Known for its youthful, social-native approach and accessible price point, Bubble Skincare has been a hit with younger consumers. Now, as Gen Z gets older, Bubble has to grow up with them.
Its latest launch, Power Wave, a moisturiser formulated with niacinamide, squalane and rice bran extract, available in UK beauty retailer Boots today, signals the brand’s first conscious shift towards a more mature beauty consumer. Gen Z, born between 1997 and 2012, are now as old as 28 and as young as 13.
Bubble’s CEO and founder, Shai Eisenman, sees the move as a natural evolution. “Gen Z is still our core audience,” she says. “But as they age — and as our community grows — we’re meeting them where they are: seeking targeted, results-driven skincare that keeps pace with their lives. These are not passive followers; they’re professionals, skin health advocates, new parents and are long-time customers. As they evolve, so do we.”
The brand declined to share sales but said it has surpassed nine-figure revenues. Its bestselling moisturiser, Slam Dunk, sells every five seconds, according to the company. Products typically retail between $13 and $20. All formulas are safe for even pre-teen skin, with testing conducted for use from ages 8 to 13. “A rarity in mass skincare,” says Eisenman, who also explains that she is unfazed by the newly proposed bill in California, banning the sale of anti-ageing products, targeting brands that market potent ingredients like glycolic acid and vitamin C to children under the age of 18. “We have clear age guidance and teens don’t need harsh products, they don’t need actives, they only need a cleanser, moisturiser and sunscreen,” she adds.
With Power Wave’s formula targeting drier, more reactive skin — often caused by hormonal shifts and early signs of ageing — the launch caters to a demographic “often unmet in the affordable skincare category given the need to match accessibility, effective ingredient formulations and fun packaging”, says Eisenman. It’s also an opportunity to extend its reach to millennial consumers, the youngest of whom are 29.
I sat down with Eisenman ahead of launch to unpack the brand’s development — from evolving consumer behaviours to retail expansion and long-term vision.
Vogue Business: Bubble Skincare built a cult following with Gen Z. Why are older skincare needs now crucial for the brand to meet?
Bubble was built to meet a clear need: Gen Z consumers were faced with overpriced, overcomplicated skincare and didn’t trust legacy brands. We built a brand grounded in transparency, efficacy, accessibility, and community.
As the first wave of Gen Z ages into their late 20s, behaviours and needs are changing as they navigate hormonal shifts and early ageing. As a result, they want more targeted products, elevated routines and deeper clinical validation. We’re growing with them. This evolution doesn’t mean abandoning our roots — it means expanding our offering to reflect real, changing needs. We’re developing innovation that brings higher-performance actives and simplified routines into a more elevated product experience, without compromising price or trust.
Vogue Business: This means you can also cater to millennial needs. How do shopping behaviours differ between the two generations?
Millennials are more pragmatic. They research extensively, read reviews, and follow dermatologists and skincare experts. They’ll often discover a product online but prefer to buy in physical retail environments where they can touch, test, and understand.
Where Gen Z buys fast, driven by creators and trends, millennials take their time. But once they trust you, they’re incredibly loyal. That trust is earned through performance, consistency and transparency.
Vogue Business: How are you reshaping your marketing strategy as your core customer evolves?
We’re investing more in educational content across Instagram and our Facebook community channels that naturally skew older. TikTok is still key, but it’s not the only story. We’re also collaborating with dermatologists and skincare professionals on expert-led content, both digitally and in store. It’s about matching science with lifestyle and what the older Gen Z and millennial demographic requires in the brands that they continue to purchase from.
Vogue Business: Will this shift impact your retail presence or expansion strategy?
We’re already in over 17,000 doors across the US, Canada and UK — including Target, CVS, Ulta Beauty, Walmart, Boots, and most recently, Shoppers Drug Mart (located in Canada). What changes is how we show up in those spaces.
With Power Wave and future launches, we’re building more in-depth retail storytelling: ingredient breakdowns, clinical claims and comparison to our existing products. Where younger shoppers may be drawn to fun packaging, older shoppers want proof. Our in-store approach now includes deeper product education — with training, visuals, and expert-led demos that cater to a more discerning buyer.
Vogue Business: What does an “information-driven” strategy look like in practice?
We’re bringing science to the forefront — more transparently and accessibly than ever. That means clearer clinical claims, simplified ingredient education, and integrating expert voices across platforms. We’ve always been dermatologist-developed, but now we’re making that visible. You’ll see more from chemists, estheticians and doctors — online and in retail. We’re also creating content around skin shifts in your 30s, skincare during pregnancy, how stress affects your barrier and more. It’s all about making the why behind skincare easy to understand.
Vogue Business: Will pricing change as you move towards an older consumer with more spending power?
No. We believe affordability should never be compromised. Power Wave is launching at £16 and that won’t change. Just because someone can afford more doesn’t mean they should overpay for good skincare.
Margins in beauty are notoriously high, but we’ve chosen to take less and invest in product. We rely on word of mouth, reviews, and user-generated content instead of inflated marketing spend. That’s why our retention rate is over 50 per cent, 100 per cent among 24-30 year olds.
Consumers are tired of 10-step routines and fear-based claims. They want smart, simplified skincare with real results — without the price tag of prestige brands. That’s the gap we’re continuing to fill.
Vogue Business: Looking ahead, what’s next for Bubble?
We’re focused on depth, not breadth. You won’t see us jump into makeup or body care. We’re sticking to what we do best and continuing to innovate around evolving consumer needs.
That includes addressing underserved skin conditions like hormonal acne and barrier damage, especially in life stages like postpartum or perimenopause. We’ve already mapped out our product roadmap through 2027, and every launch is designed to meet a specific skin need within our community.
Ultimately, we’re building a long-term skincare brand — not a trend-driven one.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
