MODELROCK Celebrates a Decade of Luscious Lashes

Australian owned lash and cosmetics business MODELROCK will celebrate its tenth year since launch this year.

The award-winning brand is utilised regularly by makeup artists locally and internationally. In 2019, MODELROCK was awarded the MAGAP Makeup Brand of the Year. It has also received finalist nominations at the 2020 MAGAP awards, 2021 AHIAs for Best Business Performance, and 2021 Pure Beauty Global Awards.

MODELROCK was founded in 2012 by Raelene Mara and her partner, Jeremy Spears. The business’ first SKUs were a line of false lashes – product that has since become synonymous with the brand.

Raelene Mara and Jeremy Spears

Today, MODELROCK stocks a range of products, including lipsticks, face & eye makeup palettes, limited edition skincare and cosmetics collections, accessories, and an eco-friendly sister brand, My Eco Beauty Kit.

The brand has partnered and collaborated with a number of well-known industry leaders, such as Rae Morris, Chantelle Baker, Nigel Stanislaus, Michael Brown, Krystal K, and many more.

“MODELROCK has literally been an entrepreneur’s dream,” Raelene said. “Jeremy and I have created something from nothing – just passion – without any expertise or real business knowledge, however we have certainly learned a lot over the last decade!”

Since launch, the founders have invested in numerous R&D ventures, as well as achieved their mission of producing products that are 100% vegan and cruelty-free. In response to Raelene’s passion for the makeup industry, particularly lashes, she completed her Diploma of Makeup.

Some of MODELROCK’s campaign imagery

“The day-to-day success of our business is underpinned by maintaining our high-level of customer service, product quality assurance and ensuring our customers and their needs always come first,” she said.

“So much goes into creating new products and ensuring everything is produced the way it should be – from working out the look, the materials, the shape, the structure, the packaging and more – it takes a long time to create something unique. We love doing this for our amazing customers, and continually innovating and meeting our customers wants/needs.”

“We are so blessed to absolutely LOVE what we do, and are SO excited for what’s to come and look forward to bringing you more amazing lashes and cosmetics over the next decade!”

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