Bella Hadid’s fragrance venture is entering its next growth chapter with fresh capital, new leadership, and increasingly ambitious global retail expansion.
Ôrəbella has closed a series A financing round led by Silas Capital, with participation from existing investor and incubator Celebrands, giving the founder-led fragrance brand additional firepower as it accelerates international growth and expands beyond fine fragrance into adjacent categories.
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The financing comes less than two years after Ôrəbella’s debut and signals growing investor appetite for celebrity-founded beauty brands that can demonstrate both retail traction and differentiated product architecture in an otherwise crowded prestige fragrance market.
At the center of Ôrəbella’s positioning is its proprietary bi-phase “skin parfum” format, designed to merge fragrance with skin-centric sensoriality. The concept has helped the brand carve out a distinct identity within prestige fragrance, where wellness-coded storytelling, emotional scent positioning, and hybridized product formats continue to reshape consumer expectations.
The company also announced the appointment of Anish Agarwal as CEO, as the brand transitions from founder-driven launch momentum into operational scale mode. Agarwal brings experience from L’Oréal, Colgate-Palmolive, and most recently T3 Micro, where he helped drive accelerated growth and specialty retail expansion.
The leadership addition arrives as Ôrəbella rapidly broadens its international footprint. The brand’s U.S. business remains anchored in Ulta Beauty, its largest retail partner, but expansion has accelerated globally in recent months. Ôrəbella recently entered 500 Douglas doors across 20 countries, secured distribution with Selfridges in the UK, and launched with Ulta Beauty Middle East, where the brand reportedly now holds the retailer’s top fragrance position.
Consumer demand also appears to be strengthening. According to the company, Jasmine Blues, Ôrəbella’s sixth scent and first limited-edition launch, is selling at twice forecast in the U.S. market, underscoring the continued commercial power of emotionally driven fragrance storytelling and Hadid’s influence with younger prestige consumers.
The momentum is now extending beyond parfum. Ôrəbella plans to enter body and hair fragrance with a Body & Hair Perfume Mist built around its proprietary Orelixir™ bi-phase system, tapping into one of prestige fragrance’s fastest-growing adjacent categories as consumers increasingly embrace layering rituals and multi-format scent wardrobes.
For Silas Capital, the investment reflects confidence that Ôrəbella has moved beyond celebrity novelty into scalable brand territory.
“Ôrəbella has built a clear and differentiated position in fragrance, supported by strong early performance and a highly engaged consumer base,” said Brian Thorne, Partner at Silas Capital.
Notably, the company appears intent on balancing institutional growth with founder-led creative control — a tension that has defined the trajectory of many celebrity beauty brands as they mature. Hadid remains closely involved in scent development, formulation philosophy, and brand storytelling, areas the company continues to frame as core to its long-term differentiation.
The deal also reinforces the ongoing investor focus on fragrance, one of beauty’s strongest-performing categories globally. While makeup demand has softened in some prestige channels, fragrance continues to outperform across both mass and luxury tiers, fueled by Gen Z purchasing, discovery-driven social commerce, and rising consumer interest in identity-based scent consumption.
Against that backdrop, Ôrəbella’s next challenge will be proving it can translate founder affinity and early retail velocity into durable global brand equity, particularly as prestige fragrance becomes increasingly crowded with celebrity entrants, wellness-positioned scent concepts, and experiential fragrance hybrids.
