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Shelley Barrett

Date with Kate, Fashion & Beauty

Date with Kate: Hailey Baldwin

11th December, 2016

Chatting at Hailey’s private birthday party, Mrs Sippy, Double Bay. Photographer: MY Media Sydney.


American model Hailey Baldwin is hot property right now. She is often in the spotlight for her glamorous lifestyle and her friendships with the likes of Kendall Jenner and Gigi Hadid. Hailey is the daughter of actor Stephen Baldwin and niece to actors Alec and Billy Baldwin.The 20-year-old is in Sydney to launch her own makeup collection with ModelCo. Baldwin chats to me about the challenges of dating in the media spotlight and reveals the biggest misconception about her lifestyle.

What is a day in the life of you?

Honestly my life is really hectic right now! I am so fortunate to be involved in so many cool modelling projects it is literally a non-stop work schedule. On my days off I love to work out and just chill with my friends.

What are you doing in Australia?

I am in Sydney to launch my Hailey Baldwin for ModelCo limited edition cosmetics collection. I will be shooting a campaign for my collection and hopefully meeting some of my fans!

What is on your to-do list while in Sydney?

Definitely getting out and about in Bondi. I am coming from winter so I hope to get some cool beach time in!

Tell me about your involvement with ModelCo?

I feel that ModelCo is a cult-cool brand that has a modern, innovative approach to beauty. ModelCo CEO Shelley Sullivan (nee Barrett) really understood my desire to create my signature go-to beauty products. ModelCo is also really well known globally for their high quality formulations and packaging so I felt there was a natural synergy when we were coming up with a new cosmetics range.

How involved were you with the whole process of creating ModelCo’s new colour cosmetics range?

I was very particular about what we launched in the collection and I wanted to make sure it was suitable for all skin types and tones. It was important that I reflect my personal beauty style and so I worked with ModelCo to come up with a well edited line of products that I truly use on a daily basis. I feel they very much represent my aesthetic and definitely have a “Hailey” vibe. The process was a personal labour of love to ensure that my products are innovative, illuminising and look totally HOT!

What is your best beauty secret?

I am addicted to using coconut oil on my skin and hair! So much so that I persuaded Shelley that we had to create the perfect one in my range!

What is your must-have beauty item?

I love a highlighter as it can be used in so many different ways and is so easy to use. I have created 3 shades, so for all skin tones! I love to apply it to the highest point of my eyebrow arch, my brow bone and the high point of my cheekbones. I also cannot leave the house without ensuring my brows are groomed and filled in as I have learnt they give your face a polished look.

You are the model of the moment, what is it like to be an “it girl”?

Honestly, I don’t really think of it like that! I am grateful that my modelling career has taken off and that I have a bunch of really supportive friends to hang out with!

You seem to have a very glamorous life, hanging out with famous friends. What would be the biggest misconception about you and your lifestyle?

My friends and I actually work really hard! We travel a lot and keep crazy work hours. There is not a lot of time for partying! We mostly go to the gym together!

How do you deal with the constant media attention?

I try and just live my life and not get too bothered by it.

What was it like growing up in the media spotlight?

My parents kept me out of the spotlight as a child. I had a really normal upbringing and am so glad they did this for me!

Growing up in such a famous family, did you become accustomed to the limelight?

I was a serious ballet dancer growing up. I trained constantly and really thought it would be my career, so all my early experiences in the limelight were on the stage dancing!

What is the most important life lesson your Dad, Stephen Baldwin, has taught you?

My parents have really guided me through my career to date. They have been so supportive and taught me how to navigate this world. My dad is a constant reminder that my family comes first and I place a huge importance on that in my life.

Media has changed so much since your dad started his career, have you given him any advise/lessons?

I educate him on social media! I think he is starting to get the hang of it now.

Was he encouraging of you wanting to work in the modelling industry?

I think he always knew that I would do something creative and in front of a camera!

When you were growing up, did you know what you wanted to do when you were older?

I wanted to be a ballerina! I just watched a bunch of old videos of me on the stage and felt very nostalgic. Dancing will always be my first love.

What was your first big break?

