Luxury Brand Partners has announced that One/Size by Patrick Starrr will roll out to 523 Sephora stores across the U.S. and Canada on July 30. The brand already debuted online at Sephora and the brand’s site on July 17. 

The first products to launch are Go Off Juciest Makeup Remover Wipes and Go Off Makeup Dissolving Mist. (Watch them ‘in action’ in Starrr’s music video below.) 

Starrr comments, “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.”

Robert DeBaker, group president, Luxury Brand Partners, says, “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.”

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

A Name Inspired By a Tweet

The line’s name is inspired by the beauty influencer’s catchphrase, “Makeup is one size fits all,” which began as a tweet in 2016, Refinery29 reports. Starrr wrote, “Sucks shopping plus size… Good thing makeup is a one size fits all.” 

The phrase became Starrr’s mantra as he quickly rose to fame on Instagram and YouTube. The beauty guru’s real name is Patrick Simondac.

Packaging Inspired By ‘Love’ 

One/Size features a multi-dimensional logo that stands for Starrr’s “many faces,” and the red packaging symbolises love.

Starrr tells Elle, “Why red? Red is the color of love. Red is bold. Red is passion. As a Filipino-American, I’ve always celebrated and been in-tune with my culture, my identity as an LGBTQ+ person, and fell in love with the color red.”

Starrr adds, “The packaging is this red, shiny color because red is out there. Chrome is chic. This is literally me as a logo…”

Starrr continues to explain, “When you walk into the Sephora, I want to be the first brand you see. Can you imagine how that will look? Sephora’s black and white stripes, One/Size’s red? Also, I don’t want you to forget or lose your products. If you do, you’ll automatically see this bright red packaging.”

Tevya Finger, CEO, Luxury Brand Partners, says, “We are entering the market at an unbelievable time. 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.”

Artemis Patrick, executive vice president and chief merchandising officer at Sephora, adds, “Patrick is beloved in his own right – his authenticity, love for beauty and inclusive mindset resonate with his millions of followers and align seamlessly with all Sephora stands for…We are thrilled to introduce this brand…and we are excited to welcome even more of Patrick’s followers to the Sephora beauty community.”