Bella Hadid's new fragrance brand, Ôrəbella (pronounced aura-bella), features a trio of bi-phase scents pairing alcohol-free hydrating fragrances with skin care ingredients. The SKUs launch on the brand's e-commerce site on May 2, 2024, and at Ulta Beauty on May 10, 2024.
It also comes amid a boom in "skinification" innovation across every beauty category, notably hair/scalp care and sun care.
Fragrance is the next opportunity in this space, as shown by recent skin-friendly launches from brands such as Clean Reserve.
Ôrəbella users simply shake the bottles prior to application to "activate" the scents, which comprise the brand's Ôrəlixir base, a mixture of hydrating snow mushroom and a blend of moisturizing camellia, almond, olive, jojoba and shea.
Ôrəbella users simply shake the bottles prior to application to "activate" the scents, which comprise the brand's Ôrəlixir base, a mixture of hydrating snow mushroom and a blend of moisturizing camellia, almond, olive, jojoba and shea.Elizaveta Porodina for 'Ôrəbella
The formulations are Leaping Bunny cruelty-free and hold PETA vegan and cruelty-free certifications. The SKUs also meet the requirements of the Conscious Beauty at Ulta Beauty program.
The three scents include the sheer floral Window2Soul, woody marine Salted Muse and tropical Blooming Fire (10 ml/$35, 50 ml/$72, 100 ml/$100).
The juices are housed in ergonomic geode-inspired bottles.
The brand also features Ôrəbella's Alchemy Foundation, a charitable initiative that "will continuously support multiple organizations aligned with Ôrəbella's ethos via a minimum donation of 1% of all net sales, plus further support via service hours, community outreach, and social promotion."
The first partners for the initiative are the Lower East Side Girls Club and PATH International.