I feel that I have worked hard to get where I am now. Working with Karl Lagerfeld was beyond amazing and seeing my Guess campaign come to life on billboards and buses was a definite pinch me moment.

What was it like to work with the likes of Dolce and Gabbana and Guess?

An incredible experience! I have loved those brands my whole life and the whole process was quite surreal. I am so lucky that I can work such talented and creative people.

What has been the biggest challenge you have had to face in your career so far?

I am probably not as tall as the industry would like me to be.

What are you most proud of in your life so far?

My strong family love. We are a tight bunch and I wouldn’t have it any other way.

What is your advice for handling social media?

I like to post my photos but I keep my real personality mostly hidden. I like to reveal little snippets on Insta stories now and then but mostly it is so my fans can keep up with my work. I don’t really take it too seriously.

Where do you draw the line on what to keep private?

I am comfortable sharing some of my life through photos. It has become the norm these days. My friends and I have an unwritten code on what we know is private stuff.

You have had high-profile relationships [including Justin Bieber], is it hard dating in the media spotlight?

It is not ideal! You have to develop a really thick skin and trust your relationship.

What do you do for fun when you’re not working?

I love to work out, to hang out with my friends, see my family and go watch any form of dance. I also love to chill out on the couch and catch up on TV and movies.

Do you choose comfort or style?

My stylist describes me as a “sexy tomboy”! I like to have a different vibe going on, I love bomber jackets and street styles mixed with high-end pieces.

What is next in the pipeline?

I think acting will be inevitable!


WE WENT TO Hailey’s private birthday party, Mrs Sippy, Double Bay.

WE DRANK lemon, lime and bitters.

HAILEY WORE Mathieu Mirano dress.

KATE WORE a MLM dress.


How to get the perfect summer glow

23rd December, 2014


What’s the key to an “I just spent the summer in the Greek Islands” summer glow? Founder and CEO of ModelCo, Shelley Barrett shares her top tips on getting the kind of skin that will have people asking you if you just came back from an exotic tropical holiday.

Exfoliate regularly – “As skin cells build up, they will start to diffuse light and in turn, dull the surface of the skin. Regular exfoliation will gently whisk dead skin cells away to reveal the fresh, smooth skin below.”

Embrace oils – “I love applying ModelCo Rosehip Luxury Facial Oil. This skin-quenching elixir is packed with the hydrating, firming and brightening ingredients.”

Give your skin a boost – “ModelCo has literally bottled the secret to an instant glow with our new ModelCo Instant Miracle Booster Serum. This wonder serum is formulated with a healthy dose of Vitamin C, renowned for its skin brightening properties and has the ability to magically transform a flat and dull complexion in a flash.”

Light up – “Using an illuminator will help you achieve a dewy glow, and ultimately leave you with a brighter complexion. I apply it lightly down the centre of my nose, on my cupid’s bow and of course, to top off my cheekbones.“

Fake a glow – “A self-tan will not only lift your overall glow but your mood too. When it comes to fake tan I find the first thirty minutes after you shower is the best time to get your glow on. When the skin is clean and starting to cool it’s at its best to react with the tanning agent, as well as being super absorbent and soft.

Exfoliation is the key to getting a smooth, “I-can’t-believe-it’s-fake-tan” finish. I use ModelCo Tan Remover, an exfoliating scrub that smooths skin and removes old tan for the best bronze application.

Over application or uneven application is unsightly – use a fast working tan remover immediately to correct mistakes! A tan remover helps to remove self-tan mistakes when applied directly after the initial tanning process – perfect for when you get it on your palms!”

What are some of your tips for getting the great summer skin?

Beauty, Date with Kate

Date with Kate: Shelley Barrett

8th December, 2014
Lunch with Shelley Barrett

Lunch with Shelley Barrett 

Shelley Barrett is the founder and chief executive of ModelCo, a renowned Australian beauty brand whose ambassadors have included Elle Macpherson and Dannii Minogue. Barrett recently hosted a ModelCo Women of Influence event on Hayman Island, where she told Kate Waterhouse about creating the business, balancing family life and working withTransformers actress Rosie Huntington-Whiteley.

How did you first get into the beauty industry?

