In this episode of How They Scaled It, host Courtney sits down with Aliett Buttelman and Nina LaBruna, the powerhouse co-founders of Fazit Beauty—a brand that went from a bootstrapped dream to viral sensation in just a few years. If you’ve seen their glitter freckle patches blowing up your feed or heard about the Taylor Swift effect on their business, this is the story behind the brand that made it happen.
Building a Brand With Just $13K
Unlike many beauty brands that raise millions before launch, Fazit Beauty started with just $13,000—the combined savings of two ambitious founders who believed in their vision. Instead of traditional paid media, they went all-in on organic social media, community engagement, and influencer marketing to drive awareness and sales.
“We didn’t have the budget for massive paid campaigns, so we had to make TikTok work for us,” Aliett shared. “We tested content every day, sent products to creators, and just kept going until something clicked.”
The Viral Moment That Changed Everything
For many DTC founders, a single viral moment can be a make-or-break opportunity—and for Fazit, that moment came when Taylor Swift was spotted wearing their glitter freckle patches at a Chiefs game.
This wasn’t luck—it was a strategic play by Aliett, who sent products to Taylor’s makeup artist, her friends, and even the wives and girlfriends of the Chiefs players. When the internet exploded with close-up shots of Taylor’s face, Fazit was everywhere.
And then came the moment that changed everything.
“I posted a crying video on TikTok about it that night,” Aliett said. “That video got 14 million views and was the one that actually converted people to our website.”
How TikTok Became Their #1 Growth Channel
Rather than relying on expensive ads or traditional beauty industry PR, Fazit Beauty hacked growth using TikTok. Their secret?
- Disruptive, visually engaging content that stops the scroll
- Leaning into beauty trends (like the faux freckle craze)
- Authenticity & behind-the-scenes storytelling (yes, even posting crying videos!)
- Product virality & UGC—getting customers to show off their results
This scrappy, psychology-driven approach to marketing is exactly what Right Left Agency preaches—balancing the left-brain (data, strategy) with the right-brain (creativity, emotion) to drive real impact.
The Power of a Co-Founder
Beyond viral moments and smart marketing, Aliett and Nina credit their partnership as co-founders as a major key to their success.
“I don’t know how solo founders do it,” Aliett admitted. “The highs are high, but the lows are so low—having someone to share the burden, pick you up, and keep you accountable makes all the difference.”
This episode isn’t just about going viral—it’s about resilience, strategy, and building something that lasts. If you’re a DTC founder, marketer, or brand builder, there are goldmine takeaways in this conversation.
Key Lessons for Founders & Marketers
🔥 Virality isn’t luck—it’s strategy. Find creative ways to get your product in front of the right people.
📱 Social media is a free launchpad. If you can’t afford paid ads, double down on TikTok, Instagram, and UGC.
🤝 A great co-founder is a game-changer. Play to each other’s strengths to scale faster.
🎯 Know your customer & meet them where they are. Trends move fast—stay ahead by listening to your audience.
🚀 Be scrappy. Be bold. Keep going. Most overnight successes take years of grinding behind the scenes.
Listen to the Full Episode
Want to hear the full conversation? Listen to Episode 010 of How They Scaled It https://podcasters.spotify.com/pod/show/right-left-agency and learn exactly how Fazit Beauty built a viral brand without millions in funding.
If you’re a DTC founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about Fazit Beauty, visit Fazitbeauty.com.
