No Alcohol, No Apologies: Bella Hadid’s Orebella Hits London

• Bella Hadid debuts Orebella in London with an alcohol-free, skin-friendly fragrance line that redefines personal scent.
• From May 15–28, Selfridges hosts a pop-up experience inviting you to explore your aura through scent, story, and sensory design.

When I walked into Selfridges on May 15, I expected a launch. What I found instead was something more immersive—a sensorial dip into what Bella Hadid calls a “soul project”. Orebella, the model’s first foray into fragrance, is less about perfume and more about personal ritual. And judging by the turnout in London, it’s already resonating.

I’ve seen dozens of launches over the years—some loud and theatrical, others flat. Orebella struck a different note entirely—subtle, intentional, and deeply personal. That tone begins with Bella herself. This isn’t a licensing deal. It’s a brand she’s built from scratch, blending identity with wellness in an increasingly saturated category.

The pop-up at Selfridges runs through 28 May and occupies a tactile space on the ground floor. There’s no hard sell here—just a story unfolding through scent, texture, and design. You can map your aura, get a scent recommendation based on it, and walk away with something that feels more aligned than chosen.

Who Is Bella?

Bella Hadid is one of the most recognisable names in the fashion world. A fixture on international runways and a favourite of luxury houses, her rise has been marked by more than just her editorial presence. She’s known for her transparency with fans, her curated sense of style, and a willingness to speak openly about mental and physical health. These qualities have helped her build a personal brand that feels both aspirational and grounded.

Why This Launch Feels Different

Let’s talk formulation. Orebella’s key distinction is its alcohol-free base. Each fragrance uses a bi-phase formula that combines essential oils with skin-nourishing actives. It feels more like skincare with a scent than traditional perfume. This also makes it ideal for people like Bella, who have shared experiences of sensitivity to mainstream fragrance.

The branding leans into wellness cues: glass bottles shaped like geodes, labels that read like mantras, and textures that look lifted from a facial oil. The result? A product that sits comfortably on your vanity but performs just as well on your wrist.

For UK consumers, especially those moving away from alcohol-heavy formulations, it’s a compelling value proposition. Orebella isn’t promising you’ll smell like anyone else—it’s suggesting you might smell like your best self.

The Four Scents to Know

At launch, four signature scents are available:

• Window2Soul – light, floral, anchored in jasmine
• Salted Muse – aquatic, layered with driftwood and olive
• Blooming Fire – warm, with bergamot and patchouli
• Nightcap – vanilla-forward with ginger and sandalwood

Each scent comes in three sizes: 10 ml (£32), 50 50ml (£67), and 100ml (£95). The £15 discovery set includes four 2ml vials—a smart way to try before you commit.

What stood out to me was the layering potential. These aren’t overpowering scents. They’re buildable and adaptable and behave differently depending on your skin. Nightcap over Blooming Fire? Intimate and grounded. Salted Muse with Window2Soul? Clean, fresh, and quietly addictive.

Bella’s Fingerprints Are Everywhere

Bella Hadid isn’t playing muse—she’s steering the ship. She’s been involved in every element of development, from scent profile to bottle architecture. During media previews, she was open about how headaches from traditional perfumes pushed her toward cleaner, alcohol-free formulations.

There’s vulnerability in that. But also a level of clarity. Orebella isn’t trying to be all things to all people. It’s trying to mean something to the person who wears it.

One quote stuck with me: “I wanted to create something that doesn’t just sit on the skin but lives with it.”

That intention is palpable across the brand, from the visual identity to the pop-up space to the campaign film looping softly behind the testers. It’s all mood. Minimalism meets sentiment.

Inside the Selfridges Experience

If you’re in London, it’s worth visiting the Selfridges activation before it closes. Aside from testing the fragrances, you can take part in the aura-mapping experience, enjoy a short scent-matching consultation, and access early gift-with-purchase sets.

No booking is needed, but weekday afternoons are quietest.

The setup isn’t overwhelming. It doesn’t scream for attention. Instead, it whispers. And that might be why people are staying longer—talking, spraying, testing again. The team isn’t rushing anyone through. That patience feels rare. Refreshing.

Reception and What’s Next

So far, beauty editors and UK influencers have responded with enthusiasm. Glamour UK gave the line a strong review. Vogue Business focused on the emotional wellness angle. TikTok creators have been pairing scent reveals with aesthetic edits from the pop-up.

There’s been no announcement yet on further EU rollouts, but given the traction in London, it’s likely. Orebella’s online shop through Selfridges.com will stay live after the activation ends.

A Few Final Details

• Location: Selfridges, London (Ground Floor, Beauty Hall)
• Dates: 15–28 May 2025
• Sizes: 10ml / 50ml / 100ml
• Discovery Set: £15 (limited quantities)
• Fragrance Profile: Alcohol-free, bi-phase oil-based

If you’re sensitive-skinned, ingredient-conscious, or simply curious about what fragrance could look like in 2025, Orebella is worth your time.

It’s rare to see a celebrity fragrance debut that feels this rooted, this carefully layered between intention and impact. But then again, Bella Hadid has always done things a bit differently.