MCoBeauty founder Shelley Sullivan reveals the truth behind $1billion beauty brand deal - and how much she profited from the sale
Shelley Sullivan, the woman behind Australia's fastest-growing beauty label MCoBeauty, has spoken candidly about what it meant to sell her business earlier this year.
The entrepreneur, whose budget-friendly beauty empire has become a cult favourite among Aussie celebrities, confirmed that while the business was valued at $1billion, the real takeaway for her and her team was far from what the public might assume.
'I wish,' she told Stellar Magazine on Sunday when asked whether she personally pocketed that amount.
'The business could be valued at $1 billion but that's not necessarily a reflection on what the people that are exiting get.'
Shelley explained that MCoBeauty's lofty valuation was based on its performance and earning potential rather than a direct windfall for herself.
From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new showbiz newsletter to stay in the loop.
She emphasised that factors like the brand's rapid growth, earnings trajectory and overall market trends contributed to the billion-dollar figure, not a simple sale price.
Despite stepping back from day-to-day operations, the beauty boss hasn't completely walked away.
She remains an avid supporter, watching from the sidelines with pride as the brand continues to thrive under new leadership.
'I'm still very much a fan of the brand,' she said. 'Running a business that grew so quickly was a lot… exhilarating and exciting, but at times exhausting.'
Shelley admitted that she's now enjoying a well-earned break after years of hustle.
The journey to the top wasn't without sacrifices - long hours, relentless pressure and the weight of expectations were all part of the grind.
Driven by a clear goal to dominate the beauty market with affordable on-trend products, Shelley and her team worked tirelessly to turn MCoBeauty into the powerhouse it is today.
The business' explosive growth made it a major player on supermarket shelves and in the competitive beauty landscape, rivalling premium brands at a fraction of the cost.
She credits the brand's success to a razor-sharp focus on innovation and consumer demand, paired with savvy partnerships and bold marketing.
But even with the monumental valuation and market domination, Shelley remains grounded and spends time focusing on family and slowing down than big-dollar headlines.
Reflecting on her business journey, she concluded: 'We had a vision to create Australia's fastest-growing beauty brand.
'But I don't think myself, the family and the team ever thought beyond our wildest dreams that that's what we would create.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Daily Mail
an hour ago
- Daily Mail
Hailey Bieber stuns in a satin green mini as she puts her wedding ring back ON after she was pictured without it amid fears for her marriage
Hailey Bieber stepped out in full glam for an evening in New York City on Saturday - with her wedding ring firmly back on. The American model, 28, gave mixed messages on Friday when she was spotted without a ring on her wedding finger amid fears for her and Justin's marriage. But she was later seen sporting her enormous diamond ring the day after. The reversal comes after a reported blow-out fight between the couple on the previous Sunday - Father's Day - when Hailey allegedly called her husband a 'f***ing child.' After stirring up more concerns over their marriage with her ring-free look in photos obtained by TMZ, the doting mum-of-one was seen in a glamorous look when she enjoyed a solo date night in the Big Apple. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new Showbiz newsletter to stay in the loop. Hailey turned heads in a bright green satin mini dress and kitten heels, showing off her toned physique. She looked bronzed and unbothered as she got out of a car. The Rhode founder hid from the hustle and bustle with a pair of sunglasses. She looked carefree as she wandered around the city accompanied by her bodyguard. Despite her pristine appearance, fans have been concerned for the couple after Justin's Father's Day reportedly ended in a bitter showdown after he spent the day posting bizarre messages on Instagram. The singer, 31, failed to share any tribute to his wife or their nine-month-old son Jack Blues Bieber on the day, aside from seemingly referring to Hailey as a 'lil ho.' Instead he shared a barrage of bizarre pictures and messages on his social media, including private messages in which he admitted to being 'traumatised' before cutting out a friend for struggling to accept his 'anger.' According to an insider who spoke to, Hailey was 'beyond furious' and branded her husband a 'f***ing child' as she begged him to seek professional help rather than sharing rambling messages online. Justin also shared a personal statement referring to himself as 'broken' and spoke about how he struggles with anger, healing and self-worth. In one of the posts he showed off two Prada backpacks, a MacBook and a gold and diamond–covered Audemars Piguet watch, which may have been gifts from Hailey. Back in May, the Peaches singer had a concerning outburst on Mother's Day when Hailey was celebrating the holiday as a mom for the first time. An insider told the Sun that this latest outburst, which comes months after Justin was pictured at a strip club, has rocked the couple. A source told the publication: 'The post really set her off — she told him it was one of the dumbest things he's ever done like 'feeding raw meat to a pack of lions who want to eat you alive.' Regardless of not posting a tribute on Father's Day, it appeared Hailey spent the day with the new dad as she reposted one of his snapshots of her and their son together but did not make any mention of Justin and did not wish him a happy Father's Day on social media.
