After years in the makeup chair for runways and campaigns, Bella Hadid is officially venturing into the beauty industry with the launch of her very own brand, Ôrəbella.
Earlier this year, the supermodel took to Instagram to tease the launch, and while she announced that a new project was on the way, she declined to let us in on what exactly she had made.
“Ôrəbella founded by Bella Khair Hadid. Reveal your alchemy on 5/02. Link in bio to get on the list & get an exclusive gift at launch,” she wrote alongside the clip.
In fact, the video was *so* cryptic, that some fans were confused as to what Hadid was actually launching. “I don’t know what it is, but I will be buying,” one user commented, while another chimed in, “i’m a lil lost but anything to support mother.”
Now, several months on and the cat’s finally out the bag. In an Instagram post on April 30, Hadid revealed that Ôrəbella is “the first intentional skin parfum,” and would launch on May 2 with three “aura-enhancing” scents.
Still confused? We’ve got you. Scroll on for everything to know about Ôrəbella.
What Is Bella Hadid’s Brand, Ôrəbella?
Eager-eyed fans were quick to connect a series of photos posted to Hadid’s Instagram in early 2024 to the launch of Ôrəbella. Back on February 8, the model shared three snaps of herself at what looked to be the Ulta Beauty headquarters in Chicago (for Australian fans, that’s the US equivalent of Mecca or Sephora).
Shortly after, Eyewitness Beauty Podcast uncovered that Hadid had also recently trademarked a series of beauty products, filing for everything from shampoo and conditioner to personal fragrances. Further fanning the flame, in December 2023, Hadid shared yet another mysterious set of images to Instagram, this time on the set of a photo shoot. While it’s not unusual for models to be restricted from showing the details of a shoot, fans were quick to point out that Hadid had deliberately blurred several products, while also teasing an announcement with the caption, “coming soon.”
On April 30, Hadid confirmed that the brand is a skin parfum that is hydrating, alcohol-free and “elevated with essential oils.” Hadid also shared it is a double-layered, or “bi-phase” formula, which both smells divine and nourishes the skin. It is the first product of its kind on the market.
It will launch with three scents: Window2Soul, which is heavy with notes of jasmine and rose; Blooming Fire, a patchouli and bergamot scent; and Salted Muse, a sea salt, pink pepper and amber fragrance.
How To Pronounce Ôrəbella
Per The cut, Bella Hadid’s beauty brand Ôrəbella is pronounced aura bella.
Will Ôrəbella Ship To Australia?
It’s not yet confirmed whether Ôrəbella will ship directly to Australia. The website is, however, now live, and fans can sign up for updates prior to the official launch, which is slated for 2 May, 2024.
You can visit the Ôrəbella website here.
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