Since launching exclusively into Priceline in October 2024, Bubble Skincare has emerged as one of the fastest-growing players in Australian beauty. In less than a year, the US-born brand has climbed to become the #7 skincare brand in Priceline, surpassing industry stalwarts like Neutrogena, Garnier, Cetaphil and even social-first disruptors like tbh Skincare and Hada Labo. Remarkably, this success has been driven by a local team of just two to three staff—a stark contrast to the multimillion-dollar machines behind most top-performing beauty brands.
Retail Beauty sat down with Alysha Richards, Head of Country at Bubble Skincare Australia, to unpack how the brand is punching above its weight, why rural consumers are driving record sales, and what’s next on the roadmap as they eye the top three skincare spots.
Bubble only launched in Australia in October 2024—yet in less than a year, it’s already a top 10 skincare brand at Priceline. What do you think has fuelled this explosive growth?
It started with real demand. Even before we entered retail, Australia was our number one international market via DTC. There was already a community here—engaged, loyal, and asking for more. When we launched in Priceline, it wasn’t about introducing the brand—it was about showing up where our customers already were. Growth came because the foundation was there. We just focused on listening, responding, and meeting that demand with care and intention.
Bubble now sits ahead of brands like Neutrogena, Cetaphil and Garnier in Priceline rankings, despite having a lean local team. What’s been your strategy in driving impact with agility?
We’re able to move fast because we’re close to our customers. We don’t rely on top-down brand plans—we build from the ground up based on what our community tells us they need. Every move is intentional. We prioritise impact over noise, depth over scale, and trust that if we do right by our audience, the growth will follow. Being small has allowed us to stay focused, flexible, and responsive.
What do the numbers tell us about Bubble’s performance, and what has surprised you most about the data?
What stands out is how quickly people are committing to the full routine. Our Brightening Skincare Kit is already our number two best-seller, which shows that this isn’t just trial—it’s trust. Slam Dunk has remained our number one seller since launch; during launch week, we sold one every 15 seconds. That kind of uptake tells us we’re not only being tried—we’re being adopted into daily routines.
Bubble’s strongest productivity is actually in rural and regional Priceline stores—not just city locations. Why do you think the brand has resonated so broadly across Australia?
We built Bubble to be accessible—high quality, dermatologically backed, and priced under $30 every day. That matters in areas where beauty options can feel limited or out of reach. Partnering with Priceline gave us the national scale to make great skincare available in regional communities. The results speak for themselves: some of our top-performing stores are in WA, Queensland, and rural NSW.
With five NPD launches already in 2025, and more on the way, how do you prioritise growth without overwhelming the customer?
We’re incredibly disciplined about what we bring to market. Every product goes through extensive testing and community validation. If 90% of our community doesn’t say they’d buy it, we don’t launch it. That’s how we stay grounded in real need, not hype. We don’t chase trends—we solve gaps in routines.
Globally, Bubble boasts an 89% repeat purchase rate. What do you think makes Bubble’s formulations and brand experience so sticky?
It comes down to trust and performance. We formulate everything in-house, with dermatologists involved from the start and clinical testing on every SKU. But we also care deeply about texture, scent, and experience. Skincare has to work, but it also has to feel good. When people find something that delivers both—at an accessible price—they stick with it.
Shai Eisenman, Bubble’s founder, came from the tech world. How has that entrepreneurial DNA influenced how the brand operates in Australia?
That mindset is baked into everything we do. We move fast, test constantly, and build with the customer at the centre. Coming from digital means we don’t see online and retail as separate—they’re extensions of each other. Even now, Australia remains the number one traffic source to hellobubble.com, which shows how curious and connected our Aussie community is.
You’ve mentioned ambitions to unseat skincare giants like L’Oréal in Priceline’s rankings. What’s your roadmap to get there—and how close are you?
We’re playing the long game. We’re not trying to outspend the big players—we’re focused on out-serving them. That means better listening, stronger formulas, smarter storytelling, and consistent execution. The momentum we’ve seen tells us we’re tracking in the right direction. And this is still just the beginning.
Read the WINTER ’25 issue of Retail Beauty below:
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