James JohnsonBella Hadid is not just stepping into the beauty business—she’s redefining it. With the official UK launch of her fragrance brand, Ôrəbella, the globally renowned supermodel has proven she’s more than just a face on a billboard—she’s a visionary entrepreneur with a product that reflects both innovation and intention.
The London Debut: A Strategic Expansion
On May 15, 2025, Ôrəbella made its much-anticipated entrance into the UK market with an exclusive launch event at Selfridges, London. The move comes just one year after the brand’s U.S. debut in 2024 and marks Bella’s calculated step into one of Europe’s most influential beauty markets.
The London pop-up experience was far more than a product launch—it was an immersive journey. Guests explored custom aura analyses, interactive scent booths, and got a firsthand look at Bella’s signature blends that have already created buzz across the Atlantic.
The Product: Fragrance Meets Wellness
Ôrəbella stands out in a saturated beauty landscape with its alcohol-free, bi-phase fragrance formula—infused with essential oils and skin-loving ingredients. This innovation stems from Hadid’s personal sensitivity to traditional perfumes and her desire to create a clean, luxurious, and intimate alternative.
The debut collection includes four signature scents:
• Window2Soul – a delicate floral that channels jasmine and rose
• Salted Muse – a crisp aquatic blend with sea salt and pink pepper
• Blooming Fire – a warm, spicy profile with patchouli and bergamot
• Nightcap – a sensual, woody scent with hints of vanilla and sandalwood
Each fragrance is crafted to evolve with the wearer’s body chemistry, delivering a uniquely personal olfactory experience.
The Business Behind the Brand
Hadid’s foray into fragrance is not just a celebrity vanity project—it’s a case study in smart brand building. She’s deeply involved in every aspect, from formulation to design to marketing. The tagline “Reveal Your Alchemy” encapsulates her belief that scent is deeply tied to identity, energy, and emotional expression.
Ôrəbella is available in both a full-size bottle (£95) and a travel-friendly version (£32), priced for accessibility while maintaining premium positioning. The brand is currently stocked at Selfridges and will soon expand to other luxury retailers throughout the UK and Europe.
A Beauty Empire in the Making
With Ôrəbella, Bella Hadid joins the ranks of celebrity entrepreneurs who are not only selling products—but reshaping industries. Her brand is a powerful reflection of her evolution—from fashion icon to cultural force.
In a time where consumers crave authenticity and wellness-infused luxury, Bella’s Ôrəbella feels less like a launch and more like a movement.
