BUBS 〰️

BUBs is a Swedish candy brand famous for its all-natural ingredients and irresistibly squishy goodness. After blowing up on TikTok and tempting U.S. fans from thousands of miles away, we pitched—and won—their American debut. And for the first time ever, a new-business idea I dreamed up was brought to life exactly as I imagined: the Sweeteasy, a secret candy-speakeasy popup in NYC that opened first to influencers and tastemakers before inviting the public in for a months-long sugar adventure.