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A Starrr Is Born

YouTube makeup O.G. Patrick Starrr’s setting spray, On ’Til Dawn, has made him a top seller at Sephora. But with subcategory domination comes the inevitable question: What’s next?

Patrick Starrr
One/Size dominates Sephora’s “setting” subcategory, which includes powders and sprays that “set” one’s makeup and allow it to last longer, and which has seen significant growth recently, due in large part to Starrr, himself. Photo: Jason Lowrie/BFA.com
Rachel Strugatz
July 2, 2025

A few years ago at Coachella, the O.G. YouTube beauty influencer and makeup artist Patrick Starrr dared to take a light swim in a full face of makeup. He dunked his head in the pool, popped back up, dabbed his face dry with a towel—and his makeup remained fully intact, the towel spotless. Naturally, someone was on hand to capture the moment on TikTok, and 25 million views later, a hero beauty product was born.