For Shelley Sullivan, it has never been about the money. Still, she’s made quite a bit of it. In 2024, MCoBeauty, Sullivan’s skincare and cosmetics empire, is set to turn over $250 million, representing growth of 290 per cent since 2022.

“What drives me is achieving the unimaginable,” she says. “When someone sets me a goal and says, ‘Do you think you can do this?’ that’s when I come alive. I’m driven by the goal, not the money.”