History

Inspired by her clientele (who happened to be glamorous models), agent Shelley Barrett launched Sydney-based ModelCo in 2002 with a single innovative product: the Lash Wand Heated Eyelash Curler. The high-tech wonder quickly became a hit with models, magazine editors, and savvy beauty lovers. The innovative hits kept coming, and today ModelCo is an international hit with a stable of multitasking beauty must-haves.

Philosophy

Chic beauty solutions. From their problem-solving formulations to their thoughtful packaging, ModelCo is all about making your life easier. All their products are designed to be high-fashion but accessible, and are every ModelCo product features a flourish of their signature pink—a touch Birchboxers can definitely appreciate.

Birchbox Extra

After launching in the UK, ModelCo’s fringe-enhancing FIBRE LASH sold out in an astonishing two days—that means approximately one tube of mascara was sold every 30 seconds.