When Shai Eisenman and her team at Bubble Skincare launched an exfoliating serum in the US this year, they did something unusual: they advised some of their core customers not to buy it.
The reason? The serum is too harsh for thousands of the brand’s preadolescent fans – the exact demographic that founder Eisenman says has been buying more in the past six months, helping drive Bubble’s expansion into 12,000 stores in the US and the UK.
