Bottling up Bella? Hadid has captivated the masses for quite some time now. Style icon, supermodel, trendsetter, horse girl — with nearly 61 million Instagram followers, most of us in beauty would kill for that kind of platform to jump off of and start a brand.
Enter ’Ôrəbella. Pronounced “aura-bella,” it comes from the Hadid family name, translating to iron ore in Arabic.
“Ore, a naturally occurring material from which valuable minerals are extracted, aligns with Aura—a distinctive atmosphere that envelops and emanates from and around all of us,” the brand site explains.
While this isn’t Hadid’s first venture beyond modeling, it’s the first she’s claiming the CEO title for. She’s also the co-founder of Kin Euphorics, a non-alcoholic beverage brand that features drinks “infused with adaptogens and nootropics.”
So what can we expect with her latest endeavor?
The inspiration from nature can be seen through Hadid’s personal content, as well as content directly from the brand. In fact, it’s important to note that so far there is not much differentiation between the two entities at all.
Pro or con?
We’ll have to see how this all continues to unfold.
The brand claims that its fragrances are “the first intentional skin parfums” and goes on to explain that each scent is elevated with essential oils to infuse with and last on the skin while amplifying the wearer’s aura.”
Three Fragrances:
Salted Muse, a woody marine scent with notes of sea salt, olive tree, and cedar oil
Blooming Fire, a warm floral scent with notes of monoi, bergamot, and patchouli
Window2Soul, a sheer floral scent with notes of jasmine, rose, and tonka bean
Each fragrance retails at $35 for 10ml, $72 for 50ml, and $100 for 100ml.
Key Stats:
Hydrating & Alcohol-Free
Vegan & Cruelty-Free
Dermatologist Tested
Long Lasting
Available on Brand Site & Ulta
You can “Reveal Your Alchemy” by shaking to activate your geode-inspired bottle in your hand, which puts the “transformative bi-phase formulation” to work and allows you to feel the “energetic shift” in real time.
All of this is a bit healing crystal woo woo for us to take in initially, but we have yet to test the scents.
The mysterious Ôrəbella pre-launch strategy was certainly designed to keep intrigue high and captivate Hadid fans hopeful for the element of surprise. Bella shared an image of herself at Ulta HQ, which was the first major clue.
All of this low key behavior and intentional vagueness created more momentum, but once launch day arrived, we see a very personal look at how hands on the founder is with the brand.
While a recent hello video is giving slight cult leader energy, we have always been prone to appreciating the pure whimsy of the fragrance category. But in order to truly succeed as a brand, we’d like to see more emphasis on community (and the why buy) and less “me” from its superstar founder. It's still a baby though and regardless, we love a fellow girl boss.
We've just seen A LOT of celebrity brands.
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