Bubble’s Shai Eisenman on creating the Gen-Z beauty brand of the moment

Bubble’s Shai Eisenman on creating the Gen-Z beauty brand of the moment

Bubble Skincare has been one of the most talked-about Gen-Z-focused beauty brands since launching in November 2020. “My passion was always about creating brands that could emotionally connect to consumers,” said founder and CEO Shai Eisenman on the latest episode of the Glossy Beauty podcast. Eisenman began her entrepreneurial journey at just 21 years old. Out of the gate, Bubble launched its affordable skin-care products with fun packaging through its own direct-to-consumer website, but in June 2021, it went big, launching in 3,900 Walmart stores. While Walmart was seemingly an unusual beauty retailer to partner with, Eisenman said that 42% of U.S. teens shop at Walmart once or twice a month for skin-care products. Since its debut, Bubble has seen week-over-week sales growth in Walmart, and Bubble has been a key pillar of the retailer's larger beauty strategy. Since the very beginning, Bubble has engaged with Gen Z; the company’s first focus groups were comprised of teens who provided feedback on the brand’s initial product lineup and formulations, as well as branding and marketing strategies. Eisenman engaged friends and family members' teens in exchange for Sephora gift cards. Looking ahead, Bubble is focused on further customizing its product offerings to satisfy customers' wants and needs. Additionally, the company is launching over-the-counter products which will enable it to steal more market share from heritage skin-care brands like Clearasil and Neutrogena.

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Boy Smells’ rebrand fail, Amorepacific's manufacturing pivot, LVMH earnings, and Pact Collective’s Carly Snider on becoming beauty’s biggest recycler

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Longtime beauty CMO Michelle Miller joins Glossy reporters to discuss the future of TikTok, plus industry news

Longtime beauty CMO Michelle Miller joins Glossy reporters to discuss the future of TikTok, plus industry news

Esteemed beauty marketer Michelle Miller knows a thing or two about a successful TikTok strategy. Miller served as CMO of K-18 during its gangbuster rise and 2023 strategic acquisition by Unilever. H...

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With Sephora launch, Ultra Violette readies to take the US market by storm

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Sephora has launched numerous new brands in recent months, many of them buzzy and beloved — but perhaps none has been as hotly anticipated as Ultra Violette (that's pronounced "violet"), the Aussie su...

3 Huhti 20251h 3min

Act+Acre founders on the rise of scalp-care: ‘Education is the forefront of the brand’

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Act+Acre’s husband-and-wife founders were early to the growth of the scalp-care market when they launched their brand in 2019 with one product: a $48 prewash treatment called Scalp Detox Oil.  “[Scal...

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Hair-care tycoon Carolyn Aronson enters mass with Cloud: ‘It has the callouts Gen Z is looking for’

Hair-care tycoon Carolyn Aronson enters mass with Cloud: ‘It has the callouts Gen Z is looking for’

Very few beauty entrepreneurs have had more success than Carolyn Aronson. In 2006, the longtime hairstylist and salon owner launched professional hair-care brand It’s a 10 with one hero product: Mira...

20 Maalis 202542min

Hally Hair's Kathryn Winokur: 'Gen Z is not static — she's growing up'

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Kathryn Winokur launched Hally Hair in 2021 after working for companies including PepsiCo and Dove. From engineering college partnerships to hosting a trip for Alabama sorority girls, the brand has su...

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C.O. Bigelow president Ian Ginsberg on unlocking profitable pharmacy retail: 'You have to create a want, not a need’

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For New Yorkers, C.O. Bigelow is an institution.  “There's something about the [Bigelow] apothecary that emotionally appeals to people,” Ian Ginsberg, president, pharmacist and third generation owner ...

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Kelli Anne Sewell is building a different kind of makeup artist-founded business

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