Business of Beauty
Fazit Beauty Goes to the Dogs With Star-Shaped Fur Patches
Fazit Beauty, the brand behind Taylor Swift's viral glitter freckles, launches Fazit Pets: waterproof, non-toxic star patches for dog fur at $16 per pack of four.
Fazit Beauty, the brand behind the glitter freckle patches Taylor Swift wore before they sold out, has launched star-shaped patches designed to stick to dogs' fur. The new line, called Fazit Pets, debuted today in an Instagram post showing canine models wearing the patches. It comes in three versions: sprinkled, gold and silver.
The Swift moment pushed the small, woman-owned brand past $1 million in sales and turned it into a pop-culture phenomenon. Fazit Pets is its first move beyond human beauty.
"I'm an animal person, so my entire feed is filled with pets, and I've seen people do everything from dyeing dogs to look like zebras to putting glitter on horses' hooves," says Fazit's cofounder Nina LaBruna. "I kept thinking there had to be an easier, more playful way to express your love for your pet."
Application is straightforward. The owner places a patch sticky-side down on an area where the dog's fur lies flat — an ear, the chest or a hip — then dabs it with a damp cloth for 60 seconds and peels away the backing. According to the brand, the patches are waterproof and last up to a week.
Removal requires conditioner and a comb. Fazit advises against pulling a patch off; instead, owners should work conditioner into the fur and comb the patch out gently when they want a different look.
A pack of four costs $16. Larger multipacks of eight, 12 or 16 offer savings per patch.
Fazit says the patches are pet-safe and non-toxic, with their safety verified by a veterinary professional. The product is made for fur only. No paint or dye is involved, which positions the line as a lower-commitment alternative to the pet grooming stunts LaBruna referenced — zebra-stripe dye jobs and glittered horse hooves.
The launch is timed to National Dog Week, which runs September 20–26. Fazit has partnered with the Animal Medical Center of New York and will donate $1 from every pack sold to help rescue animals in need.
For a brand that built its name on a celebrity-worn product, Fazit Pets tests whether the patch format can carry a second category. The $16 entry price and a rescue-donation tie-in give retailers and consumers a concrete reason to look beyond the photo op.
Source: NewBeauty
Grace Kim
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Correspondent covering media and advertising at Eurasian Beauty Journal.
