Pay Off Sylvia Jeffreys sits down with leading experts and entrepreneurs to uncover tips and tricks from some of the sharpest business minds in the game.
You can listen to The Pay Off wherever you get your podcasts, or you can watch every episode on 9Now, search 'The Pay Off 9Now Podcast'

Sylvia Jeffreys sits down with leading experts and entrepreneurs to uncover tips and tricks from some of the sharpest business minds in the game.

The Pay Off with Sylvia Jeffreys

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