617: How A Failing Skincare Brand Became An 8-Figure Makeup Empire | Aliett Buttelman
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
Aliett Buttelman spent eight years grinding to build Fazit Beauty before a single viral moment with Taylor Swift transformed the company into an overnight seven-figure brand. (02:26) In this conversation, she breaks down how a strategic pivot from problem-solving acne patches to aspirational makeup patches saved the company after years of plateauing at $20,000 per month. (15:46) From bootstrapping with $13,000 to securing mass retail with Target after Taylor Swift wore their gold glitter freckles, this is a masterclass in patience, pivoting, and being prepared for your breakthrough moment. (37:59)
- Core discussion centered on the power of pivoting from problem-solving to aspirational products, the importance of organic social strategy over paid advertising, and how to bootstrap a beauty brand without losing equity to investors
Speakers
Nathan Chan
Nathan Chan is the founder and CEO of Foundr, a leading entrepreneurship media company and community. He hosts the Foundr podcast where he interviews successful entrepreneurs and founders to share actionable business insights and growth strategies.
Aliett Buttelman
Aliett Buttelman is the co-founder of Fazit Beauty, an eight-figure makeup patch brand that revolutionized the beauty industry. She bootstrapped the company with $13,000 and built it into a viral sensation without traditional VC funding, maintaining 98% ownership while securing partnerships with major retailers like Target and Urban Outfitters.
Key Takeaways
Aspirational Products Often Outperform Problem-Solving Ones
Aliett discovered that their makeup patches, which were aspirational and emotional, generated exponentially more demand than their original problem-solving acne patches. (45:46) While the acne patches addressed literal skin problems, the makeup patches solved emotional and psychological needs - helping people feel confident, express themselves, and create conversation starters. This shift from utility to aspiration completely transformed their business model and customer engagement.
Bootstrap to Maintain Control and Force Innovation
Despite over 100 VC rejections, Aliett recommends staying bootstrapped as long as possible to maintain creative freedom and ownership. (27:27) She owns 98% of her company and credits their innovative marketing and disruptive approach to having "no other choice" but to be creative with limited resources. This constraint forced them to develop unique strategies that larger, well-funded competitors couldn't replicate.
Break Industry Rules When They Don't Serve Your Business
Fazit succeeded by deliberately breaking beauty industry conventions, particularly around Amazon and retail strategy. (39:33) While experts warned against Amazon, it became their biggest channel from day one due to impulse buying behavior and fast delivery needs. Aliett emphasizes making decisions based on what works for your specific business rather than following generic industry advice from people with no skin in the game.
Viral Moments Require Preparation and Immediate Action
When Taylor Swift wore their product, Fazit was ready with inventory, systems, and a response strategy. (34:34) Aliett spent five hours immediately contacting journalists to ensure proper brand attribution, hired a publicist the next morning, and leveraged personal social accounts alongside brand accounts. The key was capitalizing on the moment through press, social content, and strategic partnerships rather than just hoping for organic growth.
Organic Social Strategy Beats Paid Advertising for Breakthrough Brands
Fazit built their audience through methodical organic content rather than expensive paid ads that weren't converting. (30:49) Their strategy focused on psychological triggers - using graphic "satisfying" content of patches being peeled off that kept viewers watching until the end. They posted 10 times daily on TikTok and achieved consistent videos with 500,000+ views by understanding community psychology rather than following trends.
Statistics & Facts
- Fazit generated seven figures in sales within 48 hours after Taylor Swift wore their gold glitter freckles on October 7th, 2024. (02:26) This single viral moment transformed eight years of grinding at $20,000 per month into overnight success.
- The company was bootstrapped with just $13,000 of personal savings and Aliett now owns 98% of the business. (27:34) She credits this ownership structure as "priceless" compared to VC-backed competitors who lose control of their companies.
- Fazit posts 10 times daily on TikTok and achieves videos with half a million views every single day using their proven organic content strategy. (33:20) This consistency has made organic social their primary growth driver rather than paid advertising.
