Shelley Sullivan
Shelley Sullivan is an Australian entrepreneur and business woman. She is the CEO and founder of the Innovative Brands Group, a high-growth organisation which houses ModelCo and MCoBeauty, both creation of Sullivan.
The ModelCo brand is now in its 17th year, and for every one of these years, ModelCo has been the flagship for innovation and quality within the cosmetics industry. Today it continues to prosper and cater to its global customer base with forward thinking, depicting a formula for success. In 2019, MCoBeauty had evolved out of the success of ModelCo to dominate the "luxe for less" beauty category with a range of "purposeful, cruelty-free beauty solutions" for $30 of less.
Life and career
Sullivan grew up in the eastern suburbs of Sydney. After completing her Higher School Certificate, then studied for a diploma in business management and psychology.At the age of 21 she founded her first company, a modelling agency called, Shelley's Management Group. The company represented more than 1,800 models for over 8 years. She saw a gap in the market for "innovative, dual-purpose beauty solutions" and founded ModelCo in 2002. Sullivan launched ModelCo's first product in 2002, a heated eyelash curler in 2002 followed by the world's first aerosol spray tan.
To promote the ModelCo brand she has signed celebrities Elle Macpherson, Dannii Minogue, Rosie Huntington-Whiteley and Hailey B
Sullivan was an advisor on Channel 9's fourth season of The Celebrity Apprentice Australia.
Personal life
She married Anthony Sullivan in private ceremony in 2016. She and her husband live at Vaucluse.Awards
| Year | Award | Category | Result |
| 2010 | InStyle Women of Style | Beauty | |
| 2005 | Ernst & Young | Young Entrepreneur of the Year | |
| 2005 | Aerosol Industry Award | Awards for Export or Local Market Development | |
| 2005 | Aerosol Industry Award | Award for Most Innovative Strategy for Marketing | |
| 2004 | Telstra Business Women's Award | Business Women of the year | |
| 2004 | American Express Award | Fastest Growing Small Business |