Recognising the challenges of the retail environment, beauty brand ModelCo is making its products more accessible by launching a new product selection into 890 Woolworths branches nationwide.

ModelCo CEO Shelley Barrett said the launch will help attract and introduce the brand to a market of new customers.

“Given the changing face of retail, ModelCo is committed to providing our customers with convenient and accessible ways to shop. As a result, we’re thrilled to roll out a curated version of our best selling products into such a wellknown and trusted distribution channel,’’ she said.

According to Barrett, the advantage of selling its beauty productions through supermarkets is “the customer is already walking the aisles, and many prefer to shop at their leisure without the hard sell of assistants on traditional cosmetics floors”.

ModelCo will also continue to distribute its hero collections through other key retailers including David Jones, Priceline and their online store.