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;

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.

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