Taylor Swift’s recent appearance at a Kansas City Chiefs game has once again highlighted the rapid impact of her fashion choices on brand engagement. After she donned Fazit Beauty’s glitter freckles during the Chiefs’ Monday night game against the New Orleans Saints, the brand reported an astonishing “over 1,000 percent” surge in both sales and web traffic.
Swift’s game day outfit featured a Vivienne Westwood kilt and unique orb earrings, showcasing her playful style. Her makeup included her trademark bold red lip, smoky eyes, and the glitter freckle patches from Fazit.
Fazit Beauty co-founder Aliett Buttelman revealed, “In the last 12 hours, sales and web traffic have skyrocketed by over 1,000 percent. Urban Outfitters sold out yesterday, and now, every retailer is reaching out to us.”
Founded in January 2022 by Buttelman and Nina LaBruna, Fazit Beauty has cultivated a vibrant online community through platforms like TikTok, promoting acne positivity and celebrating individuality with products ranging from acne patches to glitter freckles. The brand’s latest boost is attributed to the so-called “Taylor Swift effect.”
Swift’s influence on brands is well-documented. For instance, after she sported a pair of crystal-detailed denim shorts by Area at another Chiefs game, those shorts quickly sold out on various retail sites, including Farfetch and Mode Sens.
Additionally, Wear by Erin Andrews experienced a similar boost when the NFL reporter sent Swift a Kansas City Chiefs windbreaker. After Swift wore it on October 12, the jacket rapidly sold out, mirroring the phenomenon observed with the Area shorts and Fazit products.