Orebella: Bella Hadid’s Global Beauty Sprint
Orebella: Bella Hadid’s Global Beauty Sprint
Style - November 22, 2025
The supermodel’s “skin perfume” brand is scaling faster than anyone expected.
Bella Hadid spent nearly a decade as the face of other people’s brands. Now she’s building one of her own—and it’s growing at a speed that’s hard to ignore.
Orebella, her bi-phase, alcohol-free fragrance line, launched in May 2024 with a simple idea: perfume that behaves like skincare. Hydrating, oil-based, vegan, and meant to blend into the body instead of hovering above it. “I realized one day that this might be cool and special and different,” she said. It wasn’t celebrity perfume nostalgia. It was category reinvention.
The rollout has been aggressive. Orebella hit Ulta in the U.S., then moved quickly into Selfridges in the UK, and expanded into the Middle East with launches in Kuwait, Dubai, and Saudi Arabia. That kind of international push usually takes years. Orebella managed it in months. A former L’Oréal executive now leading the brand says they’re “putting big plans into place” for 2026—language usually reserved for brands with real commercial traction.
Hadid’s creative fingerprints are everywhere. She frames scents around emotion, memory, and personal mythology—calling one fragrance “soft and powerful at the same time.” Her quotes sound like campaign lines because they double as product philosophy. Fans aren’t just buying a scent; they’re buying Bella’s story, bottled.
Behind the scenes, Orebella fits the bigger shift happening in beauty: creators moving from endorsing products to owning the entire brand. Hadid’s platform gives her reach, but ownership gives her leverage. Instead of licensing her name, she’s building the asset.
On social media, Orebella looks like another glossy beauty drop. In the market, it’s behaving like a brand entering hyper-growth. And for Bella Hadid, it isn’t a new era of control—it’s the expansion of a vision she’s been quietly building for years.
