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Shai Eisenman was just 21 when she became a CEO. Now she’s disrupting skincare with purpose. Shai Eisenman’s journey into entrepreneurship started early – both in age and ambition. Growing up with an inventor father, the idea of building something from scratch was always in her orbit. “It was always kind of a dream,” she says. By 15, she was already pursuing her BA; by 16, working full time; and by 21, she was leading a division of a public company in the UK, managing a team of over 90.
But Eisenman wanted more than executive titles and operational success – she wanted meaning. That desire led her to skincare, a category she fell in love with for its unique intersection of clinical efficacy and emotional impact. Having personally struggled with acne, she understood how powerful skincare could be – not just for the skin, but for self-esteem. “It’s something that has such an importance to how you feel about yourself,” she says.
With Bubble, the brand she founded in 2020, Eisenman set out to challenge an industry where high prices, outdated decision-making, and lack of inclusivity were the norm. She didn’t just want to build another skincare company – she wanted to reinvent what affordable, effective, and emotionally resonant skincare could look like.
Q: Can you tell us about the inspiration behind Bubble Skincare?
A: When I looked at the beauty industry, I saw so many incredible, high-quality products at expensive price points. But with the more affordable options, people are still stuck with the same outdated products I had growing up. It felt like there was a real opportunity to give consumers something so much better – something they really deserve. My goal was to offer better ingredients, better quality, and a better experience – all at an affordable price. We launched in November 2020, and it’s been a wild ride ever since.
Q: What makes your products different from others in the market?
A: We’ve completely flipped the typical model by creating products that should be priced at $100, but we’ve lowered the margin to make them truly affordable. We save on marketing and focus on what matters most – quality products. Our products are developed with input from a dermatologist advisory board, our in-house R&D team, and our 80,000-member community. If a product doesn’t have a 90% approval rate from our community, we don’t launch it. There’s a lot of thoughtfulness that goes into every product. We also work years in advance on product development, which means we’re always planning for the future.
How has your company evolved since its inception? What challenges have you faced along the way?
A: You get curve balls every day and you just need to figure out how you catch them. Initially, we started as a DTC (direct-to-consumer) brand. Even though our team had over a hundred years of experience in beauty, I came with no experience and didn’t have the connections to retailers. Our biggest learning was that consumers actually really want to shop us in-store, and even though we’re an American brand, 60% of our traffic was international. We then shifted to retail partnerships, launching in stores like Walmart, CVS, and Ulta. Now, four and a half years later, we’re available in the U.S. and Canada, and we’re excited to be in Shoppers Drug Mart and Walmart Canada.
Q: Can you share some of the charitable initiatives your brand supports?
A: Mental health is a key focus for us. We’ve partnered with organizations like NAMI and the Trevor Project to support mental health in our community. Acne and skincare struggles often affect self-esteem, so we see skincare as a form of self-care. We’ve also supported causes like the LA Fire Foundation, donating products and funds during the fires. Our charitable initiatives evolve based on the needs of our community, but mental health will always remain a core part of our mission.
Q: What are some of your favourite products from your line?
A: It’s hard to pick a favourite, but I can share my routine! I start with First Class, a gentle gel cleanser with ingredients like glucamalactone and caffeine. Then, I use Bounce Back, a balancing mist with rose water and niacinamide. For hydration, I love Water Slide, a hyaluronic acid serum that feels like a glass of water for your skin. Daydream, a vitamin C and niacinamide serum, is a must for brightening, and Slam Dunk is the perfect rich moisturizer that absorbs quickly without feeling too heavy.
Q: What advice do you have for women who want to pursue entrepreneurship?
A: My advice is to listen to your customers and don’t assume you know what they want. It’s easy to fall into the trap of thinking you have all the answers, but the truth is that understanding your customer’s needs is key to success.
I think as female entrepreneurs, we tend to sometimes take no’s to heart and take it personally. It’s important to be resilient, and understand that ‘no’ doesn’t define you. You’re going to get a ‘no’ from so many people around you. But ‘no’ doesn’t say anything about your journey, and doesn’t define you.
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