Bella Hadid's Orebella Brand: Launch Date, Products, and Everything We Know So Far

Bella Hadid is officially stepping into the fragrance business by finally launching her new brand, Orebella (stylized as 'Ôrəbella).

Ever since Bella Hadid started teasing Orebella in February 2024 with a video posted to Instagram, we've been on the case. Aside from the promise of a free gift for those who sign up for emails and SMS, there was no other mention of what Orebella could be. Aside from a mention of alchemy, there was no other hint of what the products could be, making it all the more mysterious. Nevertheless, we set out to find all the answers to your burning questions — we finally got all of our answers with the official brand unveiling on March 30.

Below, find out everything you need to know about Bella Hadid's new fragrance brand, Orebella.

→ When did Bella Hadid announce Orebella?
→ How long has Bella Hadid been working on Orebella?
→ What is Bella Hadid's Orebella?
→ When does Bella Hadid's Orebella drop?
→ Is Orebella just a fragrance brand?

Bella Hadid first teased Orebella on February 22, 2024, with a video on Instagram. In the video, the camera zoomed into Hadid’s eye and flashes to a series of different sceneries, including an ocean and field. Then, a logo, the lowercase letter “B” wrapped in a circle, appeared before the video reverses and shows her eye again, this time closing. In the same font as the logo, the name Orebella flashed across the screen with the text “reveal your alchemy.” The caption reads, “Orəbella founded by Bella Khair Hadid.”

Although the official news came on February 22 (a play on the angel number 222), Hadid may have also dropped a few hints leading up to the big announcement. On February 8, Hadid posted a series of photos of herself with a ULTA Beauty sign. Her father, Mohamed Hadid, also shared the post, writing, “Bella for life and beauty.”

Hadid shared a clip of herself from a year ago, February 22, 2023, talking about how she finally booked an important meeting, and it happened to be on the day corresponding with angel number 222. However, the location of the meeting and the brand it was with have been bleeped out of the video.

On March 22, Hadid shared a series of behind-the-scenes photos with the caption “coming May 2nd….” and tagged the official Orebella account. In the pictures, Hadid is seen getting her makeup done and wearing some bold outfits. It seems like she was on the set of a shoot, perhaps for a commercial or promotional photos. While the post didn't include any new clues as to what exactly Orebella is, it has surely captured people's attention based on the comments section.

However, it all goes wayyy back. Before unveiling the brand on March 30, Hadid revealed on Instagram that Orebella has actually been more than five years in the making.

Originally, Hadid did not drop many details about what her brand was centered around, but there were some clues. Along with the post announcing her new brand, Hadid also shared a series of photos on her Instagram Story. They included numerous pictures of flowers and a bottle of what appears to be a fragrance. Exhibit A:

The clear rectangular bottle said, “Created by Pasha Mahmoud Hadid,” and featured a picture of a group of people in an extravagant setting. Under it, there was cursive writing that says “Oasis of Love.” In addition to the shared last name, we know her father has a brother named Mahmoud, which could mean the perfume was made by her uncle. The Hadid family is of Palestinian descent, and the Middle East is known to have a thriving perfume industry.

Pronounced “aura-bella,” Orebella was born from Hadid’s Arabic family name, and it translates to “iron ore” — a naturally occurring material for extracting valuable minerals. This namesake is coupled with “aura,” which represents the “distinctive atmosphere surrounding each person.”

On April 30, 2024, Bella Hadid officially launched Orebella. The perfume brand will officially be available on May 2 at Orebella.com and at Ulta.Com beginning May 10. The brand is set to release three scents for its initial drop: Window2Soul, Salted Muse, and Blooming Fire focusing on floral, woody, and tropical smells, respectively.

With the help of photographer Elizaveta Porodina, Hadid did a shoot representing each of the fragrances, which you can check out below:

Each fragrance is alcohol-free, which was one of Hadid's main focuses, as she is sensitive to normal fragrances that include an alcohol base. The fragrances will also feature essential oils and clean ingredients. Bella Hadid’s Orebella fragrances are all $100 or less. Bottles are priced at $35 for 10ml, $72 for 50ml, and $100 for 100ml. Additionally, you can separately purchase a gold perfume stand, compatible with the 100ml bottles, for $35 on Orebella.com and Ulta.com.

According to The Zoe Report, Hadid also registered trademarks for a number of beauty products, including foundations, lip products, perfumes, and more, causing major speculation from beauty influencers online. So while fragrance is clearly the beginning, there could be many more beauty products coming down the pipeline.