ONE-SIZE
ONE/SIZE by Patrick Starrr is a private, influencer-founded inclusive beauty brand selling high-performance, long-wear cosmetics (led by the #1-ranked On 'Til Dawn setting spray) through Sephora, Boots UK, TikTok Shop, and DTC to global beauty consumers.
- Company typePrivate
- Founded2020
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What ONE-SIZE does
ONE/SIZE by Patrick Starrr is a private, inclusive beauty and cosmetics brand founded in 2020 by beauty influencer Patrick Starrr and owned by Luxury Brand Partners. The brand designs, manufactures, and sells high-performance, long-wear face and eye makeup — most notably the On 'Til Dawn Mattifying Waterproof Setting Spray (16-hour waterproof, transferproof, sweatproof, smudgeproof) and the Ultimate Blurring Setting Powder (24-hour shine control) — alongside primers, color correctors, foundations, concealers, blushes, eyeliners, mascaras, and accessories. Formulation technology emphasizes talc-free, vegan, cruelty-free, paraben-free, and shade-agnostic architecture; the brand states that 90% of revenue comes from shade-agnostic SKUs, which is a deliberate simplification strategy. The brand is the #1 makeup product in the US by consumer spend (YipitData, first half of 2025) and a Top-5 line at Sephora US, where On 'Til Dawn drives approximately 70% of all setting spray sales.
The company operates a product-led, channel-partner go-to-market. Distribution runs through Sephora (US, Canada, and 880 continental Europe doors launching January 2026), Boots UK (200 stores under the Ignite program), a multi-currency Shopify DTC storefront (onesizebeauty.com), Sephora App early-access drops, and TikTok Shop — the latter powered by 150,000+ affiliates. Pricing is one-time unit purchase at $19–$38 per SKU, with bundled value sets offering 20% off multi-product combos. Marketing is anchored by founder Patrick Starrr's 4.8M YouTube subscribers, augmented by Global Brand Ambassador Spencer Hedges (5M+ social followers) and Educator/Pro Artist Shanell Sorrells. The company projected 2025 annual revenue of $150M, up from $115M the prior year, with international channel growth exceeding 200% in both 2024 and 2025. Operating geographies now span 35 regions globally, with a 2026 expansion into 92 Sephora doors in the Middle East.
Corporate structure is notable: the brand reports 1–10 employees despite ~$150M revenue, indicating that functions such as manufacturing, distribution, back-office, and international operations are largely absorbed by parent Luxury Brand Partners. Brand President Juliette Tang leads day-to-day operations. LBP CEO Tev Finger publicly disclosed that the company explored a sale of ONE/SIZE but the process is not currently active. The company is privately held with no public listing or external funding rounds disclosed.
ONE-SIZE firmographics
Firmographics- Name
- ONE-SIZE
- Legal name
- ONE/SIZE
- Website
- https://onesizebeauty.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ONE/SIZE by Patrick Starrr is a private, influencer-founded inclusive beauty brand selling high-performance, long-wear cosmetics (led by the #1-ranked On 'Til Dawn setting spray) through Sephora, Boots UK, TikTok Shop, and DTC to global beauty consumers.
- Ownership category
- akta.pro rank
ONE-SIZE industry classification
Industry- Product category
- Color Cosmetics
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE)
- akta.pro secondary industries
- Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)
Keywords
Where ONE-SIZE is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
ONE-SIZE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for cosmetics and beauty products sold through owned e-commerce (onesizebeauty.com), Sephora retail stores, Sephora App, TikTok Shop, and Boots UK. Products include setting sprays, setting powders, primers, color correctors, foundations, concealers, blush, eyeliners, mascaras, and tools.
- Bundled Value Sets: Pre-packaged product bundles and value sets offering discounted pricing on multiple products, driving higher average order value through combo deals like the Lock, Slay, Repeat trio and Longwear Legends Vault.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ultimate Blurring Setting Powder |
| Unit Pricing | Pay-as-you-go | On 'Til Dawn Mattifying Waterproof Setting Spray |
| Unit Pricing | Pay-as-you-go | Powder Melt Glass Setting Spray |
| Unit Pricing | Pay-as-you-go | Oil Sucker Liquid Blotting Paper Spray |
| Unit Pricing | Pay-as-you-go | Ultimate Color Corrector Stain |
| Unit Pricing | Pay-as-you-go | On 'Til Dawn Bronze Veil Waterproof Setting Spray |
| Unit Pricing | Pay-as-you-go | Cheek Clapper 3D Blush Trio Palette |
| Unit Pricing | Pay-as-you-go | Fantasize Lifting & Lengthening Mascara |
| Unit Pricing | Pay-as-you-go | Point Made Waterproof Liquid Eyeliner Pen |
| Unit Pricing | Pay-as-you-go | Bundled Value Sets |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
ONE-SIZE product offering
Product offeringCore offering
ONE/SIZE by Patrick Starrr is an inclusive beauty brand that manufactures and sells high-performance, long-wear, waterproof color cosmetics. The portfolio spans setting sprays, setting powders, primers, color correctors, foundations, concealers, blush palettes, eyeliners, mascaras, lip liners, finishing powders, skincare-infused serums/moisturizers, and beauty tools. Hero products include the On 'Til Dawn Mattifying Waterproof Setting Spray (#1 makeup product in the US by consumer spend) and the Ultimate Blurring Setting Powder.
