Bella hadid expands ôrəbella with effortless body & hair mists
Bella Hadid’s fragrance brand, Ôrəbella, is making a splash beyond bottled perfumes, introducing a new line of body and hair parfum mists set to launch in the US on April 10 and the UK on April 12, exclusively at Selfridges. The move isn’t about chasing fleeting trends, but rather a considered expansion of how fragrance integrates into daily life.
A shift in scent rituals
“We’re not just extending the line for the sake of newness,” Hadid told Vogue Business. “We’re asking how fragrance can show up in more moments of someone’s day, more generously, more effortlessly.” The three new mists – Gardenia’s Whisper, Golden Brûlée, and Nectar Dew – are designed for all-over application, born from Hadid’s own habit of liberally spritzing her existing skin parfums. She realized a dedicated mist would better suit the demands of a dynamic lifestyle, capturing a desire for a scent that moves with you.
Priced at $39 each, these lighter formulations retain Ôrəbella’s signature alcohol-free, bi-phase architecture, but incorporate hydrating botanical waters – rose water, coconut water, and orange blossom – for a more refreshing experience. The core fragrances can also be layered, allowing for a personalized scent journey.
Beyond the hype: a brand rooted in personal experience
Since its 2024 debut, Ôrəbella has seen double-digit year-over-year sales growth, now boasting revenue in the eight-figure range. The brand’s footprint is expanding rapidly, with distribution in over 2,000 stores globally, thanks to retail partnerships with Ulta Beauty, Douglas, and Nocibé. The recent launch of Jasmine Blues proved particularly successful, more than doubling week-one sales compared to previous releases, underscoring Hadid’s keen understanding of consumer preferences.
But what truly sets Ôrəbella apart isn’t just the numbers; it’s the ethos behind it. Hadid’s journey began not with market research, but with a childhood fascination with essential oils, a period she describes as becoming “a little scientist in her own world.” This personal connection, coupled with her experience navigating chronic Lyme disease and the relentless pace of the Fashion industry, shaped Ôrəbella’s “skin-first philosophy” – a focus on intentional, slow rituals rather than fleeting trends.
“The things that genuinely make you feel good are intentional. They’re slow. They ask something of you,” Hadid explains, encapsulating the brand’s commitment to creating moments of grounding and connection through scent. The “shake-to-activate” mechanism, now synonymous with Ôrəbella, exemplifies this deliberate pause, transforming a simple act into a mindful ritual.
Collaborations built on trust
Ôrəbella’s collaborations, including partnerships with Frankies Bikinis, Wildflower Cases, and The Mayfair Group, similarly prioritize genuine connection over transactional gains. “Every single one of those partnerships started with a friendship,” Hadid notes, a testament to the brand's commitment to cultivating authentic relationships. This approach, she believes, translates to a tangible difference in the final product – a visible energy of love and care that resonates with consumers.
Looking ahead, Hadid remains firmly focused on upholding the brand’s core values.