Bubble has appointed its first chief marketing officer.

Effective Monday, Diana Rubin will join the Gen Z brand‘s C-suite, reporting directly to founder Shai Eisenman. In this position, Rubin will lead Bubble’s marketing strategy to fuel growth and further solidify the brand’s position in the market.

Eisenman said: “Diana joining Bubble as our first chief marketing officer marks the beginning of our most ambitious chapter yet. We are building an exceptional leadership team and continuing to raise the bar on talent across every part of the business. Diana is a rare leader who brings deep skin care expertise, extraordinary brand instinct and the commercial rigor to help translate our ambition into lasting impact.”

A L’Oréal veteran, Rubin held positions at Kiehl’s, YSL Beauty and Lancôme for years before making her move to L’Occitane Group, where she most recently served as vice president, head of marketing at Sol de Janeiro.

“I’m incredibly excited to join Bubble at such a pivotal moment in the brand’s journey. Bubble has built an authentic connection with its community by delivering innovative, accessible skin care that has transformed the skin care conversation for a new generation. I look forward to partnering with Shai and the talented Bubble team to expand the brand’s impact, deepen consumer engagement and drive the next chapter of growth,” Rubin said.

As previously reported by WWD, Bubble hired Centerview Partners to explore potential deals in late 2025. At the time, Eisenman said the move stemmed from her desire to scale the brand thoughtfully, expand its reach and strengthen its mission. Eisenman has since confirmed the brand is no longer on the market, telling WWD, “we’ve decided to stay independent.”

“Bubble has become the skin care brand bringing a new generation of consumers into the category, grounded in dermatological expertise, product efficacy and an unparalleled connection with our community. We will continue to lead that generation with absolute focus, while building an independent brand designed to endure far beyond it. With Diana leading our marketing organization, we are more determined than ever to build Bubble into one of the most influential brands in beauty,” she said.