Bella Hadid is having a major week. Fresh off debuting a blonde makeover in Cannes yesterday, the model is set to launch her fragrance line, 'Ôrebella, in the UK via Selfridges tomorrow, on May 15.
First introduced in the US a year ago, 'Ôrebella marks Hadid's first venture into the beauty space as a brand founder.
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With faerie-like, ethereal imagery and bottles that look like magic crystals, 'Ôrebella taps into the sense of fantasy that's peppering the current zeitgeist while leaning into the 'aura' trend that's taking over social media algorithms (see: aura nail designs and 'aura points', a gen-Z slang for measuring if someone passes the vibe check).
But great marketing and a famous face can only go so far. Which is why a partnership with revered fragrance houses Robertet and Firmenich is integral in providing 'Ôrebella access to fine craftsmanship, innovative accords and top-notch ingredients.
What is 'Ôrebella?
Currently a range of four perfumes, 'Ôrebella is informed by Hadid's love for fragrances and her own bespoke scent concoctions. Her sensitivity to alcohol in traditional fragrances also meant that everything from 'Ôrebella is alcohol-free.
'My passion [for fragrances] grew deeper when my mum and I bought a farm and began planting lavender together,' she tells ELLE UK exclusively.
'I started experimenting with essential oils, blending florals, citrus, and woody notes, and became obsessed with the creative process. Over time, I realised fragrance wasn’t just about scent—it was about connection and healing, which is what inspired me to create 'Ôrebella.'
While the brand feels deeply personal, Hadid looks to two of the industry's most respected names in fragrances to create her line. Perfumer Jerome Epinette (of Byredo's Bal d'Afrique fame) composed Salted Muse, while senior perfumer Clement Gavarry, who created the insider-favourite Sarah Jessica Parker's Lovely, worked on Blooming Fire, Window2Soul and Nightcap.
Rather than a straightforward spritz, 'Ôrebella's bi-phase formula is vegan and features combines a layer of fragrance molecules and skin-safe essential oils with a layer of nourishing plant oils such as almond and shea.
To apply, shake the bottle vigorously to mix both components, spray directly onto chest, shoulders (or anywhere you'd like to be scented) and massage in. It dries down to gentle, shimmer-free glow that feels like second skin; no stickiness or heaviness here.
What does 'Ôrebella smell like?
The brand eschews the tooth-achingly sweet scent profiles often favoured by celebrity fragrances. Instead, it leans into woodier and cosier notes, alongside solar florals and grounding, outdoorsy vibes.
Blooming Fire is a hot day spent on sandy beaches in the Carribean, with white jasmines and Tahitian monoi flowers in full bloom.
Window2Soul is a smooth and comforting composition of soft vanilla and uplifting hints of geranium. It's serene and plush, one to wear on hectic workdays or evenings in.
Salted Muse is the earthiest and woodiest, transporting you to hillside cliffs overlooking the ocean with its olive tree accords, sea salt and lavender.
Nightcap opens with a surprising hit of fizzy caramel-tinged cola before settling into a deliciously warm blend of creamy sandalwood, cardamom and skin-hugging vanilla.
Is 'Ôrebella worth the investment?
Strong storytelling is important, but at its very core, 'Ôrebella simply makes one smell very, very good. Rather than playing it safe, the fragrances manage toes the fine line between feeling a little offbeat and unexpected while being incredibly pleasant and easy-to-wear.
The act of massaging in your scent isn't just a gimmick, either. It makes for a grounding ritual, promising a moment of quiet before taking on the day. It might require a minute longer than spritzing a perfume, but perhaps it is a welcome way to embrace slow-living - even for a little while.
As for the cons? The bottle cap could be easier to open, and re-application is tricky if you're already fully dressed. The longevity depends on how much you apply; it's lightweight enough to use liberally, or run it through the ends of your hair for something extra.
You can also combine multiple scents together, or use it as a base for another perfume. There are more to come from the brand, says Hadid, but this is certainly a strong start.
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Medina Azaldin is the beauty editor of ELLE and Harper's Bazaar UK, working across print and digital features. She has more than seven years journalism experience and has previously written for Red and Good Hoousekeeping. When she's not demystifying the latest skincare ingredient, sniffing out the next big perfume trend or uncovering the science behind wellness practices, you'll most likely find her in Hatchards Piccadilly or watching a crime series with her cats. Oh, and she's a competitive cheerleader, too.
