For beauty consumers who want to bejewel their face à la Taylor Swift, the Fazit Glitter Freckles Makeup Patches she wore to a Kansas City Chiefs game last year are getting more accessible with a Target rollout.
Fazit has entered 1,000 Target locations following a 400-door CVS launch last year. Together, the partnerships are forecast to spur the buzzy bootstrapped beauty patch brand to $40 million in sales at retail this year. Still, Fazit’s website and Amazon are its top sales channels.
Target called Fazit to inquire about bringing it into stores the day after Swift wore Fazit’s Glitter Freckles to a Kansas City Chiefs game last year, which caused the brand to sell over $1 million worth of the product within 48 hours. It previously forecast 2024 sales to land between $5 million and $7 million. In addition to Target and CVS, Fazit is carried by Urban Outfitters nationwide and roughly 100 independent boutiques around the country.
Fazit joins a bursting stable of new brands at Target that includes Bubble Skincare, Nimbi, Alodia, Jupiter, Eva + Avo, Timeless, MCoBeauty, Wild, Daise, Provence Beauty, Noshinku and Laura Polko Los Angeles. Its product selection at the big-box chain features Glitter Freckles in the Swift-loved gold shade as well as silver and rose gold shades.
Priced at $15.99, a limited-edition multi-color pastel product called Sprinkled Speckles is exclusive to Target. It is slated to go live on Fazit’s site in around a month. Fazit co-founder Aliett Buttelman says, “It was actually our most requested shade from our dot-com customers. We wanted to be able to drive our customers into Target stores day one to get that product.”
Fazit plans to continue offering Target exclusives to drive traffic to its stores and site. It’s also tapping influencers with Target content to raise awareness of its presence at the chain. To manage its retail partnerships, Fazit works with the broker The Barcode Group. Excluding Buttelman and her co-founder Nina LaBruna, the brand has very few full-time employees.
“That’s where our disruptiveness comes from. Being lean allows us to create these exclusive SKUs for retailers and differentiate ourselves by moving quickly,” says Buttelman. “Cultural relevancy is the core of Fazit. It’s nonstop with either these organic or planned moments that we are creating.”
Moving quickly with product releases is a key ingredient in Fazit’s secret sauce. The brand has launched at least five products this year, notably four limited-edition products timed with holidays and big events. It drums up excitement for limited-editions products by running pre-sales on its site. Among the special-edition products have been Green Speckles premiering prior to the Super Bowl and directed at Philadelphia Eagles fans, and Sweetheart Speckles that launched for Valentine’s Day. It recently partnered with gen z powerhouse E.l.f on a limited edition Spirit Stripes bundle aimed at female sports fans. Released to coincide with March Madness, each bundle is priced at $26 and pairs E.l.f’s bestselling Power Grip Primer with one of five shades of stripe stickers.
In late February, Fazit unveiled its first makeup patch for the body, $15.99 Décolletage Speckles. The brand hosted a pop-up during podcaster Alex Cooper’s 30th birthday party in Montauk last summer during which 50 attendees asked La Bruna and Buttelman if they could apply Glitter Freckles to their body, and the idea for Décolletage Speckles was born. Buttelman says that early response to the product in the shade Gold Speckles has been strong on Fazit’s site. More shades and additional designs for body makeup patches are in the pipeline.
Since Swift wore Glitter Freckles last year, other musicians have sported Fazit products, Rita Ora, Kacey Musgraves and K-pop star Lisa from the group Blackpink among them. With the exception of Ora, whose team requested Fazit products after spotting the Glitter Freckles on Swift, Buttelman reports the celebrity placements have been organic. Once Ora wore Glitter Freckles in the shade Silver Speckles on the television show “The Masked Singer,” they became a top seller.
Along with supporting its retail partnerships, international expansion is a priority for Fazit this year. “The underserved female beauty consumer is really our focus. It can be the Disney adult, the woman who runs marathons, the female fan, the female athlete, creating this performance makeup,” says Buttelman. “That’s what’s going to help us hit our projections and our revenue goals to help us scale to retailers and internationally.”
This story was updated with new information on Monday, March 3.
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