Last 12 months, Patrick Simondac — the make-up artist, digital influencer and entrepreneur recognized on-line as Patrick Starrr — seen a development of individuals going again to pure magnificence appears to be like in the course of the pandemic.
He questioned what which may imply for the model enchantment of Patrick Starrr, whose make-up model he describes as “maximalist,” with a “approach just like a drag queen.”
His YouTube subscriber numbers have held regular: He has 4.4 million subs on YouTube, and greater than 12 million followers throughout all platforms. But over the previous 12 months, Patrick Starrr’s YouTube views did drop — from a median of 4.4 million month-to-month views in 2019 to 1.6 million in 2020, per analytics agency Social Blade.
To Patrick, the standard of engagement along with his followers is extra vital than amount. During quarantine, his fanbase was as hungry as ever for his tutorials, makeovers, music movies, collabs and extra. “I eat, sleep and breathe make-up,” he says. “I believe individuals have been eager for that.”
In July 2020, in a brand new bid to diversify his enterprise, Patrick Starrr launched his personal magnificence model, One/Size, in partnership with Luxury Brand Partners, obtainable on-line and thru an unique partnership with nationwide retailer Sephora. And on Friday, One/Size is debuting a brand new product: Turn Up the Base, a basis powder with 32 shades.
“There was a possibility for me to have one thing of my very own,” he says. “When I launched partnerships up to now, it was for another person.”
And in late 2020, Patrick launched his first podcast, “Say Yas to the Guest,” produced by podcast community Dear Media. “The podcast has let me present a unique aspect, how I’ve enveloped magnificence and the leisure aspect of magnificence,” he says.
When he first launched his YouTube channel in 2013, Simondac had no expectations that he would nonetheless be producing magnificence content material eight years later or that Patrick Starrr would have grown right into a business enterprise.
“There’s no playbook for doing what I do,” Patrick says. “I had no thought this is able to be a enterprise. I didn’t acknowledge lots of people who regarded like me within the magnificence area.”
Simondac compares his Patrick Starrr alter-ego to a toddler. “The 31-year-old in me has to make enterprise choices, like hiring, and shifting hundreds of thousands of {dollars} round,” he says. “With Patrick Starrr, I’ve to handle an 8-year-old who remains to be studying methods to stroll and discuss and reside. It’s distinctive.”
Born in New York, Patrick was raised in Orlando, Fla. (His Twitter bio reads, “Makeup Artist. Youtuber. Floridian. Fierce Filipino.”) He kicked off his magnificence profession as a photographer in Orlando, which sparked his curiosity in studying methods to apply make-up. Following his choice to show his ardour for make-up right into a profession, he was employed at MAC Cosmetics earlier than launching on YouTube as Patrick Starrr (to not be confused with the dopey sidekick Patrick Star from “SpongeBob SquarePants”).
With the launch of his One/Size line, Simondac’s strategy to social media nowadays is more and more filtered by means of a advertising and marketing lens and methods to enhance engagement with magnificence shoppers. “We need to create an immersive market… the place we might be seen and heard,” he says.
The prime three platforms he focuses on are TikTook, Instagram and YouTube. “Because of the pandemic we’re having to find modern methods to amplify [content] by means of a number of platforms,” Patrick says. The metaphor he makes use of: “I’m the zookeeper and the platforms are the animals – typically one of many animals will get hungrier.”
The Patrick Starrr group contains his government producer, Fabian Quinonez; his agent and supervisor, Christina Jones, SVP of expertise at UTA’s Digital Brand Architects; his youthful brother, Peter Simondac, who handles the position of operations supervisor; and “Say Yas to the Guest” government producer and editor Diezavel Mandl.
“He has the distinctive skill to attach with audiences from all walks of life,” Jones says of her shopper. “He doesn’t take that calmly, taking day out of his days to get to know his viewers on a deeper stage, from FaceTiming, to DM’ing, to stunning them with a secret go to, Patrick places his all into his work as a result of he is aware of his work isn’t simply serving to himself out, it’s serving to anybody who has felt like they don’t slot in, to really feel OK and accepted for who they’re.”
Patrick’s superstar collaborations have included Kim Kardashian West, Jessica Alba, Katy Perry, Paris Hilton, Tyra Banks, Kris Jenner and Naomi Campbell. He has labored with prime make-up manufacturers resembling Tarte, Benefit Cosmetic, and Urban Decay to assist promote new product launches and collections. His most up-to-date cosmetics collaboration was a yearlong partnership with MAC Cosmetics.
Meanwhile, Patrick is also the founding father of magnificence influencer incubator/company referred to as the Beauty Coop, the place he goals to assist rising expertise navigate their careers. In 2018-19, he served as government producer and host of E!’s Snapchat present “Face Forward.” He’s additionally an energetic member of GLAAD and works with different LGBTQ-related charities and initiatives.
Patrick at the moment lives in Los Angeles along with his brother Peter — and, in fact, his in depth magnificence room.
As for the inevitable trolls who pop up on-line, Simondac says he’s higher in a position to tune out negativity and harassment. “I’ve taken the reins about how I react — I’ve a extra mature strategy to how I take care of social media,” he says. “At 17, I’d haven’t recognized methods to react.”
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