Bella Hadid launches her brand ‘Ôrebella with fragrance at the fore
Today, Bella Hadid launches her latest venture: ‘Ôrebella. Pronounced ‘aura-bella’, the supermodel and entrepreneur's beauty brand was trademarked in 2022 to include scented products for the home, hair and body, with ‘skin-nourishing fragrances’ having been revealed as ‘Ôrebella's first launch into North America.
Five-plus years in the making, the so-positioned ‘aura-elevating’ fragrances named Window2Soul, Salted Muse, and Blooming Fire are centred on floral, woody, and tropical notes, respectively.
Speaking to WWD about the launch, Hadid said the idea for the brand was born from years of blending essential oils herself, which she revealed her love of to Bazaar in an interview last year. “I have been, and will always be, a natural scent, pheromone or essential oil kind of girl,” she told us. “I think essential oils not only bring out the natural scent of you, but can add calmness and a sense of uniqueness to your day.”
‘Ôrebella's formulas are unique in that they're the first nonalcoholic biphase perfumes; you have to shake-to-activate the crystal-shaped bottles, combining the oil and fragrance layers. “I wanted to bring something to market that people hadn’t seen before,” she tells WWD.
Hadid continues: “I wanted you to put something on your skin that would have multiple purposes, and in today’s day and age and with so many products, I know how hard people work for their money... I wanted people to use it and appreciate it every day, and feel like their day is better because of it. And that’s why I went with the biphase formula with moisturising effects.”
The skin perfumes will launch on orebella.com from 2 May and at ulta.com on 10 May priced from $35 for 10ml. As for the second launch under ‘Ôrebella, Hadid is keeping hush – but with the brand's tagline being ‘Reveal your alchemy’, we can expect the unexpected.
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