Bella Hadid introduced her fragrance brand, Orebella, to the UK market

Bella Hadid has officially launched her fragrance brand, Orebella, in the United Kingdom with an exclusive event at Selfridges in London.

The launch marks a significant expansion for the brand, which was conceived with the intention of blending luxury with wellness. Known for her striking presence in the fashion world and her candidness about personal growth and health, Hadid’s foray into the fragrance industry is receiving attention for both its unique formulation and its reflection of her evolving identity.

Orebella is positioned as more than just a fragrance line; it is an extension of Hadid’s philosophy on self-care and holistic beauty. The brand’s signature feature is its alcohol-free formula, which sets it apart from many traditional perfumes on the market. This approach not only aligns with wellness-conscious consumers but also reflects a broader shift in the beauty industry toward products that prioritize skin health and mindful consumption.

At the Selfridges launch, Hadid personally introduced the range and spoke about the journey that led to the creation of Orebella. She emphasized that the brand is rooted in her desire to create something meaningful, not just another celebrity product. Her aim was to design scents that evoke emotional wellness, using ingredients known for their calming, uplifting, or grounding properties. With this mission, Orebella enters a niche in the fragrance world that bridges aromatherapy and high-end perfumery.

The UK debut comes after Orebella's successful reception in the U.S., where it gained traction among Hadid’s fans and wellness-oriented consumers. In London, the launch drew a large crowd of influencers, industry insiders, and loyal followers, signaling a strong potential for the brand in the British market. The Selfridges event featured immersive scent stations, interactive displays, and a wellness-themed ambiance that reflected the ethos of the brand.

Hadid’s decision to prioritize an alcohol-free base was informed by her own experiences with sensitive skin and the impact that certain ingredients can have on long-term skin health. Traditional perfumes often contain high concentrations of alcohol, which can be drying or irritating. In contrast, Orebella's formula incorporates hydrating and soothing elements, making it suitable for frequent use and diverse skin types.

Each scent in the Orebella lineup is crafted with a specific emotional or sensory intention. From invigorating blends that aim to boost energy to calming scents designed to relieve stress, the collection emphasizes mood enhancement. Hadid collaborated with experienced perfumers and wellness experts during development to ensure that each formulation delivers both olfactory appeal and therapeutic benefit.

The launch in London also underscored Hadid’s growing presence in the entrepreneurial space. Once celebrated solely for her runway dominance and editorial work, she is increasingly recognized for her business acumen and creative direction. With Orebella, she has taken an active role in product development, branding, and marketing strategy—elements often outsourced in celebrity ventures. Her involvement is evident in everything from the packaging to the promotional messaging, which speaks to themes of authenticity, empowerment, and self-expression.

Orebella’s aesthetic leans toward clean elegance. The product design features soft curves, neutral tones, and subtle botanical motifs. This minimalist yet intentional design language reinforces the brand’s message of inner balance and beauty without excess. Sustainability is also a part of the brand narrative, with recyclable packaging and a commitment to cruelty-free testing standards.

During the London launch, Hadid highlighted how the process of building Orebella helped her reconnect with herself during a period of personal introspection. She shared her belief that scent has the power to shift energy, ground emotions, and inspire creativity. For her, Orebella is not just a business but a medium through which she can share a part of her journey toward healing and self-discovery.

Industry analysts see Orebella as part of a larger trend where beauty products are being reimagined through the lens of wellness. In this context, fragrance is evolving from a purely aesthetic product to one that supports mental and emotional well-being. Consumers, especially younger demographics, are increasingly drawn to products that offer functional benefits in addition to luxury. Orebella appears well-positioned to meet that demand, offering a sensorial experience that aligns with modern values around health, mindfulness, and ethical consumption.

The partnership with Selfridges is strategic, giving the brand immediate access to a high-end, trend-conscious consumer base in the UK. Selfridges has long been a launchpad for innovative beauty brands and is known for curating collections that resonate with contemporary lifestyles. The in-store experience is expected to further amplify Orebella’s appeal, allowing shoppers to engage with the brand’s story in a tactile, immersive way.

As the brand begins its international rollout, the success of the UK launch will be a crucial indicator of its global potential. Hadid’s strong personal branding, combined with Orebella’s distinct product philosophy, gives the fragrance line a unique position in a competitive market. While celebrity-driven beauty ventures are not new, few have managed to balance star power with substance as effectively as Hadid appears to have done with this project.

Moving forward, the brand is expected to expand its presence in Europe and other international markets, with plans for limited-edition releases, seasonal blends, and possibly even wellness accessories that complement the fragrance experience. There is also speculation about future collaborations with other figures in the wellness and design spaces, which could further enhance Orebella’s visibility and cultural resonance.

For now, the UK launch represents a significant milestone in Bella Hadid’s career evolution—from model and fashion icon to founder and brand builder. Orebella stands as a testament to her creative vision and her desire to leave a mark that goes beyond the runway. As the fragrance world continues to evolve, her entry into the market offers a compelling blend of luxury, purpose, and personal narrative.

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