Bella Hadid has been a proud co-owner of the non-alcoholic beverage brand Kin Euphorics since 2021, but the model is now invested in a solo venture set to launch on the 2nd of May. 

Hadid's new brand is called Orebella and specialises in fragrances, which according to a recent post on Orebella's Instagram account, took the model over five years to develop and stemmed from a desire to discover an alternative to traditional fragrance.

"For me, fragrance has always been at the centre of my life—helping me feel in charge of who I am and my surroundings. From my home to nostalgic memories, to my own energy and connection with others, scent has been an outlet for me. It made me feel safe in my own world," explained Hadid in a personal statement on the Orebella website.

"Through my healing journey, I found that I was extremely sensitive to the alcohol in traditional perfumes—both physically and mentally—it became something that was more overwhelming than calming to me. That is the main reason I wanted to find an alternative, so essential oils became an artistic and experimental process for me," she continued. "Growing lavender on my farm, walking through my garden every morning, learning about the history of my family making homemade scents, I realized I might have a calling in this. I found healing, joy, and love within nature’s scents."

"I began to use pure essential oils of every form. From floral to woodsy to citrus to herbal, I became obsessed with concocting the perfect scents that had unique and interesting twists. I would wear these blends every day—out to the store, to work, or just hanging with friends. It made me feel more connected to not only myself, but to others that would find joy in them as well. I made it a part of my daily ritual. Getting compliments for something I loved to do, and something that felt healthy for me, made me realize that maybe this product wasn’t only for me; it was something I needed to share with the world. My passion for scent didn’t have to just be a healing ritual for myself, it could be something that inspires beauty and devotion to scent in others too," she explained. 

"Pronounced aura-bella, ’Ôrəbella stems from Bella’s family name, Hadid, which translates to iron ore in Arabic. Ore, a naturally occurring material from which valuable minerals are extracted, aligns with Aura—a distinctive atmosphere that envelops and emanates from and around all of us," explains the brand's website.

The brand is initially launching with a trio of perfumes that utilise a unique 'shake to activate' bi-phase formula containing a blend of skin-nourishing essential oils, hydrating snow mushroom and a moisturising five oil blend of camellia, almond, olive, jojoba, and shea oils, which can be spritzed and massaged into skin for a moisturising take on personal scent. 

According to the Orebella website, the model collaborated with top global fragrance houses, Firmenich and Robertet, to develop "a parfum collection that transcends traditional gender and age barriers, providing everyone the freedom to express each facet of themselves through memory-evoking scents".

The brand also endeavoured to innovate by banning over 1,300 ingredients, prioritising strict third-party safety standards for safety, and responsibly sourcing premium quality ingredients. Plus, the perfumes are all alcohol-free, cruelty-free, clean, vegan, dermatologist tested and suitable for sensitive skin. 

The model also worked with a handful of creatives to develop 'heartfelt packaging' that combines her passions of vintage perfumes and the earth, which resulted in the brand's unique geode-shaped glass bottles that are constructed from recyclable materials and packaged in FSC-certified cartons. 

Hadid has also established the Orebella Alchemy Foundation, which is an initiative that seeks to provide a minimum donation of one per cent of all net sales, as well as service hours, community outreach, and social promotion to a group of organisations that align with the brand's core values. 

What do Orebella perfumes smell like?

Orebella Window2Soul

Described as a sheer floral fragrance 'Window2Soul' is a multi-faceted bouquet of rose and jasmine, accented by a splash fresh lemon and complex tonka bean.

Fragrance profile:

Top notes: Lemon, geranium and mint
Heart notes: Jasmin and damask rose
Base notes: Tonka Bean

Available in: 10ml / 50ml / 100ml

Orebella Salted Muse

A woody marine scent, 'Salted Muse', combines elements of ocean and earth with notes of sea salt, pink pepper, olive tree accord and lavender, anchored by a base of woods and crisp amber.

Fragrance profile:

Top notes: Sea salt, pink pepper and CO2 extract
Heart notes: Olive tree accord, fig and lavender
Base notes: Cedarwood, sandalwood and amber

Available in: 10ml / 50ml / 100ml

Orebella Blooming Fire

Tapped as the brand's warm floral fragrance, 'Blooming Fire' is inspired by typically tropical notes such as Tahitian monoi flower, and enhanced with touches of patchouli and bergamot. 

Fragrance profile:

Top notes: Bergamot, cedarwood, clove leaf and cardamom
Heart notes: Tahitian monoi and jasmine
Base notes: Patchouli

Available in: 10ml / 50ml / 100ml

Although the brand is set to launch May 2nd, there has been no official confirmation in regards to international shipping beyond the United States (as of yet). Fingers crossed fans in Australia will have the opportunity to purchase the perfumes on the date of their release via the Orebella website.

Main image credit: @orebella

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