Why this beauty company is saying, ‘Don’t use our products’

Tweens and teens are providing a new demographic for skincare, but it’s proving challenging for firms to manage – despite their shares surging.

Jeannette Neumann

Apr 11, 2024 – 7.56am

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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.

Bloomberg