Closing out a 12 months of worldwide expansions, Bella Hadid’s subsequent transfer for ‘Ôrebella is one thing of a homecoming.
The 29-year-old mannequin and entrepreneur, who’s of Dutch and Palestinian descent, is bringing her clear perfume model to the Center East with Ulta Magnificence, beginning with the retailer’s just-opened retailer in Kuwait. The transfer follows ‘Ôrebella’s U.Ok. enlargement this spring through Selfridges — the British retailer’s largest magnificence launch of the 12 months — and extra just lately, ‘Ôrebella’s August foray into Mexico with Ulta.
“The Center East is my residence, even when not essentially geographically, however spiritually,” mentioned Hadid, who attended the ribbon-cutting ceremony Friday for Ulta’s Kuwait retailer at The Avenues mall. “It’s all the time been the dream to promote to the folks which are household to me, and being within the Center East now could be such an enormous accomplishment for us.”
At 15,000 sq. ft, Ulta’s Kuwait retailer is its largest globally. By way of the retailer’s licensing partnership with Alshaya Group, Ulta plans to open its subsequent Center East retailer within the coming months in Dubai on the Mall of the Emirates, adopted by a Dubai Mall opening in March 2026. Ulta may even debut in Saudi Arabia subsequent March on the Crimson Sea Mall.
‘Ôrebella, which is a top-five perfume model at Ulta Mexico and is thought for its oil-infused scents, will roll out to every Center East location because it opens.
The Center East Second
“It’s thrilling to be in a area that over-indexes on fragrance utilization and has such a passionate client base inside the class,” mentioned Alison Romash, normal supervisor of ‘Ôrebella, including, “the Center East can also be such a complicated retail market, the place a lot innovation is going on in mall tradition.”
Bella Hadid for ‘Ôrebella.
Courtesy
Certainly, the Center East perfume market is likely one of the largest on the planet, valued at $3.8 billion in 2024 by analysis agency Claight Corp., which tasks that determine to rise to $7.8 billion by 2033. Arab perfume manufacturers, too, have gained world prominence in recent times as perfume consumers more and more hunt down oud-infused, oil-based and long-lasting choices within the class.
“After I consider the Center East, I take into consideration perfume,” mentioned Hadid, who debuted ‘Ôrebella in Could 2024 after greater than a decade of modeling for luxurious manufacturers starting from Versace to Marc Jacobs and extra.
“It goes again to my teta [‘grandmother’ in Arabic], and my aunts and uncles having these fragrances they’d combine for themselves, or would put on for 45 years, that have been such part of their personalities; I hope ‘Ôrebella may be one model of their personalities, as effectively,” she mentioned. “We’re excited to point out the folks that know the very best about perfume what we’re working with right here.”
Every of ‘Ôrebella’s scents — of which there at the moment are 5, priced at $72 for a 50-ml. bottle — are alcohol-free and faucet important oils along with a signature “Ôrelixir” mix of skin-nourishing components akin to snow mushroom and jojoba oil.
‘Ôrebella fragrances.
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Heroes embrace Evening Cap, a warm-spicy gourmand, in addition to Salted Muse, which faucets sea salt, pink pepper and olive tree accord. Most just lately, the model launched an Everlasting Roots scent in August, which options notes of lychee, bergamot, vetiver and patchouli.
“Once we take a look at our buyer information, we’re hitting that candy spot of Millennials and Gen Z, and we’re additionally rising with males, which has been very cool to see,” mentioned Romash, including that Salted Muse, particularly, “has exploded” among the many model’s rising male shopper base.
The model can also be resonating with shoppers throughout ethic backgrounds: “We’re over-indexing, each at Ulta and direct-to-consumer, with a multicultural viewers — which has additionally helped drive our success in Mexico thus far, as a result of now we have a robust affinity inside the Hispanic neighborhood,” Romash mentioned.
Gone International
Such has been the goal of Hadid — whose world ambitions for ‘Ôrebella embrace someday launching in Europe and, particularly, The Netherlands the place her mom was born — from Day One.
“I’ve all the time wished ‘Ôrebella to not essentially have a demographic; I would like our fragrances to be part of nearly anyone’s lives, it doesn’t matter what stroll of life they arrive from,” mentioned Hadid. “That’s the place the thrill comes from for me, is once I hear a couple of good friend’s mother or grandmother loving ‘Ôrebella simply as a lot as I hear about youthful children and adults of their 20s, 30s and 40s loving it.”
“Watching ‘Ôrebella evolve from Bella’s dream right into a beloved world model that’s redefining the perfume class has been really inspiring,” mentioned Jessica Phillips, vice chairman of rising manufacturers and strategic initiatives at Ulta, in an electronic mail.
Backed by Celebrands — the agency additionally behind Halsey’s About-face coloration line — ‘Ôrebella has shortly established itself among the many standout celeb magnificence manufacturers of its time because the class proliferates. Hadid’s shut pals, Hailey Bieber and Kylie Jenner, have equally seen breakthrough successes, with Bieber’s Rhode being acquired by E.l.f. Magnificence this 12 months in a $1 billion deal, and Jenner’s Kylie Cosmetics seeing a resurgence because of its enlargement into perfume final 12 months.
“We’re all there for one another in several methods,” mentioned Hadid, including that it’s not unusual for the buddies to trade notes about their experiences vis-à-vis founder life. “Hails provides me nice recommendation in terms of the enterprise and the interior facet of issues, and now we have very like-minded folks on our groups. I can name her in the midst of the evening and he or she’ll be there within the blink of a watch.”
Future Plans
Not too long ago, Hadid collaborated through ‘Ôrebella along with her longtime pals and Wildflower Circumstances founders and sisters, Sydney and Devon Carlson, on a celestial sky-patterned cellphone case and scentable wristlet. Extra collaborations with founder pals, Hadid hinted, may very well be on the horizon.
“We now have so many concepts we wish to do; you’re going to see much more collaborations between me and the ladies,” she mentioned.
With 2025 serving as ‘Ôrebella’s first 12 months of main retail enlargement, the main focus for 2026 will probably be product innovation.
Bella Hadid for ‘Ôrebella.
Courtesy
“We’re positively seeking to develop this idea of ‘skinification’ of perfume. We now have new codecs developing this spring; the pipeline is likely one of the massive axes for the enterprise subsequent 12 months,” mentioned Romash, including that the model might finally dabble in region-exclusive scents, too. “We now have an excellent alternative with the Center East to doubtlessly tailor olfactives particularly for the area.”
Added Hadid: “The world is our oyster in terms of the Center East, as a result of individuals are open to so many various scents, even when it’s a bit stronger or has a superb oud in it.”
With the model-founder now spending the higher a part of her days in Texas, the place she is commonly immersed in nature, her creativity has been flowing as she embarks on newness for ‘Ôrebella.
“I all the time really feel very impressed by nature; once I open my home windows whereas I’m driving and it smells like freshly-mowed grass and each subject is roofed in flowers. Open air is what [Texas] smells like. And calmness. You may’t odor quietness, however I can really feel it for certain.”
