How do you build a billion-dollar beauty empire based on high-end imitation?

For our guest today on The Pay Off, Shelley Sullivan, founder of ModelCo and the explosive mass-market brand MCoBeauty, imitation wasn't just flattery—it was a calculated, brilliant, and controversial marketing strategy.

Shelley's journey began with an entrepreneurial spark, launching a modelling agency at 21 before spotting a gap and revolutionising the industry with "tan-in-a-can" and the first heated lash curler.

But it was MCoBeauty, launched in 2016 with a "luxe for less" mandate, that became a massive disruptor, recently valued at over $1 billion.

In this conversation, Shelley opens up about the strategic genius and the intense pressure of her business model, her decision to sell her remaining stake in the company and the power of intuition.

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Turning 'Inspired By’ Into An Empire with Shelley Sullivan