In just five years, Bubble has transformed from a bold idea into one of the most talked-about skincare brands redefining accessibility and authenticity in beauty. Now, we’re talking to founder Shai Eisenman about how it all began– and where it’s headed.

Founded on a mission to challenge outdated industry norms, Bubble has built a loyal community of people who actively shape its products, campaigns, and values. As the brand celebrates its fifth anniversary, we sat down with its founder, Shai Eisenman, to talk about the inspiration behind Bubble, the pivotal moments that fueled its success, and how staying true to community-driven innovation continues to set the brand apart.

What inspired you to create Bubble, and what gap in the skincare market were you most passionate about filling?

When I started Bubble, I was frustrated by how little had changed in skincare. The category was led by legacy brands that hadn’t evolved in decades; the formulas, the messaging, even the way they spoke to consumers felt outdated. I wanted to create something different: dermatologist-developed, clinically backed products that were safe, effective, and accessible for everyone.

But more than that, I wanted to build a brand rooted in honesty and connection. We started Bubble with hundreds of focus groups with teens, dermatologists, and parents to understand what people truly needed from skincare. Before we even launched, more than 6,000 people were part of our community, helping shape what Bubble would become. Today, that community has grown to over 90,000 people who continue to guide every product, campaign, and decision we make. The goal was always to build something with them, not for them. That’s what makes Bubble so special.

Bubble is turning five this November, congratulations! Looking back, what have been the most pivotal moments or decisions that have shaped the brand’s growth over the past five years?

Thank you. It’s been such an incredible journey. Launching DTC in 2020 was a defining moment because it allowed us to start with community, listen, learn, and evolve alongside them before expanding into retail. Entering Walmart, CVS, and Ulta was another huge step, helping us bring high-quality skincare to millions more people without losing what made us different.

But our biggest milestones have always been community-driven moments: seeing customers share how Bubble helped them feel confident in their skin, watching our ambassadors grow with us, or selling out of a new launch within hours. Those moments remind me why we started in the first place.

You’ve recently partnered with Leighton Meester, which is so exciting. Can you tell us how that collaboration came to be and what made this the right fit for Bubble at this stage?

Leighton represents everything we believe in. She’s thoughtful, grounded, and has such an authentic approach to beauty. The partnership happened very naturally. She was already using Bubble, and when we connected, it was clear that she genuinely understood who we are: a brand that takes skincare seriously but not ourselves too seriously.

At this point in our journey, it felt like the perfect time to collaborate with someone who could help us reach new audiences in a way that still feels real, relatable, and rooted in joy.

Bubble is known for developing affordable yet effective skincare. How do you maintain that balance of accessibility and quality?

From day one, we’ve promised that every Bubble product will stay under $20 in the U.S., and we’ve never compromised on that. The key is in how we operate: we formulate everything in-house with our R&D team and chemists, work closely with top dermatologists, and invest in research and clinical testing rather than inflated ad spend. By keeping operations efficient and margins tight, we’re able to deliver high-performance skincare with clinically proven results that remain truly accessible.

From digital innovation to community listening, Bubble has always been forward-thinking. How has customer feedback shaped your launches?

Community feedback drives everything we do. Before we launch any product, we involve our community at every stage, from testing early formulations to naming products and designing packaging. We’ve built a two-way dialogue that helps us ensure every launch solves a real need.

Our Tell All Lip Balms and Acne Spot Treatment both came directly from community feedback. People told us what was missing in their routines, and we listened. That’s the foundation of how we build.

Can you give us a sneak peek into what’s coming next in 2026 for Bubble?

Without giving too much away, 2026 will be a big year for us. We’re expanding into new product categories and continuing to push what accessible, high-performing skincare can look like. You’ll see even more innovation around barrier health, treatments, and formats that make skincare simpler and more intuitive.
We’re also growing internationally, so fans around the world will have easier access to Bubble than ever before.

With your products now available in over 17,000 retail locations worldwide, what advice would you give to aspiring entrepreneurs looking to scale a brand?

Always listen to your customer and never assume you know best. The biggest mistakes happen when you stop listening. Stay close to the people who use your products, build with them, and let their feedback guide you. Every decision should come from real insight, not assumption. That’s how you create something that lasts.

Check out Bubble on Instagram here.

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Published by HOLR Magazine