Although Generation Z is hailed as the most digitally savvy generation, in the field of skincare, they still rely on old-fashioned brands. Most of these brands’ products are expensive and involve complicated steps, which clearly can no longer meet the growing demand of young consumers for personalized and convenient solutions.

Faced with this gap in the market, an affordable skincare brand called Bubble Skincare emerged, and in a certain week in February 2024, it became the fastest-rising search term on TikTok Shop, with search volume surging by 228%.

Moreover, it is the only trending search term among all TikTok recommended keywords that has been rated by the TikTok Seller Center system as having a 100% success rate, and is hailed as a “miracle” on TikTok!

How did Bubble Skincare achieve such tremendous success?

I. Precise Market Positioning

The brand’s founder, Shai Eisenman, has a clear understanding of market positioning. She knows that in the fiercely competitive skincare market, for a new brand to stand out, it must target a specific and niche audience.

Through in-depth observation, she found that the vast majority of skincare products on the market are designed for consumers over 25 years old, while girls aged 14 to 24 have difficulty finding suitable skincare products.

This is why Shai Eisenman decided to position Bubble Skincare’s products for female consumers aged 14-24.

Bubble Skincare is not only affordable and effective, but also deeply aligns with Generation Z’s values, committed to providing every young person with healthy, radiant skin through simple and effective skincare routines.

In 2023, its sales reached $30 million (about 220 million RMB), and it was named the fastest-growing brand of 2023 by Forbes.

II. Actively Utilizing TikTok as an Overseas Social Media Platform

Growing up with the development of the internet, this generation is more inclined to trust recommendations from influencers or peers on social media. To attract and win the favor of this audience, Bubble Skincare knows it must stay active on social media platforms and build strong influence.

One of the key channels for Bubble Skincare’s revenue growth is the widespread dissemination of numerous videos on TikTok. Currently, Bubble Skincare has accumulated 2.7 million followers on TikTok, with an average increase of 500,000 followers every six months, and has received a total of 19.5 million likes!

Image source: TikTok

● Emphasis on High-Quality Video Content Production

Bubble Skincare places great importance on TikTok video content production, creating educational content covering product ingredients and skincare knowledge, such as in-depth analysis of why products are fragrance-free and how to choose suitable skincare products based on individual skin types. This helps consumers fully understand the advantages of its products and make more informed purchasing decisions. The brand also thoughtfully provides professional skincare tips and product usage tutorials to help users better utilize the products and achieve significant skincare results.

Image source: TikTok

● Emphasis on Collaboration with TikTok Influencers

Bubble Skincare also collaborates with influencers in the skincare field, leveraging their influence to promote products and showcase real consumer experiences, further enhancing the brand’s sense of community and effectively expanding its audience on TikTok.

These diverse content formats not only successfully convey Bubble Skincare’s brand values, but also deepen its connection with consumers.

In addition, Bubble Skincare actively responds to every user comment under its TikTok videos, collecting product feedback through interaction, making consumers feel valued and maintaining their continuous attention and enthusiasm for the brand.

Image source: TikTok

● Emphasis on the Popularity of Related Hashtags on TikTok

Bubble Skincare also attaches great importance to the popularity of related hashtags on TikTok, actively encouraging consumers to share videos of their product purchases under its brand tag, or to provide practical tips for using the products. So far, nearly 630,000 wonderful works have been gathered under the #Bubble tag, with impressive popularity.

Image source: TikTok

III. Building Its Own Overseas Independent Website

Bubble Skincare has also built its own overseas independent website, with a carefully planned layout and design that highlights its “joyful skincare” philosophy. The vibrant color scheme complements the brand’s bright and fun product packaging, together conveying youthful energy and the brand’s unique charm.

Bubble Skincare Overseas Independent Website

Bubble Skincare’s independent website currently offers a comprehensive range of skincare products, including cleansers, toners, moisturizers, hydrating serums, masks, eye creams, etc., meeting consumers’ diverse skincare needs.

All single products are affordably priced below $20, and first-time buyers are offered a 10% discount, aiming to make high-quality skincare easily accessible to more consumers.

To simplify the purchasing decision process, Bubble Skincare has also thoughtfully launched skincare sets, providing consumers with a convenient one-click shopping experience. Through these sets, Bubble Skincare not only meets the basic needs of young consumers for skincare products, but also reflects Generation Z’s values—pursuing simple yet effective skincare solutions.

This strategy has attracted more young consumers seeking convenient and efficient skincare solutions, further consolidating the brand’s position in the youth market.‌

Bubble Skincare Overseas Independent Website

IV. Co-branding with IPs

To better capture the hearts of young consumers, Bubble Skincare has also chosen to co-brand with well-known IPs to jointly create fun and innovative skincare products.

For example, it teamed up with “Inside Out 2” to launch a skincare series that cleverly integrates the unique charm of the movie’s characters, introducing exciting products such as “Joyful Cleanser,” “Comforting Toner,” and “Courage Moisturizer.” The packaging vividly features character illustrations, adding fun and perfectly matching the brand image, bringing consumers a skincare journey full of joy, comfort, and courage.

Bubble Skincare Co-branded Edition

In the fiercely competitive overseas skincare market, Bubble Skincare has won the favor of consumers and built strong emotional bonds with them through precise market positioning, unique and creative product design, and clever marketing strategies. We look forward to more brands learning from its success and achieving efficient international expansion in the future!