MCoBeauty
Budget“Australia's masstige powerhouse built on accessible, prestige-quality dupes.”
By Viktoria @vioda.makeup · Published · Updated
MCoBeauty is a budget makeup brand from Australia, founded in 2016 by Shelley Sullivan. It's best known for its Masstige "dupe" positioning vs. prestige originals, Tubing Mascara and Flawless Glow Luminous Skin Filter.
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.
Popular Products
What MCoBeauty is bought for. The ones we've found dupes for link through to the comparison.
- Tubing Mascara
- Flawless Glow Luminous Skin Filter
- XtendLash Tubing Mascara
- Miracle Hydra Glow Oil-Free Foundation
Known For
Brand Philosophy
Masstige beauty — deliver the look and performance of prestige cosmetics at supermarket prices so high-end results are accessible to everyone.
FAQ
MCoBeauty Official Channels
Where to buy, and how to reach MCoBeauty customer service directly.
- Website
- us.mcobeauty.com