One/Size may fit all, but its proposition — and sales volume — are still ballooning.
The Luxury Brand Partners-owned brand, cofounded with influencer O.G. Patrick Starrr, is seeing sales swell, driven largely by its shade-agnostic stock keeping units. According to the brand, 90 percent of its sales come from those products, including setting sprays, powders and primers. Its On ‘Til Dawn setting spray is the top makeup product in the U.S. and sells once every seven seconds, according to YipitData provided by One/Size.
“In the last few years, our sales have tripled,” said brand president Juliette Tang. “This is driven by our success in the strategy of owning the top coat and base coat of makeup routines for our consumers. We heavily index in priming and setting, and we’ve seen those drive tremendous growth for the brand.”
Starrr started developing the brand in 2019, and has since gone to aesthetician school in tandem with working on the brand. “I have a different perspective as a licensed aesthetician, and what that could be in the world of skin and beauty,” Starrr said. The influencer background is coming in handy, too. “I didn’t have any formal training on business or marketing, but I did know that this brand was built in the comment section and not in the boardroom. I have 13 years’ worth of data and over 450 million views on my YouTube channel to refer to.”
It’s now a major part of the Luxury Brand Partners portfolio, which had a heavy emphasis on hair across R+Co, R+Co Bleu and IGK. “We found success with Becca a while back,” said Tev Finger, Luxury Brand Partners’ chief executive officer. “We felt we had credibility to take another stab at makeup.
“When you have a company like LBP, this started as a really small piece of the business, but it grew, and it’s so big now that it’s a major part. It’s a huge piece of what we do,” Finger continued.
Tang acknowledged that it wasn’t an easy battle to grow the business. “COVID was so difficult. It was an indie brand, and to succeed, we had to rewrite the rules of how to scale,” she said. “We had to take big risks, so we went all-in on our strategy of one-size-fits-all. Every single year since launch, the biggest launch of this year has been a colorless and universal sku.”
From a marketing perspective, that also means emphasizing product synergies. “When we launched Powder Melt, it became the number-two product behind On ‘Til Dawn, and we never saw a bigger month for On ‘Til Dawn because those two are intended for use together,” she said.
Next on the docket is expansion to Sephora‘s doors in the E.U. next year, as well as further unspecified global expansion plans. “Other markets are also asking for it,” Starrr said. “We have over 150,000 affiliates on TikTok shop. People just want to be a part of it. I’m able to share my voice online while also being a digital entrepreneur and build community.”
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