Bella Hadid took to Instagram this week to mark two years of Orebella, calling the brand her “baby” and writing: “What started as a dream in my heart has become something so much bigger than I could have imagined, because of you.” It is the kind of anniversary message that could easily read as performative, except that Orebella’s two-year run has been anything but ordinary for a celebrity fragrance brand. It sold out at launch, expanded into the Middle East, and built a loyal following that tracks less like a fan base and more like a community. The numbers back up the sentiment.
What the Brand Actually Is
Orebella launched in 2024 with a sell-out line of clean fragrance mists, rooted in Hadid’s love of scent layering, spirituality, and beauty rituals. The alcohol-free formulas were her answer to traditional perfumes, born out of her own sensitivity to alcohol-based fragrances during what she has described as her healing journey. That personal origin story is what separates Orebella from the long line of celebrity scent launches that came before it. Hadid did not put her name on someone else’s product. She built something that came directly out of her own life.
Jasmine Blues and the Arab Connection
The brand’s most recent launch is also its most personal. Jasmine Blues is a tribute to Hadid’s Arab roots, inspired by a book she owns about the native flowers of Palestine. “Specifically in Palestine, the jasmine flower is a symbol of purity, beauty, and cultural identity,” she told Vogue US. For Soul Arabia readers, that detail is not incidental. Hadid, a US-Dutch-Palestinian, has built a brand that draws directly on the region’s cultural and botanical heritage and is now bringing it back to the Middle East through Ulta Beauty locations in Kuwait, the UAE, and Saudi Arabia.
What Comes Next
Hadid has signalled that Orebella is entering a new chapter, with new ideas already in motion, while staying true to its core values of authenticity and self-expression. Two years in, the brand has earned the right to make that kind of statement. Most celebrity beauty ventures do not make it this far with their credibility intact. Orebella has.
