LONDON — One/Size by Patrick Starrr is on a whistle-stop tour of the U.K. and continental Europe, regions that are set to generate a combined 35 million pounds in sales in 2026 as customers snap up its multitasking collection of primers and setting sprays.
One/Size, which was cofounded by the makeup artist and influencer Starrr and is owned by Luxury Brand Partners, has shifted its international expansion into high gear.
In December, it landed at 200 Boots doors in the U.K. as part of the retailer’s Ignite program, which is aimed at attracting, onboarding and scaling innovative beauty brands at pace. One/Size is currently offering 13 products at Boots, including top seller On ‘Til Dawn Mattifying Waterproof Setting Spray and various primers formulated for a variety of skin tones and types.
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The full offer will roll out later this year at Boots. One/Size is already available at Sephora in the U.K. and online, but in an interview here brand president Juliette Tang said customers wanted more.
“We want to be where our customers are. And they were asking for us to be in Boots,” said Tang.
One/Size, which launched in 2020 and began its international rollout in 2021, isn’t stopping with Boots. The brand has also expanded into all of Sephora’s 880 doors in Europe. As part of her European tour this month, Tang will be traveling to Berlin and Paris for a string of marketing and launch events.
She said the U.K. is currently One/Size’s biggest market outside North America, with France and Germany accounting for 50 percent of sales in the European Union.
Sweden, she added, is the third-largest European market for One/Size, and the team is looking deeper into why demand there is so robust. “We have found that the Nordic market is very attuned to American social trends,” she said.
One/Size is also distributed in Southeast Asia, Australia and New Zealand. Going forward, in addition to retail expansion, the brand will focus on increasing productivity in all of its stores, Tang said.
She added the brand saw overall growth of more than 200 percent year-on-year in 2024 and 2025 and is expecting another year of “triple-digit” growth in 2026, although she did not give a percentage, or reveal any revenue figures.
She believes that growth at home and abroad is coming from the brand’s inclusive approach.
“We appeal to all makeup users — minimalists and maximalists — and we believe that locking in makeup with a finish is a universal demand,” said Tang, adding that the brand’s appeal extends to actors, musicians and anyone whose makeup needs to last all day — sometimes under extreme circumstances.
“We formulate the products to solve problems — like how to get your makeup to last under hot lights. It’s performance makeup for everyone,” she said.
As the brand cultivates European markets, it also plans to launch new products. It will add skin care to its lineup with the launch later this month of Hydrasculpt, a moisturizer that can be massaged into the skin for up to a minute before it is absorbed.
Tang said the brand also plans to launch more “top coat” products in May and September in response to demands from its community.
According to sources, the fast-growing brand began to explore its M&A options in 2024. Tang declined to comment, or discuss any potential future M&A activity.
