Dear FoundHer · Episode 281 · March 25, 2025 · 47 min

Getting Press: How Fazit Got Glitter Freckles on Taylor Swift and Turned Them Into Millions

Aliett Buttelman prioritized getting press for her product, Fazit, at the center of a cultural moment. In this episode of Dear FoundHer, Lindsay Pinchuk talks with Aliett about how a self-funded beauty brand put their glitter sparkle freckles on Taylor Swift’s face at a Kansas City Chiefs game and turned that visibility into real growth. Aliett was intentional. She identified the right makeup artist, seeded product ahead of the Eras Tour, and also sent Fazit to Sabrina Carpenter, who was opening for Taylor. She even thought ahead to NFL season and placed product with the wives and girlfriends of Chiefs players. When Taylor wore the glitter freckles on Monday Night Football, the groundwork was already in place. From there, the team moved quickly to secure press coverage with major outlets, including CBS and NBC. Aliett explains how she approached her getting press as an active growth channel, not a one-time spike. That attention accelerated retail conversations with partners like CVS and Urban Outfitters and strengthened their broader partnership marketing efforts. Before the headlines, there was disciplined bootstrapping, early TikTok traction, and a clear focus on growing an audience without heavy ad spend. You will also hear practical event marketing ideas that helped Fazit show up at festivals, NFL games, and live pop-ups where their customers already were. If you want to understand how to get press smartly, leverage cultural moments, and turn attention into sustainable growth, this conversation is worth your time. Episode Breakdown: 00:01 Partnership Marketing and Creating Your Own Founder Momentum 04:50 Aliett Buttelman’s Path to Building Fazit 09:10 Bootstrapping Fazit With $13K and Early Scrappy Growth 10:02 Growing an Audience on TikTok Through Product Seeding 15:10 Retail Breakthrough With Urban Outfitters and CVS 19:00 Coachella Launch and Viral Growth for Makeup Patches 20:45 Getting Press and the Taylor Swift Placement 22:11 Taylor Swift Wears Fazit and the Seven-Figure 48 Hours 26:16 Scaling Fast After Going Viral: Inventory, Team, and Customer Service 33:55 Event Marketing Ideas: Pop-Ups, Sports Moments, and Founder Visibility Connect with Aliett Buttelman: Follow Aliett on Instagram Follow Fazit Beauty on Instagram Connect with Lindsay: Subscribe to The FoundHer Files Follow Dear FoundHer on Instagram MMS sign up: https://www.lindsaypinchuk.com/mmsspring2025 Dear FoundHer... on Tour: https://www.dearfoundher.com/tour Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk Podcast production and show notes provided by HiveCast.fm Hosted on Acast. See acast.com/privacy for more information.