ModelCo will launch a new range of cosmetics next month, sold exclusively through Woolworths supermarkets and the company’s website.

ModelCo founder and CEO, Shelley Barrett, said with so many brands competing in a crowded supermarket, “you have to have a really strong point of difference.”

“The phenomenal success of this range indicates that there is a growing market for cosmetics in grocery,” said Barrett. “It has also allowed me to segment and further develop the original ModelCo brand which is set to flourish in other higher end retailers in 2016.”

Barrett says the new line is aimed to address the needs of women who have multiple commitments and are too busy to buy their makeup in separate shops, and would opt to just get their beauty products at the same place where they do their grocery shopping to save time.

According to a recent Roy Morgan Survey, 25.6 per cent of women bought their makeup from a supermarket in any given six-month period, while one in every five (20 per cent) purchased from a chemist.

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