Launch Date: May 2024
Geography: Los Angeles, CA, US
Founder: Bella Hadid, Founder
Executive Team: Alison Romash, General Manager
2026 Full Year Projected Revenue: $20M - $30M, according to industry estimates
Primary Category: Fragrance
Funding: Celebrands
Primary Distribution Channel: Prestige
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 2,500
Orebella is a revolutionary, skin-loving fragrance collection redefining how we wear scent, blending clean, vegan, alcohol-free parfum with skincare-grade ingredients for a transformative sensorial ritual. Created by Bella Hadid, Orebella is a response to her sensitivities to traditional alcohol-based fragrances and quest for a high-quality alternative. Motivated by her long-standing love affair with fragrance, Bella began creating her own essential oil blends, growing lavender and distilling oils herself on her family farm. This profound sense of fulfillment ignited her path to establish Orebella.
Insights: Alison Romash, General Manager
Why now and why you?
Consumers are increasingly seeking multibenefit products that merge scent, skincare, and wellness. Yet the fragrance category has remained largely unchanged in format and experience. Orebella introduces a first-of-a-kind, alcohol-free, bi-phase, skincare-infused fragrance oil at a time when the market is actively craving innovation rooted in clean ingredients, sensoriality, and self-expression. The rising demand for intentional beauty makes this the ideal moment for a brand that elevates fragrance into a ritual. Orebella stands out because its innovation is real, differentiated, and purposeful. The brand’s bi-phase formula, paired with a transformative shake ritual, delivers skin-caring nourishment, aromatherapy benefits, and long-lasting wear that resonates with modern consumers, all while being safe for sensitive skin. Orebella isn’t a trend-driven extension; it is a brand born from authenticity, creativity, and a clear vision for the future of fragrance. With strong community momentum and a distinctive perspective, Orebella is positioned to help define the next era of fragrance and beauty.
What fuels your competitive advantage?
Our innovative bi-phase formula with its nourishing oil base, which differentiates us in a market dominated by alcohol-heavy fragrances that are drying and disruptive to skin. We feature mood-boosting essential oils blended with responsibly-sourced fine fragrance notes (no small feat for luxury perfumery) to create award-winning scents. Our community is made of a truly diverse, global customer base across ages, genders, and continents; fragrance lovers who recognize quality. We have a distinctive creative process anchored in nature and emotional resonance, paired with a consumer-centric, strategic partnership model, which succeeds across a myriad of geographies and distribution channels.
What’s your proudest accomplishment to date?
One of only three fragrance brands at Ulta Beauty to secure all five pillars of their Conscious Beauty certification (clean, vegan, cruelty-free, sustainable packaging, give back) and winning Ulta Conscious Beauty Brand of the Year. Number one beauty brand launch at Selfridges May 2025 (all categories). Three global expansions in 2025 and within 1.5 years of brand launching (UK, Mexico, and the Middle East).
What is the one thing you wish someone had told you?
Trust your instincts and never stop pushing, and the parts of this journey that scare you the most will become the ones that make you proudest. And never forget to take a moment to enjoy the ride because it’s never going to happen again!
What would you tell your past self before starting this journey?
No matter how much experience you have, there will still be countless surprises. Be ready for the brand to evolve in ways you couldn’t predict and trust that evolution.
What does success look like in the next 3-5 years?
Success in the next 3-5 years means establishing Orebella as a respected global fragrance player with relevant awareness and appeal, while thoughtfully expanding into new categories, channels, and regions through authentic innovation and community-building that deepens the brand’s sensorial world and reinforces its distinct point of view.
What's one industry trend that is overhyped, and what's being overlooked?
The surge of look-alike celebrity fragrance launches feels overhyped, especially when many rely on formulaic concepts.
What’s being overlooked is true product innovation, new formats, new rituals, and new sensory experiences that actually expand the category. Consumers aren’t asking for more of the same; they’re responding to originality, intention, and multipurpose products that help to stretch their beauty wallet.
How do you think the industry needs to evolve?
The industry needs to evolve by shifting away from rapid-fire launches and toward more intentional, long-term brand building. Constant novelty isn’t what consumers are asking for. They want authenticity, thoughtful formulation, and products that truly enhance their daily rituals. Our global expansion has shown us that this desire is consistent across markets: People connect most with brands that prioritize substance, not speed.
If you could wave a magic wand, what one wish would you make for your business?
That our innovative products continue to inspire the industry and expand the possibilities of what fragrance can be for beauty lovers worldwide.
