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Taylor Swift’s latest game day look at the Kansas City Chiefs has once again demonstrated how quickly her style choices can catapult brands to massive levels of engagement. This time, it was Fazit Beauty, which experienced an “over 1,000 percent” increase in sales and web traffic after Swift wore its glitter freckles during the Chiefs’ Monday night game against the New Orleans Saints.
The “Fortnight” singer opted for a Vivienne Westwood kilt ensemble and accessorized with orb earrings, ushering in her whimsical era. Swift’s glam featured her signature bold red lip, a smoky eye and glitter freckle makeup patches courtesy of Fazit.
“In the last 12 hours, sales and web traffic have skyrocketed by over 1,000 percent,” Fazit Beauty cofounder Aliett Buttelman told WWD via email Tuesday morning. “Urban Outfitters sold out yesterday, and now, every retailer is reaching out to us.”
Fazit launched in January 2022, cofounded by Buttelman and Nina LaBruna, and built a wide-reaching community through social media platforms like TikTok, emphasizing an acne positivity message and embracing individuality. From acne patches to glitter freckles, Fazit’s profile has grown — and this recent boost is thanks in part to the Taylor Swift effect.
Various brands have seen the impact of Swift’s star power. When the 14-time Grammy Award-winning singer wears a particular brand, products sell out. In October 2023, Swift wore a pair of denim shorts by Area to another Kansas City Chiefs game. The short-shorts, which featured crystal-cut detailing and stud appliqués throughout, were out of stock on Farfetch, Mode Sens and other shopping platforms after Swift was seen wearing them.
Other brands that have experienced the Taylor Swift effect include Wear by Erin Andrews. The NFL reporter and founder of her eponymous brand sent a Kansas City Chiefs windbreaker to Swift. She wore the jacket for an Oct. 12, 2023 game, and, much like the Area shorts and Fazit glitter freckles, the jacket quickly sold out.
