Founder and CEO ModelCo

Shelley Barrett is the CEO and Founder of iconic Australian beauty brand ModelCo, which spans globally offering product collections across cosmetics, self-tanning, suncare and skincare.

Providing women with stylish, high quality, smart products has always been the personal mission of Shelley Barrett. After owning and operating an esteemed modelling agency for 10 years, Shelley saw a gap in the market for innovative, dual-purpose beauty solutions for women on the go. Shelley launched the first ModelCo innovation, TURBO LASHWAND Heated Eyelash Curler in 2002 and shortly afterwards TAN Airbrush in a Can - the world’s first self-tanning airbrush product - that created a new global beauty category. 

Hailed as one of Australia’s brightest female entrepreneurs, Shelley has steered ModelCo to spectacular global success with the brand now sold in 5 continents, 11 countries and over 3000 retailers. Shelley’s innovative Research and Development approach to ModelCo products, covetable ability to sign international celebrity brand ambassadors and savvy business acumen has led to an esteemed reputation for Shelley in the beauty and fashion worlds. 

Shelley has won a number of awards including Ernst & Young - Young Entrepreneur of the Year in 2005 and American Express Award for Fastest Growing Small Business in 2004. Shelley supports the NBCF and is a member of the SunSCHine committee for the Sydney Children’s Hospital.

A Dynamic Entrepreneur

Shelley exceeds in the area of innovation. She listens intently to the feedback she receives from her customers and from the world’s top models about the needs of busy women on-the-go. This forward thinking has lead the ModelCo brand to create products that women don’t even realise they need.  The business model that Shelley uses is a shining example of finding a way to build sustainable competitive advantage in one of the world’s most competitive industries.

Shelley’s story is inspiring and dynamic. She is an exceptional leader who has demonstrated great vision, consumer insight, creativity, drive and integrity. She is in constant demand for media interviews worldwide and chooses to participate in selected speaking engagements so that others might be inspired, moved and gain business tips from her story.

Presentation Topics Include

• Starting a business from scratch
• The most important things I have learnt on my way to Entrepreneur of the Year
• Product innovation
• Customer Service
• International expansion
• Balancing work life with motherhood
• Growing your business
• Leadership and motivation