MCoBeauty is Australia’s fastest-growing luxe-for-less beauty brand. We believe beauty should be accessible for all and strive to develop high-quality cosmetics and skincare at an affordable price.

With most products under AUD$40, MCoBeauty is your way to experience indulgent and effective skincare, flaunt high-performance makeup looks, and experiment with trends – all without breaking the bank. You can feel great about how gorgeous you look, too: we’re a PETA-certified company, and all of our products are cruelty-free and vegan.

It is our mission to create award-winning, innovative products that have our MCoBeauties coming back for more. We respond quickly to industry insights and trends, developing viral products that inspire you to try something new. Whether you’re a beauty aficionado hunting for the hottest new products to test, tweaking your 12-step routine, or you’re just starting to explore skincare and makeup, we’re here to deliver the products you really want.



We’re proudly female-founded and predominantly female-run. Our founder is Australian entrepreneur Shelley Sullivan, who created MCoBeauty in 2016, 14 years after launching our big sister brand, ModelCo.

By listening to her customers and learning what they need from beauty products – eye-catching results without the eye-watering price tag – Shelley created a brand that delivers on its promises: results, purpose, affordability, and accessibility.



Here are some of our proudest and most recent achievements:

  • MCoBeauty is now Australia’s No.1 selling beauty brand in Woolworths and Big W. Basically, you won’t find an Australian who hasn’t seen our pink packaging at their local shop.
  • In Australia, we sell one XtendLash Mascara every 25 seconds.
  • Our stratospheric growth and constantly expanding range have caught the eye of the Australian Financial Review, which featured us on their Fast 100 list for 2022 and 2023
  • We took home two Mamamia YouBeauty awards in 2023: Best Mascara for our XtendLash Mascara and Best Savey Brand. XtendLash Mascara won Best Mascara again in 2024!

With our expansion to the United States, MCoBeauty is now pink-ifying Kroger, Fred Meyer, Ralphs, Dillons, Smiths, and Kroger’s Family of Stores, and is available online at mcobeauty.com and kroger.com.

We’ve told you about us – now let’s hear from you! Send us your questions, ideas, or feedback by emailing info@mcobeauty.com.au.