From a scent-drenched soirée to a candy-colored pop-up, Bella Hadid’s London debut of Orebella wasn’t just a fragrance launch—it was a full-bodied immersion into her world of identity, ritual, and radiance. Over two unforgettable days, the British capital transformed into a living olfactory diary, with candlelit rooms filled with artists, cocktails inspired by perfume notes, and an alchemy-themed newsstand that turned the streets into a storybook. Blurring the lines between scent and skin, glamour and grounding, Hadid invited fans and creatives to explore what it means to wear fragrance not as an accessory, but as an extension of the self. This was more than a moment—it was the unveiling of a movement.
A scented arrival in the heart of London
London isn’t exactly known for its sweet aroma, but on May 16th, the city took on a new scent—courtesy of Bella Hadid. The model, entrepreneur, and face of countless fashion campaigns brought her new fragrance line, Orebella, across the Atlantic for an immersive UK launch. Hosted at the opulent Sessions Arts Club, the event was anything but your average perfume reveal. Think flickering candlelight, velvet-draped lounges, and curated cocktails—all radiating the mystique of Hadid’s signature cool.
Bella floated through the room like the high priestess of scent, dressed in understated elegance while surrounded by a select crowd of artists, influencers, and style icons. Spotted among the guests were VMAN 54 cover star A$AP Nast, TikTok darling Olivia Neill, and even Lady Amelia Windsor—each there to discover the story behind the scent. The atmosphere shimmered with sensuality and self-expression, much like the products themselves. Alcohol-free and infused with Orelixir, a skin-friendly base designed to hydrate as well as perfume, Orebella’s lineup brings beauty and wellness into one bottle.
Meet the scents: Personal, playful, and skin friendly
Orebella’s debut collection introduced four distinct scents, each crafted with thoughtful precision and sensory storytelling. Whether you’re into fresh florals or warm spices, there’s an Orebella essence waiting to blend with your skin chemistry.
WINDOW2SOUL is light and breezy, a soft opening into the line with notes of lemon, mint, and rose. The fragrance unfurls into jasmine and subtle sweetness, making it the go-to scent for daytime dreamers. Then there’s SALTED MUSE, which evokes the seaside with hints of fig, lavender, and salt, rounded out by grounding wood notes. Cool and coastal, it’s a fragrance that wears like wind through linen.
For those drawn to warmth, BLOOMING FIRE adds spice and sensuality to the mix. Think bergamot and jasmine layered with creamy monoi and cardamom—perfect for golden hour moments and sultry nights. Finally, NIGHTCAP offers something richer, a late-night indulgence wrapped in ginger, vanilla, and sandalwood. It’s the after-dark alter ego of the collection, seductive without being overpowering. Each bi-phase formula is designed to melt into the skin, interacting with your natural oils to create a scent that’s uniquely yours. It doesn’t sit on the surface—it becomes a part of you.
The pop-up that stole the show
If the VIP launch was the haute couture moment, then the next day’s event was all about street style meets storytelling. On May 17th, Bella stepped out of a custom-wrapped Orebella black cab and into the heart of Marylebone, where the iconic Shreeji Newsagents had been transformed into the Alchemy Newsstand—a pastel dream of sensory play and curated cool.
Inside, it was all about the details. Customizable gift sets were disguised as vintage books, drinks were named after each scent, and “Love Letter Doughnuts” served as edible odes to romance and identity. Visitors could sip on a BLOOMING FIRE mocktail while flipping through a bespoke tabloid filled with Hadid-centric headlines and perfume philosophy.
The most unexpected guest of the day? A pink-clad dachshund nestled in a Goyard tote, serving up runway-ready energy and instantly becoming the unofficial mascot of the pop-up. But the canine cameo was just one highlight in a space full of personality and playful design.
An interactive ode to identity
Orebella’s pop-up wasn’t just about fragrance—it was about personal discovery. Guests could take an aura quiz to find their perfect scent match, encouraging reflection on mood, energy, and intention. The event’s installations offered even more immersion: one space was floral and ethereal, the other mirrored and moody, each a visual representation of Orebella’s duality—light and shadow, fresh and fiery.
In true Bella Hadid fashion, the model took time to engage with fans and creatives alike. Whether posing for selfies or sharing snippets of her journey, she moved through the space with an ease that blurred the line between icon and host. Every corner of the experience reflected her personal touch—from the branding to the textures to the tone.
What does Orebella smell like?
The essence of Orebella lies not just in the notes but in the intention. These are not perfumes you wear to mask or overpower—they’re designed to enhance your natural scent, to melt into your skin and mingle with your chemistry. The bi-phase technology (a visible separation of oils and essences that you shake to blend) invites wearers into a ritual: a small moment of self-care before stepping out.
The collection is now available at Selfridges, offering a chance for UK fragrance lovers to explore each scent in every size—from travel sprays perfect for your handbag to statement bottles that anchor your vanity. With the immersive Selfridges installation open through May 28th, there’s still time to dive into the world of Orebella in person.
Bella’s alchemy, bottled
Orebella is more than a fragrance—it’s an extension of Bella Hadid’s world: minimalist yet expressive, grounded yet ethereal. It’s scent as identity, bottled alchemy waiting to be revealed with every spray. Whether you’re drawn to the ocean breeze of SALTED MUSE or the soft fire of NIGHTCAP, there’s a story waiting to be told on your skin.
Missed the launch? There’s still time to step into the dream. So go ahead—shake, spray, and reveal your alchemy.
