Fazit, the makeup patch brand that went viral after Taylor Swift was seen wearing its Gold Glitter Freckle Patches to a Kansas City Chiefs football game, will launch at Target on March 3. Target will carry three of Fazit’s best-selling SKUs: Gold Glitter, Silver Glitter, and Rose Gold. Additionally, Target will exclusively launch Sprinkled Speckles, a pastel rainbow multicolor design from Fazit, which the brand says is the most requested launch from its customers. For the first month, Sprinkled Speckles will be sold exclusively at Target and Target.com. After that, it will also be available on Fazit's DTC website.

“Target has such an amazing curation of beauty and wellness,” Aliett Buttelman, co-founder at Fazit, tells BeautyMatter. “For Fazit, it’s been our mission and our ethos to provide accessible beauty products to our customers, and we really felt like Target provided us with that.”

In surveys conducted by the brand, Fazit's DTC customers identified Target as its preferred beauty retailer, making it an ideal retail partner for the brand from the outset, according to Buttelman.

“At Fazit, it’s really important for us to be working with people who see the vision early on,” she says. Fazit had been in conversation with the Target team prior to Taylor Swift wearing the brand’s glitter patches, which led to a staggering 3,500% increase in sales and web traffic and $1 million in sales in just 48 hours.

“Taylor Swift really just propelled the partnership to happening sooner rather than later,” Buttelman says. “Target understood how disruptive of a brand we were and really saw us revolutionizing the way cosmetics are applied, and we're really excited that they brought us on to do that.”

In December 2024, Fazit's Glitter Freckles Makeup Patches were introduced into 400 CVS stores nationwide. The brand is also available at all Urban Outfitters locations, where they carry an assortment of Fazit’s patches, and approximately 100 independent boutiques. Outside of traditional brick-and-mortar retail, Amazon has been a massive channel for Fazit since the start, generating significant growth and profit. Fazit is focused on diversifying its retail channels while maintaining product freshness and effectively catering to the diverse customer base across these various channels. Target provides Fazit with the opportunity to expand its product offerings and attract new customers by providing an exclusive SKU.

“With Target, we thought their millennial clientele would really gravitate towards our Rainbow Sprinkled Speckles,” says Buttelman. “With Urban Outfitters, we really tailor and customize exclusive products to them for more of that Gen Alpha or Gen Z customer, and we'll continue to do that at Fazit.” Fazit’s projected retail revenue for 2025 is $40 million. Accessibility has always been at the core of Fazit’s growth strategy, which has always included an omnichannel approach, according to Buttelman.

“We call our products ‘occasion wear,’ and a lot of the times, occasions are last minute,” she explains. “Our products, especially our makeup patches, really complete somebody's look, whether they're going to a festival, a concert, or a holiday party. We wanted to make sure that we are partnering with retail partners that had enough doors for our customers to easily go into store and get their last-minute look.”

Fazit, co-founded by Buttelman and Nina LaBruna, has been profitable since its early stages. The brand initially raised capital through a friends and family round and has no plans for additional fundraising in the future.

“We really want to be focused on profitability, not venture-backed growth, and building a sustainable and healthy business,” says Buttelman. “It's been clear to us that we don't need to raise, so there's no reason to for us to give up equity or start making decisions based on other investors at this point in the business right now.”

Celebrity endorsements have played a pivotal role in Fazit’s rapid rise. After Taylor Swift was spotted wearing Fazit's Glitter Freckles Makeup Patches, other celebrities soon followed suit. Rita Ora was seen wearing them to a sports game and on The Masked Singer. Lisa, from the K-pop group Blackpink, wore them to a performance. Kacey Musgraves recently posted a picture of herself wearing Fazit’s Snowflake Speckles from her cabin in Tennessee. While celebrity endorsements can be a boon for sales, they can also lead to missed opportunities to capture customers if a brand were to sell out quickly. Fazit avoided this by establishing a strong foundation internally and with its manufacturing partners that could handle a potential surge in demand—even before Taylor Swift was seen wearing the brand’s Gold Glitter Freckle Patches.

“We had experienced viral moments throughout the summer leading up to Taylor, so we had the team in place in order to never sell out and to be able to handle the demand that was coming in so quickly,” says Buttelman. “From there, we made a conscious decision to continuously keep our team lean while we're scaling.”

Since its launch in 2022, Fazit's target audience has evolved significantly. Initially, the brand believed its customers were college students involved in sororities or attending music festivals. However, its focus has now shifted to the "underserved female beauty consumer."

“What we quickly realized—and this is not something that I think most brands want—is that everyone is our customer,” says Buttelman. “Our customer has become toddlers, college students, millennials, Disney adults, marathon runners, female athletes … It's really crossing so many different categories, and that's something we're also going to tackle this year through licensing deals.”

Fazit is hoping to carve out its own niche at the intersection between beauty and sports. The brand plans to continue to find ways to support the female fan and the female athlete with performance makeup. Fazit’s Glitter Freckles are long-lasting, waterproof, and sweat-proof, which makes them perfect for athletes or anyone performing on the global stage.

To celebrate the Superbowl, Fazit released Green Spirit Speckle Patches, designed specifically for Eagles fans. Chiefs fans can opt for the brand's signature Red Spirit Speckles. Other colors available in Fazit’s Spirit Collection include blue, purple, and orange, along with a variety of color combinations. It’s only a matter of time before the brand scores big with a sports team partnership, as 82% of Fazit’s customers were organically wearing its products to sporting events, according to data from the brand.

Although beauty and sports are rapidly converging in innovative ways to empower and encourage female athleticism, significant hurdles remain. Research from Dove reveals that body image concerns and a lack of confidence have led 50% of girls to abandon sports they once enjoyed, highlighting the pressing need for continued progress in this arena.

“We want to serve that customer with beautiful, confidence-boosting makeup designs so she can still feel pretty while she’s competing or cheering for her team without having to worry about her make up budging,” says Buttelman.

While the Target expansion will certainly boost Fazit's sales and awareness in the States, the brand's ambitions extend much further. In 2025, Fazit plans to expand internationally.

“Indie beauty brands usually have to crack the US market first before moving out to international, but Taylor [Swift] was and is on such a global stage, so we just had this international demand immediately. It was important to get to our customers there,” says Buttelman.

Fazit’s makeup patches will be available in stores and online at Target on March 3. All four SKUs are $15.99 and will be displayed on a sidecap in the beauty section.