Indie beauty brands are, by their very nature, challengers, but some founders think bigger than others. Shai Eisenman, representing a new generation of independent beauty founders, is laser-focused on what she’s building and crystal clear about what it will take. With a David and Goliath strategy, Bubble is going head-to-head with some of beauty’s biggest brands.
“Even though young consumers are the most advanced generation that ever existed, when it comes to skincare they use the same old-school stuff that I used as a teen and my mom used as a teen,” Eisenman shared. “80 percent of Gen Z consumers use Neutrogena, Cetaphil, CeraVe, Clean and Clear, and Clinique—the same old-school brands that have been used for generations.”
As a performance marketer, Eisenman believes in the power of data and the context conversations with consumers provide. She spent two years looking for white space in beauty and landed on shaking up the teen segment: “It made no sense to us that teens were stuck with options that hadn’t evolved in decades and that didn’t deliver on what they really needed and wanted.”

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