Temporary tattoos, once considered a novelty item found in children’s goodie bags, have become a booming business spanning generations and demographics—from Gen Alpha to Gen X—bringing fun, nostalgia, and surprising profits to the beauty industry.
A Childhood Favorite with Growing Appeal
For children like Oscar, an 8-year-old from Brooklyn, temporary tattoos are a source of pride and personal expression. “I like to leave mine on for as long as I can because it looks cool,” he said, noting that while some classmates paint their nails, he finds tattoos more interesting. His younger brother Mattis, age 6, echoed the sentiment: “It’s girls and boys who like them.”
Across the country, 7-year-old Julian from California said, “We get temporary tattoos in gift bags at birthday parties. They are everywhere.” Retailers from CVS to museum gift shops now stock them, illustrating their widespread popularity.
Beyond the Playground
This rising demand isn’t limited to kids. Temporary tattoos have become a viral beauty trend, thanks to brands like Fazit, which launched glitter freckle tattoos at Coachella in 2024. The product resonated with festivalgoers and social media users alike, generating over 100,000 sales and 10 million organic views on TikTok within days.
“Of course little kids love them,” said Aliett Buttelman, co-founder of Fazit. “But our demographic also spans into Gen X, because there’s that nostalgia factor. Putting stickers and glitter on your face is joyful. And unlike makeup, you don’t have to worry if it’s going to smudge at the end of a party.”
Business Models Rooted in Fun
Fazit, which began as a skincare brand offering zit stickers and ingrown hair patches, pivoted to temporary tattoos after the success of their festival debut. When pop icon Taylor Swift was spotted wearing Fazit’s glitter freckles at a Kansas City Chiefs game in October 2024, the brand saw a 3,500 percent surge in sales within 24 hours.
The company quickly expanded its offerings, introducing themed collections for holidays, sports events, and college sorority rushes. Their “game day” patches, which feature metallic team colors, have gained traction with both fans and athletes.
In June, Fazit plans to launch its most makeup-inspired product yet—a temporary tattoo designed to replicate a popular red carpet eye makeup trend. While details remain under wraps, the brand is confident in its trajectory, forecasting $40 million in revenue for 2025, up from $10 million in 2024.
A New Kind of Beauty Accessory
Another standout in the temporary tattoo space is Inked by Dani, founded by Danielle Egna in 2019. Unlike Fazit’s glitter-forward designs, Egna’s brand emphasizes realistic and artistic tattoos, ranging from minimalist stick-and-poke styles to pop culture-themed collaborations such as an official Emily in Paris croissant tattoo.
“It does feel like magic when you see it applied, just with water,” said Egna, who has partnered with major studios like Paramount Pictures and Netflix to create custom motifs. In 2024, the brand launched a semi-permanent collection aimed at older consumers. “When I wear them, people ask me if I finally got a tattoo,” she laughed. “I’m like, guys, I own a temporary tattoo company. I literally cannot get a real one!”
Mass Market Appeal
Both Fazit and Inked by Dani have landed retail deals with giants like Walmart, CVS, and Urban Outfitters. The category’s widespread appeal is central to its success.
“Everyone can participate in the product,” said Buttelman. “It’s not an age thing or a trend thing. It’s just fun.”
As the beauty industry increasingly embraces playful, customizable, and low-commitment products, temporary tattoos may be more than a passing fad—they could be the next billion-dollar category in beauty.
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