Shai Eisenman, founder of Bubble, was featured in the Wall Street Journal about the rise of skincare among American tweens. The brand, which makes effective and affordable clean skincare for girls, has cultivated a strong online community.

Bubble has become a cultural phenomenon for young girls across the country, and has converted many into fierce advocates of the brand. Bubble’s ambassador program has 2,000 tweens enrolled to test products and post about the brand online. The 13- and 14-year-olds earn commission on referred purchases.

“For us, 13-and-up is a massive part of our community and audience,” Eisenman told WSJ. “They test the products with their friends, they let them try it and share it. You don’t see that kind of testing and sharing amongst adults.”

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