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Ever since the ModelCo brand was dreamed up 20 years ago, they've been thinking pink. As a former model agent, Shelley Sullivan has an intuitive knack for anticipating what women (really) wanted in their makeup bags and bathroom cabinets. Almost instantly, they became widely known and loved for our on-trend colour cosmetics, simple-but-smart, natural skin care products, and award-winning self-tanning solutions. 20 years later they are beauty futurists and remain dedicated to our search for the next big beauty breakthrough. They are proudly cruelty-free and a PETA-certified cosmetics company.