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 $30.

We are here to serve everyday women 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 women really want in their makeup bags: believable, achievable beauty.

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.

Five years later, we are proud to embody our #BSFreeBeauty motto and we walk the walk every single day. We are proudly female-founded, female-run and female-owned.

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