The Beauty of Expansion: One/Size’s Middle East Move and What It Really Means
There’s something undeniably bold about a beauty brand launching in 92 stores across the Middle East in one go. One/Size, the brainchild of Patrick Starrr, is doing just that—and it’s not just a business move; it’s a cultural statement. Personally, I think this rollout is about more than just selling primers and setting sprays. It’s a testament to the Middle East’s growing influence in the global beauty industry, and One/Size is smart to recognize it.
Why the Middle East?
What makes this particularly fascinating is the timing and scale of the launch. The Middle East has long been a hub for luxury and beauty, but it’s also a market that demands authenticity and inclusivity. One/Size’s decision to anchor its launch with products like the On ‘Til Dawn Mattifying Waterproof Setting Spray isn’t random. This product, already a bestseller in the U.S., is designed for warm climates—a perfect fit for the region’s humidity. But here’s the kicker: the brand didn’t reformulate it for the Gulf market. Why? Because it’s already sweatproof and humidity-resistant. This isn’t just a product launch; it’s a statement of confidence in the brand’s universal appeal.
From my perspective, this move highlights a broader trend: beauty brands are no longer treating the Middle East as an afterthought. It’s a market where consumers are highly engaged, performance-driven, and willing to invest in quality. One/Size’s partnership with Sephora isn’t just about distribution—it’s about aligning with a retailer that understands the region’s unique demands.
Inclusivity: More Than Just a Buzzword
One thing that immediately stands out is Patrick Starrr’s emphasis on inclusivity. Since founding One/Size in 2020, Starrr has positioned the brand as a champion of self-expression and diversity. But what does inclusivity mean in a region as aesthetically diverse as the Middle East? Starrr’s answer is simple yet profound: it’s about representation and authenticity. Whether you’re into full glam or a minimal look, One/Size claims to have something for everyone.
What many people don’t realize is that inclusivity in beauty isn’t just about shade ranges—it’s about cultural relevance. The Middle East has its own beauty standards, traditions, and challenges. By launching products that cater to the region’s climate and aesthetic preferences, One/Size is showing that it’s not just paying lip service to inclusivity; it’s actively listening to its audience.
The Strategy Behind the Rollout
Juliette Tang, president of One/Size Beauty, describes the brand’s approach as one of “category discipline.” Instead of flooding the market with countless products, One/Size has focused on primers, setting sprays, and powders—categories that are universal yet often overlooked. This strategy has allowed the brand to carve out a strong position in a crowded market.
If you take a step back and think about it, this focus on essentials is genius. In a world where beauty trends come and go, foundational products remain constant. By mastering these categories, One/Size isn’t just selling makeup; it’s building a system that works for every makeup routine.
What This Means for the Future
This raises a deeper question: Is One/Size’s Middle East launch a one-off move, or part of a larger strategy? Tang hints at the latter, framing the region as a “meaningful contributor to global revenue.” But what’s more interesting is how the brand plans to “expand how we tell that story” culturally.
A detail that I find especially interesting is the absence of a revenue target for the region. Instead, the focus is on building awareness and strong retail fundamentals. This suggests that One/Size isn’t just here to make a quick buck; it’s here to stay. And in a market as competitive as beauty, that kind of long-term thinking is rare—and refreshing.
Final Thoughts
What this really suggests is that One/Size’s Middle East launch is more than just a business expansion; it’s a cultural exchange. The brand is bringing its ethos of inclusivity and performance to a region that values both, while also learning from the Middle East’s unique beauty landscape.
Personally, I think this is just the beginning. As the beauty industry continues to globalize, brands like One/Size are setting the standard for how to enter new markets with authenticity and purpose. It’s not just about selling products—it’s about building connections. And in a world where beauty is increasingly personal and political, that’s what matters most.
