Bubble has announced its first global brand ambassador, Gossip Girl actress Leighton Meester, who fronts the brand’s new Radical Joy campaign.
For founder Shai Eisenman, the appointment wasn’t about securing a big-name celebrity but rather about listening to the community that helped build the brand.
Eisenman told Mediaweek that Meester was someone customers connected with immediately, striking the right balance between aspirational and relatable: “From there, it was clear she was the perfect partner to help us bring Radical Joy to life in an authentic way.”
The decision also reflected a broader strategy.
Eisenman noted that appointing the brand’s first ambassador wasn’t about reach or follower numbers, but about resonance. “Leighton has fans who grew up with her and new audiences who continue to discover her, creating a natural cross-generational relevance.
“For us, it was about finding someone who embodies authenticity, relatability, and timeless appeal, qualities that align perfectly with Bubble’s DNA.”
Bubble appoints Leighton Meester as global brand ambassador
Radical Joy in action
The Radical Joy campaign has been designed as a 360 rollout, with Meester at the centre.
Eisenman said the aim was to create an experience that meets people wherever they encounter Bubble – whether that’s scrolling through TikTok, or passing through the shops. “We wanted to create a truly immersive moment,” she said.
For the trade, that means retail activations and a strong presence across key channels that reinforce Bubble’s positioning as a joyful, accessible skincare brand.
Retail plays a central role. Ulta will launch a curated “Leighton’s Favourites” feature site, designed to link brand storytelling directly with the shopping moment.
Eisenman described it as a way to simplify trial for new customers while bridging the energy of the campaign with the retail experience.
“Curating ‘Leighton’s Favourites’ creates an easy entry point for people who may be discovering Bubble for the first time, while connecting the energy of the campaign directly to the shopping experience,” she said.
Bubble founder Shai Eisenman
Authenticity over controversy
Bubble is no stranger to bold, highly visible campaigns. But Eisenman is quick to clarify that the goal is not to court controversy for attention’s sake. Instead, she frames it as a matter of honesty. “Sometimes the truth seems controversial because the status quo has sanitised women’s bodies for so long,” she explained.
With Radical Joy, the focus is on showing that effective, dermatologist-backed skincare can also be playful.
“Skincare marketing has often leaned heavily on seriousness or science,” Eisenman said. “That’s exactly the point of Radical Joy, to show that clinical, efficacious skincare doesn’t have to feel so serious. Our bright, colourful packaging draws people in, but behind it are world-class formulas created in partnership with a board of more than 10 dermatologists, and we have 65 clinicals to back up our results.”
Bubble’s iconic products
Staying true to DNA
Bringing on an ambassador like Meester is, in Eisenman’s view, not a departure from Bubble’s grassroots beginnings but an amplification of them.
“Our community will always be at the heart of Bubble; that’s how we built this brand and how we continue to grow. Bringing on an ambassador like Leighton isn’t about replacing that foundation, but amplifying it,” she said.
“This campaign is really about connecting the grassroots and the global – uniting the people who have championed Bubble from the start with new audiences we can now reach together.”
That approach extends to the brand’s overall positioning in a crowded skincare market.
Eisenman said Bubble differentiates itself by offering dermatologist-backed formulas at an accessible price point, supported by a media strategy designed to meet its community where they already are.
“While many brands lean into exclusivity, we focus on inclusivity and authenticity,” she said. “Radical Joy shows how we can cut through the noise and continue to reshape the skincare conversation.”