Bella Hadid, one of the world’s most recognizable supermodels and a fixture on runways for brands like Dior, Versace, and Balenciaga, is expanding her influence from fashion into fragrance. This shouldn’t come as a surprise to anyone given how many celebrities want to enter the fragrance world. It’s a hot commodity these days.
Hadid named her new fragrance, Orebella. The name sounds awful similar to “aura bella,” which may hint at the concept of layering. But we’re just making an inference.
The fragrance is now making its UK debut (It already launched in the U.S. last year, so don’t fret, Americans).
Fresh from the Cannes red carpet, Hadid will personally unveil the brand’s first international expansion at London’s iconic Selfridges on 15 May. This marks a significant milestone for Orebella, which has quickly become one of the most talked-about celebrity fragrance lines since its U.S. debut last year.
From Texas to London: Orebella’s Global Moment
After stepping back from the runway and relocating to Texas, Bella Hadid launched Orebella with the mission to create a skin-friendly, alcohol-free fragrance line that blends self-care with scent. The brand’s four signature fragrances—Window2Soul, Salted Muse, Blooming Fire, and Nightcap—quickly gained a cult following across the United States, with products stocked at Ulta Beauty and sold directly via Orebella’s main site.
The expansion into the UK reflects what Hadid describes as “strong local demand”, as well as her deep personal connection to the British market.
According to Orebella, the UK was a natural next step, with Selfridges serving as the exclusive launch partner for the brand’s initial entry.
How About the Bottle and Package?
Orebella’s bottle is exactly what you’d expect from Bella Hadid’s first fragrance line—sleek, modern, and effortlessly cool, but with a touch of mysticism. The glass bottle has a clean, rounded silhouette that feels almost like a smooth river stone in your hand. It’s designed to reflect both the bi-phase formula inside and the brand’s focus on aura and self-care.
A New Kind of Fragrance Experience at Selfridges London
In true Orebella style, the launch is more than just perfume on the shelves. From 15 to 28 May, Selfridges’ flagship store in London will host an immersive pop-up experience designed to introduce UK consumers to Orebella’s bi-phase, oil-based fragrance formula. Guests will be invited to explore their personal aura, receive scent recommendations, and shop the full Orebella range.
Shoppers can also expect exclusive touches, including a silk scarf gift with purchase, as well as on-site embroidery and personalization from 16 to 18 May—a detail that nods to the brand’s commitment to ritual, storytelling, and luxury.
Orebella’s Formula: More Than a Perfume
Orebella’s unique approach to fragrance leans into the growing trend of “skinification” of perfume. Its alcohol-free, essential oil-based formula is designed not only to scent the skin but also to hydrate and nourish, creating a sensory ritual that goes beyond traditional perfumes. Hadid herself describes it as a new category of skin parfums, offering both a luxurious scent and a feel-good self-care moment.
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