'There’s not just demand, but real momentum and brand love here': Bubble Skincare lands at ASOS in major UK expansion
US-based brand Bubble is expanding its presence in the UK, launching on ASOS amid rising demand for high-performance, wallet-friendly skincare solutions. Founder and CEO Shai Eisenman tells us about her plans...
Founded in 2020, Bubble aims to disrupt the skincare category with a mission to make high-quality, efficacious skincare available at fair prices.
Since its launch, the brand has experienced rapid growth - reaching 3.5 million followers on TikTok and expanding its presence both in the US and internationally, including the UK.
It entered the UK and made its brick-and-mortar debut with Boots in January 2024, having since further expanded this partnership.
"The UK market was our first international launch and a pivotal step in Bubble Skincare's global journey. We debuted in over 200 Boots locations in January 2024, and today we’re stocked in more than 1,200 stores across the UK and Ireland - more than quadrupling our footprint in just a short time," Eisenman told TheIndustry.beauty.
"The reception has been extraordinary - both in terms of consumer response and retail performance. We’ve seen a 477% increase in door count and an 891% increase in shelf space at Boots, reflecting strong and sustained demand. Hero products like Slam Dunk Moisturizer quickly became top performers, with one selling every minute during launch.
"But the numbers only tell part of the story. What’s been most exciting is the genuine connection we've built with UK consumers. It’s clear there’s not just demand, but real momentum and brand love here."
Bubble's launch on ASOS now marks another major milestone in its continued expansion, as it selects the online-only retailer as a key partner in the UK.
The strategic partnership - described by the brand as "like-minded in its commitment to delivering a seamless, consumer-first shopping experience" - supports the region's growing demand for high-performance yet affordable skincare solutions.
"The UK market is home to one of the most digitally fluent and values-led Gen Z and Millennial audiences in the world. These consumers are ingredient-conscious, community-driven, and deeply invested in brands that reflect their beliefs - which is exactly the kind of consumer Bubble Skincare was built for. The cultural alignment between our brand and the UK has made this market a natural and exciting extension of our growth strategy," emphasised Eisenman.
At ASOS, consumers can now shop Bubble’s limited-edition kits and bestselling essentials, each formulated with ingredients such as niacinamide, hyaluronic acid, peptides, and salicylic acid.
Bernadette Sullivan, Face + Body Director at ASOS, said: "We’re thrilled to bring Bubble to ASOS. Its inclusive approach to skincare – empowering its community to develop gentle, effective formulas with in-house dermatologists at an affordable price – is a perfect match for our customers. Bubble’s ability to foster real community and connection makes this partnership feel especially exciting."
The launch will be supported by a consumer pop-up hosted by ASOS and Bubble in London's Covent Garden tomorrow, 25 July 2025, starting at 12pm.
The activation will focus on keeping consumers hydrated during the predicted heatwave, allowing visitors to explore Bubble’s bestsellers and receive beverages inspired by the viral skincare brand’s high-performance, hydrating ingredients.
"ASOS is more than just a leading fashion and beauty destination - it’s a global platform that sits at the intersection of culture, commerce, and Gen Z engagement. With over 25 million active customers and shipping to nearly 200 countries, it offers scale, reach, and cultural relevance," said Eisenman.
With face and body products sitting alongside fashion, Eisenman believes today’s consumers are integrating skincare routines with their fashion and lifestyle purchases.
"ASOS’s focus on a curated mix of prestige, indie, and emerging brands makes it the ideal partner for Bubble as we continue building our presence with digitally native, skincare-savvy audiences," Eisenman added.
"This partnership is about more than distribution - it’s about deepening accessibility to high-performance, dermatologist-developed skincare globally. We want to ensure that no matter where a customer is in the world, they can find effective, clinically-backed formulas at a price point that doesn’t compromise on quality."
Long-term, Eisenman sees ASOS as a "key driver" in the brand's global e-commerce strategy.
"There’s significant whitespace ahead, both online and in retail, and we’re committed to thoughtful, values-aligned expansion that brings Bubble’s mission to even more communities around the world," she concluded.
