MCoBeauty mysteriously CANCELS its eagerly-anticipated Cyber Monday ‘mega’ sale at the final hour

Australia’s top beauty brand. MCoBeauty, has cancelled its Cyber Monday ‘mega’ sale right before the deals were due to drop.

In an email sent to FEMAIL late on Thursday, a spokesperson announced the cancellation and apologised for the inconvenience caused.

‘Our promotional timing plans have changed,’ a spokesperson replied, when asked what the reason was.

The company is known for its ‘luxe-for-less’ beauty products and obvious dupes of high-end products.

Little is known about the planned deals, or what lead to the promotional timing change, given almost every brand in the beauty space has a sale for Black Friday and Cyber Monday.

But the popular brand, which was founded by Shelley Sullivan, has previously offered big savings during sale periods.

The brand hosted its birthday sale in early November, offering 50 per cent off site wide for five days.

It won even more support with its $28 mascara that many describe as a ‘gamechanger’. 

In fact, the MCoBeauty Xtendlash mascara is sold every 25 seconds and the product has built up a huge cult following. It’s also the number one cosmetic buy at Woolworths and Big W.

The cancelled sale comes off the back of a difficult year for founder Ms Sullivan.

She split from her husband in May following an ‘explosive’ argument and was pictured looking downcast at several society functions in the weeks which followed.

Anthony left to LA, and Shelley moved out of the family home and into a hotel in the days after the split.

At the time Ms Sullivan told Daily Mail Australia she would not be commenting on the marriage break-up.

‘Shelley is absolutely shattered by the split,’ a close friend told Daily Mail Australia.

‘Anthony was her rock, she’s devastated – her marriage was everything to her.’ 

The businesswoman’s close-knit group of friends are doing their best to support her as she deals with the split. 

The sale cancellation comes after founder Shelley Sullivan (pictured) had a tough year

She split from her husband in May following an ‘explosive’ argument and was pictured looking downcast at several society functions in the weeks which followed

‘She has an amazing network that has just put their arms around her,’ the friend added at the time.

The couple had been married for seven years. 

MCoBeauty’s Woolworths sale is still on, with 50 per cent off products, until December 3.