Bella Hadid is making a significant return to her roots with her fragrance brand ‘Ôrebella as she expands its international presence into the Middle East. Following successful launches in the UK and Mexico, Hadid’s next destination is Kuwait, where she partnered with Ulta Beauty to introduce her clean fragrance line. This move is more than just a business decision to Hadid; it resonates personally as she expresses a deep spiritual connection to the region, despite not having been raised there. “It’s always been the dream to sell to the people that are family to me,” she stated during the grand opening of Ulta’s largest store globally, a space designed to showcase her brand’s unique fragrances that hold personal significance.
‘Ôrebella has quickly gained traction, establishing itself as a top-five fragrance brand at Ulta. The Middle Eastern market is particularly enticing for Hadid and her team, with its robust appreciation for perfumes, creating an exceptional opportunity for the brand. Alison Romash, the general manager of ‘Ôrebella, highlighted the region’s innovative retail culture that complements its high demand for fragrances. By tapping into this market, Hadid aims not only to succeed but to enrich the cultural tapestry of fragrance appreciation, especially among those who have a rich tradition of scent.
Hadid holds a unique perspective on fragrance, deeply rooted in her family heritage. She reminisces fondly about her grandmother and relatives who prized their fragrances, wearing and sharing them over decades. “When I think of the Middle East, I think about fragrance,” she explained, informing the essence and branding of ‘Ôrebella. Each of the brand’s alcohol-free scents, infused with skin-nourishing ingredients, carries a piece of this heritage. Priced at $72 for a 50-ml bottle, the fragrances are designed to appeal to a diverse audience, epitomizing a blend of traditional and modern influences.
The brand’s appeal is bolstered by its resonant success among a multicultural demographic, including Millennials, Gen Z, and even a growing male consumer base. This audience engagement speaks to Hadid’s desire for ‘Ôrebella to transcend demographics, welcoming people from various backgrounds. Romash remarked on how the brand has particularly resonated with Hispanic communities, especially during its recent expansion into Mexico. The brand’s intimacy with its consumers consumer showcases Hadid’s commitment to creating fragrances that people can connect with personally, irrespective of their age or identity.
Bella’s ambitions for ‘Ôrebella are not just confined to its current success; she envisions a global future for her brand, aiming to eventually penetrate the European market, particularly The Netherlands. Hadid is inspired by the success of her peers in the beauty industry and often collaborates with them for insights and ideas. The support network she shares with other beauty entrepreneurs like Hailey Bieber and Kylie Jenner plays a crucial role in her approach to business and innovation. “We’re all there for each other in different ways,” she reflected, indicating the camaraderie that allows her to navigate the complexities of the beauty business successfully.
Looking ahead, Hadid is excited about what’s in store for ‘Ôrebella, particularly as she embarks on collaborative projects and product innovations. She mentioned upcoming partnerships with friends and hinted at exploring region-specific scents that could cater to Middle Eastern tastes. With the brand’s growth momentum and Hadid’s deep connection to the region, the possibilities seem boundless. Her time spent in Texas, immersed in nature, fuels her creativity, allowing her to infuse natural inspirations into her fragrances. As she puts it, “The world is our oyster when it comes to the Middle East,” an exciting sign of what’s to come for ‘Ôrebella as it continues to evolve in the fragrance market.