Bubble names former Sol de Janeiro exec as first CMO
Bubble has appointed Diana Rubin as its inaugural Chief Marketing Officer, strengthening its leadership team as the Gen Z-focused skincare brand pursues independent growth.
Rubin takes up the role today, 27 July, and will report directly to Bubble founder Shai Eisenman. She will lead the company's marketing strategy as it continues to expand in the mass skincare market.
The appointment brings extensive prestige beauty experience to Bubble's C-suite. Rubin most recently served as Vice President, Head of Marketing at L'Occitane Group-owned Sol de Janeiro.
Earlier in her career, Rubin held marketing roles at L'Oréal across Kiehl's and YSL Beauty. She also worked at Lancôme before joining L'Occitane Group.
Eisenman said in a statement reported by WWD: "Diana joining Bubble as our first Chief Marketing Officer marks the beginning of our most ambitious chapter yet."
Rubin added: "I'm incredibly excited to join Bubble at such a pivotal moment in the brand's journey."
Rubin's arrival follows Bubble's exploration of potential strategic transactions in late 2025, when it hired investment bank Centerview Partners to consider its options.
At the time, Eisenman positioned the review as part of the company's plans for continued expansion.
The process prompted speculation about a possible sale, but Eisenman has since confirmed that Bubble is no longer on the market. "We've decided to stay independent," she told WWD.
Founded in 2020, Bubble was an early entrant in the skincare market targeting Gen Z and Gen Alpha consumers. The brand has since experienced rapid growth, with net sales exceeding $100 million.
Bubble has built a strong digital presence, amassing 4.1 million TikTok followers, while also expanding both domestically and internationally.
Its global footprint grew significantly in 2024, including with its launch in more than 200 Boots stores across the UK. That presence has since expanded to more than 1,200 Boots locations across the UK and Ireland. Bubble also launched on ASOS last year as part of its broader UK expansion strategy.
