DUBAI — One/Size, the performance makeup brand founded by Patrick Starrr, is making its Middle East debut on Thursday with an exclusive launch across all 92 Sephora doors in the region and on the retailer’s e-commerce platform.

The rollout brings the brand’s lineup of primers, setting sprays and setting powders to a market it has long courted from afar. “We’ve seen so much love from this community, and it’s such a beautiful moment for us to continue expanding globally,” Starrr told WWD.

Anchoring the launch is the On ‘Til Dawn Mattifying Waterproof Setting Spray, which the company says ranked as the top-selling makeup stock keeping unit at Sephora in the U.S. between October 2025 and March 2026, citing YipitData. The Ultimate Blurring Setting Powder and Oil Sucker Liquid Blotting Paper Spray are also part of the regional assortment.

For Starrr, who founded the brand in 2020 and built it around an inclusivity-first ethos, the Middle East represents both a commercial frontier and a cultural one. “From Day One, One/Size has been about inclusivity, self-expression, and the belief that makeup is a one-size-fits-all,” he said.

On what inclusivity translates to in a market this aesthetically broad, Starrr returned to the brand’s founding thesis. “Inclusivity is about making sure everyone feels represented, authentically showing up for the community, and offering a diverse range of products curated for a wide range of people and looks,” he said. “Whether you love full glam or something more minimal, One/Size has something for you.”

Juliette Tang, president of One/Size Beauty, said the partnership with Sephora was a natural extension of the retailer’s role in the brand’s growth across North America, Europe, the U.K., Southeast Asia and Australia/New Zealand. The hero setting spray, she noted, was not reformulated for the Gulf. “It’s sweatproof, humidity-resistant and long-wearing by design,” Tang told WWD, adding that the brand consistently over-indexes in warm climates and summer months globally.

Tang positioned One/Size’s commercial advantage as one of category discipline rather than breadth. “We’ve created a system of hero products focused on primers, setting sprays and powders, categories that are universal, essential, and work across every makeup routine,” she said. “Focusing early on performance categories that we felt were under-emphasized enabled us to establish a strong and defensible position in the market.”

The brand is not yet attaching a revenue target to the region. Year One, Tang said, will focus on awareness and “strong retail fundamentals,” with the longer-term thesis treating the Middle East as a meaningful contributor to global revenue. “It’s a highly engaged, performance-driven beauty market that aligns naturally with our core product offering,” she said.

Tang framed the next chapter as continued global scaling and “expanding how we tell that story” culturally.