‘Ôrəbella is making scent you can feel.
What’s happening: The functional fragrance brand founded by supermodel Bella Hadid secured an undisclosed Series A to scale its dual-purpose scent formulas.
Scenting. Long-lasting and multi-functional, ‘Ôrəbella’s bi-phase perfumes combine alcohol-free, essential oil-based blends with skincare ingredients like jojoba and shea — merging beauty and sensory wellness.
Available in 1.5K Ulta Beauty doors, ‘Ôrəbella is in growth mode, tapping former L’Oréal exec Anish Agarwal as CEO to lead expansion in the Middle East and UK and extend into hair and body mists.
Aroma aisle. Looking to optimize every routine, consumers are fueling the $12B functional fragrance market. Investing in the category, Target now stocks Being Frenshe’s mood-supporting scents, and Ulta Beauty added aromatherapy to its Wellness Shop through Saje Natural Wellness while ramping up business with ‘Ôrəbella globally.
Applying science and mysticism to a heritage industry, NOYZ layers skincare ingredients, Skylar infuses SPF, and Vyrao taps healing crystals in each bottle.
Punchline: Another ritual to optimize, fragrance is getting a rebrand, and ‘Ôrəbella is riding the wave with scents that mix identity and wellness.
