They may be teeny-tiny, but glitter speckles are raking in big money for face “apparel” brand Fazit Beauty.

It all started in the summer of 2023, when beauty-loving TikTokers were craving the “Tomato Girl” aesthetic. The red-hot look was characterized by sun-blushed skin and the introduction of the freckle pen to render the look of faux freckles on the nose and cheeks.

Fazit, the viral indie beauty brand which started out offering acne and skincare patches, wanted a slice of the action. It created a sparkly spinoff: glitter freckles.

“We wanted to revolutionize the way makeup is applied by introducing it in a patch format,” said Aliett Buttelman, co-founder of Fazit, told Happi. “At the time, faux freckles were emerging as a micro-trend on TikTok within the beauty space and we saw an opportunity to make them sparkly, novel and fun.”

The Swift Effect

Fazit introduced its glitter speckles—initially faux-freckle makeup patches—in April 2024. The brand managed to get its shimmery new speckle patches in the hands of Taylor Swift’s makeup artist.

“Our strategy was really about surrounding her world with the brand, and organically, it found its way to her,” said Buttelman.

Did it ever.

They were the glitter freckles “heard ‘round the world” that fall when Swift, who was in the midst of her Eras Tour, sported them at a Kansas City Chiefs game as she cheered on now-fiancé Travis Kelce. The golden freckles stole the show. So much so, sales and web traffic for Fazit skyrocketed by more than 3,500% with sales surging $10 million, per officials. The brand reportedly recorded sales of $1 million in 48 hours.

“It felt surreal,” recalled Buttelman of the brand’s instant success. “When momentum hits, it validates all the groundwork you’ve been laying quietly for so long. It was unexpected but incredibly affirming.”

On the heels of that success, the brand announced its launch into 400 CVS doors and online with its new product: Gold Stardust Speckle Makeup Patches.

In 2025, the brand released additional variations, such as Snowflake Speckles to sport during winter activities. Fazit’s Team Spirit Speckles were readily available before Swift made them part of her game-day ensemble.

“We created the Team Spirit collection months before Taylor wore them to a football game. She just connected the dots for fans showing them this is how you can elevate your team style and express fandom in a new way,” said Buttelman, was an interview subject for the Peacock documentary, “The Swift Effect,” which chronicled the singer’s economic impact.

Even so, Fazit officials says glitter speckles have a special allure all their own.

“They’re incredibly emotive, when you put them on, you feel something,” said Buttelman. “I’ve always said it feels like wearing glitter gives you permission to be confident, to play, to step into whoever you want to be. It taps into something childlike, like playing dress-up again, but in a modern, empowering way.”

That feeling begins before the customer ever wears them; Fazit’s peel-and-reveal patch technology reveals intricate designs instantly.

“People love the effortless transformation and the excitement of that peel-to-reveal moment. It feels instant, fun and empowering,” she said.

Fazit’s success engendered partnerships with Happi Top 50 Company ELF with the launch of Spirit Stripes. The stripes come in blue, red, purple, orange and green packaged with ELF’s bestselling Power Grip Primer.

Last October, Fazit celebrated Swift’s “Life of a Showgirl” album release with the introduction of Show Stopping Speckles and Eye Wings. By inviting fans to channel their burlesque and cabaret spirit, the Show Stopping Speckles entail multi-color glitter freckles in teal, silver and the moment’s hottest color – orange. The Show Stopping Eye Wings create a bold, high-drama look with star lacquer-finish liner patches in orange, mint and silver.

Both were immediate sellouts, according to officials.

“The wings introduced an entirely new style to our customer,” said Buttelman. “It expanded how they could play with Fazit and express themselves.”

The brand also capitalized on the “Wicked: For Good” trend with a glitter freckles collection called Witching Hour.

The Future of Fazit

In less than a year, Fazit launched in more than 6,000 retail locations including CVS, Target, Walmart, as well as e-commerce sites Revolve, Ipsy and Sephora UK, marking its international debut.

In the past year, Fazit has launched 60 SKUs and says it will continue to release larger occasion- and holiday-based collections with sights on category expansion.

Recently, the brand released a Valentine’s Day collection inclusive of Sweetheart Eye Liner, Cupid’s Bow Eye Wings and Smooch Speckles.

Fazit is reportedly on track to surpass $40 million in revenue. The company’s trajectory has earned Buttelman and fellow co-founder Nina LaBruna spots on the Forbes 30 Under 30 list.

What started out a team of two grew to six full-time employees and a team of specialized contractors. Buttelman splits her time between New York City and Fazit headquarters in Florida, while LaBruna operates from Los Angeles. Their warehouse is situated in Missouri, strategically positioned for optimal distribution throughout the US.

The name epitomizes the brand’s upward success.

“Fazit has layered meaning. It represents the phases of life and how beauty routines evolve alongside them,” said Buttelman. “It also speaks to facing it—whatever that may mean for you. For us, it’s about standing out and expressing yourself unapologetically.”