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ModelCo Founder Launches Innovative Brands Group

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Shelley Sullivan has announced the launch of Innovative Brands Group (IBG).  

The company’s first two cosmetics brands will be ModelCo and MCoBeauty, both founded by Sullivan. It plans on acquiring other brands “over time,” and has a bespoke marketing division dedicated to collaborations and licensing deals. (ModelCo previously launched a successful collaboration with fashion brand Karl Lagerfeld.)

“The Innovative Brands Group is a brand builder,” said Sullivan. “Technology has enabled the global consumer to find brands that deliver what they want. This has been great for the consumer and great for the industry. Technology is however only one of many contributors that go into a good cosmetics business. We have 20 years of experience and are in search of brands that we believe have a unique offer. We will help them reach their potential.”