While most brand trajectories would launch with a 40-plus-shade foundation range or eye-catching lipstick collection, Patrick isn’t one who plays by the books.

Following in the footsteps of Jeffree Star, Tati Westbrook and Manny MUA, YouTube makeup guru Patrick Starrr (real name: Patrick Simondac) is the latest to launch his own makeup brand, ONE/SIZE.

The name of the label harks back to 2016, when he famously tweeted after a frustrating shopping experience: “Sucks shopping plus size… Good thing makeup is a one size fits all.”

Although it was an off-hand statement at the time, he has come to be known as an advocate for diversity to his 4.6 million subscribers on YouTube – being an openly and proudly gay, plus-size, Filipino-American man who loves wearing makeup. Since then, “makeup is a one size fits all” has become his personal catchphrase and now that of his debut makeup brand.

While most brand trajectories would launch with a 40-plus-shade foundation range or eye-catching lipstick collection, Patrick isn’t one who plays by the books. Instead, the self-taught makeup artist has chosen to start with makeup removal products.

ONE/SIZE GO OFF Juiciest Makeup Remover Wipes
ONE/SIZE GO OFF Makeup Dissolving Mist

Debuting as part of the GO OFF collection are the Juiciest Makeup Remover Wipes (read our unpopular opinion on makeup wipes here) and Makeup Dissolver Mist, an innovative oil-based spray.

Why start with arguably the least glamourous of all makeup products? He took to Instagram to share the story that inspired the first drop, detailing the time he was working at a makeup counter in 2012 and asked by his manager to remove his makeup because it was deemed inappropriate for a man to be wearing ‘so much’.

“That day showed me what I was truly made of: grace, grit, and glam! I looked into the mirror and saw a person I’m proud to be. Today I’m reclaiming the story as I launch my own brand,” he shares in the brand’s campaign video.

According to his Instagram posts, the makeup mist is formulated with jojoba and brightening rosehip oils to refresh and soothe the skin while removing makeup with ease, transforming into a milky foam when rinsed off with water. Meanwhile, the makeup wipes come in a supersize pack that is designed to remove a “cake” of makeup effortlessly, topped with juicy ingredients and relaxing fragrance notes.

The ONE/SIZE GO OFF collection will be launching on the brand’s official website and sephora.com from July 17 and in Sephora stores in US and Canada from July 30.

Photos: ONE/SIZE