I have always craved a challenge, and after working with models, hair and make-up artists saw a niche in the market for innovative, quick-fix and multi-purpose beauty solutions … I certainly didn’t realise at the time that I was starting my own beauty company! What started as a pet project turned into a global brand before I knew it.

What has been the most challenging experience you have faced as a business owner?

Expanding internationally sounds glamorous but can be challenging to manage global distribution. I have learnt that it is far more strategic to conquer one market at a time.

What’s your best advice for someone starting a new business? 

Understand the business that you are going into. Surround yourself with people who have more knowledge than you and who can guide you through the process. Work out the funds you need to start up and then double them! My motto is to never give in, never give up and never take no for an answer. I think this is what enabled me to build my business and succeed beyond my wildest dreams.

You recently hosted a Women of Influence event. What inspired you to do it?

Over the years I have had a long standing association with Hayman Island, hosting some of ModelCo’s largest and most influential beauty events and photo shoots on this island. I particularly wanted to bring together a group of women who could experience not only the picturesque location but also the supreme elegance of the One&Only Hayman Island resort.

What is the best part about your job? 

I feel privileged and proud to be helping women look and feel their best.

What is the worst? 

Trying to find a work/life balance and still be a present mother to my beautiful girls.

How do you juggle it all? 

Like all working mothers, I find it incredibly challenging to balance a career with raising my children. I make it a priority to sit down and have breakfast with my girls before the hectic day takes over. I am fortunate enough to have great help at home and family on call, so this enables me to plan time around my busy work schedule to spend time with kids, exercise and have a great business. I also try not to over-commit too far in advance and keep my diary as free as possible.

What has been your biggest personal and career highlight?

My girls are undoubtedly my biggest personal highlights – watching their personalities grow brings me great pleasure. Career-wise I am always happiest when giving advice to young women in business and offering support to those starting out with just a dream.

Do you hope your daughters will follow in your footsteps?

I just hope to set a good example for the girls so they know that hard work and determination are important in whatever career they choose.

The beauty industry is a big business. How do you stay ahead of the competition? 

The single most important thing we keep top of mind is to stay ahead of the curve by producing truly unique and innovative products which are smart beauty solutions, not trend-based.

Growing up and in your profession career, do you have a mentor or someone you look up to?

My mother! Mum has instilled a strong work ethic in me. I had an amazing example in Mum of a woman who worked so hard doing so many different things for our family.

What’s your personal mantra? “Success isn’t just about what you accomplish in your life, it’s about what you inspire others to do.”

You’ve had some famous people as the face of your brand. What inspired you to work with Rosie Huntington-Whiteley?

Rosie is wonderful to work with; she truly encapsulates the ModelCo brand. We love that she makes everything look so effortless and glamorous and appeals to such a mass audience.

What is she like to work with?

She is one of the loveliest, most down-to-earth models I have worked with. She exudes an English charm that endears her to everyone.

If you hadn’t gone down the beauty career path, what would you be doing?

Definitely marketing something creative and innovative.

What do you do for fun?

I love to travel; I love to entertain with my family and friends; I play a great game of tennis!


WE WENT TO Pacific, One&Only Hayman Island

WE ATE Just-shucked pacific oysters, steamed king prawns, blue swimmer crabs with dippers and squeezers

WE DRANK Perrier Jouet

SHELLEY WORE Zimmermann dress Pierre Winter Fine Jewels, Louis Vuitton shoes

I WORE a Jac + Jack shirt dress.

Fashion, Social


11th July, 2013


Dannii Minogue

Dannii Minogue

Yeojin Bae

Yeojin Bae


Dannii Minogue, Shelley Barrett and Rosie Huntington-Whiteley.

Dannii Minogue, ModelCo CEO & Founder Shelley Barrett and Rosie Huntington-Whiteley.


Last night ModelCo hosted a black tie affair at Hayman Island Resort to welcome their new brand ambassador Rosie Huntington-Whiteley. Rosie, dressed in Calvin Klein, mingled with guests and posed for photographs. Magazine Editors and VIP’s enjoyed an intimate dinner with the guest-of-honor while enjoying Laurent-Perrier champagne and listening to the tunes of Emma Birdsall.