Six years after launching in Australia with a small collection of false eyelashes, ModelRock Cosmetics has expanded into the US market with a new full colour cosmetics range.
ModelRock owner/creative director Raelene Mara said that although the brand is still primarily known as “a faux eyelash emporium” in Australia, it will focus on vegan, cruelty-free colour cosmetics in the US.
The brand launched its first collection, Rock Chick, in the US last week and plans to launch another four by the end of this year.
The Rock Chick collection includes a 20-pan eye shadow palette, 25 shades of liquid-to-matte lipsticks, two waterproof liquid eyeliners and a customisable five-layered magnetic makeup palette called the Shadow Bible.
Raelene is confident that the brand, “a long time cult favourite in Australia with professional makeup artists and consumers alike”, will be a success in the US.
“Our customers know we put our all into any product we make and always deliver the best quality and consistency,” she said.
“We have built an honest and reliable reputation over the past six years and are thrilled to bring our brand experience to US beauty lovers.”
ModelRock is moving into the US market with the support of brand partner Vennah Made, an LA-based beauty company to help it expand into “new territories, increase overall brand awareness and capture the US audience”.
Raelene and co-director Jeremy Spears created ModelRock in 2013 when they couldn’t find faux eyelashes in the styles they wanted.
Once launched onto the local market, the brand’s eyelashes gradually built up a loyal following of high profile makeup artists including Sue Marshall, Chantelle Baker, Mia Connor, Samuel Paul, James Vincent, Johny Saade, Melissa Sassine and Rae Morris.
Today, the brand works with five faux eyelash manufacturers as well as other cosmetic manufacturers, to create the “100 percent vegan and cruelty-free beauty line”.