The Tamesis
Today, Bella Hadid’s fragrance brand Ôrəbella announced the launch of body and hair fragrance sprays. The collection will be available in the US on April 10th, followed by the UK exclusively from Selfridges on April 12th.
“We weren’t just extending the line for the sake of freshness, we wanted to figure out how fragrance could be more generous and more effortless in being present in more moments of someone’s day,” Bella Hadid says exclusively. fashion business. The new spray is designed for application all over the body and hair. “It really comes from the way I use skin fragrance myself,” Hadid explains. “I sprayed them everywhere throughout the day, after the shower, in my hair, on my legs, and I kept thinking, what if there was a version more specifically designed for everyday movement?”
Priced at $39, the three mists feature new scents that can be worn alone or stacked with the six scents released to date, while following the same alcohol-free, bi-nourishing architecture but in new, lighter formulas containing hydrating botanical waters like rose water in Gardenia’s Whisper, coconut water in Golden Brûlée and orange blossom in Nectar Dew. “Every detail has a reason,” she said.
Ôrəbella said sales have grown by double digits year over year since its debut in 2024, driven by international expansion and partnerships, with revenue now reaching eight figures. The brand is currently stocked in more than 2,000 stores globally and is supported by retail partnerships with 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 launch of Jasmine Blues marks the brand’s most successful fragrance debut to date, with first-week sales more than doubling compared to previous launches.
Hadid leads the brand as founder, working alongside general manager Alison Romash, who last served as the former general manager/vice president of L’Oréal Group Nyx. Hadid also works closely with perfumers Jérôme Epinette of Robertet and Clement Gavarry of Firmenich to develop the fragrance. Together, the team has big plans for the future of the brand.
“The brand is still very young, but we’ve done a lot in such a short period of time and expanded to a lot of places,” Hadid said. “We’re always thinking about how to stay true to ourselves and trust that people will continue to discover and fall in love with us in their own time. Scents are so personal and we hope that sharing our scent stories will inspire our community to connect with our scents through the lens of their own scent memories.”
