Today, Bella Hadid’s fragrance brand Orebella is announcing the launch of body and hair parfum mists. The collectsion will be available in the US on April 10 exclusively on orebella.com and TikTok shop, before launching at Ulta beauty on April 26.
“We’re not just extending the line for the sake of newness, we’re asking how fragrance can show up in more moments of someone’s day, more generously, more effortlessly,” says Bella Hadid, speaking exclusively to Replica Handbag Store Business. The new mists are designed for all-over application across body and hair. “It really came from how I was already using the skin parfums myself,” explains Hadid. “I was spraying them everywhere, after the shower, on my hair, all over my legs, throughout the day, and I kept thinking, what if there was a version that was more specifically designed for daily movement?”
The three mists, priced each at $39, will come in all new scents, which can be worn alone or layered with the six scents so far released, while following the same alcohol-free, bi-phase, nourishing architecture, but in a new lighter formula featuring hydrating botanical waters, like rose water in Gardenia’s Whisper, coconut water in Golden Brulee, and orange blossom in Nectar Dew. “Every detail has a reason,” she says.
Since its debut in 2024, Orebella says sales have grown in double digits year over year, and revenue is now in the eight figures, fueled by international expansion and a mix of collabs. The brand is now stocked in more than 2,000 stores globally, supported by retail partnerships with Ulta Beauty in the US, Mexico, and the Middle East, alongside Douglas and Nocibé in Europe, and Selfridges and Brown Thomas in the UK and Ireland. The most recent launch, the parfum Jasmine Blues, marked the brand’s most successful fragrance debut to date, more than doubling week-one sales compared to previous releases.
Hadid leads the brand as founder and chief creative officer, working alongside Alison Romash, who serves as general manager, having last served as L’Oréal Group’s VP for NYX Cosmetics. Hadid also collaborates closely with perfumers Jérôme Epinette of Robertet and Clement Gavarry of Firmenich to develop the fragrances. Together, the team has big plans for the brand’s future.
“The brand is still really young, and we’ve done so much and expanded to so many places in such a short amount of time,” Hadid says. “We’re always thinking about how we can stay true to ourselves and trust that people will continue to discover us and fall in love in their own time. Scent is so personal, and we hope sharing our scent stories inspires our community to connect with our scents through their own scent memory lens.”
The Orebella soul
In a market crowded with celebrity beauty brands, differentiation is often engineered. Hadid says Orebella began somewhere far less calculated, and that origin continues to define how the brand expands today.
“It was personal to me before it was ever strategic. I wasn’t sitting there thinking about market gaps, I was just a girl on her farm, completely obsessed with essential oils, going to this tiny little health food store down the road and buying every single one I could find,” says Hadid. “I became a little scientist in my own world, concocting things, putting together smells you wouldn’t normally think to combine.”
Her approach was also shaped by necessity. Living with chronic Lyme disease pushed her towards non-toxic formulations, while the pace of her career prompted a deeper reassessment of what fragrance could offer. “I’ve spent a long time in an industry that moves incredibly fast, and what I’ve come to understand through that, and through my own healing, is that the things that genuinely make you feel good are intentional. They’re slow. They ask something of you. My relationship with fragrance has always been like that. It was never just about smelling a certain way; it was about feeling anchored, feeling connection, feeling like myself,” she says.
These principles underpin Orebella’s “skin-first philosophy”, with the brand evolving outward from this intimate core rather than responding to trend cycles or category gaps. Its six parfums form the foundation, each featuring a bi-phase system in which the first layer nourishes the skin through the proprietary Ôrəlixir™ base, which combines snow mushroom with a blend of camellia, almond, olive, jojoba, and shea oil, while the second layer builds mood and aura through aromatherapeutic essential oils and fine fragrance notes.
The now viral “shake-to-activate” mechanism has also become central to the brand’s identity. Designed to fuse the oil and water phases before application, it introduces a deliberate moment of pause before a tactile, sensory gesture to ground consumers each morning. Meanwhile, scents such as Window2Soul — a rose and jasmine bouquet with accents of lemon and tonka bean, inspired by the women in Hadid’s family — reinforce the brand’s emphasis on memory and emotional connection.
For Hadid, any expansion of Orebella must remain anchored to this original intention. “As we grow into new formats, new markets, the question is always the same: does this add something worthwhile to someone’s real life, or does it just add to the noise? There is enough noise. I want Orebella to be the opposite of that.”
That ethos extends to partnerships. To date, the company has collaborated with Frankies Bikinis, Wildflower Cases, and The Mayfair Group, with each rooted in personal relationships rather than transactional strategy. “Every single one of those partnerships started with a friendship, and I think that’s the only way I know how to do it,” says Hadid, who has done wristlets with Wildflower Cases, bikinis and sundresses with Frankies Bikinis, and a “The Year of Alignment” loungewear collectsion, inspired by positive affirmations with The Mayflower Group.
“When you’re creating with someone you deeply trust, you’re not second-guessing each other or protecting territory, you’re just making something cool together and having the best time doing it,” says Hadid of her decision to eschew other brands in favor of these independent ones close to her heart. “That energy is visible in the final product. People can feel the difference between something that was built on a real connection and something without that same love and care.”
Built with the consumer, not for them
If Orebella’s foundation is deeply intimate, its evolution is shaped by continuous dialogue — listening to, and learning from, how customers engage with the product in real life.
“With the original skin parfums, I learned very quickly that when you bring something genuinely new to market, the product itself has to do a lot of the talking. The shake-to-activate formula was so different that people needed to experience it to understand it, and that shaped everything about how we approached education, how we activated retail, how we thought about content,” says Hadid. “You can’t just put something on a shelf and expect people to intuitively get it. You have to build the story around it with the same level of care you put into the formula.”
That feedback loop is reinforced by Hadid’s hands-on approach to brand-building. From hosting pop-ups everywhere from Dallas to Kuwait to jumping on viral TikTok trends alongside invited creators and meeting customers at launches, her presence operates not just as a marketing tactic but also as a direct line to her community.
“I don’t think of it as founder visibility, honestly. I think of it as just showing up for something I love,” says Hadid. “I get so much from those interactions, I learn about how people are actually living with the product, what they feel when they wear it, what it means to them. I also think people deserve that. If you’ve invested in something, if you’ve trusted a brand with how you want to feel in your own skin, the least I can do is be there.”
Looking ahead, there’s opportunity for Orebella to expand into more categories, but, as with every decision so far, it will be anchored in how the consumer engages with the brand. “Fragrance will always be the heartbeat of Orebella, that’s never going to change. But what I find most exciting is the idea of expanding what fragrance can mean within a person’s life. The skin parfums live in one moment of your day, the mists in another, and I think there’s so much more territory to explore within that rhythm. Morning, evening, body, home. The ritual doesn’t have to stop at your skin.”
She’s also interested in the wellness space more broadly. “But the question I keep coming back to is, how do we make the ritual even richer? How do we give people more moments in their day where they feel genuinely connected and cared for? That’s the thread I want to follow.”
Ultimately, that measured approach defines the brand’s trajectory. ‘What I’ve learned through all of it is to trust the process even when it’s slow. I’ve always known what I want the brand to feel like, and the risk is always in compromising that to move faster. I don’t think that serves anyone, not our community, not the brand. The positioning piece flows naturally when the product is right. If what you’ve made is genuinely good and genuinely true to what you believe in, the success follows,” she says.
