February 29th 2012
ModelCo founder and CEO Shelley Barrett knows a thing or two when it comes to tanning. Having previously worked as a model agent in Sydney she was a regular on shoots and backstage at fashion weeks. She knows first hand what women want from products - and what actually works. The brand's iconic Tan Airbrush in a Can is in any self-respecting self-tan enthusiast's bathroom and make-up artists rave about the highlighting properties of the Luminosity Shimmer Whip. Let's see what products whip her into a frenzy. Over to you Shelley...
What inspired you to create ModelCo?
Before ModelCo I owned a modelling agency and worked very closely with my models, as well as makeup artists, photographers etc. I saw firsthand the need and want for products in the market, that didn’t yet exist. One day I came up with the idea to create a heated eyelash curler, the very first of its kind! Not long after that came Tan Airbrush in a Can – the world’s first self-tan product in aerosol! For me, it was about finding unique gaps in the market and creating SMART and innovative beauty products. It was this mentality and way of thinking that gave birth to the brand.
What is your personal beauty product?
I’m a bit of a beauty junkie, so I have many.. One product that I simply can’t live without is La Prairie Skin Caviar – It hydrates my skin and gives it an instant burst of life! Tan Mousse is also my staple! A good tan, always makes your look and feel slimmer.
Do you have anything exciting you can share with us?
Well… ModelCo has a new tanning innovation on the way!! Very exciting! Stay tuned!
What is your beauty secret?
I travel a lot so a little trick that I swear by, is to always have a dissolvable sachet of electrolytes powder handy! It hydrates your skin instantly, and gives you that healthy glow.
If you had to pick one fav fashion item where would it be?
Im a huge fan of Aussie designers – I love anything Collette Dinnigan. Her dresses are so feminine, I have many.
Sun or Snow? (topical)
Sun of course…. with loads of sunblock and a bit of fake tan!
What one beauty product would you be lost without / desert island beauty product?
I do love a long full lash, so Id have to say mascara. Fibre Lash Brush on False Lashes mascara is my fave as I don’t have long lashes naturally… I don’t think I could survive without it now!
How do you think the beauty industry has changed over the past 10 years?
Like any industry, beauty grows and evolves constantly. I have seen a huge growth in beauty brands extending their product categories with inclusions like tanning and body – a big and fun market! Brands have also created diffusion lines with a lower price point to reach out to a broader market and distribution. However, the most intriguing is the growth of online space and how e-commerce is now strong competitor against retail and in some cases, far more profitable.
How does your self tanning range differentiate from others?
ModelCo is a brand known for being innovative and unique when it comes to product packaging as well as using only the most premium quality formulations. ModelCo was the first brand to intrduce aerosol tanning with Tan Airbrush in a Can, spawning a new beauty category worldwide. We were also one of the very first brands to use the blue green based DHA tanning ingredients that stops the dredded ‘orange effect’ created by other self tanners in the market at the time. ModelCo quickly became a very influential brand in tanning from our spray application products, too our non-streak, soft mousse formulations.
What do you think the new beauty treads will be this year?
I think a hint of bright colour in beauty will really filter through to the commercial market next year…. From bright lips, to liners and lashes! They were big on the runway this year, so I think we will continue to see a lot more.
Who is the most inspiational person you have met?
I don’t think there is any one person to be honest – I draw inspiration from everyone I meet! From the everyday women, colleagues, friends and industry experts, to international celebrities that I have met along the way. Anymore who has passion and drive is inspiring in their own way.