Australia’s leading beauty brand. MCoBeauty canceled its ‘mega’ Cyber Monday sale just before deals dropped.
In an email sent to FEMAIL on Thursday evening, a spokesperson announced the cancellation and apologized for the inconvenience caused.
“Our promotion plans have changed,” a spokesperson responded when asked why.
The company is known for its “luxury for less” beauty products and obvious knockoffs of high-end products.
Little is known about the planned deals or what led to the promotional calendar change, given that almost every brand in the beauty sector has deals for Black Friday and Cyber Monday.
But the popular brand, founded by Shelley Sullivan, had previously offered huge savings during sales periods.
The brand hosted its birthday sale in early November, offering 50 percent off-site for five days.
She gained even more support with her $28 mascara that many describe as a “game changer.”
Australia’s leading beauty brand. MCoBeauty canceled its ‘mega’ Cyber Monday sale just days before deals dropped
In fact, MCoBeauty Xtendlash mascara sells out every 25 seconds and the product has gained a huge cult following. It’s also the number one cosmetics purchase at Woolworths and Big W.
The canceled sale comes after a difficult year for founder Ms Sullivan.
She split from her husband in May after an “explosive” argument and was photographed looking dejected at various social functions in the weeks that followed.
Anthony left for Los Angeles and Shelley moved out of the family home and into a hotel in the days after the split.
At the time, Sullivan told Daily Mail Australia he would not comment on the breakdown of the marriage.
“Shelley is absolutely devastated by the split,” a close friend told Daily Mail Australia.
“Anthony was her rock, she is devastated; her marriage was everything to her.”
The businesswoman’s close-knit group of friends is doing everything they can to support her as she deals with the separation.
The cancellation of the sale comes after founder Shelley Sullivan (pictured) had a difficult year.
She split from her husband in May after an “explosive” argument and was photographed looking dejected at various social functions in the weeks that followed.
“She has an incredible network that just embraced her,” the friend added at the time.
The couple had been married for seven years.
Woolworths’ MCoBeauty sale continues, with 50 per cent off products, until December 3.