Daily Mirror
an hour ago
- Daily Mirror
Kanye West leaves onlookers gobsmacked as he's spotted shopping in Magaluf
Kanye West and his wife, Bianca Censori, have popped up in a tourist shop in Magaluf, Spain, after shocking the locals with their appearance in the country last month Kanye West and his wife, Bianca Censori, have been papped in Magaluf as they made their return to Spain. The couple were in the country last month, causing quite a stir when Bianca strolled through a Mallorcan market, wearing next to nothing, accompanied by the controversial rapper. In new snaps, the couple can be seen in a gift shop, next to the crisp aisle, perusing a whole host of knick-knacks, including pool inflatables, soft toys, bottle openers, and penis-shaped straws. Barmaid, Carla Ingham, heard the rapper, 48, was out shopping with his 30-year-old wife from a workmate and reported that Kanye was looking at a display with Bianca, who was sporting a figure-hugging short black bodysuit, designer sunglasses and cream heels. Carla, who has lived in Magaluf for nearly 20 years, told What's The Jam: 'My workmate Lucas first spotted him heading into the supermarket next door. 'So I started filming myself walking into the shop. I called out: 'Hey Kanye'", but it appears the Gold Digger star didn't answer. Bianca and Kanye are reportedly staying on the island for six weeks after "horrifying" locals during a recent trip to Spain after the Aussie architect bared her breasts. Kanye was seen out and about at a Spanish market in Mallorca with his wife, who left onlookers gobsmacked with her racy attire. The model wore a black fishnet style bra top, baring her nipples and leaving bystanders horrified as they visited the market. The pair seemed happy and relaxed during their time in Spain, however, witnesses say locals were left horrified by Bianca's outfit choice for their market tour, with one even heard asking if that was her "real nipple" as she bared all in her sheer bra. "People were horrified. They could be heard asking, 'Is that her real nipple?' as they walked by. Kanye was standing back a little, letting her browse the market," a witness told While Bianca didn't break any laws on the island, people were left fuming by her outfit choice. "Why hasn't this woman been arrested for indecency yet!!!?' one person wrote. With another adding: "We have literally seen it all, even when we didn't want to,' another said, while a third wrote: 'So disrespectful to the country and their modest views." "How do they get away with this nudity? If any other non-celeb tried it, they would be arrested," another shared. Of course, it's the first time the architect has sparked outrage with her outfit choices. At the Grammys this year, Bianca arrived with Kanye and was wearing a black fur coat, before she dropped it to the floor and posed in a nude dress, leaving nothing to the imagination. At the time, X was awash with comments about her outfit choice. One wrote: "Kanye and that lady should be arrested for that stunt on the red carpet...... #GRAMMYs." "Every single time I have seen Kanye's wife naked was against my will," another said, while a third quipped: "Kanye's wife is fully naked.... does this event not have a dress code? Kanye West and Bianca Censori at Grammys. Completely Disgusting."
