ONE/SIZE by Patrick Starrr

ONE/SIZE by Patrick Starrr is an American colour-cosmetics brand founded in July 2020 by the Filipino-American makeup artist and social-media personality Patrick Starrr, in partnership with the brand incubator Luxury Brand Partners (LBP) [4]. Built around the idea of inclusive, high-performance makeup, it launched as a Sephora exclusive and has since expanded across North America, Europe, the United Kingdom, the Middle East and parts of Asia-Pacific. The brand remains active and, by its own account and trade-press coverage, has grown into one of Sephora's larger makeup labels.

The brand takes its name from the tagline "Makeup is a ONE/SIZE fits all," which grew out of a January 2020 social campaign in which Starrr asked his followers to film themselves repeating the phrase. That message of a single, size-agnostic idea of beauty became the brand's central positioning.

Patrick Starrr, whose legal name is Patrick Simondac, is a beauty influencer from Orlando, Florida, and the son of Filipino immigrants [3]. He began posting makeup tutorials on YouTube in 2013 and had built an audience of several million across platforms before launching a cosmetics line of his own; a 2017 collaboration with MAC Cosmetics is estimated to have exceeded 25 million dollars in sales [3]. ONE/SIZE was his first standalone cosmetics company, described in the founding coverage as "in the works for a couple of years" before its debut.

The brand was created in partnership with Luxury Brand Partners, a Miami-based company that describes itself as part incubator, part venture fund and part brand operator. According to reporting at the time, LBP invested roughly 10 million dollars to launch ONE/SIZE — a figure described as about three times the firm's typical brand-incubation investment [6]. Starrr framed the project in personal terms, calling it "a love letter to my supporters, friends and family," and the brand was positioned from the start around inclusivity, with explicit reference to drag, LGBTQ+ and transgender communities.

ONE/SIZE debuted online on 17 July 2020 and entered stores on 30 July 2020, arriving in 523 Sephora locations across the United States and Canada as a Sephora-exclusive brand [4]. Its first products centred on makeup removal — the "Go Off" wipes and dissolving mist — followed by the "Visionary" eye collection of an eyeshadow palette, liquid eyeshadow, liquid eyeliner pen and gel eyeliner pencil. The brand also expanded into Southeast Asia during 2020.

Trade coverage documents rapid growth in the following years. The company's president, Juliette Tang, reported that overall growth exceeded 200 percent year over year in both 2024 and 2025. By mid-2025 the brand was described as one of Sephora's top five makeup labels for the year to date, and the industry title BeautyMatter, which included ONE/SIZE in its 2025 "Future 50" list, cited projected 2025 revenue of 170 to 200 million dollars across 1,820 offline distribution points [7].

International expansion accelerated in 2025 and 2026. The brand rolled out to all 880 Sephora doors across continental Europe — where France and Germany together account for about half of European sales — and, in December 2025, entered 200 Boots locations in the United Kingdom through the retailer's Ignite programme [8]. On 12 May 2026 it launched across 92 Sephora doors in the Middle East [9]. Around the same time it introduced Hydrosculpt, a moisturiser that marked a move beyond pure colour cosmetics.

ONE/SIZE is owned by Luxury Brand Partners, which retains ownership following its 2020 investment [6]. LBP was founded in 2012 by Tevya Finger, generally known as Tev Finger, who earlier co-founded the haircare brand Oribe (sold to Kao Corporation in 2017) [11]. At launch, Finger described ONE/SIZE as "more than an influencer brand," saying it was "redefining beauty by elevating the voices of the unheard" [4]. Within the LBP portfolio, ONE/SIZE sits alongside sister brands including R+Co, IGK, IN COMMON and Elaluz.

The brand positions itself around what the company calls radical inclusivity, aiming to serve customers "from minimalist to maximalist." Its own materials describe the mission as making "space for everyone to belong," and it identifies publicly as Asian and LGBTQ+ owned. ONE/SIZE also emphasises sensitive-skin compatibility — Starrr is described on the brand's site as a licensed esthetician with sensitive skin — and states that its formulas are clinically validated. It operates as a prestige brand sold primarily through prestige retail, chiefly Sephora, alongside its own direct-to-consumer site.

The company describes a range organised around "hero" complexion products — primers, setting sprays and setting powders. Its best-known item is the On 'Til Dawn Mattifying Waterproof Setting Spray, which it lists as its top seller; the spray was the top-selling makeup SKU at U.S. Sephora between October 2025 and March 2026 and, according to data cited by WWD from YipitData, the single top makeup product in the U.S. by consumer spend as of August 2025 [9]. Other signature products include the Ultimate Blurring Setting Powder and the Oil Sucker line of mattifying primer and blotting spray. The Versatile Powder Foundation, offered in 33 shades, received an Allure award.

Beyond the Allure award for its Versatile Powder Foundation, the brand's setting powder has been publicly praised by the influencer Jackie Aina, who called it "best setting powder on the market, period" [12]. ONE/SIZE has been covered as a leading example of the influencer-founded prestige beauty category by outlets including WWD, Glossy and BeautyMatter, the last of which named it to its 2025 Future 50 list.

ONE/SIZE is active and globally distributed as of 2026. Its most recent documented milestone is the May 2026 Middle East launch, with continued rollout at Boots UK and projected triple-digit international growth for the year [9]. Ownership remains with Luxury Brand Partners.