Patrick Starrr launches One/Size cosmetics brand with Luxury Brand Partners

By

Gabriella Lacombe

Published
Jul 20, 2020

YouTube star and makeup guru Patrick Starrr has launched his own global cosmetics brand, One/Size, under Luxury Brand Partners. 

The new brand draws its name from Starrr's beauty mantra, first spawned on twitter: "Makeup is a one size fits all." 

One/Size launched exclusively with Sephora online on July 17, and will launch in 523 Sephora stores across the U.S. and Canada on July 30, according to a press release. 

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One/Size's first drop, 'Go Off', is playfully aimed at makeup removal, consisting of the 'Juiciest Makeup Remover Wipes', priced at $15 and a makeup dissolving mist, priced at $24. 

"I am so excited to finally share One/Size with everyone," Starrr said. "I created the brand to be a love letter to my supporters, friends and family. I wanted anyone that ever felt underrepresented to feel embraced and welcomed from a place of kindness, empathy, and compassion."

Starrr, whose powerhouse digital presence has gained over 4 million subscribers on YouTube, 4.6 million followers on Instagram and over 602,000 followers on Twitter, has previously launched several cosmetics collections with MAC Cosmetics. 

One/Size was conceived and developed in partnership between Starrr and Luxury Brand Partners, a brand incubator and venture fund for artist-driven beauty brands. Founded in 2012, the company's other clients include R + Co, Smith & Cult and V76 by Vaughn. 

"Patrick has an unbelievable passion for beauty," said Robert DeBaker, group president at Luxury Brand Partners.

"One/Size is more than an influencer brand; it is redefining beauty by elevating the voices of the unheard, creating space for everyone to belong. With Patrick and LBP at the helm, One/Size is poised to usher in a new generation of beauty that is unlike anything we've ever seen before."

Earlier this year, Luxury Brand Partners said it raised $50 million from Bookend Capital Partners, as part of a minority investment deal to accelerate growth for its current portfolio brands and fuel new incubations.

"This infusion of capital into the One/Size brand, allows us to create extraordinary products and build a community for anyone that has ever felt voiceless," said Tevya Finger, CEO of Luxury Brand Partners.

"We have hired an incredible syndicate of strategic partners that will help drive this important message forward. There is a critical need for voices like Patrick to lead the charge in evoking real change within the beauty industry. We are proud to be partners in setting the new industry standard."