Shelley Sullivan has a goal: global domination. “And we are on track,” she says. Sullivan is the founder and chief executive of MCo, a cosmetics and skincare company that will next week begin appearing on the shelves of more than 1700 Kroger supermarkets in the United States.

While other beauty brand founders might flinch at the concept of the mass market, for Sullivan it has provided a loyal – and growing – customer base. MCo is already the No.1 brand at Woolworths and Big W in Australia, and Sullivan believes the products will soon be top sellers at Kroger, too.