Co-founder of cosmetics company manifests Taylor Swift wearing her product
Aliett Buttelman had a goal on April 16: to get Taylor Swift to wear her Fazit cosmetic product. She completed the task in less than six months.
"We sent the agent of (Swift's) makeup artist, Lori Turk, samples in May," Buttelman says.
The co-founder of Fazit Beauty had no idea when her fiancé was watching the Kansas City Chiefs play the New Orleans Saints that there would be a familiar face wearing a familiar product. Swift showed up to the game in a Vivienne Westwood plaid outfit, knee high boots and metallic faux freckles.
"As many have seen I just started sobbing," she says, referring to a TikTok video that's been viewed more than 7 million times. "To have your brand be worn by the No. 1 icon of our generation is validating for the hard work we've put in for two years."
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Buttelman started her company with Nina LaBruna. The 28-year-olds came up with the name Fazit, a portmanteau of "face it" and the "phases" of life.
"We launched makeup patches and created a new category of beauty that had never existed before," she says. "It's the easiest way to apply intricate makeup. It’s for those who may not have the skills of a makeup artist or are in a bit of a rush and want more intricate designs on their face. We call it 30-to-60 seconds instant glam."
Sales for Fazit skyrocketed 3,500% following Swift's appearance at the Chiefs game. The pop star’s endorsement, in addition to several viral TikTok videos and being picked up by Urban Outfitters, propelled the brand name into a higher echelon of the cosmetics industry.
"Taylor Swift helped give two young women in business so much leverage and negotiating power," Buttelman says. "She expedited the journey for us. We finally have the retailers of our dreams coming to us and moving mountains for us. Same thing with corporate partnerships. Whether it's Fortune 500 companies or national sports teams, everyone is coming to us for the first time."
LaBruna and Buttelman are planning to attend the remaining Eras Tour shows in Miami, New Orleans, Indianapolis, Toronto and Vancouver.
"She's a positive influence in this world," Buttelman says. "We're most grateful for this opportunity she's presented us."
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