Karl Lagerfeld launching collectable beauty line with ModelCo

By

Godfrey Deeny

Published
May 30, 2017

Lagerfeld will develop a line of color cosmetics with the award-winning beauty brand which will be launched in early 2018, and named Karl Lagerfeld + ModelCo.  The products will be sold in Lagerfeld’s worldwide store chain and on Karl.com; as well as in ModelCo’s own Internet network and in top-tier cosmetic retailers worldwide. Lagerfeld boasts over 80 international mono-brand sales points, while Karl.com currently reaches 96 countries.

 “It’s an exciting endeavor for our brand. Through this collection we can offer our consumers a glimpse into how we translate the Karl Lagerfeld vision and aesthetic into unique cosmetics,” commented Pier Paolo Righi, CEO of Karl Lagerfeld. The Karl Lagerfeld perfume license is held by Inter Parfums Inc, which however this spring announced that it would likely reduce the term of the contract to 2024 from 2032.
 
Founded in 2002, ModelCo is noted for its innovative approach to beauty.  The Sydney-based company is the brainchild of Shelley Sullivan, a former model agent who targeted a market for clever, quick-fix, multi-purpose, beauty products, designed to make women look effortlessly beautiful.

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“We are honored to partner with Karl Lagerfeld, one of the world’s most renowned and iconic names in design, and make this the most coveted beauty collection of 2018,” said Sullivan. She stressed that the collection will channel the theme of “Illuminated” Beauty” and feature smart, modern beauty products.
 
ModelCo has gradually built a solid international reputation powered, in part, by its celebrity ambassadors and collaborations with the likes of Elle Macpherson, Dannii Minogue, Rosie Huntington-Whiteley and most recently with Hailey Baldwin.
 
In 15 years, ModelCo has created over 250 products, including path-breaking Lip Lights, featuring LED lights that automatically activate when opened. Moreover, the company tests each new product in Australia on models, not animals, earning them support and approval from People for the Ethical Treatment of Animals, PETA. Oddly enough, its key business line is very much tanning products, something of an innovation for the pale faced German designer famed for putting white powder in his ponytail of 40 years.