617: How A Failing Skincare Brand Became An 8-Figure Makeup Empire | Aliett Buttelman

The Foundr Podcast with Nathan Chan

Nathan Chan

Entrepreneurship, Business, Marketing

4.9 • 664 Ratings

🗓️ 25 December 2025

⏱️ 53 minutes

🔗️ Recording | iTunes | RSS

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Summary

Aliett Buttelman spent eight years grinding in the dark before a single viral moment with Taylor Swift turned Fazit into an overnight seven-figure brand. In this interview, Aliett breaks down the exact pivot that saved the company, how she identified product-market fit after years of plateauing at $20K per month, and the organic social strategy that now generates over half a million views every day. From bootstrapping with $13K to navigating 100+ investor rejections and finally securing mass retail with Target, this is the blueprint for building a breakout CPG brand in one of the most competitive beauty markets. What you’ll learn in this interview: • How a single Taylor Swift appearance drove seven-figure sales in 48 hours • How Aliett pivoted from slow-growth acne patches to viral makeup patches • The social content framework that produces daily 500K+ view videos • Why aspirational products can outperform problem-solving products • How to bootstrap a CPG brand with limited capital and no agency support • The exact moment Fazit discovered true product-market fit • Why Fazit chose Amazon as a primary channel (and how it paid off) • The dangers of taking bad retail deals and why most founders miss this • Lessons from 100+ VC rejections and how to know when not to raise • The behind-the-scenes strategy that secured a 1,000-store Target rollout By the end of this episode, you’ll understand how to build a lean, viral-ready brand, validate demand fast, and prepare for the “overnight” moment that can change everything — even if it takes years of grit and persistence to get there. SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to ⁠⁠https://your.omnisend.com/foundr⁠⁠ to get started. HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 & 9-figure founders inside Foundr+ Start your $1 trial → ⁠⁠https://www.foundr.com/startdollartrial⁠⁠ PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING? → Starting from scratch? Apply here → ⁠⁠https://foundr.com/pages/coaching-start-application⁠⁠ → Already have a store? Apply here → ⁠⁠https://foundr.com/pages/coaching-growth-application⁠⁠ CONNECT WITH NATHAN CHAN Instagram → ⁠⁠https://www.instagram.com/nathanchan⁠⁠ LinkedIn → ⁠⁠https://www.linkedin.com/in/nathanhchan/⁠⁠ CONNECT WITH ALIETT BUTTELMAN Instagram → https://www.instagram.com/fazitbeauty/?hl=en LinkedIn → https://www.linkedin.com/in/aliett-buttelman-9a662312b/ Fazit Website → https://fazitbeauty.com/ FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → ⁠⁠https://bit.ly/2uyvzdt⁠⁠ Website → ⁠⁠https://www.foundr.com⁠⁠ Instagram → ⁠⁠https://www.instagram.com/foundr/⁠⁠ Facebook → ⁠⁠https://www.facebook.com/foundr⁠⁠ Twitter → ⁠⁠https://www.twitter.com/foundr⁠⁠ LinkedIn → ⁠⁠https://www.linkedin.com/company/foundr/⁠⁠ Podcast → ⁠⁠https://www.foundr.com/podcast

Transcript

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0:00.0	Hey Founder Fam, I want to talk to you about something super exciting. We're officially partnered with Omniscend, the email marketing and SMS platform built specifically for e-commerce founders. We've been recommending OmnisCent to Founder students for a while now because it just works. Whether you're launching your first store or you're scaling the seven figures, it really helps you automate your marketing and get real results.
0:24.0	Did you know on average, Omnysend customers make $68 for every $1 they spend, which is an insanely good return on investment.
0:32.6	And because you're part of the founder community, you get 50% off your first three months with the code Founder 50.
0:39.3	Just head to Omnisend.com forward slash founder without the E to get started.
0:45.0	All right, now let's jump back into the show.
0:49.0	Imagine if your brand had a single viral moment to change the course of the entire business, turning years of grinding
0:56.2	at $20,000 per month into seven figures in sales in just 48 hours.
1:00.8	While today's guest, Elliot Butlerman, is the co-founder of Faser Beauty, the makeup patch brand
1:05.3	that broke every CPG rule in the book on its way to becoming an eight-figure business,
1:09.9	and after years of grinding on
1:11.4	problem-solving skincare patches that barely moved the needle at 20,000 per month, Alliot and her co-founder
1:16.6	Nina made a bold pivot to aspirational glitter makeup patches. Then came October 7, 2024. Taylor Swift
1:23.5	wore phase its gold glitter freckles to a Chiefs game and in 48 hours, everything changed.
1:28.9	So in this conversation, you're going to learn why aspirational products can outperform
1:33.1	problem-solving products in saturated markets, the exact organic social strategy that
1:37.9	generates over half a million views daily, and how bootstrapping gives you the freedom
1:42.6	to break every industry rule like going all in
1:45.6	on Amazon when experts say it'll kill your brand. This is a masterclass in pivoting, in patience,
1:51.6	and being prepared when your overnight success moment finally arrives after years of building
1:57.7	in the dark.
2:03.3	Hear the stories.
2:08.8	Learn the proven methods and accelerate your growth and future through entrepreneurship.
	...

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