Beauty Diary: Aussies go wild for cult US-brand Bubble Skincare, data shows
Aussies are going wild for a cheap brand after the CEO decided to cut profit margins and sell “quality products at an affordable price.”
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A cult US-brand launched in Australia just months ago – and already it’s proving very popular, with new data showing it sells a product every 57 seconds.
Bubble Skincare, the brainchild of 34-year-old Shai Eisenman, is a brand created for those who want effective and innovative products at affordable prices.
And its Eisenman’s key ethos that has clearly resonated with Aussies in the current economic climate, with Bubble Skincare shooting to the top of Priceline’s bestsellers list as soon as it hit shelves in November.
Eisenman, who worked in new business development for an up-and-coming high-tech security start-up before she started Bubble in late 2020, told news.com.au’s The Beauty Diary she was inspired to shake up the beauty industry after experiencing her own skin issues.
“I struggled with acne as a teen and as an adult, and I have spent my life seeking effective skincare that makes me feel confident and ready to face my days,” she said.
“Unfortunately, clinically effective prestige skincare is hard to come by – particularly if you are on a budget.
“Before I started Bubble, I scoured skincare aisles in search of products that existed in the sweet spot of effective, affordable, and innovative, and I couldn’t find anything.”
In the four years since its launch, its product range has expanded, with 18 items currently available to Australian consumers – all priced at $30 and under.
“People deserve excellent things for excellent prices. It’s what we all want, and I couldn’t understand why prestige brands were taking such massive margins,” Eisenman explained.
“So, Bubble takes significantly smaller margins than our competitors.
“I feel that this is the right thing to do to provide people with best quality products at an affordable price.”
Her refreshing take on pricing has also seen Eisenman, a mum-of-two, actively tell some of her customer base not to buy certain products after Bubble became hugely popular with the tween community.
“It’s not a common thing for a brand to say, ‘You should not use my products,’ but I have an eight-year-old daughter, and I felt a personal responsibility to educate them about what products are right for them,” she explained.
“The trend of kids using skincare took everybody by surprise, myself included. I think it’s great that young people are excited about developing good hygiene habits and wearing protective sunscreen, but the moment I realised that they were using products with powerful active ingredients, I knew it was Bubble’s responsibility to educate them about what is and isn’t safe.”
With the help of dermatologists on its advisory board, Bubble created age guidelines and immediately issued statements about its products via email and social media.
“If a product contains a powerful active ingredient, such as salicylic Acid, vitamin C, AHAs, etc, you don’t normally need to use it if you are under 14,” added Eisenman.
It was an important stance to take, especially considering Bubble Skincare has been specifically targeted to a younger demographic, largely due to its colourful packaging.
“Young people, traditionally, have the best taste. They like innovation. They’re early adopters who aren’t afraid to try new things,” she explained of the move.
“They understand that incredible formulas which are developed with dermatologists don’t have to be packaged in boring, blue-and-white tubes.”
After 4 years on the market, the brand’s popularity – and attainable pricing – has “caught on”, with Millennials and older age groups now snapping up its products, Eisenman said.
“Australia has given us a warmer reception than we ever could have imagined. We always knew we had a strong customer base, but our joyful spirit, clinically effective prestige formulas, and high value products have really connected with Aussies of all ages.”
Indeed, data shared by Priceline shows 1 Bubble Skincare product is sold every 57 seconds at its checkouts, with the bestsellers including the Slam Dunk Moisturiser, $28, and the Rise & Shine Brightening Skincare Routine 3pc Set, which contains a full-sized Day Dream vitamin C serum and Cloud Surf moisturiser as well as a 50ml bottle of the Fresh Start cleanser for $54.
But the brand’s newest launch, the $15 Tell All Juicy Secret Lip Balm, is also an Aussie favourite.
Beauty editor’s favourite Bubble Skincare buys
My top Bubble Skincare picks after using the range exclusively for 3 months include the Bounce Back toning mist, $20, and the $29 Day Dream vitamin C serum.
The ingredients list on the serum is insane, it’s hard to believe that it comes in at under $30 when there are similar vitamin C products that can retail for as much as $300.
When used with the mist, which is an absolute steal in my opinion, the combo leaves my skin bright and refreshed.
They’re also both so light and ideal for travelling.
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Originally published as Beauty Diary: Aussies go wild for cult US-brand Bubble Skincare, data shows