MCoBeauty, a luxe-for-less makeup brand launched by serial entrepreneur Shelley Sullivan, is broadening its distribution network.

The brand is set to launch online with powerhouse pharmacy retailer Chemist Warehouse on August 4.

Created in 2016, the vegan-certified and cruelty-free MCoBeauty is the little sister diffusion line of Australian brand ModelCo, offering customers trend-based products for an accessible and affordable price point across the skin, cosmetics and accessory categories.

Shelley said she was  “delighted to be broadening our distribution network with Chemist Warehouse to meet the ever-growing demand for the MCoBeauty range to be more accessible”.

“We are excited to bring MCoBeauty’s luxe-for-less, cruelty free and vegan colour and natural skincare range to the Chemist Warehouse customer,” she said.

Albina Reale, Chemist Warehouse National Category Manager Fragrance + Beauty, said: “At Chemist Warehouse we strive to deliver our customers accessible, affordable and high-quality products from the best local and international brands. We are thrilled to welcome MCoBeauty to the family and provide our customer base with access to the brands luxe-for-less and highly coveted beauty and skincare range. The demand and love of the brand has grown exponentially, and we cannot wait for our customers to have the opportunity to shop MCoBeauty’s iconic range.”

Products that have already earned cult-status since the brands launch include the best-selling XtendLash Mascara, Instant Erase Concealer, Highlight & Glow Beauty Wands and the famous UltraStay Flawless Foundation.

MCoBeauty’s Makeup and Natural Skincare range will be available at

Read the current issue of our digital magazine below:

Join the Conversation

1 Comment

  1. The showstopper eyeshadow used in the video is no longer available and it is so AMAZING. I get comments every time I wear it but it isn’t at Woolies anymore!

Leave a comment

Your email address will not be published.