Today, Bella Hadid’s fragrance brand Ôrəbella is announcing the launch of body and hair parfum mists. The collection will be available in the US on April 10, followed by the UK on April 12, exclusively through Selfridges.
“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,” says Bella Hadid, speaking exclusively to Vogue Business. The new mists are designed for all-over application across body and hair. “It really came from how I was already using the skin parfums myself,” explains Hadid. “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?”
The three mists, priced each at $39, will come in all new scents, which can be worn alone or layered with the six scents so far released, while following the same alcohol-free, bi-phase, nourishing architecture, but in a new lighter formula featuring 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 says.
Since its debut in 2024, Ôrəbella says sales have grown in double digits year over year, and revenue is now in the eight figures, fueled by international expansion and a mix of collabs. The brand is now stocked in more than 2,000 stores globally, supported by retail partnerships with Ulta Beauty in the US, Mexico, and the Middle East, alongside Douglas and Nocibé in Europe, and Selfridges and Brown Thomas in the UK and Ireland. The most recent launch, the parfum Jasmine Blues, marked the brand’s most successful fragrance debut to date, more than doubling week-one sales compared to previous releases.
Hadid leads the brand as founder, working alongside Alison Romash, who serves as general manager, having last served as L’Oréal Group’s ex-GM/VP for Nyx. Hadid also collaborates closely with perfumers Jérôme Epinette of Robertet and Clement Gavarry of Firmenich to develop the fragrances. Together, the team has big plans for the brand’s future.
“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,” Hadid says. “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.”
