The Heritage
The Story of Orebella
Orebella is a fragrance brand founded by Bella Hadid in 2024. The name blends 'aura' and 'Bella,' reflecting the founder's belief that scent creates an invisible signature. Orebella differentiates itself through bi-phase formulas that combine fine fragrance with aromatherapy essential oils and skin-hydrating ingredients, activated by shaking before application. The brand launched initially with three fragrances and has since expanded its collection, available through both direct-to-consumer channels and retail partners including Selfridges in the UK. Co-developed with fragrance houses Firmenich and Robertet, Orebella positions its scents as gender-neutral or gender-inclusive, designed to transcend traditional demographic boundaries in perfumery.
Heritage
Bella Hadid grew up watching her mother, an aesthetician, formulate treatments, which fostered her early fascination with ingredients and their effects on the body. Hadid has spoken publicly about her sensitivity to traditional alcohol-based fragrances, which caused her to avoid wearing perfume for years despite working in an industry built on scent and image. Her modelling career took her to fragrance counters worldwide, where she sampled countless options but found none suited her needs. This personal frustration planted the seed for a brand she could actually wear. The decision to launch came during a period when she felt disconnected from her heritage, and she wanted to create something that anchored her to family history and personal memory. Eternal Roots, one of the debut fragrances, directly channels her family's narrative and her connection to her Dutch-Palestinian ancestry. The brand name reportedly draws from both aura and her given name, a deliberate choice to make personal meaning central to the business. In 2024, Orebella launched in the US market, followed by UK expansion through Selfridges in 2025. Hadid has described the venture as more than perfume, framing it as an extension of her identity and a project rooted in her own experiences rather than celebrity licensing alone. The company operates as a distinct business entity from her modelling work, with her actively involved in product development and brand direction.
Craftsmanship
The Orebella development process involved collaboration with two established fragrance houses, Firmenich based in Switzerland and Robertet headquartered in France. These companies rank among the largest and oldest suppliers of aromatic compounds to the beauty industry, providing formulation expertise and access to global ingredient networks. The bi-phase technology represents a specific technical approach that keeps oil-based fragrance compounds and water-based ingredients physically separated in the bottle until activation through shaking. This method allows ingredients with differing solubilities to coexist and potentially delivers both aromatic and skin-care benefits in a single application. The brand does not publicly disclose perfumer credits for individual scents, a common practice in celebrity fragrance lines where formulation details remain proprietary between brand and supplier. Ingredients are sourced through the fragrance houses' existing supplier networks, which include both natural and synthetic aromatic materials. The skincare component in the formulas draws from aromatherapy traditions, incorporating essential oils selected for their aromatic properties alongside ingredients positioned as hydrating or conditioning agents.
Design Language
Orebella's visual identity centers on clean minimalism with warm earth tones. The bottle design features a frosted glass vessel with a cap that doubles as an applicator, avoiding the dropper or spray formatos common in traditional perfumes. The simple silhouette allows the liquid inside to serve as the primary visual element, with each fragrance displaying a distinct color that corresponds to its scent character. Packaging uses restrained typography and soft photography, avoiding the editorial maximalism often seen in celebrity beauty launches. The brand's color palette ranges from deep amber to soft pink, creating a cohesive yet varied product line without relying on seasonal collections or limited editions for visual interest. Social media presentation follows a similarly understated approach, emphasizing texture and ingredient origin over celebrity imagery, though Hadid's involvement remains central to the brand narrative. The name and logo incorporate a diacritical mark over the 'O,' adding visual distinction while reinforcing the pronunciation guide distributed by the brand.
Philosophy
Hadid describes her relationship with scent as profound, tied to feelings of safety and personal sanctuary. She views fragrance not merely as a beauty product but as an emotional tool that can evoke memory, connect people to their roots, and expressed identity in ways that transcend conventional categories. This belief shapes Orebella's approach to individual fragrance creation, where each scent carries a named narrative rather than falling into standard fragrance families or marketing archetypes. The brand's gender-inclusive positioning stems from Hadid's own discomfort with gendered marketing in the industry. She wanted to create scents that anyone could wear regardless of age, gender, or background, rejecting the traditional structure that assigns certain notes or compositions to specific demographics. Beyond product, Hadid has spoken about wanting to build a brand where vulnerability is part of the appeal, sharing her own sensitivities and personal history as a foundation for connection rather than positioning herself as a beauty authority. The bi-phase concept itself reflects a philosophy that fragrance can be functional, not purely decorative, by incorporating ingredients that hydrate and benefit the skin alongside aromatic compounds.
Key Milestones
2024
Orebella launches in the US market with initial three fragrance offerings including Nightcap, Blooming Fire, and Salted Muse
2024
Eternal Roots joins the collection, described as a fragrance tied to Hadid's family heritage and ancestry
2025
UK retail launch through Selfridges marks the brand's first international physical retail presence
2025
Three additional fragrances announced for 2026 release: Jasmine Blues, Golden Brulee, and Nectar Dew
2026
Gardenia's Whisper listed among upcoming releases, expanding the floral-focused offerings
At a Glance
Brand profile snapshot
Origin
United States
Founded
2024
Heritage
2
Years active
Collection
5
Fragrances released
Avg Rating
3.8
Community sentiment
Release Rhythm