ICYMI, supermodel Bella Hadid announced the launch of her new brand, Orebella.
The announcement was teased with a vague, cryptic Instagram post. Naturally, we (along with the rest of the internet) were on a mission to decode exactly what Orebella (officially spelled Ôrəbella) is.
And now, the catwalk queen has announced it will be a fragrance brand and it’s website is going live soon (on May 2nd to be exact).
Taking to the brand’s IG page, the US-Palestinian supermodel shared a post reading: “5+ years in the making. Can’t wait to show you all the details crafted by the hands of our founder @bellahadid. All to be revealed tomorrow…”
The accompanying snaps showed a close up of the model’s arms and hands surrounded by perfume bottles.
It comes after the star revealed she was launching a brand in February.
“Ôrəbella founded by Bella Khair Hadid,” was captioned on the cryptic post teasing the brand’s launch in May. “Reveal your alchemy on 5/2.”
The 10-second promo featured a close-up of Hadid’s face intertwined with clips of different sceneries, including an ocean and field. Then, the lowercase letter “B” wrapped in a circle, appeared.
Her model sister, Gigi Hadid, was quick to run to the comments, writing: “YAAAAAYYYYY” accompanied by a genie emoji. Where are all the astrology girlies to decode what this means (!!)
Is Bella Hadid tapping into her Middle Eastern heritage with a new perfume brand?
Although there aren’t many details about the brand itself yet, there have been some pretty useful clues.
Recently, the supermodel posted a TikTok teasing her product release. The video, captioned “What do you think im bringing to ya..?! Cant wait for you to try…”, shows her applying some lip gloss and spraying perfume.
@babybella777 What do you think im bringing to ya..?! Cant wait for you to try…. @Orebella #orebella ♬ original sound – Bella Hadid
Hadid also shared a series of photos on her Instagram story featuring numerous pictures of flowers and a bottle of what appears to be a fragrance.
The clear rectangular bottle says, “Created by Pasha Mahmoud Hadid”, as well as cursive writing that says “Oasis of Love.” In addition to the shared last name, we do know her father does have a brother named Mahmoud, which could imply that the perfume was made by her uncle. The Hadid family is of Palestinian descent, and the Middle East is known to have a thriving perfume industry. It’s all adding up here…👀
Bella Hadid has been vocal about the importance of her Palestinian heritage. Perhaps this new brand is a way for her to deepen her connection to the region.
According to WWD, Hadid reportedly called Ôrebella a “scent brand” on registered trademark documents. PLUS, Hadid herself shared this WWD article to her Instagram Story.
Keep an eye on this page as we bring you all the latest news, product info and Middle East release dates.
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