MCoBeauty

MCoBeauty is an Australian color cosmetics and skincare brand founded in 2016 by beauty entrepreneur Shelley Sullivan, who had previously launched ModelCo in 2002. The brand built a billion-dollar empire by openly engineering affordable, mass-retail versions of trending prestige products — a strategy it calls "masstige" — and became the number-one-selling cosmetics brand in Australia and New Zealand before expanding into the US through Kroger and other major retailers.

MCoBeauty's entire identity is dupe culture: its hero products are framed as wallet-friendly answers to viral luxury launches, from tubing mascaras to glow-giving tinted serums and full-coverage concealers. That positioning has drawn both a massive TikTok following and high-profile legal scrutiny, but it has also made MCoBeauty one of the most directly relevant brands in the dupe conversation — most of its catalog exists specifically to mirror a higher-end original.