Bella hadid expands ôrəbella with effortless body & hair mists

Bella Hadid’s fragrance brand, Ôrəbella, is entering a new chapter with the launch of body and hair parfum mists – a move driven not by fleeting trend chasing, but by a deeper understanding of how fragrance fits into daily life. The collection arrives in the US on April 10 and the UK on April 12, exclusively through Selfridges.

A natural evolution, rooted in personal use

“We’re not just extending the line for the sake of newness,” Hadid told Vogue Business. “We’re asking how fragrance can show up in more moments of someone’s day, more generously, more effortlessly.” The inspiration, it turns out, was surprisingly simple: Hadid’s own habit of liberally applying her existing Ôrəbella skin parfums throughout the day—on her skin, in her hair, everywhere. The three new mists, priced at $39 each, are designed for all-over application, catering to the desire for a lighter, more versatile fragrance experience.

Beyond scent: an alcohol-free, nourishing approach

The mists arrive in entirely new scents – Gardenia’s Whisper, Golden Brûlée, and Nectar Dew – each formulated with Ôrəbella’s signature alcohol-free, bi-phase architecture. But here's the detail: the new formula incorporates hydrating botanical waters. Rose water finds its way into Gardenia’s Whisper, coconut water into Golden Brûlée, and orange blossom into Nectar Dew. “Every detail has a reason,” Hadid emphasizes, a philosophy underpinning the brand's meticulous approach.

Rapid growth and retail expansion

Since its debut in 2024, Ôrəbella has seen double-digit year-over-year sales growth, pushing revenue into the eight-figure range. This surge is fueled by international expansion and strategic collaborations. Currently, the brand boasts a presence in over 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 recent launch of Jasmine Blues marked the brand’s most successful debut to date, exceeding week-one sales by more than double compared to previous releases, a testament to Hadid's keen understanding of her audience.

A brand built on connection, not calculation

What sets Ôrəbella apart in a market saturated with celebrity beauty brands? Hadid insists it began with a personal obsession, not a calculated business strategy. “It was personal to me before it was ever strategic,” she explains. “I wasn’t sitting there thinking about market gaps; I was just a girl on her farm, completely obsessed with essential oils.” This DIY experimentation, combined with Hadid’s experience navigating the fast-paced world of celebrity, has informed a focus on intentional, slow-moving rituals—a direct contrast to the often-frenzied nature of the beauty industry. The brand’s “skin-first philosophy” prioritizes emotional connection and personal well-being over fleeting trends.

Partnerships forged in friendship

Ôrəbella’s collaborations, including those with Frankies Bikinis, Wildflower Cases, and The Mayfair Group, reflect this ethos. These aren't transactional deals; each partnership began with a genuine friendship. “Every single one of those partnerships started with a friendship,” Hadid says. “When you’re creating with someone you deeply trust, you’re not second-guessing each other…you’re just making something cool together.”

Listening to the consumer

The brand’s evolution is driven by a continuous dialogue with its customers. Hadid emphasizes the importance of observing how consumers use the products in their daily lives, rather than relying solely on market research. This feedback loop has shaped everything from the educational approach to retail activation. Her hands-on involvement—from pop-up shops to TikTok collaborations—is not merely a marketing tactic, but a direct line to her community.

With plans for further expansion into wellness categories, Hadid remains steadfast in her commitment to a measured approach. “The positioning piece flows naturally when the product is right,” she concludes. “If what you’ve made is genuinely good and genuinely true to what you believe in, the success follows.”