It’s already shaping up to be a year where celebrity brands are only on the up and up. We had the announcement of Beyoncé’s new haircare line, Cécred, and the return of Kim Kardashian’s makeup line, and now Bella Hadid has confirmed that the allusive brand—called Ôrebella—that she’s been teasing is also set to dominate the beauty space.
The model first peaked our attention in 2022 when she filed a trademark for a business called Ôrebella. Having quietly worked on it throughout the pandemic until now, she hinted that something was in the works to her followers with a selfie at Ulta’s headquarters in early February, suggesting the brand will be stocked at the major beauty chain.
Then, in an Instagram post and an official page drop, Hadid revealed that Ôrebella was officially on the way.
“My passion. My baby,” she captioned a clip of her face cast with a kaleidoscope of projections, followed by the brand’s tagline, “Reveal your alchemy.”
Here’s what we know.
What is Ôrebella?
Until recently, the 27-year-old had shared very little about the project—her trademark extending to fragrances, scented lotions, oils for the body and face, fragrant shampoos, conditioners, styling creams, air fragrance reed diffusers, and incense, only slightly narrowing down the possibilities.
But as of May 1st, Hadid has officially revealed Ôrebella’s first offering of essential oil-infused perfumes, which feels on-brand with Hadid’s holistic lifestyle. In fact, it would tie in nicely with her other business venture—she’s also a partner for Kin Euphorics, a non-alcoholic beverage line infused with adaptogens and nootropics.
In an interview, she revealed how concocting various elixirs stemmed from a lockdown hobby.
“I never thought I’d put out a product,” Hadid told Glamour. “There are so many out in the world, but it felt really kismet a couple of years ago. We already make a lot of lavender oil on our farm, and I would get glycerin and different weird essential oils from our little health food store. I would make things, and they would smell really unique. If I wanted to add a little spiciness, I would add ginger and peppercorn; then I would add a little bit of lemon… all of a sudden, I’m deep into this whole cycle of making all of these really interesting scents.”
Initially launching with three alcohol-free perfumes—Window2Soul, Salted Muse, and Blooming Fire—the first drop of scents includes ingredients like camellia, almond, olive, and shea.
In the same interview, she acknowledged the bevvy of celebrity beauty brands currently on the market but affirmed that this project is something she stands by after constantly being complimented on her homemade concoctions. The idea to build it into a business was decided “in the middle of the night” when the name ‘Orebella’ came to her. And unlike some after pleading her case to investors, she managed to get it off the ground.
“At one point, I was just like, ‘I can’t keep this to myself anymore,’” she said. “I do feel like I can make this something really big that people will be excited about and not [feel] like there’s just another something on the market as a money grab. This is just genuinely something after so many years that I was like, ‘I feel this is important to share.’”
When will Ôrebella be released?
As announced on her socials, Hadid’s beauty venture will be available from May 2, 2024. For the moment, it’s unclear whether it’ll be available in Australia upon its U.S. release.
The model encouraged her followers to sign up to Ôrebella’s website ahead of the drop to get access to the collection and an exclusive launch gift.
This story originally appeared on GRAZIA International.