Inside Patrick Starrr's Ambitions for One/Size

"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."

""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.""

""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."

One/Size, cofounded with influencer Patrick Starrr and owned by Luxury Brand Partners, has seen sales triple in recent years. Ninety percent of sales derive from shade-agnostic SKUs such as setting sprays, powders and primers. The On 'Til Dawn setting spray ranks as the top makeup product in the U.S., selling once every seven seconds according to YipitData. The brand prioritizes owning the top coat and base coat of makeup routines with heavy emphasis on priming and setting. Starrr trained in aesthetician school while developing the brand and leverages extensive YouTube audience data to inform strategy. Luxury Brand Partners has grown One/Size from a small initiative into a major portfolio asset.

Read at WWD