Walmart adds Bubble to its skin care lineup

Bubble, founded as a direct-to-consumer company focused on the skin care needs of young people, is making its retail debut at Walmart.
David Salazar
Managing Editor
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The latest addition to Walmart’s skin care assortment is taking the needs of teens seriously. Bubble, founded by Shai Eisenman as a direct-to-consumer skin care brand targeted toward adolescents, is making its retail debut in Walmart stores nationwide and on Walmart.com. 

Eisenman spoke to Walmart beauty merchant Julia Turley about the brand’s origins for a blog post on Walmart’s website, noting that it began with asking teens what they wanted from a skin care routine. 

“We heard their needs weren’t being met. They didn’t feel like there was a modern skincare line that addressed their needs,” Eisenman said. “We also learned that young people today don’t necessarily want a complicated 10-step skincare regimen. Instead, they want a simple routine that addresses their concerns and a brand that reflects their values.”

Bubble is notable for its use of natural ingredients alongside skin-safe synthetics and its stringent ingredient standards — all of its products are vegan and cruelty free. The gender-neutral product lineup also is tested by people ages 14 to 24 years old to ensure they work for their target audience. 

[Read more: Beauty’s green revolution: How leading, emerging brands center sustainability]

Adding to brand to Walmart, Eisenman said, was about accessibility for the demographic it is trying to serve. “We’ve known since launch that buying online is a challenge for people, whether they didn’t have their own credit card or because their parents didn’t trust an online-only brand they hadn’t heard of,” she said. “Being in Walmart stores really makes the product more inclusive and accessible.”

The brand also has a goal of promoting mental health. Bubble donates 1% of its proceeds to nonprofits supporting young people with mental health issues. 

The products hitting Walmart stores include the Slam Dunk Hydrating Moisturizer, Fresh Start Gel Cleanser, Level Up Balancing Moisturizer, Bounce Back Refreshing Toner, Break Even Balancing Toner, Wipe Out Makeup Remover and the Come Clean Detoxifying Clay Mask. They are priced between $11.98 and $18.98. 

“We’re thrilled to add Bubble to our growing assortment of indie beauty at Walmart,” said Musab Balbale, Walmart U.S. merchandising vice president of beauty. “Bubble is upending the skin care industry by delivering quality and innovation to our younger consumers. Walmart’s reach will make this brand even more accessible to teens across the country. It is another great example of our commitment to delighting our customers with high-quality exclusive brands.”

Walmart has made it a point of late to work closely with indie brands on exclusive offerings, particularly in the beauty and personal care space. In April, Bevel — a men's grooming brand specifically aimed at meeting the hair and personal care needs of Black men — launched its latest products at a number of Walmart locations, adding to an assortment it had already brought to the retailer. Additionally, Latina-focused beauty brand Reina Rebelde last fall brought exclusive products to some 350 Walmart stores. Both followed the introduction last September of Drew Barrymore's Flower Hair, a collection of exclusive hair tools bearing the name of actress.