ModelCo has announced a new initiative in partnership with DMA United, a New York talent and advertising agency. The duo has launched a beauty incubator that will design, manufacture, distribute and promote beauty products on a global scale.
The new business will focus on, "strategic partnerships and celebrity collaborations, private label, direct-to-retail and wholesale opportunities for new fashion, beauty and lifestyle brands," according to WWD.
While it may initially seem like an unlikely partnership, DMA United (whose clients include Barneys New York, Pepsi and Puma) and ModelCo, previously worked on the latter's Karl Lagerfeld collaboration in 2018. DMA requested ModelCo pitch for the opportunity to develop the beauty line alongside a number of other international companies.
According to WWD, it was ModelCo founder and CEO, Shelley Sullivan's, product innovation and packaging design, alongside her distribution and marketing savvy, that was a major factor in the final decision.
Similarly, DMA United CEO, Marc Beckman, said that is was Sullivan's willingness to "take it to the next level," that attracted him to enter this new join venture.
While neither party has commented on what the primary launches from the beauty incubator will be, it's thought discussions are in progress with a number of celebrities and fashion designers with regards to developing beauty lines.
