Bella Hadid's Beauty Brand Orebella Explores the 'Skinification of Fragrance'

After months of aesthetic-heavy Instagram teasers and swirling fan theories, Bella Hadid's beauty brand, Orebella, has officially arrived. On Tuesday, the model-turned-entrepreneur launched three inaugural fragrances, featuring a "shake-to-activate," bi-phase formula packed with essential oils — and without the alcohol base that most traditional fragrances include.

Orebella — pronounced "aura-bella" and stemming from Hadid's Arabic family name meaning "iron ore" — was born out of Hadid's own sensitivities to alcohol-based fragrances and her penchant for concocting her own scents. By growing lavender and distilling oils on her family's farm, Hadid says she crafted perfumes for herself and loved ones, which ultimately inspired Orebella's creation.

In pursuit of the "skinification of fragrance," the first layer of Orebella formulas is a base of snow mushroom and a blend of camellia, almond, olive, jojoba and shea oils to amplify the scent's longevity — dubbed the "Orelixir." The formula's second layer "boosts mood and aura with a memorable blend of aromatherapy essential oils and fine fragrance notes," per the brand.

Hadid developed the brand's "genderless" scents — priced at $35 for 10mL, $72 for 50mL and $100 for 100mL — alongside global fragrance houses Firmenich and Robertet to cover a range of sensorial experiences. Window2Soul, the brand's floral eau, features rose and jasmine, accented with lemon and tonka bean; Salted Muse is an outdoorsy swirl of sea salt, pink pepper, olive tree, lavender, woods and crisp amber; Blooming Fire goes tropical, with a mix of Tahitian monoi flower, patchouli and bergamot.

Orebella's one-of-a-kind formulation isn't the only thing that sets the brand apart from the slew of celebrity fragrances — its packaging is also unique, resembling a geode that fits in the palm of your hand. Though the sparkling bottles don't stand upright on their own, the brand also created a gold-toned perfume stand (pictured above) that fits the 100mL bottle and will be sold separately for $35 on orebella.com and ulta.com.

There's also a philanthropic component to the brand: Launching in tandem with the fragrances, Orebella's Alchemy Foundation aims to support specific organizations with a minimum donation of 1% of all net sales. The foundation's first partners include the Lower East Side Girls Club and PATH International.

Fragrance fans won't have to wait long to get their hands on the all-new scents: Orebella launches on orebella.com on May 2, on ulta.com on May 10 and in Ulta Beauty stores beginning May 12.

Keep scrolling for a first look at each of the scents, as well as campaign imagery starring Hadid herself.

Bella Hadid for Orebella. Photo: Elizaveta Porodina/Courtesy of Orebella

Bella Hadid for Orebella. Photo: Elizaveta Porodina/Courtesy of Orebella

Orebella Blooming Fire 100mL Parfum, $100. Photo: William Callan/Courtesy of Orebella

Orebella Salted Muse 100mL Parfum, $100. Photo: William Callan/Courtesy of Orebella

Orebella Window2Soul 100mL Parfum, $100. Photo: William Callan/Courtesy of Orebella

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