Skin care brand Bubble continuously leans on its 70,000-strong community of customers, testers, and brand ambassadors to weigh in on everything from new formulations to product names to packaging. And almost since the brand’s inception in 2020, its fans have been sounding one particular drumbeat: for the products to be made available in Target.

On Sunday February 2, Bubble loyalists will finally get their wish, with Bubble rolling out to more than 1,900 Target doors, and on Target.com.

“Our community has been requesting us to launch in Target for years,” said Bubble founder and CEO Shai Eisenman. “It’s our most requested channel and the place they wanted to see us the most. Our community is the heart and soul of the brand, they are our compass, and we essentially decided to give them what they want.”

The brand, which is based in New York, is known for its youthful appeal, clean and efficacious ingredients, and affordable price points (the Morning Rays brightening eye cream and Wipe Out makeup remover are $14, the Fade Away acne spot treatment is $12). Target will retail 17 sku’s, which will be positioned in the face care aisle adjacent to derm brands.

Photo of Bubble founder and CEO Shai Eisenman at Bubble brand event
Bubble founder and CEO Shai Eisenman

“We’re very much a brand recommended, tested and developed by dermatologists, and we have several dematologists on our advisory board,” said Eisenman, who added that her conversations with Target began soon after the brand launched.

“It wasn’t a one-sided conversation,” she said. “Both sides worked to decide on the best timing. We’ve been excited about this partnership since then, and now we felt that this is the right time.”

The addition of Target to Bubble’s already extensive retail distribution network that includes CVS, Walmart, UltaBeauty, and Amazon underscores the brand’s specific demographic, said Eisenman.

“They love shopping in Target,” she said. “They love going into the Starbucks there and then walking around the store. Target is known for incredible products and trendy brands at an affordable price and presented in an accessible way. This felt like a perfect partnership for us.”

The move is also in keeping with what Eisenman describes as Bubble’s position as part of “the new wave of DTC brands.

“We were originally just online, and that was the way we communicated with our customers. We have more than 4 million followers on all our social channels. They read our emails, they subscribe to our newsletters. In the past, brands used to say, ‘we’re just online’ or ‘we’re just in retail.’ Now, consumers have an emotional connection and relationship with the brand online, but then they actually go out and find us where they shop.

Next, she intends to focus on international distribution. The brand is available in the U.K., Australia, Ireland, and Europe, but Eisenman said she plans to take the same approach to retail rollout in other global markets.

“Consumers want a very efficient purchase. They don’t want to go to five different places to shop. We have an incredible consumer base outside the U.S. we haven’t been able to quickly service. They want to have access to our brand, which is not as accessible right now as it could be. So, we will continue to meet the customers where they are – even if it’s outside of the US.”