617: How A Failing Skincare Brand Became An 8-Figure Makeup Empire | Aliett Buttelman

Hey, founder fam. I want to talk to you about something super exciting. We're officially partnered with Omnisend, the email marketing and SMS platform built specifically for ecommerce founders. We've been recommending Omnisend to founder students for a while now because it just works. Whether you're launching your first store or you're scaling to 7 figures, it really helps you automate your marketing and get real results. Did you know on average, Omnisend customers make $68 for every $1 they spend, which is an insanely good return on investment? And because you're part of the founder community, you get 50% off your first three months with the code founder 50. Just head to omnisend.com/ founder without the e to get started. Alright? Now let's jump back into the show. Imagine if your brand had a single viral moment that changed the course of the entire business, turning years of grinding at $20,000 per month into 7 figures in sales in just forty eight hours. While today's guest, Elliot Buttleman, is the cofounder of FaZeit Beauty, the makeup patch brand that broke every CPG rule in the book on its way to becoming an 8 figure business. And after years of grinding on problem solving skin care patches that barely moved the needle at 20,000 per month, Elliott and her cofounder Nina made a bold pivot to aspirational glitter and makeup patches. Then came 10/07/2024, Taylor Swift will phase its gold glitter freckles to a Chiefs game, and in forty eight hours, everything changed. So in this conversation, you're going to learn why aspirational products can outperform problem solving products in saturated markets, the exact organic social strategy that generates over half a million views daily, and how bootstrapping give you the freedom to break every industry rule like going all in on Amazon when experts say it'll kill your brand. This is a masterclass in pivoting, in patience, and being prepared when your overnight success moment finally arrives after years of building in the data. Hear the stories, learn the proven methods, and accelerate your growth and future through entrepreneurship. Welcome to the founder podcast with Nathan Chen. The first question that I wanted to ask you is it's the Kansas City Chiefs game in October 2024. I don't know the exact date it would be here in Australia, but what was going through your head when you turned on the TV? What happened? I had been an entrepreneur for eight years, and I will never forget 10/07/2024. I I don't even wanna say it was my lucky break, but it was compounded years of the grind and the grit, and everyone everything came to fruition. I came home from a workout class. It was about 7PM, and my husband had the Monday night football game on. I ignored it as usual, but, this Monday was a little bit different because, the Kansas City Chiefs were playing. And I now started to tune in a little bit more because Taylor …