Shai Eisenman was 27 when she decided she was going to reinvent teen skin care.
“I realized that, even though young people today are the most advanced generation that’s ever existed, when you look at what they actually use, in terms of skin care, and what’s available to them, everything is the same. [They’re the] options that were available to me 15 years ago and to my mom 30 years ago,” she said of the impetus to launch 1-year-old Bubble.
“I had just gotten into the beauty industry three-and-a-half years [before], and I was shocked to learn what people are putting on their faces,” she said. “There’s such an opportunity to educate consumers, and it felt like there was an amazing opportunity to have an impact. People see the cute packaging and are like, ‘Well, is it really going to fix my acne?’ And the answer is, ‘Yes.’ The products are so much better than anything else out there,” Eisenman said of the products she created.
Bubble launched direct-to-consumer in November 2020, but it’s since entered 3,800 Walmart doors. Within two weeks of the launch, Eisenman had been approached by “pretty much every large retailer in the country,” she said, adding, “I thought that would take 12-24 months.”
The brand did extensive research to find the right fit. It found that, among Gen Z, 41% of shoppers go to a Walmart 1-2 times a month. Eisenman is acutely aware that her target demographic doesn’t often have their own disposable income, driver’s license or credit card, so accessibility is paramount. The brand’s prices range from $12-$19. “We got thousands of customer support messages saying ‘When are you guys going into stores? My mom doesn’t want me to buy online.’”
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For these reasons, Walmart was the right choice. “It doesn’t get more accessible than Walmart. They’re available to 90% of the U.S. population.” The retailer has been an incredible partner “in bringing our end caps to life, creating the kind of experience we want in stores, the marketing push, everything,” Eisenman said.
“Our goal is to eventually be as accessible as our competitors, which, fortunately and unfortunately, are the largest companies in the industry and accessible everywhere. On every shelf where you see Neutrogena, ideally, in five years, you’ll see Bubble.”
