Fazit’s Taylor Swift-Loved Viral Glitter Freckles Enter CVS, Brand Forecasts $40M In 2025 Sales At Retail

Fazit’s viral Glitter Freckles Makeup Patches are now in the aisles of local drugstores. 

The bootstrapped brand, which sold over $1 million worth of the product within 48 hours of Taylor Swift wearing at a Kansas City Chiefs’ game in early October, has landed at 400 CVS locations around the country. CVS joins Urban Outfitters, where Fazit is available chain-wide, and roughly 100 independent boutiques in its growing retail network. Another retail launch is on deck for January. 

The expansion is expected to help Fazit achieve $40 million in 2025 sales at retail. This year, Amazon and direct-to-consumer distribution were larger revenue drivers than retail for the brand, but retail grew as a portion of its sales from 5% to 13%. Fazit has surpassed its 2024 sales goal of $5 million to $7 million, pushing it well above an early projection of $3 million in sales this year. 

Stores are jumping on Fazit in the wake of momentum from Swift sporting Glitter Freckles Makeup Patches in the shade Gold Speckles, which caused the brand’s DTC sales to soar 3,500%. However, co-founder Aliett Buttelman is conscious the brand has to continue to perform long after the Swift-stoked buzz fades completely. 

“We knew the moment of Taylor was going to come to an end,” she says. “She is forever going to be a part of our story, but we’re moving to where customers are and meeting new demographics that maybe aren’t familiar with Fazit.” 

CVS has been at the top of Fazit’s retailer wishlist since the brand launched in 2022. The brand caters to consumers who want products quickly for special occasions and events, and the chain gives it accessibility to respond to that purchasing behavior.

“Customers want to get their hands on our products as fast as possible, that was the No. 1 customer feedback we’ve been receiving,” says Buttelman, adding, “Really the selling point was that CVS has more doors than any other retailer in the United States.” It has over 9,000 locations in the country. 

Along with Glitter Freckles, which come in Silver Speckles and limited-edition Rose Gold Speckles varieties along with Gold Speckles, Fazit’s assortment includes Faux Freckles and a sports-themed Team Spirit collection. The makeup patches are priced at $15.99, $29.99 and $45.99 for 6-, 12- and 18-count packs, respectively. 

Fazit joins CVS’s beauty assortment at a challenging time for drugstore conglomerates as competition heats up, retail sales decline and rising pharmacy costs weigh on bottom lines. Chasing profitability, CVS and Walgreens are cutting costs by shuttering large swaths of their store fleets and initiating rounds of layoffs.

CVS shuttered 900 stores over the past three years and plans to close 270 more in 2025. Walgreens recently announced it aims to close 1,200 stores over the next three years and is reportedly in discussions with private equity firm Sycamore Partners to take the company private. Rite Aid declared bankruptcy in July and emerged from it in September. It slashed around $2 billion in debt. 

“All of this doesn’t end at Taylor, it just started at Taylor.”

Buttelman isn’t deterred by the drugstore channel’s misfortunes. She believes Fazit can shake things up at CVS. “We’ve been a disruptor since the beginning because of the way we look at our business,” says Buttelman. “Instead of going where everybody else is going, why don’t we find a channel that hasn’t been as disrupted yet?” 

To drum up excitement for the CVS partnership, Fazit is deviating from the organic marketing that’s made it a hit on platforms like TikTok, where it’s amassed 200 million-plus views. It’s running a truck advertising campaign in downtown New York City in partnership with out-of-home advertising company Adgile Media Group. Buttelman divulges the campaign is costing Fazit few thousand dollars a month and may expand to Los Angeles and Miami. The brand is also working with retail marketing platform Crafted to draw people to CVS stores with user-generated content and influencer product reviews. 

Buttelman says, “We have all the faith in the world that we can bring our own traffic into CVS doors.” 

Fazit has spearheaded marketing efforts to propel people into stores before. Following its epic Swift placement, it hosted pop-ups at Urban Outfitters in cities her Eras Tour was winding through such as Miami, New Orleans, Indianapolis, Toronto and Vancouver, where Fazit co-founder Nina LaBruna applied the freckles for free after customers purchased them. It gifted free concert tickets to customers, too.

According to Buttelman, the pop-ups caused hundreds of units to be snapped up at Urban Outfitters. At a Vancouver store, 500 units were bought in a day. Buttelman says, “For Urban, which is not a beauty destination, it’s kind of unheard of to do that.” 

With Swift’s Eras Tour over, Fazit is considering partnering with a sports organizations to reach new customers. The brand is developing a plan to extend internationally as well. “Given the global virality that Taylor and this product have now had, we’re in a position to move on international expansion, which is already in the works,” says Buttelman. “All of this doesn’t end at Taylor, it just started at Taylor.”