The mysterious case of Bella Hadid's beauty brand is finally solved. On Tuesday morning, the model officially unveiled her latest project: Orebella, a line of better-for-your-skin fragrances.
Hadid began teasing the project back in February. Since then, she hasn't offered much indication of the brand's products — but her dedicated fans uncovered Orebella's trademark application, which covers a wide range of products including fragrance, scented body and hair care, incense, and reed diffusers.
Now, it's safe to say that Orebella is indeed a fragrance brand. Hadid will launch the label with a trio of perfumes formulated with skin-nourishing ingredients like snow mushroom and jojoba oil, add-ins that replace the alcohol base most fragrances are formulated with.
While the FDA recognizes the alcohol used in perfumery as safe, it can, technically, irritate or dry out sensitive skin. Hadid herself has experienced reactions to alcohol-based fragrances, prompting her to find an alternative.
"Motivated by her long-standing love affair with fragrance, Bella began creating her own essential oil blends, growing lavender and distilling oils herself on her family farm," a press release details. "Throughout the years, Bella discovered joy in the intricate process of crafting bespoke perfumes."
Orebella's inaugural fragrances launch online at the brand's dedicated website on May 2 and at Ulta on May 10. There's Window2Soul, a bouquet of rose and jasmine; Salted Muse, a woody, amber-y aquatic; and Blooming Fire, a citrus floral with a hint of patchouli. All three scents double as a lightweight moisturizer — in a video for Vogue, Hadid demonstrates their "shake-to-activate" formula.
Hadid's move into beauty is a natural extension of her longstanding advocation for self-care. The model is open about her struggles with mental health and Lyme disease, which she was diagnosed with in 2012. In 2021, she signed on as co-founder of Kin Euphorics, a line of non-alcoholic drinks. Two years later, she revealed that she was sober from alcohol.
Given Hadid's vocal support of social issues like mental health access and reproductive rights, it's also fitting that Orebella will give back to two causes close to its founder's heart: The Lower East Side Girls Club, an organization that offers mentoring and education programming for youth of color, and PATH International, which champions equine-assisted therapeutic services.
A minimum donation of 1 percent of all net sales, "plus further support via service hours, community outreach, and social promotion," will go to both organizations.
For the past year or so, Hadid has taken a break from modeling, instead focusing on entrepreneurial projects and horseback riding (a longtime equestrian, she is currently dating cowboy Adan Banuelos). With the launch of Orebella, Hadid seems to be further stepping into her own.
