Bubble Skincare is launching at all Ulta Beauty stores and at Ulta.com, and simultaneously introducing a new water-based moisturizer, Cloud Surf. The brand first landed at Ulta in 2022 and, over a period of seven months, reportedly expanded its presence by 50%. To date in 2023, Bubble’s products are available in nearly 9,000 stores within the U.S. market, as well as an array of online channels.
The retailer partnership is central to Bubble's focus on Gen Z shoppers. According to Bubble, 60% of its target Gen Z consumers shop in-store for skin care.
Ulta holds a 42% share of teen beauty shopper preference, the largest among all retailers, and "held the strongest beauty loyalty membership at 62% of female teens with a membership," per a survey from Piper Sandler.
Meanwhile, the new Cloud Surf water-cream moisturizer will be available exclusively in-store at Ulta Beauty for one month. The formulation comprises hibiscus extract and celery seed extract and provides a middle-ground formulation between its cream moisturizer, Slam Dunk, and its gel moisturizer, Level Up, per the brand.
“We are thrilled to expand Bubble products to all Ulta Beauty stores nationwide,” said Penny Coy, vice president of merchandising at Ulta Beauty. “Since launching Bubble, guests of all ages–especially Gen Z—have embraced the brand’s innovative, fun, high-performance products with open arms, and we anticipate the new Cloud Surf Water-Cream Moisturizer will be a welcomed addition. We look forward to the brand’s continued success and the opportunity to inspire more beauty enthusiasts to enhance their skincare routines and discover new levels of self-expression with Bubble.”
“We are extremely grateful to Ulta Beauty for expanding distribution of our products to all of its locations," said Shai Eisenman, founder and CEO of Bubble. “This expansion is a pivotal milestone in Bubble’s growth journey, and we are thrilled to continue our partnership with such an iconic and influential retailer. We are also excited to launch our highly anticipated Cloud Surf Water-Cream Moisturizer, which marries our Slam Dunk and Level Up products to help accommodate every skin type.”