Shelley Sullivan

Shelley Sullivan is a globally recognised entrepreneur and visionary brand leader, widely celebrated as one of Australia’s top female business leaders. She is the former Founder and CEO of MCoBeauty, Australia’s best-selling luxury-for-less beauty brand, which she grew from six products into a billion-dollar enterprise, reshaping the global beauty market.

Before founding MCoBeauty in 2020, Sullivan ran a successful model agency for nearly a decade and created her first brand, ModelCo, in 2002, launching category-defining products including the first heated lash curler and the world’s first airbrush self-tan. She has built a reputation for pioneering marketing and trend-led collaborations, partnering with global icons such as Hailey Bieber, Celeste Barber, Rosie Huntington-Whiteley, Elle Macpherson, and Karl Lagerfeld.

Under Sullivan’s leadership, MCoBeauty became a household name in Australia, New Zealand, and the United States, overtaking global giants including L’Oréal, Maybelline, Rimmel, and Revlon. The brand’s meteoric success culminated in the sale of Sullivan’s remaining stake to DBG Health in February 2025, valuing the company at over $1 billion — one of the most significant mergers and acquisitions led by a female entrepreneur in Australia. Following the sale, Sullivan signed with global agency Creative Artists Agency (CAA) to support her next ventures.

Sullivan has been recognised with multiple business awards, including the Australian Financial Review Women in Leadership Award (Retail Category, 2024). Celebrated for her tenacity, strategic vision, and ability to disrupt markets, she is a sought-after speaker and mentor, inspiring audiences with lessons on entrepreneurship, leadership, innovation, and scaling businesses against the odds.