After months of dropping hints about her new endeavor on Instagram, the purpose of Bella Hadid’s new line, ‘Ôrebella (pronounced “aura-bella”) was finally revealed today. The model and brand founder is carving out a space in the beauty world with a collection of fragrances in alcohol-free, bi-phase formulas. The trio of scents are priced at $35 for 10mL, $72 for 50mL and $100 for 100mL. A gold perfume stand fit for the 100ml fragrance bottles can also be purchased for $35 at Orebella.com and Ulta.com.
Hadid, who has been open about her health issues, said in an exclusive interview with WWD that she has “always had an aversion to alcohol in scents,” which was one of the reasons for her unique formulas that explore the “skinification of fragrance.”
Because of the bi-phase formulas, the scents must be shaken to activate and are infused with skin-nourishing ingredients, including the brand’s ‘Ôrəlixir™ base, which is formulated with hydrating snow mushroom and a blend of camellia, almond, olive, jojoba, and shea oils. The second phase of the formula includes a blend of essential oils and fine fragrance notes.
Hadid told WWD, “I wanted people to use it and appreciate it every day, and feel like their day is better because of it. And that’s why I went with the biphase formula with moisturizing effects.”
Per the brand, the three genderless fragrances, Window2Soul, Salted Muse, and Blooming Fire, were “inspired by Bella’s memories,” while the packaging is meant to be a modern take on her mother’s vintage perfume collection. Bella developed the scents in partnership with fragrance houses Firmenich and Robertet and pays homage to nature’s healing benefits.
Window2Soul is a floral scent featuring rose and jasmine before moving into notes of lemon and ending with tonka bean. Salted Muse is a woody marine scent that opens with sea salt, pink pepper and olive tree accord before revealing a heart note of lavender and a base of woods and crisp amber. Blooming Fire is a more tropical scent featuring Tahitian monoi flower, before opening into notes of patchouli and bergamot.
Additionally, launching alongside the fragrances is the ‘Ôrebella’s Alchemy Foundation which aims to support organizations with a minimum donation of 1 percent of all net sales. The organizations to currently partner with the foundation include the Lower East Side Girls Club and PATH International.
The trio of ‘Ôrebella scents will be available starting May 2 on Orebella.com, and on Ulta.com starting May 10. They will also be available in all Ulta Beauty stores across the U.S. beginning May 12.