'Our most ambitious year yet': ONE/SIZE President Juliette Tang on UK growth, omnichannel engagement and global ambitions

ONE/SIZE is a modern makeup brand founded by beauty influencer and makeup artist Patrick Starrr, with a mission to make beauty truly inclusive and accessible to everyone.

The brand first gained traction in the US as a Sephora-exclusive, quickly earning a reputation for high-performance, socially buzzed products. Its On ’Til Dawn Mattifying Waterproof Setting Spray is a standout bestseller, topping US makeup charts and capturing significant market share in the setting spray category.

Other fan favourites include the Ultimate Blurring Setting Powder, Turn Up the Base Versatile Powder Foundation, and a range of long-wear primers and complexion essentials - all celebrated for their performance and inclusive shade ranges.

After launching at Sephora in the UK, ONE/SIZE recently expanded its presence with Boots, underlining the growing importance of the UK market to its international growth strategy.

TheIndustry.beauty spoke with President Juliette Tang to explore UK consumer trends, the role of activations in driving UK growth, upcoming product launches and future ambitions.

Can you walk us through your career journey and what led you to your current role as President of ONE/SIZE?

My path into my current role as President of ONE/SIZE wasn't exactly linear, but looking back, every role felt like it was building toward something. Two things have always been true about my career journey. First, I'm a startup person through and through; I'm drawn to the chaos of building. Second, I've been a marketer my whole career. I've navigated different industries, from tech to CPG, before landing in beauty - and never looking back. I've always gravitated toward challenger brands that are unique and differentiated, and when ONE/SIZE came along over three years ago, it felt like it was meant to be.

How has your role evolved over the past three years as the brand has scaled in the US and expanded internationally?

In the early days, so much of the focus was on establishing the foundation and building the fundamentals - making sure the brand identity was clear, the product story was tight, and that our strategy in the US was set up for real success. We didn’t want to move into international markets too quickly, so we really took our time to establish ourselves in the US first.

As we've grown, my role has naturally shifted to think much more globally. You're suddenly asking more complex questions: How does this brand travel? What does ONE/SIZE mean to a consumer in London versus Los Angeles? The expansion has pushed me to think bigger and more strategically, while still staying close to the creative heartbeat of the brand. We no longer think of ourselves as a US brand, but as a global brand.

ONE/SIZE launched at Boots earlier this year, building on its existing partnership with Sephora. What made this the right moment to strengthen the brand’s presence in the UK?

The UK is our biggest market outside of North America, and the UK consumer has always been a part of our fabric from the start. We launched in Sephora UK in 2022 and took three years to really incubate the foundation before tackling a second wave of expansion. For this wave, we wanted to make sure we came in with the right partner and real momentum behind us, rather than just showing up. Sephora nurtured and incubated the brand, giving us a strong foothold and helping us understand how UK consumers were responding. Boots felt like the natural next step. Boots is a quintessential homegrown UK institution that reaches consumers across the country. The timing felt right for ONE/SIZE because the brand equity was there to back it up.

Have you noticed any distinct differences in UK consumer behaviour or preferences, and have these influenced your product assortment or marketing strategy?

UK beauty consumers are diverse, trend-savvy and consciously minded, and that shapes how we show up here. In terms of assortment, we've been thoughtful about leading with our hero products and letting UK consumers discover the breadth of the range from there. We're listening constantly and are willing to adapt as we learn more.

One of the core facets of our brand is that we engineer our products to be universal. We focus on what we call the topcoat and basecoat of the makeup routine. The topcoat is setting sprays and setting powders; the basecoat is primers. These products enhance any type of makeup look, from minimalist to maximalist, from Los Angeles to Bristol to Dubai. That universality is really what makes ONE/SIZE travel so well globally.

How do you balance the role of physical retail with digital engagement when shaping the ONE/SIZE experience for UK consumers?

We are chronically online, and it's very important to us that we nurture and show up for our global online community. We know from consumer studies that the majority of customers are finding out about ONE/SIZE on social media. That said, we also have a deep love of brick-and-mortar retail, visual merchandising, product touch and feel, and the lived experience of glam that happens in the world. We want people to be able to try our products before they commit to buying them.

Even though many customers discover ONE/SIZE online, retail is actually where most of our business happens. We just happen to be good at driving people from digital discovery to shopping in real life. The most honest answer is that you can't really separate online and offline anymore. A customer might discover On ‘Til Dawn from a Patrick Starrr video, then go into Sephora to get the product, and buy a refill on TikTok Shop. We live simultaneously in both worlds - the real one and the digital one.

Patrick Starrr previously hosted a meet-and-greet in London in partnership with Boots. How important are activations like this to your UK growth strategy, and can we expect more to come?

They're absolutely central. Patrick has this extraordinary ability to make people feel genuinely seen and celebrated, which is exactly what ONE/SIZE stands for as a brand. When he shows up in a city, it's a real moment of connection, and you can feel that energy in the room. We wanted UK consumers to know that we're showing up for this market, not just shipping product over and hoping for the best.

As for more activations? Yes, absolutely. We're committed to showing up in meaningful ways across the UK, and we have some exciting things in the pipeline that I can't quite share just yet.

Patrick Starrr remains central to ONE/SIZE’s identity. How does his creative vision continue to inform product development and brand direction?

Patrick is a creative visionary who brings real instinct to product development, from the formulas to the ways we think about product positioning and strategy. He is deeply connected to his community, and that feedback loop authentically informs the product decisions we make. He is in it - guiding our creative, product formulation, and marketing. His perspective is always in the room.

Beyond Boots, what are your ambitions for expanding ONE/SIZE’s UK distribution?

We're being deliberate. Getting into the right doors matters far more than getting into every door. Right now, the focus is on deepening our Sephora and Boots partnerships and continuing to build on consumer loyalty. The UK beauty retail landscape is rich and varied, and we see a lot of opportunity.

Are there any upcoming product launches that UK consumers should be particularly excited about?

I wish I could say more! What I can tell you is that this is such an exciting year of product development for ONE/SIZE, both in terms of product innovation and in terms of what our NPD represents for the brand's evolution. UK consumers will be very much part of how we roll these new innovations out.

Looking ahead, what does 2026 hold for ONE/SIZE?

Honestly? It's shaping up to be our most ambitious year yet. The UK expansion is a major focus, but we're also continuing to grow in the US and looking at other international markets with real intent. Beyond the commercial stuff, what excites me most is the community we're building around the world - and that we are just getting started.