The Sun
2 hours ago
- The Sun
‘Tight' mum slammed after revealing the ‘offensive' birthday present she takes to kids' birthday parties
A MUM has angered thousands after revealing her unique approach to children's birthday party gifts, or rather, a lack thereof. In a viral video the woman, from Perth, Australia, proudly shows off her 'present' for a children's birthday party: a bag filled with rags, cleaning supplies, tea towels, dishwashing detergent, and cling film. 3 3 Speaking in the video, she says: 'We're going to a family birthday party and the last thing I wanna do to the parents of the child is to give them some present for the kid that's going to end up in landfill, and a whole bunch of clutter that needs tidying and cleaning. 'So this is my secret present that I like to do at kids birthday parties.' The TikTok user known as continues: 'I like to bring a bag of rags. 'So you know when you're at a kid's birthday party and everyone wants to help but nobody knows how to help because they don't know where any of the cleaning stuff is. 'I bring cleaning rags to wipe up sticky messes at the party. I bring Glad Wrap … so you can wrap up extra food and put it in the fridge. 'I like to bring dishwashing detergent because you can bet that the parents may have run out … I bring a lot of tea towels because these are really handy and nobody knows where to find the tea towels in somebody else's house.' She then finished her video by asking her followers, 'Does anyone else do like that?' The video quickly went viral, and it was immediately clear that nobody else does that. Many even called the gift 'offensive' and 'weird'. 'Wake up to yourself,' said one viewer. 'That's actually embarrassing,' wrote someone else. 'I run a pretty tight ship and if someone brought this to my house at my daughter's birthday … I would take offence to it. As if they thought my house was gross,' added one mum. A different commenter sarcastically wrote: 'Wow those kids are going to be thrilled', while another commenter remarked: 'Wow what a tight-arse'. 'That's actually really sad, it's the kids birthday you should spoil the kid; if you want to know where a tea towel is, ask the host, it's not that hard!' quipped yet another critic. However, not all reactions were negative, with some defending the gesture. 'Wow what a lot of hateful comments,' wrote one. 'It goes to show people choose money and gifts instead of help, time and love. This is why we live in a world full of hate and war now. 'People are so judgmental of others. It's sad really.' Another added, 'You don't need to take a present to a birthday, just being there can be enough. Maybe this family don't do presents, did you ever think of that?' A third wrote, 'As someone who lives in a seemingly constant state of overwhelm I would love this gift. Acts of service is my love language.' To help settle the debate, we spoke to a world-leading etiquette expert, Jo Hayes, founder of EtiqetteExpert. Org, who, at face value, thought the woman's idea didn't sound quite right. However, after watching the video and hearing the woman's rationale, she ended up thinking, 'all power to her'. 'I can confidently predict most Aussie mums would relish having this woman at their child's birthday party. She sounds like a 'make it happen' woman,' she tells However, she notes that context is key here. Dinner party and guest etiquette Whether it's your first time hosting friends at your new house, or you're a regular dinner party invitee... Fabulous' Associate Editor, Rebecca Miller, has put together a list of do's and don'ts when it comes to dinner parties and guest etiquette - and it doesn't include sending a guest a bill at the end of the night! Do show up on time - a 10-minute grace period is allowed, but anything longer without letting the host know, is just plain rude. Don't show up empty handed - unless you're popping round for a quick coffee, you should always show up with a small token of your appreciation for the host and their efforts. Flowers, a bottle of wine, candle, or contribute to the dinner by making dessert. Don't start eating until everyone is seated - what might be an obvious rule, it's one many forget. Cooking a meal for a group of people takes a lot of effort, so wait for the host to park themselves, thank them, and await instruction. Don't do the dishes, do clear the table - everyone has their way of cleaning and tidying up. If you swan into the kitchen and start scrubbing, it could be seen as an insult. So help clear the table, and ask if there's anything else you can do - perhaps top up everyone's glass? Get off your phone - few things can make a person feel less seen or important than coming second to a mobile. Leave it in your pocket, and check anything urgent during toilet breaks. 'If she had a child with her, who was the actual/main invited guest to this party, it would be poor etiquette to show up with a 'bag of rags' and no fun gift for the child,' she explains. 'However, it appears this woman is a bit more mature, is perhaps an older aunty, or even a grandmother.' 'What she's saying is true: families are usually swamped with loads of plastic toys on a child's birthday … and while the birthday boy/girl certainly deserves a few fun gifts, bringing something different, but helpful, is actually a very thoughtful gesture,' she says. Jo points out that the actual gift here isn't the physical bag of rags but the elbow grease she would provide. 'She isn't simply showing up with the cleaning items,' she explains. 'She'll be the one buzzing around wiping up spills, cleaning dishes and covering leftover food with glad wrap. I'll invite you to my next party!' In saying that, she believes that a nice card for the child would be a 'thoughtful gesture' in addition to the cleaning. This article was originally published on
