Bella hadid expands ôrəbella with effortless body & hair mists
Bella Hadid's fragrance brand, Ôrəbella, is making a splash beyond its signature skin parfums with the debut of a trio of body and hair parfum mists. Launching April 10th in the US and April 12th exclusively through Selfridges in the UK, the move signals a deliberate shift towards integrating fragrance into more frequent, casual moments – a far cry from the calculated expansion many celebrity beauty brands undertake.
A shift from strategic planning to personal ritual
Hadid, speaking to Vogue Business, emphasized the organic nature of the expansion. “We’re not just extending the line for the sake of newness,” she stated, “we’re asking how fragrance can show up in more moments of someone’s day, more generously, more effortlessly.” The genesis of the mists, it turns out, was Hadid's own habit of liberally applying the existing skin parfums – on her skin after showers, in her hair, practically anywhere. The need for a lighter, more mobile formula became apparent, leading to the creation of this new collection.
The three mists – Gardenia’s Whisper, Golden Brûlée, and Nectar Dew – each retail for $39 and boast entirely new scents, designed to be worn solo or layered with Ôrəbella’s existing six parfums. Maintaining the brand’s signature alcohol-free, bi-phase, and nourishing architecture, the mists feature a lighter formula infused with hydrating botanical waters like rose water, coconut water, and orange blossom. Every detail, Hadid insists, is deliberate.
Beyond celebrity fragrance: a brand built on healing and connection
Ôrəbella’s story isn’t just about scent; it’s interwoven with Hadid’s personal journey. Since its 2024 launch, the brand has seen impressive growth, hitting eight-figure revenue and securing placement in over 2,000 stores globally, partnering with retailers like Ulta Beauty, Douglas, and Brown Thomas. The recent launch of Jasmine Blues proved particularly successful, exceeding week-one sales by more than double previous releases. But the brand’s enduring appeal stems from a foundation far deeper than market trends.
Hadid’s own experience with chronic Lyme disease pushed her towards non-toxic formulations, while the relentless pace of her career prompted a deeper reflection on the role fragrance could play beyond mere aesthetics. “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.” This philosophy underpins Ôrəbella’s “skin-first philosophy,” a commitment to creating scents that foster connection and well-being.
The brand’s viral “shake-to-activate” mechanism, designed to fuse the oil and water phases before application, encapsulates this ethos. It’s a deliberate pause, a tactile moment intended to ground consumers each morning. Scents like Window2Soul, inspired by the women in Hadid’s family, further reinforce the brand's emphasis on memory and emotional resonance. “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?”
Friendship and authenticity: the guiding principles of collaboration
Ôrəbella’s partnerships reflect this commitment to authenticity, prioritizing relationships over transactional deals. Collaborations with Frankies Bikinis, Wildflower Cases, and The Mayfair Group were born from genuine friendships, a deliberate choice that Hadid believes infuses the final product with a tangible energy. “When you’re creating with someone you deeply trust, you’re not second-guessing each other.you’re just making something cool together and having the best time doing it.”
Ultimately, Hadid’s focus remains on fostering a community built on shared scent stories and genuine connection. The expansion into mists is not merely a business decision, but a continuation of that vision. The numbers speak for themselves: Ôrəbella is not just a celebrity fragrance brand; it’s a burgeoning lifestyle brand rooted in personal experience and a commitment to mindful beauty.