One/Size by Patrick Starrr (pictured above) has grand plans to transition from a viral sensation into a legacy beauty brand following incredible triple-digit international growth, and is undertaking a hefty global expansion to make this dream a reality.
The inclusive beauty brand – co-founded by MUA and influencer Starrr in 2020 and owned by Luxury Brand Partners – specialises in primers, setting sprays and setting powders, and is entering its problem-solution portfolio into even more retailers this year to further solidify its market positioning.
Despite the US being One/Size’s largest market – hero product On ‘Til Dawn Mattifying Waterproof Setting Spray is among Sephora US’ bestselling skus – the brand’s international business is soaring, up more than 200% in 2025 and having achieved the same level of triple-digit growth in 2024.
This is why One/Size is expanding its presence in the UK this month via a 200 store rollout with heritage retail giant Boots.
The brand has also just launched into all 880 of LVMH-owned retailer Sephora’s stores in Europe to further meet this growing consumer demand.
Since 2023, we have never delivered less than triple-digit growth in international, so it is our fastest-growing channel
“To deliver two big years of that kind of growth has been extraordinary,” says One/Size Brand President Juliette Tang.
“Since 2023, we have never delivered less than triple-digit growth in international, so it is our fastest-growing channel.
“And the UK is actually our biggest market outside of North America, so it is very important for us to be there – to bring our products to customers in the most convenient way for them.
“We are still a young brand, but in our fifth year our focus is on that international expansion, and that is a huge challenge – to take yourself global in such a big way.
“But we are really confident in our portfolio, and 2026 is [going to be] our best year of product launches in our history, so we are ready for the challenge.”
Starrr is also confident about the journey. He adds: “We are going to continue to champion high-performance make-up, and everything will just ladder back to our core principles of having a top coat and base coat.”
One/Size's hero product On ‘Til Dawn Mattifying Waterproof Setting Spray
One/Size’s strategic entry into Boots
One/Size began its initial international rollout in 2021 and is now distributed in 35 regions, including North America, Southeast Asia, New Zealand and Australia.
However, in 2026, the cosmetics brand is increasing its focus on its ever-growing UK and European fan bases, especially as in the UK One/Size’s setting spray business is in triple-digit growth year-after-year.
Although the brand is already available in the
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