Two of beauty’s buzziest brands are joining forces — and doing so at Walmart.
Bubble Skincare and Olive & June have teamed on a multipronged collaboration entailing various cobranded sets, including Olive & June nail products and press-on nails in Bubble’s blue and orange hallmark hues. They will debut on an endcap at Walmart, and online with the retailer, on Thursday and range in price from $10 to $25.
A selection of each will respectively be available on the brands’ own websites as well.
“We want to surprise and delight our community,” said Bubble founder and chief executive officer Shai Eisenman. “We look for collaborations that are complementary but also unexpected. And we aim to do it in a retail environment because we know our customer loves shopping in stores.”
It’s not the first time Olive & June has collaborated with another beauty brand, having done so with E.l.f. Beauty previously as well as with out-of-the-box partners like the author Colleen Hoover. “The brand ethos needs to match the Olive & June ethos,” said that brand’s founder, Sarah Gibson Tuttle. “Despite being among the fastest-growing, we’re still small and our awareness is low, which means we have a lot more to do.”
The pairing comes at a time of growth for both brands, with Olive & June being acquired by Helen of Troy last year for $240 million. Bubble recently expanded into Target, bringing its global points of sale to north of 15,000.
Though Bubble was among the earliest to have its finger squarely on Gen Z’s pulse, Eisenman posited that this collaboration provided entry points to a slightly more mature shopper.
“The oldest Gen Zers are turning 30 this year,” Eisenman said. “And Olive & June’s primary demographic is more Millennial. We want to ensure we’re becoming more cross-generational, and that we’re growing with consumers and answering all of their needs. It’s no longer just acne, it’s also hydration, nourishing and plumping.”
Despite playing in entirely different categories, Gibson Tuttle also said they’ve built their brands with similar imperatives. “They’re community-focused, branding-focused and accessibility is a huge piece for them. It’s a huge piece for us, too,” she said. “They work with dermatologists, we work with engineers, and we are very focused on everyone having powerful products in a playful way, whether that’s with color or font or packaging.
“We’re anticipating it will sell out,” Gibson Tuttle continued. “It’s of-the-moment for us, it’s accessible, and it’s not sacrificing any sort of quality.”
