Fragrance house

MCoBeauty

MCoBeauty was created by Australian entrepreneur Shelley Sullivan as a mass-market extension of her earlier beauty brand, ModelCo. Although public sources give conflicting start dates, the brand’s first products began selling in 2018. Sullivan’s concept combined premium-looking, performance-focused cosmetics and skincare with accessible mass-market retail, while a bold pink visual direction and dupe-led product development became closely associated with the brand’s identity. In April 2023, MCoBeauty released Flawless Glow, its version of Charlotte Tilbury’s Hollywood Flawless Filter, illustrating that comparison-based approach. Its current positioning emphasizes accessible premium beauty, a bold and playful visual identity, inclusivity, vegan formulation, and cruelty-free status. Following a 2025 transaction, MCoBeauty became wholly owned by DBG Health and was placed within DBG’s VidaCorp beauty portfolio.