Bella Hadid, the fashion icon and supermodel, launched her new perfume brand, Orebella, in May 2024. The brand offers three scents: Window2soul, Salted Muse, and Blooming Fire, available online and at Ulta stores in the US. Orebella distinguishes itself as the first intentional skin parfum, featuring alcohol-free, vegan, dermatologically tested, clean, and hydrating formulas infused with essential oils. The bi-phase formula combines hydrating snow mushrooms and five moisturizing oils (camellia, almond, olive, jojoba, and shea). It requires shaking before use to create a long-lasting fragrance.
The Celebrity Fragrance Trend
While Orebella's use of natural products and essential oils is noteworthy, celebrity perfumes are not a new phenomenon. The trend began with Marilyn Monroe's Chanel No.5 ads in the 1950s. Sophia Loren’s "Sophia" in 1981, and Elizabeth Taylor’s "Passion" and "White Diamond" in collaboration with Elizabeth Arden in 1987 set the stage for lucrative celebrity perfume lines. Taylor famously earned more from her perfumes than her films, illustrating the industry's potential profitability.
The early 2000s saw a boom in celebrity perfumes, including Beyonce's "Heat," JLo’s "Glow," and Britney Spears' "Curious." These perfumes were a way for fans to feel connected to celebrities before the advent of social media. The products were affordable and accessible, appealing to teens and tweens. Unlike today, celebrities had limited control over the final product, which was managed by established brands like Coty, who paid celebrities an upfront rate and offered a percentage of sales.
The success of early celebrity perfumes relied on the mystique surrounding celebrities and their limited accessibility. Today, social media has demystified celebrities, and fans are more influenced by relatable figures like influencers and YouTubers. This shift has led to scepticism towards celebrity brands, which often appear as mere cash grabs. The beauty and wellness industry is now oversaturated with celebrity brands like Kylie Cosmetics, Rhode by Hailey Bieber, REM by Ariana Grande and GOOP by Gweneth Paltrow. Many of these brands face criticism for offering mediocre products at high prices, contributing to a growing disinterest in celebrity endorsements.
Despite the crowded market, some celebrity brands thrive due to their quality and authenticity. Rihanna's Fenty Beauty, for example, revolutionised the industry by offering a wide range of foundation shades, addressing the needs of darker-skinned women. Fenty's success lies in Rihanna’s genuine connection to the brand's mission and its alignment with her personal experiences. Rihanna’s commitment to inclusivity and quality has set Fenty Beauty apart from other celebrity brands.
Orebella's Position in the Market
Now, in comparison, Bella Hadid's Orebella aims to leverage her strong public image as an activist and trendsetter. Her Arab heritage resonates within the fragrance industry, known for its high-quality perfumes, and her advocacy for health and well-being, evidenced by her elaborate wellness routines, lends credibility to the brand. The packaging of Orebella perfumes is aesthetically pleasing, sturdy, and ethereal reflecting Bella’s fashion sensibility and personal style. Additionally, the brand's use of essential oils as a base instead of alcohol opens them up to a new market for individuals with eczema, sensitive skin, and allergies who typically cannot use alcohol-based products. Unlike many mainstream brands, which often do not cater to this demographic, Orebella offers accessibility and quality, with its products available in stores rather than being limited to niche markets.
YouTube channel "underskin" revealed that Bella Hadid trademarked "Orebella" in January 2022 but only soft-launched the product in February 2024 with a teaser Instagram post at Ulta offices, indicating that Bella spent at least two years developing the product. In an interview with Harpers Bazaar Bella states that she began working on the project more than five years ago. Like Kylie Jenner, Bella has used scarcity marketing as a primary promotional tool. While this strategy can be effective if the celebrity has enough clout, it also means the celebrity retains full control over the brand's public image and success. This strategy seems to work in the short term however, overuse can lead to confusion and disinterest, as seen with Kylies newer brands “Sprinter” and “KHY”.
Reviews of Orebella highlight both strengths and weaknesses. On the positive side, many appreciate the skincare benefits and the attractive packaging. The focus on essential oils and skin health sets Orebella apart from traditional perfumes, offering a unique selling point. However, this focus may also mean it can’t meet the expectations of those looking for a typical perfume experience. TikTok reviewers have expressed concerns about using the product in their hair or on clothing, and about shelf life due to its natural ingredients and tendency to separate in the bottle, potentially deterring customers. The 15-minute wait to experience the perfume fully and the oily, hydrating feel may not appeal to consumers accustomed to the typical alcohol-based formulations of mainstream perfumes. Nonetheless, Bella herself seems genuinely dedicated to the brand and its success, which makes a big difference to the modern consumer.
Each scent in Orebella's lineup seems tailored to a specific audience, offering diversity in fragrance profiles. For instance, Window2soul is described as floral and fruity, Salted Muse as masculine and woody, and Blooming Fire as having a sexy caramel tone with floral notes. This variety ensures there's something for different tastes and preferences. Orebella also isn’t tone-deaf to the current economic climate, marked by recession and a cost-of-living crisis, which could make consumers less inclined to splurge on celebrity-branded products. Orebella’s relatively affordable price point of $100 for a full bottle and $35 for a travel size makes it accessible to a wider audience. So, while it may not satisfy everyone's expectations of a perfume, it offers a distinct alternative for those looking for a blend of fragrance and skincare benefits.
The celebrity branding landscape has evolved, with consumers becoming more concerned about authenticity and quality.
The future of Orebella will depend on Bella Hadid’s ability to maintain authenticity and offer a genuinely superior product. Given her strong personal brand and the thoughtful development of Orebella, there is potential for the brand to succeed beyond the initial launch phase. In an oversaturated market, continuous innovation and genuine consumer engagement are key to ensuring long-term success. Bella has proven she’s not afraid to stand apart from the norm and dedicates herself to the causes and projects she believes in. Orebella has had a fantastic initial public reception, so let’s hope, as she always seems to, that Bella can keep up appearances.
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