A new generation of small business owners are fundamentally changing how American retail operates. Where traditional brands plan their seasonal launches from a corner office, beauty brand Fazit’s Gen Z founders run their rapidly growing business from the country’s fashion capitals, meeting their customers at concerts and college campuses and launching products real-time in response to the demand.
“The old playbook doesn’t work on the next generation,” explained Aliett Buttelman, who co-founded Fazit with Nina LaBruna in 2022, their second beauty brand in less than five years. “You can’t wait six months to respond to what customers want today.”
For this venture, Buttelman and LaBruna knew they needed a different approach. They chose to launch in the Amazon store, where their innovative skincare and makeup patches could reach customers immediately.
“Amazon eliminated the traditional barriers to entry,” Buttelman explained. “Instead of waiting months for retail placement, we could launch products instantly and let customer demand drive our expansion.”
When Taylor Swift appeared wearing Fazit’s signature gold glitter freckles at an NFL game in October 2024, the founders didn’t need to schedule meetings with retail buyers or plan a marketing campaign. They increased their Amazon warehouse capacity, and processed seven figures in sales within 48 hours.
Two weeks later, when Swift’s Eras concert returned to North America, they described walking into stadiums of 80,000 people and “one in three girls” were wearing Fazit products. “We’re a fast beauty company. We want to give people trends as quickly as possible,” said Buttelman. “Amazon is our only retail partner that can match that speed and scale.”
It’s one reason Fazit offers their complete product line on Amazon, treating it as their flagship store. With other retail partnerships, the founders create capsule collections, treating shelf space like an Instagram reel—showcasing their best-sellers for each specific audience.
“Gen Z values shopping differently—we want experiences and accessibility,” explained Buttelman. “Our in-store collections create moments, while Amazon is for immediate access to our complete line. Each retail space serves a different purpose in reaching our customer.”
Even customer relationships look different under this model. Instead of one-way advertising messages, Fazit relies on direct feedback through Amazon reviews and in-person activations with pop-up shops and their branded campus bus to drive product development. When customers request new designs or variations, they can respond immediately in their Amazon store—which they did with the launch of their ‘rose gold’ freckles in under eight weeks.
Amazon’s suite of tools for small businesses is designed to be a growth engine. Built-in trust drives first-time purchases, customer reviews build brand credibility, and real-time data informs business decisions. As an “emerging brand with limited resources,” said Buttelman, “these tools level the playing field.”
On top of that, Amazon’s new marketing levers continue to help sellers grow their business. While Fazit’s founders excel at creating viral moments on TikTok and Instagram, they leverage Amazon’s Influencer Program to convert that social media attention into actual sales. “Being a small team, having access to Amazon’s influencer community who already shops through their Amazon storefronts is invaluable,” Buttelman said.
It’s all adding up to success. From 2023 to 2024, total Fazit sales grew 4,200%. From just two employees in 2022, Fazit has grown 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 her co-founder operates from Los Angeles. Their warehouse sits in Missouri, positioned centrally for optimal distribution.
“We’re not bound by traditional business rules or borders,” Buttelman explained. “Our team works remotely across multiple time zones, which gives us constant pulse points with key customer segments across the country. We can spot trends in LA, validate them in New York, and have product rolling out of Kansas City within weeks.”
Traditional models don’t work when you’re setting trends, they said. It’s no longer about choosing between digital and physical presence, one location or another. Fazit’s using Amazon’s tools to be everywhere—from college campuses to concert venues, social media to shopping malls. It’s a model that creates jobs across regions, meets customers in their moment, and allows them to capitalize on every opportunity to build long-term growth.
“The future of retail isn’t about choosing between digital and physical presence,” Buttelman said. “It’s about having partners like Amazon who understand that success comes from being everywhere your customers are, while creating jobs and opportunities along the way.”