Brand incubator Luxury Brand Partners is betting on mega-influencer Patrick Starrr on its new inclusive make-up brand One/Size.
The company behind Becca Cosmetics and Oribe has partnered with Starrr, born Patrick Simondac, on a beauty brand inspired by an offhand tweet that has since become the content creator's slogan.
"Sucks shopping plus size... Good thing make-up is a one size fits all," the vlogger wrote in 2016 and "make-up is a one size fits all" shortly became Starrr's official trademark mantra.
Throughout his career, the vlogger has rolled out five collections with MAC Cosmetics beginning in 2017 and launched The Beauty Coop, an influencer management agency, in 2019.
He has also starred in campaigns for make-up brands Benefit Cosmetics and most recently Uoma Beauty.
Luxury Brand Partners has reportedly invested US$10m in Starrr's One/Size and its first collection is the Go Off (RRP from $10) make-up remover line.
Consumers can choose between make-up wipes, a make-up dissolving mist or duo bundle.
"I created the brand to be a love letter to my supporters, friends and family," said Starrr, who also unveiled a music video to promote the launch.
"I wanted anyone that ever felt underrepresented to feel embraced and welcomed from a place of kindness, empathy, and compassion."
Robert DeBaker, Group President at Luxury Brand Partners, described One/Size as "more than an influencer brand".
"It is redefining beauty by elevating the voices of the unheard, creating space for everyone to belong," he continued.
"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."