Bubble

Bubble, also marketed as Bubble Skincare, is a United States skincare company founded in 2020 by Shai Eisenman [3]. It sells affordably priced cleansers, serums, moisturisers and other products aimed at teenagers and younger consumers, positioning itself as a science-backed alternative to both legacy drugstore lines and high-end prestige skincare. The brand keeps its prices under 20 dollars and develops formulas with dermatologists and a large online community of young users.

From a direct-to-consumer launch with a handful of products, Bubble expanded quickly into mass and specialty retail, reaching thousands of stores across North America and, later, the United Kingdom, Australia and Canada. The company remains active, with continued retail expansion through 2025 and 2026.

The brand was created by Shai Eisenman, who serves as founder and chief executive. In interviews she has described an unusually early career, beginning a bachelor's degree at 15, working full-time from 16, and later relocating to London to run a subsidiary of a public company before moving into beauty.

According to Eisenman, the idea for Bubble came from noticing that younger consumers were "still using the exact same traditional skincare products that their mothers had purchased in drugstores decades ago." She framed the opportunity as a gap in the market: "There was so much innovation and so many things happening for the prestige customer, but when you look at the price point of £20 and under, people are still stuck with the same products that I used when I was younger" [4]. Bubble was launched in 2020 with the stated goal of making clinically effective, science-backed skincare affordable.

Sources differ on exactly when the brand began. Most trade coverage, including BeautyMatter, TheIndustry.beauty and press-release boilerplate, gives the founding year as 2020 [3]; some accounts date the start to 2018, the point at which Eisenman began researching the category [9]. The 2020 date corresponds to the public brand launch.

Bubble launched in 2020 as a direct-to-consumer brand with five products and was, by the company's account, the first such brand to launch exclusively at Walmart. Within roughly eight months it reported availability in around 3,900 stores nationwide.

In November 2022 the brand expanded into specialty retail with a launch across 665 Ulta Beauty stores, by which point it cited nearly 9,000 stores across the United States [5]. By 2023 distribution had grown to all Ulta Beauty locations nationwide, and trade reporting estimated annual revenue of 20 to 30 million dollars [3]. In the United Kingdom, Bubble entered retail through a partnership with Boots.

Bubble describes itself as "redefining derm-developed clinical skincare" and frames its approach around three ideas: dermatologist development, community co-creation, and low prices [2]. The company says every formula is created with board-certified dermatologists and independently clinically tested.

Community involvement is central to how the brand presents itself. According to Bubble, it co-develops products with a membership of more than 100,000 people and does not launch a product until it reaches a 90 percent approval rate within that group [2]. Eisenman has said the company casts models and ambassadors from its own community, adding, "you don't have to look in a certain way." The brand's stated values centre on affordability, clinical efficacy, community input, transparency and inclusivity, summarised in its "High Standards, Low Price Points" promise of products under 20 dollars. Its tagline is "Face The Day."

Bubble's range is built around hydration-focused skincare. Its line-up includes the Cosmic Silk Hydrating Milky Toner, the Water Slide Hydration Boosting Serum, the Slam Dunk Hydrating Moisturizer, the Star Dew Hydrating Eye Cream and the Soft Launch Hydrating Cream Cleanser, with most priced between 14 and 17 dollars. The company says the Cosmic Silk toner combines ceramides and hyaluronic acid and was clinically tested to hydrate, smooth and plump in a 33-participant study.

A distinguishing feature the company emphasises is its in-house development. Eisenman has stated, "We are the only indie brand that I know of that has a full research and development team in-house. We have two in-house chemists, three product developers and eight advising dermatologists" [4]. Products are described as vegan, cruelty-free and free from colours, fragrances, fillers, essential oils, parabens and sulfates, and the brand says its formulas are recognised by the National Eczema Association, the National Rosacea Society and SkinSafe.

The company also links the brand to a social mission, donating 1 percent of its e-commerce sales to nonprofit organisations supporting teenagers and young adults with mental-health issues, alongside a partnership with the therapy service BetterHelp [5].

Bubble has been profiled across beauty trade media. BeautyMatter published a brand profile framing it as "created for Gen Z by Gen Z" and covering its founding, venture funding from investors including Willow Growth, Bullish, Fab Ventures and Echo Capital, and its growth from direct sales into retail [3]. TheIndustry.beauty ran a founder interview focused on the affordable-skincare market and the brand's in-house research team [4], and WWD has covered the company among features on building brand loyalty.

The brand is closely associated with social-media virality among younger users; the TikTok hashtag #BubbleSkincare has been cited as carrying more than 52.5 million posts [6].

Bubble remains active and expanding. In August 2025 the company engaged the advisory firm Centerview Partners to explore a potential sale or other deal options [8]. Early in 2026 it pursued deeper expansion in Canada through Walmart Canada and Shoppers Drug Mart and prepared a United States launch at roughly 1,900 Target stores, citing a presence of more than 17,000 retail doors across the United States, United Kingdom, Australia and Canada [7]. Trade reporting describes annual sales exceeding 100 million dollars.