Key Takeaways:  ONE/SIZE’s On ‘Til Dawn Waterproof Setting Spray is the #1 makeup product in the United States.YipitData tracks consumer transactions across the beauty industry using a proprietary panel of more than 11 million US consumers.Setting spray has officially secured itself a spot in makeup bags across the US with new data showing its high regard among US beauty shoppers. ONE/SIZE’s On ‘Til Dawn Waterproof Setting Spray (regular size) is the #1 best selling makeup item in the United States, according to data from YipitData, an alternative data provider The ranking is based on consumer spend by individual SKU during the first half of 2025. The Sephora-exclusive has ranked among the retailer’s top five makeup brands year to date through July 2025. Founded by Patrick Starrr, ONE/SIZE  has seen many successes since its debut in 2020, accounting for a decent portion of Sephora’s makeup growth in 2024 and so far in 2025. YipitData tracks consumer transactions across the beauty industry using a proprietary panel of more than 11 million US consumers evaluating products at the SKU level rather than grouping by size, shade, or product family.  This data placed On ‘Til Dawn above all other individual makeup SKUs during the period. Juliette Tang, Brand President at ONE/SIZE said data provides the visibility and insight to move fast and make bold decisions that fuel growth. “From identifying where we’re gaining share in setting powders and primers, to planning inventory and investment across hero SKUs like On ‘Til Dawn and Powder Melt Setting Sprays, its data has been instrumental in helping us scale with confidence.