Shai Eisenman is a serial entrepreneur and founder and CEO of Bubble Skincare, a company that makes and markets skincare especially for Gen Z users. A few years ago, Eisenman fell in love with the beauty space and saw an opportunity for her next venture when she realized teenagers were buying the same drugstore skin care brands that their mothers were. She started by conducting research to find out what would make the perfect product and branding for Gen Z. With the findings of this research in hand, Eisenman launched Bubble Skincare at the end of 2020. Today, the brand is sold at 3,900 Walmart stores and will be expanding to additional retailers this summer. The Inner Circle spoke with Eisenman recently about her inspiration for starting the company along with key consumer behaviors of the Gen Z demographic, including what makes them tick (hint: TikTok).

Inner Circle: Please tell us the story of Bubble‘s founding. What was your inspiration for starting the company?
Shai Eisenman: As an entrepreneur, I’ve always been drawn to the beauty space because of the way it creates an emotional connection with consumers — but at its core is very clinical with a science-based foundation. The white space appeared after talking to thousands of Gen Z consumers and realizing that the only options they had for accessibly priced skincare were the same drugstore brands their mothers had bought decades ago. I saw the need for a more modern brand that would address Gen Z’s specific skincare needs with high-quality ingredients at affordable prices. We always think of Bubble as new school skincare fixing old school skincare problems.

IC: Bubble is hyperfocused on the Gen Z consumer. Why?
SE: Gen Z is the most social and digital-savvy generation ever, and they’re incredibly passionate about authenticity, inclusivity, diversity and making the world a better place. And while their biggest skincare issue — acne — is pretty traditional, the way they shop is completely different than the generations before them. Social media validation as well as peer reviews and recommendations are critical to Gen Z’s discovery and belief in brands. Bubble began as a Gen Z-first brand by catering to their needs and their shopping habits.

IC: Tell us how Bubble creates its products.
SE: We’ve created an amazing community of nearly 5,000 teens that we talk to on a daily basis. They’ve been involved every step of the way. They’ve given us insights and feedback on everything from the ingredients we’re using to product effectiveness, packaging, new product launches, and even the influencers they would like to see us engage with. We’ve also started an ambassador program which rewards our community whenever they post reviews, refer a friend, or share feedback on social media.

IC: We really like your logo and packaging. How was Gen Z incorporated into that design?
SE: Designing the packaging and logo was one of the best experiences. We held brainstorming sessions and solicited feedback from our Gen Z network, which is why it turned out to be so vibrant and exciting. The designs on our packaging even connect together like puzzle pieces, which really makes it pop on drugstore shelves — it looks like nothing else in the market.

IC: What are some key behaviors of Gen Z shoppers? What makes them unique?
SE: As I mentioned before, they’re the most digitally and socially advanced group ever. They’re passionate about not harming the planet and using innovation to drive results. They demand diversity, support brands that reflect their own values and concerns, and enjoy being part of a community. They also demand high-quality, affordable products and deliver great value, which, of course, Bubble is equally committed to doing.

IC: Gen Z consumers are most loyal to companies that share their values, are philanthropic, and are environmentally focused. How does Bubble meet the needs of Gen Z consumers here?
SE: We’re proud of Bubble‘s authenticity and impact. We know that skin conditions can directly impact teens’ mental health, so we’ve embraced mental health concerns and causes. Our website offers tips as well as resources to help teens improve their mental health. In fact, we donate 1 percent of our proceeds to mental health organizations and have a partnership with BetterHelp, an online mental health counseling service.

IC: How do you acquire Gen Z customers? 
SE: We know that while product discovery is done online (the top three channels Bubble consumers use are TikTok, family and friend recommendations, and YouTube), most purchases are made in-store. We use TikTok and YouTube as our primary acquisition channels and then direct them to purchase either in-store or on our website.

IC: Your product is now in Walmart. How was that relationship developed?
SE: We learned that 60 percent of our consumers shop primarily in-store and that their favorite places to shop are Walmart, CVS, and Ulta. Just a little over 20 percent shop exclusively online, which is one of the reasons why we decided to go from clicks to bricks. Bubble is the first direct-to-consumer (D-to-C) company to launch exclusively with Walmart. We discovered that 40 percent of Gen Z consumers shop at Walmart three times to four times per month, on average. A big goal of ours was to be as accessible to as many people as possible, and I’m thrilled to say that we’re currently in 3,900 doors today, a number that will significantly increase by the end of this year. We’re actually moving to Walmart’s dermatologist-approved section, where Bubble products will be sitting next to so many household name brands. Here you’ll find our full line, including our latest product launches, Day Dream Tone and Texture Serum, Deep Dive AHA + PHA Exfoliating Mask, and our Float On Facial Oil. We have an incredible partnership with Walmart and were so honored when it awarded Bubble its “Supplier of the Year” award in March.

IC: Many brands that haven’t traditionally been focused on Gen Z consumers are trying to reach them. What are three best practices they can focus on?
SE: My advice would be to create an inclusive Gen Z community, listen to their feedback, and be transparent with them on how you’re onboarding their suggestions.

IC: What’s next for Bubble? Any new products on the horizon?
SE: I’m excited to say that Bubble will be available in 4,000 CVS stores starting this month! We’ve already launched three new products so far this year, including our Deep Dive AHA + PHA Exfoliating Mask, Float On Facial Oil, and Day Dream Tone and Texture Serum. And we’ve got several more products in the pipeline that we’ll be announcing later this year!