Getting Press: How Fazit Got Glitter Freckles on Taylor Swift and Turned Them Into Millions
Dear FoundHer...Real Founder Stories for Women Small Business Owners
Lindsay Pinchuk
4.9 • 1.1K Ratings
🗓️ 25 March 2025
⏱️ 48 minutes
🔗️ Recording | iTunes | RSS
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Summary
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 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
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Transcript
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| 0:00.0 | Hi guys, it's me, Lindsay Pinchuk, and in just a second, you're going to hear me talk to |
| 0:05.8 | Aliet Butler of Faisett. Today's episode is filled with so many incredible gems of advice, |
| 0:14.0 | but something you hear me say around here often is that you have to create your own destiny. |
| 0:18.6 | And that's what Aliet did. You're going to hear her talk about |
| 0:21.9 | her now famous Taylor Swift moment and how she made it happen. And I'll give you a hint. It wasn't |
| 0:27.1 | through a connection or an easy win. It was through smart, strategic, hard work. And since then, |
| 0:33.7 | her team has continued with on-brand partnerships that have continued to catapult their business forward. |
| 0:39.4 | If you've been around here for a while, you know how I feel about a good partnership. |
| 0:43.7 | They're golden. |
| 0:44.7 | And they can build the foundation of your business, taking it to a place you've never imagined it, ever. |
| 0:51.7 | Partnerships are how I built both of my businesses, and it's a huge focus of my group |
| 0:56.1 | mentorship marketing made simple for small business. Why do I place such an emphasis on partnerships? |
| 1:01.5 | Well, because they work, which is why I share about them in great detail with step-by-step |
| 1:06.5 | instructions in marketing made simple for small business. My goal is to save you time and the many |
| 1:11.9 | headaches that I endured as a founder by helping you to build your own business using my |
| 1:16.4 | strategies, experiences, and 25 years of proven success as a marketer. Three cohorts of women |
| 1:25.0 | entrepreneurs just like you have gone through my mentorship. |
| 1:28.4 | Each week we have a call. |
| 1:29.7 | I teach a lesson about a simple marketing strategy to help you build your business and I |
| 1:34.1 | answer your questions. |
| 1:35.4 | If you need to ask me something, you drop it in our online forum. |
| 1:39.0 | If you need something more customized, you can grab some one-on-one time with me. |
... |
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