Latest news with #ShelleySullivan
Daily Mail
11-08-2025
- Business
- Daily Mail
MCoBeauty founder's ex-husband buys $41m waterfront Sydney home in CASH following bitter divorce
Ex-MCoBeauty director Anthony Sullivan has purchased a waterfront home in Sydney 's Kirribilli for a staggering $41million. Public records confirm the 49-year-old businessman, who was married to company founder Shelley Sullivan, paid for the property in cash. The luxurious mansion sits on a 765sqm and features manicured gardens and an outdoor swimming pool. MCoBeauty was launched in 2020 by Shelley Sullivan and quickly gained fame for producing affordable 'dupes' of popular cosmetic and skincare products. The company's rapid production cycle - bringing products to supermarkets and chemists within eight weeks - helped fuel a meteoric rise in sales. Earlier this year, billionaire pharmaceutical magnate Dennis Bastas acquired MCoBeauty in a deal valuing the company at $1billion, after acquiring an initial 50 per cent stake in 2022. The brand's extraordinary growth, with revenue soaring by 2400 per cent over four years, has been attributed in part to the cost-of-living pressures driving demand for affordable beauty alternatives. The Kirribilli purchase eclipses the previous record set by Next Capital's John White, who paid $19.1million for a nearby waterfront property in 2022. Anthony and Shelley parted ways in May last year after an explosive argument. The heated row prompted Anthony to leave for the United States, while his then-wife moved into the InterContinental in Double Bay. The high-society split, which came just seven years after the couple's opulent wedding at Point Piper, shocked the well-heeled social circle in Sydney's eastern suburbs. Shelley is celebrated as one of Australia's most successful businesswomen. She made her mark in the 1990s with her model and talent agency before launching her thriving 'masstige' beauty brand, ModelCo, in 2016. In June, Shelley was spotted leaving her luxury BMW SUV in a clearly marked no-stopping zone along Market Street in Sydney 's CBD before heading into the upscale Van Cleef & Arpels boutique. Dressed in figure-hugging black leggings and a cropped zip-up jacket, Shelley appeared completely unfazed as she spoke on her mobile phone while returning to her car. Shelley accessorised her off-duty look with gold hoop earrings and minimal makeup, while her platinum blonde bob was slicked back in a casual yet chic style. Despite parking directly underneath a 'no stopping' sign painted in bold red and white, Sullivan left her vehicle and proceeded into the luxury jeweller - known for its five- and six-figure price tags. Her black BMW SUV remained parked in the red-painted zone, metres from the storefront, while passing traffic and pedestrians looked on.
Yahoo
18-07-2025
- Business
- Yahoo
MCoBeauty Is Bringing Its Dupes to Europe, Rolling Out Across the U.K. at Superdrug
LONDON – MCoBeauty, the Australian brand looking to democratize the business by creating affordable dupes, is planting its flag in more countries in Europe. The brand, which launched in 2020 with six products, was fully acquired earlier this year by DBG Group in a transaction led by its founder Shelley Sullivan. The valuation was $1 billion. More from WWD A Devout Chloé Girl Is Parting With 80 Outfits by Karl Lagerfeld Kerry Taylor Auctions to Sell Marianne Faithfull's Chanel Jacket, Zandra Rhodes' Princess Diana Dress Karl Lagerfeld and Donald Duck Reunite for Capsule It will launch exclusively at Superdrug in the U.K. on July 21. The brand has already been selling in Belgium and the Netherlands through Kruidvat, a Dutch-owned retail, pharmacy and drugstore chain that specializes in health and beauty. Fueled by social media influencer reviews, it is the number-one cosmetics brand in its home market of Australia. It has been gaining traction rapidly in the U.S., where it launched in 2024 through Kroger's Family of Stores. The brand subsequently entered Target Corp. The Superdrug launch is nationwide, with MCoBeauty set to sell in the majority of the retailer's 800 stores. It will offer 240 stock keeping units including color cosmetics, skin care and body mists, at dedicated kiosks and in multiple locations around the Superdrug stores. In line with its value pitch, all products will be priced 15 pounds or less. Products include Super Glow Bronzing Drops; Grip Primer Base, and Australia's number-one bestseller, XtendLash Mascara, a tubing product that washes off with warm water. Peter Stocks, MCoBeauty's European marketing director, said the company is anticipating 'hot demand' in the U.K., which he described as one of the most 'sophisticated and savvy' beauty markets. 'We know our viral products will be hunted down from the second we launch,' he said. Simon Comins, chief commercial officer at Superdrug, said MCoBeauty's 'trend-led virality and reputation for delivering 'luxury for less' perfectly meets the desires of the Superdrug beauty shopper.' He added that MCoBeauty and Superdrug were 'very aligned, and together we are on a mission to prove that up-to-the-minute, quality beauty innovations can be delivered at affordable prices. We've had our eye on the social buzz building around MCoBeauty for a while now, and so we know that the brand will go down a storm with the savvy, trend-led, Superdrug customer.' Sullivan founded the brand as a more affordable spin-off of her premium beauty company ModelCo. Sullivan, a former model agent, founded ModelCo in 2002, offering self-tanning products and color cosmetics. Over the years, ModelCo. has collaborated with brands including Karl Lagerfeld and Hailey Bieber (before she launched Rhode, and when she was still Hailey Baldwin). Sullivan is an industry insider, so it's no surprise that MCoBeauty has been a success in a market that's dominated by premium and luxury products. MCoBeauty arrived at a time of rising prices, and a swelling interest in makeup and skin care — especially among teenagers and young girls. The marketing is social-first, with legions of influencers reviewing products on TikTok