Shelley Barrett is founder & Chief Executive Officer of Australia’s fastest growing innovative beauty brand, ModelCo. ModelCo creates premium beauty products that combine cutting-edge creativity and technical innovation.

Shelley was just 21 years of age when she started her career as a model agent at her own boutique modelling agency. For 10 years, she owned and operated one of the most highly respected management groups in Australia, Shelley’s Management Group, comprising of 3 agencies - FACE Models, Lollipops Children Model Management and Commercial Faces’ Actors. During this time Shelley managed a talent pool of 1200 people across Australia and her models graced the pages of international fashion magazines and worldwide advertising campaigns.

Impressive though it was, Shelley craved a new challenge and in 2002, after first hand experience from working behind the scenes in the fashion world with models and hair & makeup artist, Shelley astutely identified a niche in the market for innovative, quick-fix and multi-purpose beauty solutions. Thus for Shelley, the natural synergy of fashion & beauty merged in her businesses. ModelCo’s Lash Wand Heated Eyelash Curler was launched soon after with resounding worldwide results.  In just a few months, stock of ModelCo’s Lash Wand Heated Eyelash Curler had sold out world wide, was featured in beauty editorial across globe in international publications such as VOGUE, Harper’s BAZAAR, Marie Claire & InStyle and had created a cult following amongst the fashion & beauty savvy and celebrities alike. The staggering success from just one product, showed Shelley her instincts were right, and ModelCo the brand, the corporate identity and clear business plan & goals were put in place, followed soon after by the launch of TAN Airbrush in a Can, which experienced even greater world-wide recognition and sales.

Within just seven short years of launching ModelCo has enjoyed spectacular global success with the brand now sold in 5 continents, 27 countries and over 1000 stores and niche beauty apothecaries, including Colette in Paris; Boutique 1 (formerly Villa-Moda in Dubai); and beauty mecca Space NK in the UK. In the US ModelCo is stocked in New York's finest boutique department store Henri Bendel and new cosmetics store chain Beauty 360. Managing a dynamic group of 18 talented people has become an important part of Barrett’s role and ModelCo’s continued success and expansion.

In Australia, ModelCo has an exclusive distribution partnership with in David Jones, the country’s leading prestige department store. This partnership has allowed ModelCo provide our consumers with a true ModelCo brand experience. The state-of-the-art shop-in-shop installations in key doors are staffed by trained consultants and will provide a wide variety of quick-fix beauty treatments.

ModelCo’s cult range of products have made the company a world-wide success by being the first to produce a range of unique products never seen before in the marketplace. Hero creations, like the Airbrush range, in particular TAN Airbrush in a Can, are innovations that have changed how women self-tan forever and transcended convention.

In April 2006 ModelCo launched their debut colour collection.  The collection, over 18 months in Research & Development and produced in Italy, is a beautifully edited trans-seasonal line of colour cosmetics, including foundation, eye shadows, gloss, blush, bronzers, brushes and pencils. The directional & cleverly designed, sleek packaging houses premium products that live up to their promise & are for women whose time is a rare commodity.

Shelley’s close relationships with her models allowed her to experience first hand what beauty products women want but can never find. This continues to be the inspiration for new, innovative beauty products for ModelCo to launch.

In 2009, seven years on since ModelCo was born, the brand philosophy naturally evolved along the way, together with the products, and Barrett felt that it was time to take the company to the next level through a redefining process. The first stage in this evolution being the new packaging, which is designed to draw the customer in and simplify the shopping experience. The well-recognised corporate colours of hot pink, silver & white will also be given a strong injection of black - thus enhancing the brands sophisticated feel and an even stronger shelf presence.

Today, ModelCo is all about ‘SMART BEAUTY’, creating groundbreaking beauty innovations that change the way we think about beauty, and in the process creating must-have products, where all the thinking has already been done for you.  The range of smart, sexy, simple, problem-solving, beauty products are created with style & speed in mind.  From the outset, it has always been Barrett’s belief that no longer did a woman’s beauty regime need to be arduous, complicated & time consuming. 

“We understand that it’s the outcome that is desirable, not the process. Simple beauty is about finding smart new easier ways that give women the tools to make the most of what you have to feel more beautiful.  In other words, it’s SMART BEAUTY - achieving the end result, with a minimum of hassle & time and ModelCo has the experience to make it happen.” says Shelley.

CHARITY

ModelCo has been a proud supporter of the Pink Ribbon organization for the last 6 years, the natural synergy between ModelCo’s safe-tanning message, signature pink branding and the cause that is close to every woman’s heart makes it the perfect partnership. ModelCo donates a percentage of profits from some of their best-selling products throughout the month of October to the cause.

ModelCo has also been a proud supporter of Camp Quality for last 4 years, in the capacity of Official Beauty Sponsor for their national fundraising event, Chandon Supper Club.

An important key factor to ModelCo’s ongoing success and longevity in the market place is being able to maintain our innovative products’ speed to market – an attribute that larger international beauty brands can’t always pioneer. Responding quickly to rapidly changing markets and increased customer expectations is crucial. In addition, because Barrett’s background is fashion based rather than beauty, it allows her to look down the porthole of fashion and anticipate beauty trends. Barrett’s goal is to ensure ModelCo is an international beauty brand that is recognised on a world wide platform for its innovative leading edge products and see it continue to be positioned as niche in the marketplace.

Competing against the biggest and the best in the world is part of the challenge that I relish – I see it as an opportunity’ say Barrett. ‘As markets become more globalised, with fewer geographical and trade barriers, it pays to be ambitious and actively seize new opportunities.  I don’t feel threatened by foreign competition and am proud that ModelCo is an Australian company being taken seriously in an international arena. I set myself huge goals and find the best team to help me achieve them.  I seek out big ideas then work on all the finer details to execute them perfectly. Every touch-point has to be a positive one and have the ‘WOW-Factor’.’

Other business accolades include; Finalist in the 2007 Veuve Cliquot Business Woman of the Year Award, the NSW Winner of the Telstra Business Women’s Award, Westpac Group Business Owner Award 2004 and National Finalist for same, as well as winner of the American Express Award for Fastest Growing Small Business 2004. Shelley’s enthusiasm, passion, determination, vision and not being afraid to take risks have made her a formidable business woman to watch.

Shelley Barrett is available for speaking engagements at functions or events on topics such as "Starting a Business from Scratch" and "The Ten Most Important things I've learned on the way to Entrepreneur of the Year". Her achievements and recognitions speak for themselves and make Shelley a great choice as a motivational speaker. Make your next event a success by booking Shelley at www.successfulspeakers.com.au