Shelley Barrett
Shelley Barrett (born 13 July 1973) is the CEO and Founder of Australian beauty and cosmetics company, ModelCo.[1]
Early life
Growing up in the eastern suburbs of Sydney, Barrett has lived in Sydney her whole life. After finishing her HSC, then completing a diploma in business management and psychology, Shelley wanted to start her own business and founded her first company at 21, which was a modelling agency called, Shelley's Management Group[2]
Career
Barrett launched the first ModelCo innovation, Turbo Lashwand Heated Eyelash Curler[3] in 2002. Off the success of Turbo Lashwand, Barrett saw a gap in the market for dual-purpose, smart beauty solutions and next launched the world’s first aerosol self-tanner Tan Airbrush in a Can. An international sell out, Tan in a Can drew interest from some of the world’s most premium stockists and was soon available in Myer and David Jones Australia, Collette in Paris, beauty mecca SpaceNK in London and Henri Bendel and Sephora in the USA.
More than a decade on, Shelley Barrett is as much a household name as ModelCo. Her brand is stocked in over 3000 stores internationally and draws attention from celebrities, makeup artists and industry experts alike.
Shelley has enlisted several international celebrity signings throughout the brand’s history. From 2006-2007, Elle Macpherson was named as ModelCo’s first official ambassador followed by Dannii Minogue in 2011 who was named the global face of Fibre Lash Brush on False Lashes. In 2012 Minogue, alongside international model and singer, Cheyenne Tozzi were ambassadors for ModelCo Super Tan.
In May 2013, Barrett signed international model and actress, Rosie Huntington-Whiteley as the face of the 2013/14 summer campaign.[4] The former Victoria’s Secret model and Vogue cover girl visited Australia in July 2013 to shoot the summer campaign on Hayman Island and stars as the face of ModelCo to date. Huntington-Whiteley made a return trip to Australia in August, 2014 to promote the company's new natural skincare range.[5][6]
Barrett is an advisor on the fourth season of The Celebrity Apprentice Australia.[7]
Awards
| Year | Award | Category | Winner |
|---|---|---|---|
| 2011 | Harpers Bazaar UK Beauty Hot 100 | Top Lash Secret | Shelley Barrett |
| 2010 | InStyle Women Of Style[8] | Beauty | Shelley Barrett |
| 2005 | Ernst & Young[9] | Young Entrepreneur of the Year | Shelley Barrett |
| 2005 | My Business | Best Marketing Campaign | Shelley Barrett |
| 2005 | My Business | Best Small Business | Shelley Barrett |
| 2005 | Aerosol Industry Award | Awards for Export or Local Market Development | Shelley Barrett |
| 2005 | Aerosol Industry Award | Award for Most Innovative Strategy for Marketing | Shelley Barrett |
| 2004 | Telstra Business Women’s Award | Business Women of the year | Shelley Barrett |
| 2004 | American Express Award | Fastest Growing Small Business | Shelley Barrett |
References
- ↑ Barrett. "ModelCo". http://www.modelcocosmetics.com/. Retrieved 12 September 2014.
- ↑ "Shelley Barrett". Business Blueprint. Dream Express Pty Ltd. Retrieved 12 September 2014.
- ↑ Conford, Mel. "Re-inventing the beauty world with Shelley Barrett". Vogue. News Limited. Retrieved 18 September 2014.
- ↑ Horton, Shelly. "Supermodel poses for Aussie beauty brand". SMH. Fair fax. Retrieved 12 September 2014.
- ↑ Cosmetics, ModelCo. "MODELCO TO LAUNCH NATURAL SKINCARE WITH ROSIE HUNTINGTON-WHITELEY". modelcocosmetics.com. ModelCo. Retrieved 12 September 2014.
- ↑ HARDIE LUPICA, LILITH. "A beauty entrepreneur on her career and the beauty myths to ignore". Vogue.com.au. News Limited. Retrieved 18 September 2014.
- ↑ Hoyer, Melissa (20 July 2015). "Gabi Grecko, Geoffrey Edelsten, Mel Greig sign up for Celebrity Apprentice". news.com.au. Retrieved 21 July 2015.
- ↑ N/A. "Women Of Style Awards". InStyle Australia. Pacific Magazine. Retrieved 18 September 2014.
- ↑ N/A. "Shelley Barrett". Successful Speakers. Successful Speakers P/L. Retrieved 18 September 2014.