Product overview
ONE-SIZE by Patrick Starrr is a comprehensive makeup brand offering high-performance, inclusive beauty products across multiple categories including setting sprays, setting powders, primers, color correctors, foundations, concealers, blush, bronzers, eyeliners, mascaras, and lip products. The brand's core product portfolio centers around its hero setting spray (On 'Til Dawn) and setting powder (Ultimate Blurring Setting Powder), which are complemented by color correction (Ultimate Color Corrector Stain), oil control (Oil Sucker collection), and complexion products (Turn Up The Base foundation and concealer). The brand differentiates through shade-agnostic, long-wear formulations that are vegan, cruelty-free, and designed for all skin tones and types. Products are primarily sold through Sephora, TikTok Shop, and direct-to-consumer via onesizebeauty.com, with international expansion into Boots stores in the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- On 'Til Dawn Mattifying Waterproof Setting Spray
Quantifiable outcome
- 16-hour waterproof, transferproof, smudgeproof, and sweatproof wear (On 'Til Dawn)
- +4 more outcomes
Companies that use ONE-SIZE
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
ONE-SIZE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
ONE-SIZE partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Spencer HedgesflagshipMakeup artist and digital beauty creator with over 5 million social media followers appointed as Global Brand Ambassador. Represents the brand's mission of inclusivity and accessibility in makeup through content creation and brand activations.
- Shanell SorrellscoreCelebrity makeup artist with over ten years of experience across celebrity, editorial, and ecommerce appointed as Educator and Pro Artist. First such appointment for the company, representing the brand's commitment to professional artist community.
Scale indicators13 records
Recent moves9 records
Expansion highlights5 records
ONE-SIZE competitors and assessment
Company assessmentDirect peers
- Rare Beauty: Celebrity-influencer-founded color cosmetics brand (Selena Gomez) sold through Sephora with a hero-product-led GTM. Comparable in business model, channel mix, and founder-led marketing model.
- Fenty Beauty: Influencer/celebrity-founded prestige color cosmetics brand with strong Sephora presence and inclusive shade range philosophy. Highly comparable positioning and channel strategy.
- Kosas: Sephora-anchored prestige color cosmetics brand with skincare-infused formulations. Comparable in product philosophy (skincare-makeup hybrid) and Sephora-led channel strategy.
- Tower 28 Beauty: Sephora-anchored clean beauty brand with strong setting-spray and complexion products. Comparable in channel mix, clean-beauty positioning, and Sephora top-tier status.
- Huda Beauty: Influencer-founded (Huda Kattan) global color cosmetics brand with strong Sephora presence and broad product portfolio. Comparable in founder-led marketing and Sephora distribution.
- Glossier: DTC-and-Sephora prestige beauty brand with a strong hero-product storytelling model. Comparable in target demo, prestige positioning, and Sephora channel presence.
- Pat McGrath Labs: Celebrity makeup-artist-founded prestige color cosmetics brand sold through Sephora. Comparable in founder credibility, premium pricing, and Sephora-led distribution.
- Charlotte Tilbury: Premium prestige color cosmetics brand with strong Sephora and global department-store distribution. Comparable in premium pricing, product-aesthetic, and Sephora top-tier merchandising.
- Patrick Ta Beauty: Celebrity makeup-artist-founded prestige color cosmetics brand sold through Sephora. Comparable in founder credibility, prestige-priced hero products, and Sephora-led distribution.
- Saie: Clean, prestige-priced Sephora color cosmetics brand with a focus on performance formulations. Comparable in target shopper, channel mix, and clean-beauty positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ONE-SIZE social profiles
Digital presenceONE-SIZE financial estimates
Financial estimateRevenue estimate
Valuation estimate
ONE-SIZE leadership team
Management profileNumber of profiles
Profiles2 records
ONE-SIZE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ONE-SIZE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ONE-SIZE
What does ONE-SIZE do?
ONE/SIZE by Patrick Starrr is an inclusive beauty brand that manufactures and sells high-performance, long-wear, waterproof color cosmetics. The portfolio spans setting sprays, setting powders, primers, color correctors, foundations, concealers, blush palettes, eyeliners, mascaras, lip liners, finishing powders, skincare-infused serums/moisturizers, and beauty tools. Hero products include the On 'Til Dawn Mattifying Waterproof Setting Spray (#1 makeup product in the US by consumer spend) and the Ultimate Blurring Setting Powder.
Is ONE-SIZE a public or private company?
ONE-SIZE is a private company. It is classified as corporate owned and is currently operating.
When was ONE-SIZE founded?
ONE-SIZE was founded in 2020. It employs 1 to 10 people.
Where is ONE-SIZE based?
ONE-SIZE is headquartered in San Francisco, United States, in the North America region.
How does ONE-SIZE make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are bundled Value Sets.
Who are ONE-SIZE's main competitors?
Direct peers on record are Rare Beauty, Fenty Beauty, Kosas, Tower 28 Beauty, Huda Beauty, Glossier, Pat McGrath Labs, Charlotte Tilbury, Patrick Ta Beauty and Saie.
Does ONE-SIZE have an API?
No public API is recorded for ONE-SIZE.
What industry is ONE-SIZE in?
ONE-SIZE's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAE, Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers), with a secondary code of CRABACAB, Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer). Its SIC code is 2840.