About MCoBeauty

MCoBeauty is Australia’s leading luxe-for-less, cruelty-free and vegan beauty brand.

Our whole #BSFreeBeauty brand ethos is inspired by you! We create innovative beauty solutions and trend-focused products, with our entire range priced under $40.

We are here to serve everyday people who want amazing, results-driven products that are affordable, yet still deliver on quality.

Our goal is to make our customers feel excited about their next beauty purchase because our products have been tailored to reflect exactly what they really want in their makeup bags: believable, achievable beauty.

Whether it's our cult favourite colour cosmetics collection, our Australian-made, natural skincare range or our on-trend hair accessories, we always deliver on our brand promise to offer high end, premium-quality products at a luxe-for-less price.

Whether it’s a game-changing brow innovation like Tattoo Brow, the buzziest beauty trend of the moment like Instant Contour Beauty Wand or shopping our cult favourites such as XtendLash Mascara, Highlight & Glow Wand or Magic Brows, MCoBeauty’s promise is to make beauty accessible to you.

The brand is focused on current trends and continues to evolve with a finger-on-the-pulse strategy, collaborating with some of Australia’s most popular women as our much-loved MCoBeauty ambassadors. We count social media stars Jules Sebastian, Leigh Campbell and the epic Celeste Barber as the fabulous brand faces we are lucky enough to work with everyday.

MCoBeauty was founded by our CEO Shelley Sullivan in 2016, 14 years after Shelley created her first wildly successful beauty brand, ModelCo, our big sister heritage brand.

Shelley recognised there was a gap in the market for affordable beauty products that were priced at a level everyone could afford, while still delivering premium quality formulas.

She sought to dominate the luxe-for-less beauty space with products that would quickly become cult favourites by delivering on what they promise, while fusing integrity and purpose.

Every day since 2016, we are proud to embody our #BSFreeBeauty motto.

MCoBeauty is now the highest selling beauty brand in Woolworths, winning their Supplier of the Year award in 2022. Our XtendLash Mascara was the #1 best-selling mascara in Woolworths in 2020, we continue to sell one every 39 seconds.

Our stratospheric growth and constantly expanding range has caught the eye of the Financial Review, who featured us on their Fast 100 list for 2022. Recently in 2023, MCoBeauty took home two YouBeauty awards: Best Mascara and Best Savey Brand.

We are proudly female-founded, female-run and female-owned.

MCoBeauty is a PETA-certified cosmetics company. We do not test on animals.

Got a question about MCoBeauty? Get in touch with us info@mcobeauty.com.au.