YouTube beauty vet Patrick Starrr (4.4 million subscribers, 2 million monthly views) is the latest creator to launch his own beauty brand, One/Size — a nod to the messages of inclusion and body positivity that proliferate across his popular social outlets.

The brand is a joint venture with incubator Luxury Brand Partners (LBP), which has developed brands like Becca (a cosmetics company subsequently acquired by The Estee Lauder Companies for a reported $200 million) as well as hair specialist R+Co. Women’s Wear Daily reports that LBP has invested $10 million in One/Size, which has been in the works for several years. The brand will be sold exclusively at Sephora, launching online on July 17 and then rolling out to roughly 525 physical doors across the U.S. and Canada on July 30. Products and pricing will be revealed at a later date on Starrr’s social channels.

Prior to launching his own brand, Starrr has co-authored several blockbuster product collaborations, including a wide-ranging deal with MAC that comprised five total collections released over the course of one year. WWD reports that that venture is bound to surpass $25 million in total sales.

“My identity as Patrick Starrr is extraordinary performance,” Starrr told WWD. “It’s a performance art — that’s what I do as a YouTuber. My products [are] fashion meeting function. I dress like this to get noticed, I wear so much makeup to get noticed. What can I do that’s gonna get noticed but perform to the highest level when it comes to consumers and my audience investing their money in me and the brand.”

In addition to his beauty brand, Starrr also operates The Beauty Coop, a content production and talent management company focused on influencers.

You can check out a teaser for One/Size below:

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