Aliett Buttelman didn’t wait for a big break; she built one herself and turned a glitter freckle into a seven-figure moment.

Lindsay Pinchuk sits down with Fazit co-founder Aliett Buttelman to talk about how a scrappy, self-funded beauty brand ended up on Taylor Swift’s face, and what happened next. From a background in modeling and a degree from Columbia to an unexpected pivot into product development, Aliett shares how she and her co-founder Nina trusted their instincts and created a product that caught fire during Coachella weekend. That early traction led to a viral moment seen by millions and a surge in sales.

How does a small team pull something like this off without a PR agency or outside funding? What turns a viral spike into lasting growth? Aliett breaks down the moves that mattered most, including their approach to seeding, their packaging strategy, and the retail partnerships that followed, including Urban Outfitters and CVS. She also reflects on what it means to stay lean and human in the middle of rapid growth.

This conversation is packed with lessons for anyone trying to create their own momentum, and proof that a well-timed idea, executed with intention, can change everything.

Episode Breakdown:

00:00 Introduction

07:11 Founding Fazit

10:00 Early Success and Challenges

13:14 Building Brand Awareness on TikTok

17:00 Importance of Seeding Product

20:10 Viral Success with Makeup Patches

22:20 Taylor Swift’s Impact on Fazit

25:20 Scrappiness and Resourcefulness in Business

31:11 Innovation and Future Product Development

36:20 Importance of Authenticity in Marketing

39:15 Embracing Imperfection in Marketing

44:08 Actionable Advice for Female Founders

Connect with Aliett Buttelman:

http://www.instagram.com/aliettbutts

http://www.instagram.com/fazitbeauty

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

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