and other platforms, speaking to MCoBeauty's one million digital followers worldwide. It launched as a direct-to-consumer brand and on supermarket shelves in Australia. There are no stand-alone stores. Similar to its clothing equivalents Zara, Mango and H&M, it is quick to market, taking around 16 to 20 weeks to get its dupes on the shelves. The company has created more than 1,000 products over the past five years. MCoBeauty's aim is to disrupt the top five players in any given market, and then become a top five player itself. DBG, which is owned by the billionaire Dennis Bastas, took a 50 percent stake in MCoBeauty in 2022, and assumed full control at the start of 2025. According to sources, the company generated $63 million in sales in 2023 — up 241 percent from 2022's $18.5 million. Best of WWD Marionnaud Launches Customizable Foundation Under In-House Label Skin Shades Modern Grooming Brand Faculty Raises Seed Round Led by Esteé Lauder How to Buy Becca's Bestselling Products Before the Brand Closes
Daily Mail
30-06-2025
- Automotive
- Daily Mail
Parking fines? Pocket change! Rich Lister MCoBeauty boss Shelley Sullivan leaves her BMW in a no-stopping zone to shop at high-end jeweller Van Cleef & Arpels
She's one of Australia's richest beauty moguls, and on Sunday, Shelley Sullivan proved a parking ticket is merely a minor inconvenience when you're worth millions. The ModelCo founder, 51, was spotted leaving her luxury BMW SUV in a clearly marked no-stopping zone along Market Street in Sydney 's CBD before heading into the upscale Van Cleef & Arpels boutique. Dressed in figure-hugging black leggings and a cropped zip-up jacket, Shelley appeared completely unfazed as she spoke on her mobile phone while returning to her car. Shelley accessorised her off-duty look with gold hoop earrings and minimal makeup, while her platinum blonde bob was slicked back in a casual yet chic style. Despite parking directly underneath a 'no stopping' sign painted in bold red and white, Sullivan left her vehicle and proceeded into the luxury jeweller - known for its five- and six-figure price tags. 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. The ModelCo founder, 51, was spotted leaving her luxury BMW SUV in a clearly marked no-stopping zone along Market Street in Sydney 's CBD before heading into the upscale Van Cleef & Arpels boutique Her black BMW SUV remained parked in the red-painted zone, metres from the storefront, while passing traffic and pedestrians looked on. In New South Wales, if caught, stopping in a no-stopping zone will set you back $304 and two demerit points if witnessed by a police officer. The sighting comes just weeks after the entrepreneur spoke about what it meant to sell her business earlier this year. Speaking to Stellar Magazine earlier this month, Shelley confirmed that while the business was valued at $1 billion, the real takeaway for her and her team was far from what the public might assume. 'I wish,' she told the outlet 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. 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 more 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.'
Daily Mail
22-06-2025
- Business
- Daily Mail
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.'
News.com.au
21-06-2025
- Business
- News.com.au
MCoBeauty founder: ‘I didn't spend any time at home'
Just months after her headline-making exit from billion-dollar business MCoBeauty, the company she founded in 2016, Shelley Sullivan has opened up about the realities of building and running her brand while also raising two daughters. 'I had [my two daughters] Lucy [now 19] and Emily [now 18] when I started ModelCo [launched in 2002]. I didn't spend any time at home with the girls. I was working around the clock because I passionately loved what I did, but I wouldn't have been able to do that without family helping,' Sullivan told Stellar podcast Something To Talk About. 'I was working around the clock because I passionately loved what I did, but I wouldn't have been able to do that without family helping. Work-life balance is difficult. Anyone that says that they have a great work-life balance, I'm not sure I believe [them]. 'As a woman, I found it very challenging: work-life balance, having great friends, [a] great family, it's difficult. Plus, you've got this behemoth of a business that is almost running you, you're not running it. I was fortunate when I started MCoBeauty; the girls were in their teenage years, close to finishing school, so they were more independent. I don't know how I would have coped with the acceleration of MCoBeauty with babies.' Listen to the full interview with Shelley Sullivan on Something To Talk About below: Sullivan, who sold MCoBeauty earlier this year, points out that while the brand is valued at a billion dollars, she did not walk away with that amount of money. 'We all had a vision to create Australia's fastest growing beauty brand. We just drove those sales as hard as we could and the valuation is a multiple of base earnings. So the beauty landscape and the beauty industry drives that valuation, not us,' she told Stellar. 'The business could be valued at $1 billion but that's not necessarily a reflection on what the people that are exiting get... But I don't think myself, the family and the team ever thought beyond our wildest dreams that that's what we would create.' When asked what advice she would give to Hailey Bieber, who also recently sold her beauty and skincare brand Rhode for a reported billion dollars, Sullivan was gracious. 'I don't know [Hailey Bieber's] deal structure, so it's hard to give advice. We did work with Hailey — Hailey was the face of ModelCo for a minute,' she said. 'She's a great girl who was very much, from what I understand, involved in the product development [of Rhode]. That's a great brand. I actually purchased some of their products. She's done a great job.' Read the full interview and see the shoot with Shelley Sullivan in the new issue of Stellar out today inside The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD) and Sunday Mail (SA).
