If you sensed something was up when Bella Hadid posted a photo of her posing at what could only be Ulta's head office back in February, prepare to be vindicated. The model has announced her mysterious new brand Orebella, with the tagline "reveal your alchemy" and few other details.
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What is Orebella?
So naturally, people went digging. According to a trademark filing back in 2022, the owner of which appears as BKH Essential LLC, Orebella will sell a range of skin and haircare (hairkhair?) products. Think personal fragrances, scented lotions, face and body oils, scented shampoo and conditioner, styling creams, along with a range of home fragrances like reed diffusers and incense.
So basically, another celebrity beauty brand. Though, since the announcement, the Orebella Instagram page has accumulated almost 15,000 followers – so there's definitely an appetite for Bella Hadid's take on beauty and wellness.
It's not the first time Bella Hadid has ventured out into the world of business either. She famously co-founded Kin Euphorics with Jen Batchelor, a non-alcoholic range of beverages intended as an option for those looking to socialise without drinking. They're formulated with and without caffeine, along with a host of wellness-adjacent ingredients such as Reishi Mushroom, GABA, collagen, vitamin C, saffron, turmeric and Damiana.
Where can I buy Orebella?
The Orebella website is officially live but you'll have to wait until 2 May 2024 to shop the mysterious beauty range. In the meantime, Hadid has encouraged her followers to sign up ahead of time in order to receive first access to the collection, including a free and exclusive gift at launch.
However, Hadid has just confirmed that all further details for the launch and product will be revealed tomorrow with a link to purchase in her bio. While the full list of Orebella's offerings are yet to be revealed, Hadid's instagram teases a selection of fragrances, body lotions, body oils, and haircare products.
Check out her sneak peek from this carousel here.
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Image: @bellahadid
