Ever since we dreamt up our cult ModelCo Turbo Lashwand Eyelash Curler over 15 years ago, we’ve been thinking in pink. As a former model agent, our CEO Shelley had an intuitive knack for anticipating what women (really) wanted in their makeup bags and bathroom cabinets. And so, with the goal of believable, achievable beauty, we launched our first-to-market heated eyelash curler in 2002, followed by our innovative, world-first Tan Airbrush in A Can. ModelCo quickly grew into a complete collection of clever, quick-fix, beauty enhancers to help us all look effortlessly amazing and ready for everything. Soon enough, we became widely known and loved for our novel prep products, on-trend colour cosmetics, simple-but-smart, natural skin care, and award-winning self-tanning solutions. 20 years later, we (still) dream big but talk truths. We are beauty futurists dedicated to our search for the next big breakthrough and sharing it with our customers around the world. We’re proud to have created over 250 products and we test them all in Australia on models, not animals, which has earnt us cruelty-free kudos and a big tick from PETA.