Today marks the announcement of a new product line from Bella Hadid’s fragrance label, Ôrəbella. The brand is introducing body and hair parfum mists, which will be available in the United States on April 10 and in the United Kingdom on April 12, exclusively at Selfridges.
In an exclusive interview with Vogue Business, Bella Hadid explains, “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.” The newly designed mists can be applied all over the body and hair. Hadid shares that the idea stemmed from her own experience with the skin parfums. “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?” she elaborates.
The collection includes three mists, each priced at $39, featuring new scents. These can be used individually or layered with the existing six fragrances. The mists maintain the alcohol-free, bi-phase, nourishing structure but offer a lighter formula with hydrating botanical waters, such as rose water in Gardenia’s Whisper, coconut water in Golden Brûlée, and orange blossom in Nectar Dew. Hadid emphasizes, “Every detail has a reason.”
Since its launch in 2024, Ôrəbella reports significant growth, with sales increasing in double digits annually and revenue reaching eight figures. This expansion has been supported by international growth and collaborations. The brand is now available in over 2,000 stores worldwide, with retail partnerships including Ulta Beauty in the US, Mexico, and the Middle East, Douglas and Nocibé in Europe, and Selfridges and Brown Thomas in the UK and Ireland. The recent Jasmine Blues parfum launch achieved the brand’s highest first-week sales to date.
Leading the brand as founder, Hadid works alongside general manager Alison Romash, previously of L’Oréal Group’s Nyx. Collaborating with perfumers Jérôme Epinette of Robertet and Clement Gavarry of Firmenich, they are set on further growth for Ôrəbella.
Hadid reflects on the brand’s journey, “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. 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.”
