The ModelCo brand was started back in 2002, by then Sydney model agent Shelley Barrett. Shelley’s close relationships with her models, make-up artists, stylists and photographers allowed her to experience firsthand what beauty products women want but can never find. Shelley identified a niche in the market for innovative, quick-fix and multi-purpose beauty solutions. In the beginning Shelley had an idea to create a heated eyelash curler, LASHWAND – the single product that quickly garnered a global cult following, thus giving birth to a new brand in beauty. This brand has been discontinued in South Africa.