![]() In addition to being champions of sustainability, inclusivity, and mental health awareness, the late ‘90s and 2000s babies are growing up with a simplified (thus incredibly advanced) approach to skin care, ushering in a new wave of accessible beauty brands that make caring for your skin cool and straightforward. Generational differences aside, everyone can afford to take a few notes from Gen Z. While our editors independently select these products, making a purchase through our links may earn Well+Good a commission. ![]() Soler also said the product’s emphasis on dark circles “is in line with where Gen Z consumers may be on their beauty product journey.With the Well+Good SHOP, our editors put their years of know-how to work in order to pick products (from skin care to self care and beyond) they’re betting you’ll love. “For a brand like Bubble, which has a strong portfolio in the cleansing and moisturizing space, eye cream feels like a natural extension,” Manola Soler, senior director at Alvarez & Marshal’s Consumer and Retail Group, told Modern Retail. “We’re very excited about incorporating something that truly helps you with something specific that a lot of people are struggling with,” she said. Instead, it focuses on dark circles or, as Eisenman said, “specific concerns.” Bubble’s products are purpose-driven in this way, she explained. Unlike other eye creams, Morning Rays does not mention factors like anti-aging. In a TikTok video, Bubble says Morning Rays makes users’ eyes pop, “even if you low-key pulled an all-nighter.” On its product page online, Bubble asks, “Are you at least 80% caffeine at this point? Perhaps! Are your under-eyes gonna shine brighter than the sun itself? You betcha!” Bubble’s Morning Rays is also cheaper than other eye creams on the market, many of which retail for $40 to $60, making it more in line with a student’s budget. The hashtag #eyecream has 1.1 billion views on TikTok, with #eyecreamrecommendations racking up 664,200 views.īubble positions Morning Rays as a perfect fit for college students staying up late. Glossier announced an eye moisturizer called Bubblewrap in 2019, although it abruptly discontinued the product less than two years later. Sustainable skincare brand Kinship, which markets to Gen Z, began selling an eye cream in 2021. Now, Gen Z is taking more of an interest in the product - and brands that cater to that demographic are responding. Multiple times, Bubble fans said they wanted an eye cream, especially for de-puffing and reducing dark circles.Įye cream is a staple for many skincare brands - but they have long been marketed as anti-aging or restorative to appeal to people in their thirties, forties and up. Bubble uses messaging apps like Discord and Geneva, as well as the brand ambassador management app SocialLadder, to communicate with community members and gather their feedback on everything from product names to packaging. The key to Bubble’s business - and the driving force behind Morning Rays - is the brand’s 12,000-strong ambassador program. Bubble’s rollout of its eye cream is indicative of how it approaches product development: sourcing community members for feedback, and rolling out products in turn that are very specific about what skin conditions they purport to address. ![]() ![]() As of this summer, Bubble’s online sales were up 1,000% year-over-year. In that time, the brand - which also sells moisturizers, masks and sunscreen - has gone into more than 12,000 stores across North America, including Ulta Beauty, CVS and Walmart. The cream, called Morning Rays, is the eighteenth product that Bubble has rolled out since launching at the end of 2020.
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