The brand is now stocked in nearly 1000 Woolworths stores, positioning itself as a challenger to long-standing beauty retailers such as Mecca and Chemist Warehouse. This move marks a significant expansion for Bubble, which was previously available in Australia only online and through Priceline.
Launched in 2020, the US-based skincare company has quickly earned cult status among Gen Z consumers. Despite past limited access, Australia has become one of Bubble’s top global markets.
Bubble has experienced rapid growth, with global annual sales rising from under $15 million five years ago to approximately $300 million. Its range of affordable, dermatologist-backed products has appealed to teens seeking quality skincare at lower prices. Woolworths has responded to evolving consumer interests by adding more than 200 beauty products, aiming to transform daily grocery stops into beauty shopping opportunities.
This retail shift reflects a broader movement among supermarkets seeking to become go-to destinations for beauty products. With more preteens and teens investing in skincare, brands like Bubble attract younger consumers with accessible and results-focused options. However, dermatologists have raised concerns about the use of strong active ingredients by children who may not need them.
Bubble’s success has drawn interest from prominent investors, including both Australian groups and US venture capital firms. The company is also considering a sale or partnership to support its next stage of growth. The founder’s goal is clear - to make Bubble the leading skincare choice among younger generations in both popularity and professional credibility.
