Bella Hadid’s fragrance brand Ôrəbella is entering a new product category with the launch of a new range of body and parfum mists, hitting shelves in the United States on April 10 and landing exclusively at Selfridges in the UK on April 12. The launch arrives as the brand crosses into Eight Figure Annual Revenue and demonstrates that what started as a deeply personal project has matured into one of the most closely watched independent fragrance brands in the world.
A Brand Built on a Founder’s Personal Need
Ôrəbella, launched in May 2024, was born from Hadid’s own sensitivity to alcohol based fragrances and her longstanding practice of blending essential oils, including lavender grown and distilled on her family’s farm. The brand’s signature bi phase formula combines nourishing plant oils including almond and jojoba with fragrance molecules, replacing the traditional alcohol base entirely. All fragrances were developed in collaboration with Firmenich and Robert, two of the most respected fragrance houses in the world, ensuring that the clean formulation did not come at the expense of olfactory sophistication.
Hadid has said, “Fragrance is deeply personal, and we hope that by sharing our scent narratives, we inspire our community to connect with our fragrances through their personal scent memory.”
The Numbers Behind the Growth
Since launching in 2024, Ôrəbella has reported double digit sales growth year over year, with revenue now reaching eight figures, driven by international expansion and a variety of collaborations. The brand is now available in over 2,000 retail locations worldwide, supported by Ulta Beauty in the US and the Middle East, and Douglas and Nocibé in Europe, along with Selfridges and Brown Thomas in the UK and Ireland. The most recent fragrance, Jasmine Blues, has been the brand’s most successful launch to date, achieving more than double the first week sales of any previous introduction. Beauty Matter projects Ôrəbella’s full year 2026 revenue at between $20 million and $30 million.
Selfridges as a Strategic Launchpad
The UK rollout has been built deliberately around Selfridges as an anchor partner.
Alison Romash, General Manager of Ôrəbella and former L’Oréal Groupe GM VP for NYX Professional Makeup, said, “We knew from day one that Selfridges had to be first. They are the premier partner, the right consumer audience, the right environment. We were not entering the UK unless we could get through Selfridges.”
That strategy paid off. Ôrəbella became the number one new beauty brand launch of 2025 for Selfridges and ranked among its top five fragrance brands in its launch week.
What Comes Next
Hadid has made clear that growth will not come at the cost of the brand’s founding authenticity. “As we grow into new formats, new markets, the brand must remain anchored to this original intention,” she told Vogue. The new body and hair mist collection represents Ôrəbella’s first step into everyday use fragrance formats, bringing the brand’s alcohol free positioning to a lighter, more accessible price point while staying true to the skin loving ethos that built its following. With Europe, the Middle East, and continued US expansion all in motion, Ôrəbella is showing that founder led fragrance brands can scale without losing the personal narrative that made them resonate in the first place.
