Bubble Skincare is the new kid on the beauty block and it's set to rival Glossier for Gen-Z shoppers.
A cursory glance reveals that everything about this brand is designed to appeal to skincare-savvy teens, from the playful pastel packaging (a similar vibe to Glossier) to the simple dialogue about routine and ingredients.
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But the parallels with Glossier don't simply end at the bottles. Shai Eisenman, the CEO and Founder of Bubble, is 29 years old - the same age as Emily Weiss when she launched Glossier.
Like Weiss, Eisenman has also made it her mission to listen to the teen community on social platforms in order to create products 'with teens, for teens'. Which perhaps explains why she brought Hyram Yarbro, the face of massively popular @skincarebyhyram, on board.
Like catnip for teens, Hyram has brought serious clout to the brand, no doubt playing a pivotal role in this relatively unknown brand trending on Google and amassing over 40,000 followers.
More than that, Hyram has helped Bubble launch an educational portion of their site called Skin School. Designed to empower teens with skincare know-how, the overriding message is 'we've got your back'.
At launch, the product line-up comprises: a cleanser (Fresh Start Gel Cleanser); makeup remover (Wipe Out Makeup Remover); two options for toner (Break Even Balancing Toner and Bounce Back Refreshing Toner) and two options for moisturizer (Slam Dunk Hydrating Moisturizer and Level Up Balancing Moisturizer).
With teen budgets in mind, everything in the range is under $19.
Ingredients-wise, all formulas are fragrance, filler and cruelty free. The focus instead is on natural ingredients that tackle the causes or side effects of acne. Like toning rosewater and willow bark, which helps regulate oil production and keep pores clear of gunk, plus science-led ingredients like niacinamide.
Prepare for a TikTok takeover soon.
Fiona Embleton is a multi-award-winning beauty editor who has tested over 10,000 products in her 10 years + of writing and shooting beauty stories. For the past four years, she was the Senior Beauty Editor at Marie Claire, having previously worked in the role of Beauty Editor at both Stylist and Cosmopolitan. She has recently gone freelance and alongside My Imperfect Life, she has written for titles including ELLE UK, ELLE Canada, Buro 247, Harper's Bazaar Arabia, Vogue Scandinavia, and ES Magazine. Beauty journalism allowed her to marry up her first-class degree in English Literature and Language (she’s a stickler for grammar and a self-confessed ingredients geek) with a passion for make-up and skincare, photography, and catwalk trends. She loves jumping on the latest internet-breaking beauty news, dissecting the best red carpet looks, and having the crème de la crème of dermatologists, make-up artists, and hairstylists on speed dial so she can tap them for the best advice. She’s a discerning beauty shopper and knows it can be confusing trying to navigate what’s hype and what really works. So if she really likes something, you can trust that she has reached that opinion by vetting it against everything else she’s ever tried. Her career highs? Interviewing Cate Blanchett and winning a Jasmine Award for the deeply personal feature Cancer Stole My Mother’s Scent.
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