“We’re showing the actual side of pimples,” said Nina LaBruna, founding father of Fazit.

The sweetness brand, launched in January, has been constructing a community on TikTok, spreading a message of #acnepositivity while showcasing its line of pimples patches.

Gaining tens of millions of views on the platform, the videos are “gory, closeups of eruptions” — unfiltered imagery of what it means to cope with zits. Viewers, feeling more comfortable showcasing their pimples struggles, are baring their makeup-free faces and sharing the before and after experience of using the patches, which Fazit proudly reposts.

“Beauty takes such a big chunk of the market share on social media,” LaBruna went on. “Each time I open my phone, I’m seeing a latest celebrity launch of a skincare line. Or it’s promoting ways to realize effortless dewy skin or there’s some latest tutorial on the right way to achieve minimalist makeup looks. There are even videos promoting injections and fillers. All these videos are really fun….There’s nothing improper with that. But there’s an imbalance within the messaging immediately, especially behind brands which are promoting these products. And it’s not likely chatting with their consumer in such a practical and honest way, especially individuals who struggle with pimples.”

Amid the boom of hydrocolloid pimples patches available in the market, LaBruna saw a possibility in large, multi-shaped patches — standing out from competitors who offered small, circular options (worn between six to 12 hours, they absorb excess fluid, oil, pus). Competitively priced at $11.99 for a 10-pack, made for cheeks, the nose, chin and brow (there’s also a 10-pack of nose pore patches), the pieces are vegan, cruelty-free, and the packaging is freed from plastic. Made by a medical supply producer outside Hong Kong, the brand is obtainable online direct-to-consumer, on Amazon and Verishop.

“Our messaging has been well received,” she said. “TikTok has been an ideal facilitator for drawing traction and making sales occur and convert.”

LaBruna — who’s also behind LaBruna Skincare — is trying to democratize beauty and alter the narrative within the social media space, “especially because the space is catered towards the younger Gen Z audience who cares more about things like transparency and genuineness and authentic messaging,” she added. “Pimples brands are sort of saying, ‘Oh, the products will fix your skin and offer you an ideal appearance.’ But you already know what that’s doing? It’s telling people, their customer who struggles with pimples, that their skin just isn’t OK the best way it’s.”

While providing a protective seal away from external debris or irritants, and gentler than the nose patches of the past, using hydrocolloid has been a disruptor within the pimples market, said LaBruna, but she has plans to expand: “We eventually need to create a dermal patch brand that not only offers pimples products, but all varieties of pharmaceutical product needs at an accessible price point.”

She noted the link between beauty and mental health.

“We’d like to get more involved with mental health organizations and make Fazit a spot where people could go and never only buy a product that’s going to assist them treat whatever concern they’re coping with, but discover a community in a spot where they’ll feel comfortable, accepted and celebrated for whatever they’re coping with.”