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ModelCo founder turns up the dial on D2C

Australian cosmetics brands ModelCo and luxe-for-less sister brand MCoBeauty have recently undergone a digital transformation and are now focusing more on direct-to-consumer (D2C) through their online channels. Previously, both brands lived on one site to allow consumers to shop across both, but according to founder Shelley Sullivan, there has now been “a conscious uncoupling”. Both ModelCo and MCoBeauty are sold in retail stores across the country and according to Sullivan, there are no pla