MCoBeauty founder Shelley Sullivan reveals the truth behind $1billion beauty brand deal - and how much she profited from the sale
Shelley Sullivan, the woman behind Australia's fastest-growing beauty label MCoBeauty, has spoken candidly about what it meant to sell her business earlier this year.
The entrepreneur, whose budget-friendly beauty empire has become a cult favourite among Aussie celebrities, confirmed that while the business was valued at $1billion, the real takeaway for her and her team was far from what the public might assume.
'I wish,' she told Stellar Magazine on Sunday when asked whether she personally pocketed that amount.
'The business could be valued at $1 billion but that's not necessarily a reflection on what the people that are exiting get.'
Shelley explained that MCoBeauty's lofty valuation was based on its performance and earning potential rather than a direct windfall for herself.
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She emphasised that factors like the brand's rapid growth, earnings trajectory and overall market trends contributed to the billion-dollar figure, not a simple sale price.
Despite stepping back from day-to-day operations, the beauty boss hasn't completely walked away.
She remains an avid supporter, watching from the sidelines with pride as the brand continues to thrive under new leadership.
'I'm still very much a fan of the brand,' she said. 'Running a business that grew so quickly was a lot… exhilarating and exciting, but at times exhausting.'
Shelley admitted that she's now enjoying a well-earned break after years of hustle.
The journey to the top wasn't without sacrifices - long hours, relentless pressure and the weight of expectations were all part of the grind.
Driven by a clear goal to dominate the beauty market with affordable on-trend products, Shelley and her team worked tirelessly to turn MCoBeauty into the powerhouse it is today.
The business' explosive growth made it a major player on supermarket shelves and in the competitive beauty landscape, rivalling premium brands at a fraction of the cost.
She credits the brand's success to a razor-sharp focus on innovation and consumer demand, paired with savvy partnerships and bold marketing.
But even with the monumental valuation and market domination, Shelley remains grounded and spends time focusing on family and slowing down than big-dollar headlines.
Reflecting on her business journey, she concluded: 'We had a vision to create Australia's fastest-growing beauty brand.
'But I don't think myself, the family and the team ever thought beyond our wildest dreams that that's what we would create.'
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