14 questions with Shai Eisenman

Shai Eisenman, the visionary behind Bubble Skincare, has redefined beauty standards with her affordable, fun and science-backed products designed for all ages. Here, she shares her entrepreneurial journey, insights into the beauty industry and the lessons she’s learned along the way.

What inspired you to create Bubble Skincare?

I started working on Bubble about six years ago when I realized there was a big gap in the skincare market. When you looked at the more expensive price point, there were tons of different options for every skin type and concern. At the more affordable price points, consumers were stuck with the same options they had when I was younger. I knew I could create something using quality ingredients and offering true efficacy that would also be affordable and accessible.

Did you always have an interest in skincare?

I struggled with acne for a big portion of my life. I don’t know if you’ve ever experienced that feeling when you have a pimple and you think everybody’s looking at it? I really feel that and there’s nothing I love more than getting an email saying, "I’ve been using your products for a week and they’re so amazing for my skin."

What was the biggest challenge you faced in the early stages of building Bubble?

You face challenges all the time – every day. But in the beginning, one of the biggest challenges was figuring out, from a supply chain perspective, how to forecast inventory.

Bubble targets Gen Z. How do you keep the brand relevant and engaging for such a dynamic audience?

There are over 60,000 people in our community and they are the driver of everything we do. So they help us decide everything from what trends, influencers and products are currently relevant, to what they want to see from us, and also what partnerships we should form.

When you launched a new exfoliant earlier this year, you did something that most brands would never do and advised many of your consumers not to use the product. Can you explain the reasoning behind this?

I’m a parent and I’m also a brand founder, and I feel like we have such a huge responsibility as brands to educate our consumers. If they’re not supposed to use something or it’s not right for their age, it’s our job to inform them.

So how do you educate consumers about what they should be using?

Education has been a massive part of everything we have done since the beginning. In 2020, we created a platform on our website called Skin School, which educates consumers on products and skin conditions in a way that’s fun and easy to digest.

How do you see the skincare industry evolving in the next five years?

One thing that is really interesting is that the line between prestige and mass is blurring. I’m a Millennial, and I think my generation has this perception that price equals quality, whereas Gen Z and Gen Alpha know that’s not always true. I think that’s an amazing evolution within the beauty industry and I think that line is going to blur even more.

So where does Bubble fit into that evolution?

If you ask me, "Are you a mass or prestige brand?" I do not know what to answer, because our formulations are prestige, but our price point is mass. At Bubble, we just want to ensure that people understand that all ages can use our products if they just want to have the best products for their skin.

What advice would you give to other young entrepreneurs?

Business owners often forget to listen to the real problem that their consumers have. I think it’s so important to stay humble and stay very close to your consumer and never assume you know everything.

What is one lesson you’ve learned from your entrepreneurial journey that you wish you’d known when you first started?

You get beaten up a lot, so you need to be resilient. I probably met over 300 investors when we were raising capital. It’s very hard in the early days, so it’s incredibly important to be resilient and focused and not let failure or the nos define you.

Was it hard to imagine yourself here when you were getting all those rejections?

You don’t, you just think of the next stage. But I really created Bubble because I wanted to create a brand that is going to be here for the next 70-or-80 years. I see Cetaphil is now announcing everywhere that they’re rebranding after 77 years, and this is what I want for Bubble – the rebrand in 77 years.

Who inspires you the most?

My daughter is a very positive person and she looks at the bright side and I’m the kind of person who always see the downside. So I think that’s the best inspiration – to always look at things through a more optimistic lens.

What’s the best piece of advice you have been given?

You need to listen. Don’t assume you know everything.

Bubble launched in both the United Kingdom and Australia during 2024. What’s next?

I’m so excited about 2025 – we’re going to be launching into new regions, as well as launching products that have been in the works for a very long time.