Launched: 2020
Key Executives:
2025 Full Year Expected Revenue Range: $125 - $150 million
2025 Projected Offline Distribution Points: 1,820
Primary Category: Color Cosmetics
Key Markets: United States, Canada, United Kingdom
Retail Partnerships: Sephora
Primary Distribution Channel: Prestige
Funding Rounds: Seed
ONE/SIZE is all about celebrating every brand of beauty—because beauty truly belongs to everyone. The idea for ONE/SIZE came to me while I was shopping for clothes and couldn’t find anything in my size. It hit me: unlike clothes, at least makeup can truly be a “one-size-fits-all.” That realization sparked a dream to create a brand that stands for radical inclusivity, giving a voice to the unseen and unheard. At ONE/SIZE, we’re here to make everyone feel celebrated, fabulous, and unapologetically themselves. For me, ONE/SIZE is so much more than my products. It’s a movement for inclusion that’s open to all.
Insights provided by Patrick Starrr, Founder
Key business initiatives for 2025?
In 2025, we’re staying true to our mission: standing up for the unseen and unheard and creating a space in beauty where everyone belongs. Of course, we’re not stopping there. As a brand, we’re still writing our story. We have so many new products to share with the world that will be as iconic as On ‘Til Dawn, Ultimate Setting Powder, and our hero primers. I’m really excited about our 2025 launches. This might be our most exciting year yet.
What are you most proud of having accomplished?
I am so proud to be a gay, plus-size Filipino influencer who has advocated for acceptance, change, and inclusivity for all in the beauty space. I’m so proud that this journey of being an influencer for 11 years has led to founding my very own beauty brand ONE/SIZE and building an amazing team to support a brand that stands for the unseen and unheard and gives a platform for everyone to belong.
What has been the biggest surprise?
As a founder of four years, I’m learning new things everyday. The beauty landscape is always changing and evolving. One thing that surprised me is how my journey as an influencer and a creative has prepared me for my role as a founder of a global beauty brand.
What fuels your competitive advantage?
ONE/SIZE is all about the full beat fantasy. I’ve always been so inspired by glamour and glam, and a commitment to glam is a fundamental part of our brand DNA that helps us stand out. We’re a brand for makeup enthusiasts. With a message that speaks to all, and in particular the full beat customer, we’re able to appeal to a broad demographic from minimalist to maximalist.
Insight on the future of the beauty industry.
I don’t see beauty as just about creating products, but about building a community that is authentic and inclusive. I think the future of the beauty industry will be about community more than ever.
What is the best piece of advice you’ve been given?
Believe in yourself for who you are. There’s beauty in being you for you. There’s beauty in being me for me.
What is the best mistake you've ever made and what did you learn?
We launched ONE/SIZE, a full beat makeup brand, at the start of the global pandemic. Our first product was an incredibly powerful makeup remover called Go Off. The problem was, very few people in August 2020 were going out, much less going out in full beat. It was hard to navigate a world that had shut down, but it made us double down on our expertise, which is connecting with people online. And despite the setbacks and challenges, we were able to thrive in the following years, thanks to our belief in the brand, the amazing team, and our amazing community that we really invested in building.
What advice would you give to someone contemplating launching a beauty brand?
Stay true to your brand and your vision. In the beginning, you will ask for a lot of advice and that’s great because you will be learning so much about the possibilities of your business. And you’ll be given a lot of advice, some good, and some not so good. Stay curious and learn as much as you can, but trust that as a founder, you know what’s best for your brand. Trust your intuition.
If you could change one thing in the beauty industry what would it be?
Everyone should be empowered by the beauty industry to feel beautiful. I want the beauty industry to continue to push forward and improve in ensuring inclusion of all people and celebrate the unique beauty in everyone. Beauty is a feeling that everyone deserves.
