Supermodel Bella Hadid is joining the ranks of celebrities who have ventured into the beauty and wellness industry, with the announcement of her new brand Orebella. The 27-year-old star took to social media on Thursday, February 22, to tease the launch of her upcoming line, which is set to debut on May 2.
In a short video clip posted on Instagram and TikTok, Hadid revealed the name of her brand, Orebella, which is derived from her middle name, Khair, meaning “goodness” in Arabic. The video also featured a close-up of her eye and a series of stunning images of nature and the cosmos, along with the tagline “Reveal your alchemy on 5/02”. Hadid also changed her Instagram bio to “founder @orebella” and added a link to the brand’s website, where fans can sign up for updates and receive an exclusive gift at launch.
What is Orebella?
While Bella Hadid did not reveal much about the products or the concept behind Orebella, a trademark search shows that the brand is likely focused on scented products for both personal and home use. According to a trademark application filed in 2022 by BKH Essential LLC, which appears to be Hadid’s company, Orebella will sell “scented lotions and oils for body and face” as well as hair care products, candles, fragrances, incense and “plug-in diffusers for aromatic oils”.
The brand’s Instagram account, which has already amassed over 200,000 followers, also invites users to “reveal your alchemy”, suggesting that Orebella is about tapping into one’s inner potential and transforming oneself through the power of scent. Hadid, who is a wellness lover and co-owner of Kin Euphorics, a non-alcoholic drink brand that offers beverages with adaptogens and nootropics, seems to be passionate about creating products that enhance one’s mood and well-being.
How did Bella Hadid tease Orebella?
Bella Hadid has been dropping hints about her new brand for quite some time, without revealing too much. In early February, she posted a series of photos of herself at the Ulta Beauty headquarters in Chicago, sparking speculation that she had something in the works with the beauty retailer. Her mother, Yolanda Hadid, commented on the post, “Sooo exciting” with a heart emoji.
In December, the model was also spotted shopping at Ulta in the East Village, New York, leaving the store with her arms full of shopping bags and a smile on her face. It is possible that Orebella products will be available at Ulta stores or online, but this has not been confirmed yet.
A few hours before announcing Orebella, Hadid also shared some cryptic posts on her Instagram story, hinting at the brand’s theme and philosophy. She posted a quote that read, “I wear oils on my skin. Honey on my lips. Crystals in my bra. I am my own sacred space” and another slide that showed a fragrance labeled “Oasis of Love” created by someone named Mahmoud Hadid (not to be confused with her father, Mohamed Hadid).
What else is Bella Hadid up to?
Orebella is not the only project that Bella Hadid has been working on lately. The runway star, who took a modeling break in 2023 to focus on getting healthy amid her battle with Lyme disease, has been making a fabulous comeback in 2024, posing for the cover of Perfect magazine in January and walking for various fashion shows during the recent New York Fashion Week.
Bella Hadid has also been enjoying her new relationship with her cowboy beau, Adan Banuelos, whom she met while spending time at her mother’s farm in Pennsylvania. She posted some photos of herself getting cozy with Banuelos at her 27th birthday party in October, confirming their romance.
With Orebella, Hadid is adding another feather to her cap, joining the likes of Beyoncé, Rihanna, Selena Gomez, Lady Gaga, and Brad Pitt, who have all launched their own beauty brands in recent years. Fans are eagerly awaiting to see what Hadid has in store for them and how she will reveal her alchemy through her new brand.
