Just under a decade ago, we declared a truce.  A truce with the beauty industry & women of the world.  

You see we’d learnt in the world’s toughest beauty environment that deep down all women are the same – we all have our insecurities around beauty, even models, and we all want to look great and feel fabulous. No longer did a woman’s beauty regime need to be arduous, complicated & time consuming.  What we knew for sure, was that beauty didn’t have to be that hard!

But as we’re all in this together, ModelCo wanted to go one step further and undertake a quest to deliver groundbreaking beauty innovations that change the way we think about beauty, and in the process create must-have products, where all the thinking has already been done for you.  

You see 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.

So every day we salute the future of beauty. We strive to deliver what women want before they even know they want it & we make a point of ‘tuning in’ & listening. We hear you! And trust us on this, we make a point of not compromising on quality & affordability, to turn what’s next into what’s now and keep you in the know.

In fact, we call it ‘the knowing’ and it’s what drives us to create smart, sexy, simple problem-solving beauty products with style & speed. Now we're determined to pass on that 'knowing' to you. It's the least we can do.