Bella Hadid’s fragrance brand ‘Ôrəbella is officially launching in the UK. The set of four shake-first perfumes sidesteps alcohol and other harsh chemicals, with Bella opting instead for essential oils and skincare-grade ingredients that weren’t harsh on her skin amid her recovery from Lyme disease.
In the lead-up to the launch, we caught up with Bella to discuss how scent grants her a sense of control and identity, how her family’s history of perfume making made the endeavour feel pre-ordained, and why this is just the start of her expansion into the wellness sphere.
Why did you want to launch a fragrance brand?
For me, fragrance has always been central to my life, helping me feel in charge of who I am and my surroundings. My mom was such a big perfume person, she loved it. I really discovered fragrance as a child through her. From my home to nostalgic memories, from energy to personality, scent has always been an outlet for me. It made me feel safe in my own world. Through my healing journey and being in the fashion business, I found that I was extremely sensitive to the alcohol in traditional perfumes, both physically and mentally - it became more overwhelming than calming to me. That is the main reason I wanted to find a more natural, clean, and alcohol-free alternative. My love for essential oils and using them in their purest form played a huge role in the artistic and experimental process for me. Learning about the history of my family, making homemade scents, I realized I might have a calling in this.
Why was it important for you to incorporate essential oils into the formulas?
When I was 24, my sister and I got a farm for my mom. Each year, as a family, we would plant 3,500 lavender plants together and start to make oil, right there on the farm, and there was a little store that people could come through. I would use the dry lavender to put in my pillowcases, and I just became obsessed with the scent. I started to go further and buy a bunch of essential oils and even an essential oil press to concoct my blends. I just loved it.
What does the name “‘Ôrəbella” mean?
I have very strong dreams, and I had a dream one night where this name came to me. Pronounced aura-bella, Ôrəbella, stems from my family name, Hadid, which translates to iron ore in Arabic. Ore is a naturally occurring material from which valuable minerals can be extracted. Aura is the energetic field that surrounds you, and Bella means beautiful.
What inspired the packaging and unique product design?
I wanted to construct heartfelt packaging that incorporates my personal passion for vintage perfumery and the Earth. I drew a lot of shapes in my journals, and the design became evident step by step. Each geode-shaped bottle is meant to be held in the palm of your hand to shake and experience the energetic shift.
How is ‘Ôrəbella different from other fragrance brands?
Ôrəbella is the first intentional skin parfum collection - it’s designed to be nourishing for your skin and soul. It introduces a new era of scent - the “skinification” of fragrance. I just love the fact that you can put these all over your body, and the smell is not overwhelming. It also moisturizes your skin - you can literally put it everywhere! +
Out of the four scents, is there one that is your favorite?
I love every scent. In fact, I wear them all the time, sometimes all at once! All four scents are made for everyone - they are genderless and ageless, truly made for all dimensions of a person. They allow everyone to express each facet of themselves through memory-evoking scents. You can wear them to suit your different moods, occasions, the time of day, or you can even layer them to create your own unique blend.
Are you planning to expand the collection?
YES! I hope to one day make this an extensive collection, a reflection of my lifestyle, across many different product forms.
Launching May 15th exclusively at Selfridges, Ôrəbella will also host an immersive pop-up at the London flagship.
Featured images via ©Ôrəbella
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