How Shai Eisenman built Gen Z favorite skincare brand Bubble

When Shai Eisenman was a child, she played chess competitively, dedicating as much as 20 hours a week in elementary school to the game. That experience helped provide her with the critical entrepreneurial skills needed to found Bubble Skincare four years ago. “For me, it’s one of the best tools I have because you’re constantly trying to counter the probability of what’s going to happen and how to look at the market in different situations,” said Eisenman, 33. See all of Ad Age’s 40 Under 40 honorees here That perspective has helped grow Bubble into an international beauty brand sensation that sells in 13,000 stores and boasts more than 38,000 brand ambassadors—up from 6,000 in early 2023. The brand’s frequent social media posts have attracted 2.6 million followers and millions of likes. Part of Bubble’s success with its target Gen Z consumer comes from Eisenman’s own youth. She knows what appeals to young shoppers, and that knowledge is illustrated through Bubble’s colorful packaging, gamified marketing and intentionally functional products, which include a container that dispenses lotion in the shape of a flower. “We’ve brought the quality and efficacy, but at the same time, there’s an emotional connection and love for the brand,” Eisenman said, noting that focus groups are a big part of Bubble’s product development. Each final formulation at Bubble receives a 90% approval rating from community testing, for example, the brand said. View this post on Instagram A post shared by Bubble (@bubble) As Eisenman continues to grow Bubble—at 85 employees, the brand is currently hiring for 20 more roles and it recently expanded into lip care—she’s keeping her finger on the pulse of her customers. “Our community is our heart and soul; they are what is helping us think through every innovation and marketing strategy,” she said. If you could have dinner with one person, alive or dead, who would it be and why? My dad. I lost my dad 19 months ago, very unexpectedly. Last time we spoke, I didn’t think it would be the last time—so I would have done anything to have another dinner with him. My dad was an entrepreneur his whole life and an incredible inventor. He was a huge inspiration to me growing up and continues to shape the person I am today. What are the top two social media sites you use on a regular basis? I don’t really have a personal social media—so only going on the Bubble social pages for work purposes—across TikTok, Instagram and YouTube. What’s currently on your bedside reading list? As a CEO and a parent of two young kids, I don’t have as much time to read as I’d like, so unfortunately it’s usually my laptop! What was the last show you binge-watched? “Live to 100: Secrets of the Blue Zones”—as someone who loves traveling and is very curious about longevity and different cultures—I loved watching it and learned a lot. At what age do you hope to retire? Still wondering if I’m ever capable of that! See all of Ad Age’s 40 Under 40 honorees here

How Shai Eisenman built Gen Z favorite skincare brand Bubble

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