Six years since its unconventional launch with a body glow product, Patrick Ta Beauty has quickly become a standout name at Sephora, particularly in the Middle East, which accounts for over one-third of its global sales. The brand’s meteoric rise has been a combination of savvy marketing, strategic social media leverage, and a unique connection to global beauty trends. During the recent WWD Global Fashion & Beauty Summit in Riyadh, CEO Kimberly Villatoro shared insights about the brand’s transformative growth from a digital startup to a leading contender in the global beauty market.
One striking revelation from Villatoro was that 35% of Patrick Ta Beauty’s online sales come from the Middle East, a statistic that has surprised even the brand’s executives. The average order size in this region surpasses that of any other market by 70%, with blush and beauty tools leading the sales. This performance not only underscores the brand’s appealing product range but also indicates a healthy demand for high-quality beauty items in the Middle Eastern market. The region’s appetite for Patrick Ta’s artistry has laid the groundwork for future global expansion, showcasing its potential to thrive in different cultural landscapes.
Social media, especially TikTok, has been pivotal in Patrick Ta Beauty’s rise. The brand gained prominence when Ta introduced an unconventional application technique for blush, immediately capturing the attention of beauty enthusiasts. His method—layering cream blush on top of a powder—went viral, attracting significant traffic to Sephora and leading the product to become the top-selling blush at the retailer. Ta’s extensive experience serving A-list celebrities has not only contributed to his credibility but also to the brand’s growth, positioning it as a staple among beauty aficionados.
Despite its impressive online performance, Villatoro identified a challenge in translating digital success into tangible, real-world connections. The “House of Glow” pop-up event in Los Angeles addressed this, drawing over 2,000 visitors and prioritizing experiential engagement over transactions. Attendees had the unique opportunity to interact with Ta, creating memorable experiences rather than purely commercial ones. Villatoro noted that the brand focused on offering custom products and interactions, reinforcing its community-centric philosophy. This success may lead to expanding similar events globally, including masterclasses showcasing Ta’s artistry.
In recognition of its innovation and impact in the beauty sphere, Patrick Ta received WWD’s International Beauty Innovator of the Year award during the summit. Accepting the award via video while working at the Cannes Film Festival, Ta expressed pride in his journey and the community that has supported him. He emphasized the values of confidence, creativity, and authenticity that his brand represents, connecting deeply with consumers who seek more than just makeup—they want an empowering experience.
Looking ahead, Patrick Ta Beauty is keen on expanding into markets that naturally align with its brand ethos, guided by social media analytics and consumer demand. The luxury positioning of the brand has resonated well in regions that appreciate glamour and beauty rituals, such as the Middle East. Notably, there remains significant room for growth, with 30% of the makeup categories still unexplored. Villatoro stressed the brand’s careful approach to expansion, focusing on maintaining Ta’s distinctive artistry rather than simply following market trends, ensuring that each new product reflects the essence of what made the brand successful in the first place.
