Moving Beyond Celebrity Hype, the Beauty Brand Draws on Innovative Fragrance Developments and Sustainable Practices
Model Bella Hadid is stepping into the realm of brand creation: the model and go-to fashion muse has announced the launch of ‘Ôrebella (pronounced “aura-bella”). The fragrance brand is set to launch with a collection of three fragrances featuring alcohol-free, biphase formulas. The launch will commence on the brand’s website on Thursday, followed by availability on Ulta Beauty’s website starting May 10, and subsequent availability in over 1,200 Ulta stores across the U.S. on May 12.
Approximately five years ago, Hadid commenced work on brand development, leading to the recruitment of brand president Fabrice Gibert-Darras, an experienced professional in the industry. Collaborating with fragrance houses Firmenich and Robertet, the brand has introduced three distinct fragrances. Industry insiders estimate potential retail sales of $50 million for the brand’s inaugural year.
Salted Muse boasts notes of sea salt, pink pepper, olive tree accord, lavender, and amber woods. Window2Soul features a blend of rose, jasmine, fresh lemon, and tonka bean, while Blooming Fire combines Tahitian monoi flower with patchouli and bergamot.
The fragrance formula integrates the brand’s proprietary ‘Ôrelixir, which comprises snow mushroom extract along with almond, olive, jojoba, shea, and camellia oils for skin hydration. Additionally, essential oils and raw fragrance materials are housed in a separate phase of the formula.
Accompanying the launch is a campaign captured by photographer Elizaveta Porodina.
Ulta is positioning the brand prominently within its stores, including front-of-store merchandising, online promotions on the Ulta website and app.
Moreover, ‘Ôrebella meets Ulta’s Conscious Beauty criteria, with dermatologist-tested formulas, Leaping Bunny and PETA vegan certifications, and adherence to European Union cosmetics regulations, which encompass a no-list of over 1,300 ingredients.
