How MCoBeauty gets away with its makeup dupes without being sued | The Business | ABC News

Australian company MCoBeauty has made a multi-million-dollar name for itself through openly 'duping' popular - and often more expensive - luxury makeup brands such as Charlotte Tilbury.

The Sydney-based company says the practice is legal, but has admitted to tightening up its processes after being sued twice for trademark infringement.

Now MCoBeauty has expanded into the lucrative US market, legal experts say the business could face future litigation challenges. The company is the brainchild of Sydney entrepreneur Shelley Sullivan. After years running a modelling and talent agency, Ms Sullivan pivoted into beauty by launching ModelCo in 2002.

Business reporter Emilia Terzon spoke to her about how the firm has openly pushed legal boundaries to duplicate cosmetics, selling them at major retail outlets like Woolworths for a much lower price.

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