Bubble Skincare is one of the fastest-growing Gen Z skincare brands, offering an affordable array of high-quality, clinically approved products that help consumers address their unique skincare needs. Driven by Shai’s vision and leadership, Bubble has expanded rapidly online and is now in more than 9,000 stores across North America, including Ulta Beauty, CVS and Walmart.

Shai created Bubble to “recreate the shelf” for Gen Z, and she did so through the brand’s highly engaged community of Gen Zers who offer input and feedback on the brand. She has daily conversations through the Geneva app with the 6,000-member Bubble community, discussing everything from packaging design to new product formulations.

For example, Shai discovered in her conversations that 60% of Bubble’s consumers shop in-store for their skincare needs. She then evolved Bubble’s distribution strategy to expand from clicks to bricks, ensuring broader accessibility by partnering with stores that Gen Zers shop at the most. Additionally, 61% of Gen Zers placed affordability in their top-three most important traits in a product, alongside quality, resulting in all products being priced under $20 and designed to be highly effective.

With the community-driven model at the foundation of the brand, Shai has propelled Bubble to become a beloved Gen Z skincare brand. Its products are accessible to 90% of America’s Gen Z population and are placed alongside revered heritage brands and household names like Neutrogena and Clearasil.