Jenna Georgescu, founder of Bitter Lace Beauty, has become a beauty mogul overnight. She began selling magnetic makeup palettes online – and now she can’t produce enough of her Prism Rainbow Highlighters to keep up with demand.

Overwhelmed by how quickly she became “Internet famous,” Georgescu just announced on Facebook that she is shutting down that page, as well as her Etsy shop. For now, she only has time to focus on her Instagram page, which has more than 80k followers, and is the primary way she communicates with customers. (Bitter Lace Beauty’s website is just launching as well.)

Georgescu tells her story to Racked – about how she presses color into pans in her own kitchen to fill orders. There has been a wait list for Prism ever since its debut a few weeks ago.

The swirls of color that she pressses into pans often include pastel or metallic hues, and some fans describe it as “fairy dust.” It is typically used as a highlighter on the cheeks, or as eye shadow.

A slew of bloggers and vloggers are writing about her Prism Rainbow Highlighter, including Jeffree Star, founder of Jeffree Star Cosmetics – see the video below.

She Began By Designing Packaging

When Georgescu began Bitter Lace Beauty as an Etsy shop, she was making makeup palettes from wood, which resembled jewelery boxes and vintage picture frames. She designed them to hold her own color cosmetics, which she often depotted or made herself in a single pan.

The brand’s Instagram followers quickly became hard care fans of the makeup she was displaying inside her palettes when she took photos, even though she wasn’t selling makeup yet. Fans kept asking, so she began making pressed powders to sell.

Now we’re waiting to hear that Bitter Lace Beauty has partnered with a manufacturer, to move production out of her kitchen – and fill orders more quickly.