In the high-stakes world of celebrity beauty, where brand launches are often dismissed as mere vanity projects, Bella Hadid has spent the last few years quietly preparing a revolution. The result is ‘Orebella, a fragrance line that defies the traditional conventions of the perfume counter. Eschewing the standard alcohol-based sprays that have dominated the industry for decades, Hadid has introduced a bi-phase, skin-nourishing oil formula that promises to transform the way we interact with scent. This isn’t just about smelling good; it’s about “aura-enhancing” and the physical ritual of application. Inspired by her own journey toward healing and her Palestinian heritage, ‘Orebella—and its latest masterpiece, Eternal Roots—represents a shift toward a more holistic, intentional approach to luxury. As we navigate the sensory landscape of 2025, Hadid is proving that the most powerful scents are those that don’t just sit on the skin, but become an integral part of the person wearing them.
The Bi-Phase Breakthrough: Scent Meets Skin
The most striking feature of ‘Orebella is its unique physical composition. Traditional perfumes are largely composed of alcohol, which serves as a carrier but often leaves the skin dry and the scent feeling “sharp.” Hadid’s collection, however, features a bi-phase formula: a “shaking” ritual that mixes an essential-oil-rich top layer with a nourishing base. When applied, it feels more like a luxurious body oil than a typical fragrance. This innovation addresses a growing consumer demand for products that bridge the gap between beauty and wellness. In an era where “skin barrier health” is a buzzword, ‘Orebella offers a fragrant experience that actually benefits the dermis rather than stripping it.
This shift toward oil-based formulas also changes the “sillage,” or the trail left by a perfume. While alcohol-based scents tend to project loudly and evaporate quickly, ‘Orebella’s oils melt into the skin, creating a “personal scent bubble” that lingers for hours. It is a more intimate form of fragrance, designed for the wearer and those they let close, rather than the entire room. This intimacy is a core tenet of Hadid’s brand philosophy. By focusing on the “alchemy” of how scent interacts with individual body chemistry, she has created a product that feels bespoke to every user, turning the act of getting ready into a grounding, meditative practice.
The visual appeal of the bi-phase liquid—swirling with gold and crystalline hues—also taps into the “sensorial luxury” trend of 2025. The bottles, designed to look like vintage elixirs or unearthed artifacts, emphasize the idea of “modern alchemy.” Hadid has successfully marketed the brand not as a fast-fashion accessory, but as a tool for “intentional living.” By requiring the user to shake the bottle to activate the formula, she forces a moment of pause, inviting the consumer to be present in the ritual of application. It is a masterclass in how to turn a commodity into a spiritual experience.
Eternal Roots: A Journey to the Floral Heartland
The newest addition to the collection, Eternal Roots, serves as the emotional and olfactory anchor of the brand. While previous scents in the line explored the ethereal and the celestial, Eternal Roots is a grounding, floral-forward composition that feels deeply personal to Hadid’s roots. It is a sophisticated blend of white florals—specifically jasmine and orange blossom—balanced by a deep, earthy undertone of amber and woods. This combination creates a scent profile that is simultaneously nostalgic and futuristic, evoking the feeling of an ancient garden blooming in a modern metropolis.
The choice of jasmine is particularly significant, as it is a scent often associated with the Middle East and Hadid’s own family heritage. In Eternal Roots, the jasmine is not the “cloying” or “powdery” version found in traditional perfumes; it is fresh, green, and vibrant, as if the petals were just crushed between the fingers. This “hyper-natural” approach to floral notes is a defining characteristic of the ‘Orebella aesthetic. It avoids the synthetic “sugar” notes that have saturated the market for years, opting instead for a raw, botanical complexity that feels authentic and high-end.
Eternal Roots also explores the concept of “memory through scent.” Hadid has often spoken about how fragrances can transport a person back to a specific moment or place. By naming the scent Eternal Roots, she is inviting the wearer to connect with their own lineage and history. The fragrance acts as a tether, providing a sense of stability and “home” regardless of where one is in the world. This emotional resonance is what separates ‘Orebella from its competitors; it is a brand built on the vulnerability and lived experience of its founder, making it feel remarkably human in a digital-first world.
Beyond the Bottle: The Wellness-Fragrance Connection
‘Orebella arrives at a time when the “Wellness-Industrial Complex” is merging with the beauty industry. Consumers are no longer just looking for products that make them look better; they want products that help them feel better. Hadid has leaned into this by infusing her fragrances with ingredients traditionally used in aromatherapy. The “aura-enhancing” claim of the brand is not just marketing fluff; it is a nod to the neuro-cosmetic potential of scent. By using high concentrations of essential oils like lavender, bergamot, and cedarwood, ‘Orebella aims to influence the wearer’s mood, providing a sense of calm, focus, or energy depending on the blend.
This focus on the “internal” benefits of fragrance reflects Hadid’s own well-documented journey with chronic illness and her search for holistic healing methods. She has positioned ‘Orebella as a byproduct of her healing process, a way to share the “potions” that helped her find peace during her most difficult times. This narrative has created a deep bond with her audience, many of whom see her as a relatable figure despite her supermodel status. When a consumer buys a bottle of Blooming Fire or Salt Muse, they aren’t just buying a scent; they are buying into a lifestyle of resilience and self-care.
The brand also champions “clean” standards without sacrificing the performance of the fragrance. ‘Orebella is alcohol-free, paraben-free, and cruelty-free, meeting the rigorous demands of the 2025 conscious consumer. However, Hadid has avoided the “beige and boring” aesthetic often associated with clean beauty. Instead, she has embraced a vibrant, mystical, and high-fashion visual language. This proves that “sustainable” and “clean” can also be incredibly sexy and luxurious, setting a new standard for how celebrity brands should operate in an increasingly skeptical market.
The Supermodel as CEO: The Evolution of Bella Hadid
The launch of ‘Orebella marks a significant turning point in Bella Hadid’s career. For over a decade, she has been the face of other people’s visions—walking the world’s most prestigious runways and starring in global campaigns. With ‘Orebella, she has moved from being the “muse” to the “maker.” Industry insiders have noted her hands-on approach to every aspect of the brand, from the chemistry of the oil-blends to the intricate design of the “geode-inspired” packaging. This is not a licensing deal where she simply lends her name; it is an entrepreneurial venture that reflects her specific taste and values.
Her success as a CEO is also a testament to the power of “community-building” over “influence.” Hadid has used her massive platform not just to sell a product, but to foster a conversation about mental health, heritage, and the importance of taking care of one’s “aura.” By being transparent about her struggles and her passions, she has built a level of trust that most brands can only dream of. ‘Orebella is the physical manifestation of that trust. It is a brand that feels as though it was created for friends rather than customers, which is the ultimate secret to longevity in the “Magazine World” of 2025.
As the fragrance industry continues to evolve, the impact of ‘Orebella will likely be seen in the way larger heritage houses begin to rethink their own formulas. The success of an alcohol-free, oil-based prestige fragrance is a major “proof of concept” that could change the industry’s manufacturing standards forever. Bella Hadid didn’t just launch a perfume; she challenged the very definition of what a perfume can be. In doing so, she has secured her place not just as a style icon, but as a formidable force in the future of global beauty.
