Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorAug 15, 2026 – 5.00amMichelle Kluz first heard about MCoBeauty when it ripped off one of her company’s products, packaging and all. The American was chief executive of Stila Cosmetics and wanted to know what was behind a dip in sales.“My Mecca buyer said, ‘We are a couple per cent down because people are trying the MCo dupe.’ I was like, ‘What is that?’ And I saw the product and thought, ‘This is the most brilliant strategy ever’,” Kluz says.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Lauren SamsFin editor, deputy editor AFR Magazine and fashion editorLauren Sams is the editor of Fin Magazine, The Australian Financial Review’s luxury quarterly edition. She is also the deputy editor at The Australian Financial Review Magazine and the fashion editor. She writes about the business of fashion and beauty.Fetching latest articles
MCoBeauty’s new chief executive prepares to enter her superdupe era
Michelle Kluz says she is unbothered by the controversy about the cosmetics giant’s business model, and has a grand vision to take it to the next level.
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