Description

Ken Pilot interviews Shai Eisenman, CEO and Founder of Bubble, on this episode of The Retail Pilot Podcast. Bubble Skincare is the first modern, affordable, science-backed skincare line formulated to clean, balance and hydrate young skin all for under $20. Today, the Bubble line consists of 20+ products that work together to create a complete routine from face cleansers to face masks. Bubble products are available on hellobubble.com, in over 16,000 retail locations across the US, Austrailia and the UK including Boots, Beauty Bay, CVS Walmart and Ulta stores.

Prior to starting Bubble in 2018, Eisenman started her B.A. at 15, and began her career in business at 16 years old. She lives in New York with her partner and two children. 

Key Points:

• Shai started Bubble after an early start in academics and entrepreneurship
• Bubble focuses on affordable, high-quality skincare products for younger consumers
• The company built a community of 4,600 Gen Z advisors before launching
• Bubble now has over 50,000 brand ambassadors who provide input on all decisions
• Products are priced affordably (around $15) but with prestige-level quality
• Initially launched D2C but quickly pivoted to retail partnerships
• Now available in 13,000 U.S. stores including Walmart, Ulta, CVS, and Amazon
• Recently expanded to the UK (Boots) and Australia (Priceline)

Business Strategy:

• Focused on margin dollars rather than margin percentage
• Found retail partnerships more profitable than D2C for their price point
• Invests in physical experiences and grassroots marketing over traditional advertising
• Collaborates with brands like Disney to reach new audiences
• Raised capital primarily from individuals and early-stage funds
• Aims to be profitable and not reliant on external funding

Community Engagement:

• Uses multiple platforms to communicate with brand ambassadors
• Offers gift cards and commissions to ambassadors
• Runs college campus programs with exclusive merchandise
• Involves community in product development, naming, and marketing decisions

Challenges and Growth:

• Adapting leadership style and operations as the company scales
• Expanding internationally while remaining an independent brand
• Balancing control over brand experience with benefits of retail partnerships

Leadership Insights:

• Values building a strong team and fostering community
• Relies on experienced advisors for guidance in different growth stages
• Emphasizes the importance of adapting to different business stages

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