Become a Vogue Business Member to receive unlimited access to Member-only reporting and insights, our Beauty and TikTok Trend Trackers, Member-only newsletters and exclusive event invitations.
Fresh off the Cannes red carpet, Bella Hadid is headed to London tomorrow to launch her fragrance brand Orebella in the UK. The brand will exclusively debut at Selfridges on 15 May, marking the brand’s first launch outside of the US, driven by “strong local demand” and Hadid’s immense popularity in the region, according to the brand.
Hadid launched Orebella (pronounced aura-bella) last year, after moving to Texas and stepping back from public appearances and runway shows. Orebella currently makes four scents: Window2Soul, Salted Muse, Blooming Fire and Nightcap, and bottles are in the premium price range, costing £32 for a travel size and £95 for a full-size fragrance. The brand is co-owned by consumer brand-building firm Celebrands, which also owns Halsey’s About-Face and invests in Kardashian brands Skims and Good American. In its first year, Orebella performed strongly in the US and is stocked at around 1,500 Ulta Beauty doors, as well as selling direct-to-consumer (DTC) via e-commerce. The brand declined to share revenues.
Orebella leans into the “skinification of fragrance” with an essential-oil based, alcohol-free “bi-phase” formula, meaning it has a moisturising skincare layer and a scented layer designed to hydrate as well as perfume the skin. As fragrance market growth slows following a market boom during the pandemic, innovative scent formulas will be key to success, experts agree.
As part of Orebella’s UK debut, Selfridges’s London flagship will host an immersive experience from 15 to 28 May in the store’s central pop-up space. The interactive space will invite guests to “explore their personal aura”, while receiving personalised fragrance recommendations. Customers will receive an Orebella silk scarf as a gift with purchase. And this weekend, 16-18 May, they can have their scarf embroidered and personalised in store. Following the exclusive partnership with Selfridges, the brand will then roll out to additional distribution points from September. Hadid isn’t the first celebrity to launch her fragrance in Selfridges in a big way: Harry Styles’s Pleasing brand took over the store’s Corner Shop space in 2023 with its line of scents.
Here, Hadid, speaking exclusively about the launch to Vogue Business, breaks down her journey as a founder so far and what we can expect from this next phase.
Vogue: Congratulations on the UK launch of Orebella. Why did you decide to launch in the UK as the first country outside the US? Why does the UK consumer feel like a good target for the brand?
The UK has always felt like a natural extension of our brand — there’s so much curiosity, creativity and appetite for innovation in the beauty space here. Since launch, UK consumers have been incredibly vocal in asking when Orebella would arrive. Partnering with Selfridges was also a very intentional decision. Their commitment to storytelling, creativity and conscious luxury made them an ideal fit for our first international chapter. This is more than a retail launch — it’s a brand-building moment in an influential global market.
Vogue: You launched Orebella one year ago. How do you feel about how the business has grown so far?
Launching Orebella has been the most fulfilling chapter of my career. It’s deeply personal, but it’s also been incredibly validating to see how the consumers have responded. We introduced a new category — the first skin parfums — and customers really embraced the idea. We’ve built a strong engagement and desire for our brand; we developed a fantastic community that is as emotionally connected to the products as I am. Seeing people experience the scents, making them part of their daily rituals and sharing their stories through fragrance is everything I hoped for. We’re just getting started, and especially now with our first international launch, the momentum feels very real.
Vogue: Speaking of skin parfum, why did you decide on the oil-based formula? It’s quite unique. And how have consumers responded to it?
I created Orebella out of a personal need — I became sensitive to traditional alcohol-based perfumes and couldn’t find a luxury fragrance that felt good on my skin. The market lacked a clean, performance-driven alternative, so we developed our own. Our oil-based, bi-phase formula was the solution: it combines essential oils and fine fragrance in the top layer, with an oil-based bottom-layer formula to deliver hydration, long wear and a sensory ritual. Customers have embraced it not just for how it smells, but for how it makes them feel, as both a scent and a form of selfcare — not to mention giving a little skin glow. It’s more than perfume; it’s a new category.
Vogue: The fragrance market is of course pretty saturated. Why is Orebella able to cut through?
I think people are seeking intention in all areas of their lives, including beauty. Our innovative formula aligns with the evolving beauty industry trends: prioritising skincare, integrating wellness and focusing on emotional connection. The ritual of shaking to activate, the use of essential oils and the ability to layer these fragrances — these are not mere gimmicks; they elevate ordinary moments into intentional experiences. This emotional connection, along with a clean and effective product that is high quality at a reasonable price point, resonates powerfully with consumers.
Vogue: Before this UK launch, what were some important milestones in your journey as a founder, leading up to this point?
There have been so many wonderful moments. Creating a team and crafting the product has been a thrilling journey. I still vividly remember the first time I held it in my hand and celebrated with the team the first time we received our finished product. Our US launch last year was absolutely incredible. It warms my heart to see so many people embracing the brand, sharing their thoughts about the scent and how it makes them feel. The community content that flows in is just fantastic. Knowing my product is being loved, used and talked about, and getting to do all this creation and innovation with such a special team — that’s the biggest milestone I could ever dream of.
Vogue: I know no founder’s journey is easy. What mistakes did you make over the last year, and what did you learn from them?
Oh, so many lessons. I’m a perfectionist, and sometimes I’ve had to learn to let go. Things might not always go exactly as planned, but if the intention is clear, you’re still on the right path. One thing I learnt early on is that education is key. I’ve also learnt how critical education is —when you’re launching a new format, you can’t assume people will immediately understand it. We had to adjust our storytelling to really bring people into the ritual of shaking and spraying. Once we did, the customer engagement went through the roof.
Vogue: What have you learnt about the customer, and what changes have you made to adapt to their needs?
Our customer is smart, intuitive, loves to share and is deeply connected to how they use products. They want transparency, clean ingredients, long-wear performance and meaning. Plus, obviously they need to be obsessed with the scent. They care about the emotional and functional benefits. We’ve listened to that and started offering more education about all our claims and certifications, additional guidance on usage and layering, and deeper behind the scenes into the ingredients and process. What we’ve learnt is that they’re craving beauty that’s not performative, but personal, soulful and holistic. And I’m just obsessed with seeing everyone shake and spray on socials and in real life when I get to meet with people.
Vogue: The spirit of Orebella feels extremely feminine and linked to nature, from the product itself to the campaigns and brand messaging. Can you explain how and why you landed on this ‘divine feminine’ positioning?
The brand is very much a reflection of my own journey — growing up surrounded by nature, finding healing through scent and wanting to create something nurturing yet powerful. The ‘divine feminine’ in Orebella isn’t just about softness — it’s about energy, intuition, strength and intention. Everything from the formulas to the bottle shape was designed to evoke a sense of ritual and empowerment. It’s grounded, sensual and soulful — just like the women (and people) who inspired me.
Vogue: Can we expect Orebella to keep expanding globally? What markets might you have your eye on?
Absolutely. This launch in the UK is just the beginning of our expansion. We’re taking it one step at a time because I want every new market to feel just as intentional as our first. But yes, more passport stamps to come.
Vogue: What’s your ultimate ambition for Orebella?
I want Orebella to redefine what fragrance means, what selfcare means — to create a space where scent becomes a daily ritual, a wellness tool, a moment of emotional connection. Long term, I see us expanding into new categories and building a full lifestyle universe rooted in energy, healing and self-expression. I want to keep growing, but always in a way that stays true to our mission: to help people feel more connected to themselves, their skin and their spirit.
Correction: Orebella is stocked at 1,500 Ulta Beauty doors. A previous version of this story stated 1,200 stores.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
