FOR IMMEDIATE RELEASE
*Joint press release from ONE/SIZE and YipitData
ONE/SIZE by Patrick Starrr Tops U.S. Makeup Rankings with On ‘Til Dawn Setting Spray, According to YipitData
NEW YORK, NY — August 25, 2025 — According to data from YipitData, a leading alternative data provider, ONE/SIZE’s On ‘Til Dawn Waterproof Setting Spray (regular size) is the #1 makeup product in the United States, when ranked by individual SKU, based on consumer spend in 1H 2025, from Jan 1, 2025 - June 30, 2025.
ONE/SIZE, a Sephora-exclusive brand founded by Patrick Starrr, continues to gain momentum and share across the beauty category, accounting for a significant portion of Sephora's makeup growth in 2024 and 2025.
ONE/SIZE Gains Full Visibility Into Growth
Using YipitData’s platform, ONE/SIZE has been able to verify gains in the setting spray category and act on near real-time insights.
“At ONE/SIZE, we move fast, and we need partners who can move with us,” said Juliette Tang, Brand President at ONE/SIZE. “YipitData gives us the visibility and insight we need to make bold decisions that fuel our growth. From identifying where we’re gaining share in setting powders and primers, to planning inventory and investment across hero SKUs like On ‘Til Dawn and Powder Melt Setting Sprays, their data has been instrumental in helping us scale with confidence.”
ONE/SIZE began working with YipitData in early 2025 to better understand its performance across Sephora and the broader beauty landscape. Using YipitData’s platform, the brand was able to pinpoint where it was gaining share within the setting spray category, monitor the impact of marketing campaigns in near real-time, and benchmark new launches against competitors. The visibility into SKU-level sales—particularly in a channel where data coverage from syndicated sources is limited—allowed the ONE/SIZE team to confidently adjust marketing spend, bundling optimization, and validate retail strategies well ahead of traditional POS reporting.
A Data Blind Spot That YipitData Can See
This ranking is notable because most traditional data providers exclude brands sold exclusively by a single retailer. Legacy platforms center on point-of-sale (POS) data sharing from retailers, and do not track exclusive brands unless they’re sold in multiple retail channels. This creates gaps in visibility for exclusive products like On ‘Til Dawn, which may not be reflected in traditional data sources despite their popularity.
YipitData is uniquely equipped to cover brands like ONE/SIZE, a Sephora-exclusive that has ranked among the retailer’s top five makeup brands year-to-date through July 2025, according to YipitData. With a panel of over 11 million U.S. consumers—more than 50x the size of legacy panels—YipitData captures real-time consumer spending across all major retailers, including Sephora.
“Our platform is built to give brands and retailers a complete picture of consumer behavior—whether they’re sold in one channel or many,” said Jamie Melzer, Chief Revenue Officer at YipitData. “ONE/SIZE is a strong example of a fast-growing, Sephora-exclusive brand whose performance can only be fully measured through our data.”
*This ranking is based on YipitData’s proprietary tracking of U.S. consumer transactions across the beauty industry. The analysis does not group products by size, shade, or product family, and instead evaluates SKU-level performance on a standalone basis—placing On ‘Til Dawn (Regular-Size) above all other individual makeup SKUs in the market during the period.
About YipitData
YipitData is a leading alternative data provider for businesses and investors. With a proprietary panel of over 11 million U.S. consumers, YipitData delivers detailed insights into consumer behavior, brand performance, and retail trends—including exclusive and DTC brands that are often missed by traditional data sources.
About ONE/SIZE
ONE/SIZE by Patrick Starrr is a bold, inclusive beauty brand redefining performance makeup for all. Available exclusively at Sephora, ONE/SIZE blends artistry and innovation to deliver viral, best-in-class makeup innovations like the On 'Til Dawn Waterproof Mattifying Makeup Setting Spray, Powder Melt Glass Skin Makeup Setting Spray, Ultimate Setting Powder, and more.