ONE-SIZE

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.

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

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

• Inclusive beauty products
• Long-wear setting sprays
• Shade-agnostic cosmetics
• Waterproof color cosmetics
• Makeup beauty brand

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• Spencer HedgesflagshipGTM or Marketing Partner · 15 April 2026Makeup 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 SorrellscoreGTM or Marketing Partner · 15 April 2026Celebrity 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

Direct 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

• YouTubeyoutube.com/channel/UCYQ7WZwbWBElRRCPPu2jcdQ
• Facebookfacebook.com/onesizebeauty
• Instagraminstagram.com/onesize
• TikToktiktok.com/@onesize?lang=en
• Xx.com/onesizebeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ONE-SIZE