Supermodel Bella Hadid is trying to change the way we smell.
The supermodel and influencer announced on Instagram Tuesday the launch of her fragrance brand, 'Ôrəbella, with three debut scents available for sale on May 2.
The brand claims it will pioneer "the skinification of fragrance," with a first-of-its-kind biphase formula that must be shaken to be activated. The alcohol-free fragrances were developed in response to Hadid's "sensitivities to traditional alcohol-based fragrances."
The fragrances instead feature a skin-nourishing layer that includes hydrating snow mushroom and a moisturizing blend of camellia, almond, olive, jojoba, and shea oils, shaken with a layer of responsibly sourced aromatherapy essential oils and fine fragrance notes.
"Pronounced aura-bella, 'Ôrəbella is born from Hadid's Arabic family name, translating to iron ore - a naturally occurring material for extracting valuable minerals. This is coupled with 'aura,' which represents the distinctive atmosphere surrounding each person," the brand said in a press release.
"Motivated by her long-standing love affair with fragrance, Bella began creating her own essential oil blends, growing lavender and distilling oils herself on her family farm. Throughout the years, Bella discovered joy in the intricate process of crafting bespoke perfumes. This profound sense of fulfillment, coupled with the feedback from friends and family who had come to adore the scents seamlessly woven into Bella's daily life, ignited her path to establish 'Ôrəbella."
The brand is launching with three debut parfums. Window2Soul is a sheer rose and jasmine floral scent with notes of fresh lemon to bring out the green facets, contrasted with sweet tonka bean. Salted Muse is a woody marine scent that opens with sea salt and pink pepper, with an olive tree accord and lavender at the heart, and woods and crisp amber at the base. Blooming Fire features tropical Tahitian monoi flower and exotic patchouli, set off with bergamot.
'Ôrəbella holds both Leaping Bunny cruelty-free and PETA vegan and cruelty-free certifications, and meets the five pillars of Conscious Beauty at Ulta Beauty, including clean ingredients, sustainable packaging, vegan, cruelty-free and give back.
Hadid, 27, simultaneously announced the launch of 'Ôrəbella's Alchemy Foundation, a charitable initiative to support causes aligned with 'Ôrəbella's ethos via a minimum donation of 1% of all net sales. The first organizations to be supported by the Alchemy Foundation are PATH International, which provides horse-assisted therapeutic services, and the Lower East Side Girls Club.
The collection launches on May 2 on Orebella.com and via exclusive U.S. retail partner Ulta Beauty beginning May 10. The fragrances will be available in 10mL bottles for $35, 50mL bottles for $72, and 100mL bottles for $100.
--with reporting by TMX
