Kuwait City, 7 November 2025. Bella Hadid returned to her cultural roots as her fragrance brand Ôrebella officially launched across the Middle East, marking a moment filled with both personal meaning and industry significance.
Kuwait City, 7 November 2025. Bella Hadid returned to her cultural roots as her fragrance brand Ôrebella officially launched across the Middle East, marking a moment filled with both personal meaning and industry significance.
November 18, 2025
Kuwait City, 7 November 2025. Bella Hadid returned to her cultural roots as her fragrance brand Ôrebella officially launched across the Middle East, marking a moment filled with both personal meaning and industry significance.
In a region where perfumery is woven into heritage and daily ritual, Ôrebella’s oil-rich, alcohol-free formulations feel intuitively aligned with local preferences. The debut took place at Ulta Beauty’s new flagship in Kuwait City and drew an enthusiastic audience of regional press, beauty creators and longtime fans who have followed Hadid’s journey from the runway to the fragrance world. Dressed in a striking red skirt suit paired with vintage Manolo Blahnik lace-up mules, she embodied the refined minimalism that has come to define her brand. “The Middle East is my home, spiritually,” she shared, grounding the event in a sense of emotional return.
Ôrebella’s arrival in the region reflects the roots that shaped Hadid’s earliest memories. Raised with scent rituals passed down from her Palestinian teta, she views fragrance as a form of identity. “Fragrance has always been at the center of my life,” she told Arab News. “From my home to nostalgic memories, to my own energy and connection with others.” At the launch, she described Ôrebella as a fusion of memory and modern self-expression, a philosophy that resonates deeply in the Gulf where perfume is cherished as both art and heritage.
The brand, introduced globally in 2024, stands apart from celebrity fragrances through its essential-oil-based formulas, crafted for longevity, depth and skin affinity. This sensibility mirrors the Middle Eastern appreciation for richly layered scents that evolve across the day.
Three signature offerings define the collection. Salted Muse blends sea salt, bergamot and sandalwood into a mineral-bright fragrance Hadid describes as “the scent of freedom.” Window2Soul pairs iris and jasmine with subtle notes of vanilla and amber, creating a clean floral that became an early bestseller. Blooming Fire combines pink pepper, tuberose and patchouli for a warm, dimensional profile that Hadid often layers with Salted Muse.
Ôrebella’s Middle East expansion begins in Kuwait and continues with Dubai and Saudi Arabia through late 2025 and early 2026. A pop-up at Mall of the Emirates supported the debut with an immersive, storytelling-driven experience.
For Hadid, the regional launch is more than business strategy. It is a homecoming, a tribute to heritage and the scent memories that shaped her life. In the Middle East, Ôrebella has found both its natural audience and its spiritual beginning.
