One/Size by Patrick Starrr: A New Era in Beauty
One/Size, the brand co-founded by renowned makeup artist Patrick Starrr, is currently embarking on an exciting promotional tour across the U.K. and Europe. This ambitious venture is not just about showcasing their collection; it’s part of a broader strategy to capture a market expected to generate a staggering £35 million in sales by 2026. The brand has quickly gained traction with its multitasking offerings, particularly its acclaimed primers and setting sprays that cater to diverse skin tones and types.
In its bid to broaden its international footprint, One/Size made a significant entry into the U.K. market this past December by partnering with Boots. This collaboration is part of Boots’ innovative Ignite program, designed to accelerate the growth of standout beauty brands. Currently, One/Size features 13 products at over 200 Boots stores, showcasing best-sellers like the On ‘Til Dawn Mattifying Waterproof Setting Spray—proof of the brand’s commitment to quality and customer satisfaction at every touchpoint.
As One/Size continues to thrive, the full array of products will be unveiled at Boots later this year. The brand has also established a solid presence at Sephora in the U.K. and online channels. According to Juliette Tang, the brand president, customer demand is driving their retail expansions, with many fans specifically requesting One/Size products to appear in Boots. This customer-centric approach highlights the brand’s commitment to being present where their audience shops.
The journey of One/Size has only just begun; since its launch in 2020, and subsequent international rollout in 2021, the brand is determined to push forward. Expanding its reach into all Sephora locations across Europe, Tang is taking the brand directly to its consumers through a series of launch events in major cities like Berlin and Paris. The U.K. is currently emerging as One/Size’s largest market outside North America, and France and Germany alone account for a significant share of their sales in the European Union.
Interestingly, One/Size is also seeing impressive growth in the Nordic market, particularly in Sweden, where demand remains strong. The team attributes this success to a cultural alignment with American social trends—an insight that could inform future marketing strategies. Additionally, One/Size is not just limited to Europe; distribution has also expanded to Southeast Asia, Australia, and New Zealand, indicating a global ambition and robust growth strategy.
Looking ahead, One/Size is eyeing an even brighter future, projecting a remarkable 200 percent growth rate year-on-year for 2024 and 2025, with expectations of continued “triple-digit” growth into 2026. Central to this momentum is the brand’s inclusive philosophy that appeals to a wide range of makeup enthusiasts, from minimalists to those who prefer a bolder style. Tang emphasizes that One/Size formulates products with specific challenges in mind, appealing to everyone, including performers who rely on makeup that lasts under various demanding conditions.
Moreover, as One/Size grows, it’s also expanding its product lineup to include skincare, with the upcoming launch of Hydrasculpt, a moisturizer designed to penetrate the skin effectively. Other new product launches are anticipated later this year, reflecting an agile response to community demands. Although potential mergers and acquisitions have been discussed, Tang maintains a strategic silence on the issue, focusing on the current trajectory of growth and innovation.
