This is 'Orebella': Bella Hadid's new beauty brand

What we do know is that there is a sign-up list for an “exclusive gift” at the launch and that the link leads to a webpage that only shows a slow-motion video of one of Bella Hadid’s eyes reflecting the ocean and the mountain. The orebella.com website also says that Orebella will “reveal your alchemy”.

The model filed a trademark application in 2022. Under goods and services, the goods listed in the trademark application include fragrances, scented body and face lotions and oils, scented shampoos, conditioners and styling creams, air fragrance diffusers and incense.

Although this is the model’s first foray into the beauty world as an entrepreneur, she has already collaborated with major beauty brands such as Dior Beauty and Charlotte Tilbury. In an interview, she said “it’s very important for me to be able to trust my make-up”. The brand will be launched on 2 May.