Cosmetics brand MCoBeauty credits a growth surge on its influencer strategy after the Celeste Barber-fronted brand delivered huge sale numbers through its supermarket partner, Woolworths.

Launched in 2016 by Shelley Sullivan as the little sister of ModelCo to offer consumers affordable but trend-driven beauty products, MCoBeauty was Woolworths’ top-selling brand last year, out-selling global competitors L’OReal, Maybelline and Rimmel.