MCoBeauty Develops Global Campaign In-House with Cross-Continental Team

MCoBeauty built its next global campaign internally. Gemma Montgomery-Dickens, working in-house at the beauty brand, collaborated with the company's US team in New York to develop what she described as the brand's "most audacious and bold" campaign yet.

The campaign launches imminently. MCoBeauty did not brief an external agency.

MCoBeauty operates as both brand and in-house creative team: a model increasingly common among direct-to-consumer beauty brands. The Australian-founded company sells through major retailers including Target, CVS, and Walmart in the US market. Its in-house structure allows the brand to move from concept to market without the traditional agency review process.

Montgomery-Dickens posted about the campaign development on LinkedIn April 3, noting the cross-continental collaboration between teams. The post did not specify campaign details, media channels, or launch markets.

The in-house approach puts MCoBeauty in company with brands like Glossier, Drunk Elephant, and Elf Cosmetics: beauty companies that build creative capabilities internally rather than maintaining agency relationships. For MCoBeauty, which competes on price-point dupes of premium cosmetics, the model keeps overhead low while maintaining brand control.

No agency credited. No holding company involved. The campaign was conceived, developed, and executed by people on the MCoBeauty payroll.

The launch timing was not disclosed.