Hailey Baldwin


SYDNEY – American model Hailey Baldwin will release a limited edition colour cosmetics line with Australian beauty company ModelCo in mid November.

WWD can reveal that the Hailey Baldwin for ModelCo collection will consist of 25-stock keeping-units ranging in price from 25 Australian dollars or $19 at current exchange for a lipstick or lip gloss to 55 Australian dollars or $42 for a contouring palette.

Baldwin helped develop the products and also came up with the idea of the social media hashtag #TheBeautySquad to promote the collection to her 7.9million Instagram and Twitter followers, ModelCo founder and chief executive officer Shelley Barrett told WWD.

Baldwin, who announced the collection and hashtag on her social media channels on Sunday, will travel to Sydney in November to shoot a campaign on Bondi Beach and then launch the line exclusively through ModelCo’s online store and the 36-unit Australian beauty chain Mecca Maxima, said Barrett.

“The Hailey Baldwin for ModelCo range is all about my signature go-to beauty products” said Baldwin. “I have always loved the world of beauty and was thrilled to be given the chance to show my creativity by collaborating with a cult-cool brand like ModelCo. I feel that ModelCo has a modern, innovative approach to beauty and I love that my fans can now create my personal beauty style. My product range is affordable, accessible and combines quality and femininity for a photo-finish inspired look and feel. Think filter-esque hues, sleek packaging and premium formulas”.

ModelCo is Baldwin’s second Australian collaboration announcement in as many months, after unveiling a small collection with Sydney-based custom accessories startup The Daily Edited in July.

Launched by Barrett, a former model agent, in 2002, Sydney-based ModelCo is known for its colour cosmetics, skincare and best-selling tanning products, with one unit of the brand’s signature Tan Airbrush in a Can selling every 36 seconds according to Barrett.

The brand sells through 3000 doors in five markets and expects to turn over 25million Australian dollars or $19million in fiscal 2017.

Previous ambassadors have included Elle Macpherson and Rosie Huntington-Whiteley.

“ModelCo is all about the no makeup makeup look, we’re all about natural glamour – I’m not a makeup artist, unlike a lot of my competitors” said Barrett. “We’ve always said ModelCo is a fashion-based beauty brand. What we’ve done is we’ve taken a Millennial girl who is of the now and we’ve literally tailored each product to her and what she wears and what she uses”.

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