Walmart Teams Up with DTC Brand Bubble in Bid to Tap Gen Z Market


Retail Dive | July 19, 2021


DTC skincare brand, Bubble, is now available on the aisles of 3,800 Walmart stores and on Walmart.com. Bubble's products, including clay masks, toners and cleansers, are primarily focused for younger skin, ranging from $12 to $19. The brand drew a lot of attention from teens shortly after its launch in November after Hyram Yarbro, a skincare guru with over 4 million subscribers on YouTube, approved of the brand.


Walmart has formed several DTC partnerships of its own, including with healthcare DTC startup Ro and feminine hygiene brand Lola, which sold over 10 million products through the retailer in half a year. By carrying Bubble products, Walmart is expanding its reach to a younger consumer group. Mutual beneficial, Bubble's products are now more accessible to its target audience.


"We've known since launch that buying online is a challenge for people, whether they didn't have their own credit card or because their parents didn't trust an online-only brand they hadn't heard of," Shai Eisenman, founder of Bubble, said. "Being in Walmart stores really makes the product more inclusive and accessible."


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