Glossy Pop Newsletter: With its new milky toner, Bubble grows up

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At the end of May, Bubble gathered nine creators for a staycation at Fouquet’s, the upscale hotel in NYC’s Tribeca neighborhood. Their rooms were stocked with full Bubble skin care routines — the brand, which launched at the end of 2020, has 27 SKUs today. But the focus was on Cosmic Silk, which officially hit Ulta Beauty, its exclusive launch partner, on June 12.

Cosmic Silk, a hydrating milky toner, represents Bubble’s biggest bet yet on expanding beyond the teen market. “Our audience is not the same age they were when we launched,” said Shai Eisenman, Bubble’s CEO and founder.

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