Tell us what prompted you to create ModelCo, and how long did it take?
I started my career as a modelling agent and saw the frustrations of models, stylists and makeup artists who were looking for products that weren’t yet available on the market. One of those was an eyelash curler that didn’t damage the lashes and the other was a self-tan that didn’t result in orange skin! I created the Turbo Lash Wand Heated Eyelash Curler in 2002 and from there I created the world’s first airbrush self-tan, Tan Airbrush in a Can, in 2003 which truly revolutionised the tanning world. I thought, if they can put deodorant into a spray can, they could certainly put tan into one! I followed my instincts and 11 years on, Tan in a Can continues to be one of ModelCo’s global best sellers. After the success of those two products, I realised I'd started a beauty brand with a focus on quality and innovation, something that no one else was doing at that time.
Do you feel that ModelCo reflects your personal style, and if so, how?
Definitely, and not only because I love pink! My personal style is simple, yet stylish which works well with my busy lifestyle. This resonates with the ModelCo brand as it aims to help time-poor women look and feel glamorous through quick fix beauty solutions.
What do you think makes ModelCo unique compared to other brands?
We’re not a trend-based company, ModelCo is unique for its innovative, quick fix, tanning, beauty and sun care products for women ‘on the go’. Our goal is to make beauty fun and easy for everyone and help women to lead a glamorous life with ease.
ModelCo have some amazing celebrity ambassadors- who do you decide who to work with?
It is so important that our ambassadors genuinely love the brand and love our products. Our current ambassador, Rosie Huntington-Whiteley is not only stylish, sophisticated and glamorous, she’s also an internationally recognised model, actress and businesswoman who truly encapsulates the ModelCo brand values - a modern woman who is style-savvy yet time-poor, who wants to look & feel her absolute best whilst enjoying a busy lifestyle. We love that Rosie makes everything look so effortless and she appeals to a mass audience, likewise with Dannii Minogue. That’s what ModelCo is about – achievable, every day glamour – Rosie and Dannii both really personify the brand.
What goes into the process of creating a ModelCo product?
I am very hands on and involved in all facets of the business, especially research and development. I speak with my staff and co-workers, as well as consumers, to find out exactly what it is that they want and need. I listen to people in the office and review comments via our social media channels. ModelCo prides itself on providing women with products that they want, before they realise they want it – I’m constantly thinking of new products and innovative ways to transform our beauty regimes.
How important is it for ModelCo to keep creating cruelty-free products?
It is extremely important that we continue to produce cruelty-free products and can assure our customers that all ModelCo products are tested on models not animals.
This could be tricky, but if you had to choose 5 favourite ModelCo products, what would they be?
That is tough! I would have to say my 5 ModelCo essentials are our Daily Face SPF50+ Sunscreen to even my skin tone and protect me from the harsh Australian sun, Tan Mousse applied with Blend Buffing Mitt for an all year-round natural bronzed glow, ModelCo’s SHINE Ultra Lip Gloss for to add an instant touch of glam to my look and ModelCo’s LashXtend Mascara, which is the perfect every day lengthening mascara.
Do you have any beauty tips and tricks to share with us? :)
It can be quite difficult and awkward to reach all areas of your back when self-tanning but a simple way to ensure coverage on even the most out-of-reach areas is with a trusty wooden spoon. Just slip your tanning application mitt over the end of the spoon, pump the desired amount of tanning mousse onto the mitt, then apply where necessary (ModelCo's Tan Mousse and Blend Buffing Mitt are great choices!). It is best to stand in front of a mirror so you can see any areas you have missed.
Another tip for self-tanners who want to look and feel more toned is with the help of a spray tan. I sweep ModelCo’s Tan in a Can over my muscle lines and curves to give the illusion of definition. For a toned tummy, simply sweep the tanning solution vertically along the contours of your belly button. This will give the illusion of a flat, toned stomach and an instant confidence boost!