British brand, Models Own is a makeup brand for the makeup obsessed. The pigments, the finishes, the shade ranges and the accompanying tools are for budding makeup artists. There’s a rich audience of committed cosmetics junkies in Australia and Priceline is the retailer rolling it out across the nation to reach them. Models Own became famous originally for its bold and fun take on nail polish which grew into a full makeup collection. 

Cosmetic queens: beauty bloggers, influencers and fans gathered for the unveiling prior to launch. London-based Anna Mutch – Head of Marketing, Models Own was in Sydney for the press launch. Mutch refers to the brand as ‘pro’ and fun: “The key is amazing quality products that are fun,” she says, going on to say: “edgy and sassy, with the Australian consumer being so on-trend for us”.

Emma Hogan – Cosmetics Buyer, Priceline, travels the world sourcing beauty for Priceline. It’s always exciting when you find something different she tells beauty media at the unveiling. 

“Models Own is for ‘beauty believers’ who are obsessed with getting the latest trends”. On-trend with the prestige brands, Models Own is positioned as accessibly-priced, masstige.

Founded in 2008, with a focus on nail polish, Models Own has become one of the fastest growing cosmetics brands in Europe. Inspired by innovation and beauty trends, Models Own injects colour into its complete range. It’s a brand that’s proud of pushing the boundaries of beauty by going brighter, bolder and bigger. That’s what its audience loves.

Sculpt and glow with highlighters. Lift and illuminate with powders, liquids, sticks and palettes. Experiment with a new look every day with the Models Own eyeshadow palettes; each with 10 deeply pigmented shades. Soft, velvety textures glide onto eyelids; lippy has a fresh, minty scent in colour drenched cream with a long lasting formula for Insta-ready lips. With a wide selection of eye, face and lip products, Models Own brand mission is to offer the latest formulations in the hottest shades – ‘no rules, no judgments, no limits’. 

Available at 330 Priceline Pharmacy stores. 

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