Despite a highly engaged audience, Bubble’s loyalty program had gone dormant, resulting in minimal repeat purchasing from their most valuable customers. Product drops, feedback, and UGC collection felt manual and disconnected.

Bubble needed a unified community platform to activate superfans, gather insights, drive UGC, and reimagine loyalty through community participation. Bubble’s team aimed to create a new category of loyalty, one centered around community contribution, not just points.

Bubble relaunched community (and replaced their loyalty program) with TYB, activating their fan base across content, product, and IRL experiences:

- Their “Radical Joy” campaign, featuring Leighton Meester, brought a cultural moment to the TYB community.
- Bubble hosted in-person events that connected social activation with real community moments.
- They ran community workshops + Zoom sessions around new product launches, including their color-correcting drop and Wicked collab, which received 1,200+ RSVPs.

These programs increased frequency of purchase and empowered Bubble’s most loyal fans to help shape and grow the brand.

Bubble quickly turned community into a core brand growth engine.

Bubble’s community has contributed over 1 million challenge responses, and their new content-creator program drew 2,600+ applications from fans eager to join.

Their Wicked color-correcting product became a fan favorite, fueled by community participation and real-time feedback.

Bubble was TYB’s first brand to use the Challenge Series feature with their SET Active collab. Cross-pollinating their communities drove 2,000+ participants, culminating in a winner receiving an exclusive product bundle and access to SET x  Bubble walk-and-talk event.

Bubble’s community has become one of the strongest in beauty with the brand taking home the Beauty Matter Next award for Best Community Engagement and a finalist for Glossy’s Best Community Engagement of the year.